By: Andrea Blieden (U.S. General Manager - The Body Shop)

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“I want to work for a company
that contributes to and is
part of the community.
I want something not just to
invest in. I want something to
believe in.”
DAME ANITA RODDICK

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1. Retail Stores: best expression of the brand and customer service
• Discover who The Body Shop is
• Best customer service experience
• Almost the full assortment
2. Ecommerce: best digital expression of the brand
• About the brand content – how to’s, skincare routines, ingredient stories, etc.
• Full assortment of all products
3. Wholesale: brand awareness driver
• Customer acquisition
• Non competitive to our direct channels
• Limited assortment of top products

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MIX OF BUSINESS
Wholesale
Direct
Channels

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• Predominantly street locations in strip malls
• 1,074 stores in 2018 (across 48 states)
• Carries brands from mass to luxury
• Covers all categories in beauty including hair, hair tools, skincare, cosmetics, bath, body and salon services

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• Net sales increased 14.1% to $6.7 billion
• More than 4% share of market in the US
• Comparable sales increased 8.1%
• Retail comparable sales increased 5.1%
• E-commerce comparable sales increased 35.4%
• Salon sales increased 8.5%
• Over 28 million Ultamate Rewards members

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• 55% of customers start product research on Amazon vs. 28% who start on search engines
• #1 brand amongst millennials
• Accounts for 44% of all US ecommerce sales and 4% of total US retail sales
• Voted Americas most reputable company
• 8/10 customers use Amazon to discover new brands and products
• More than 95 million US consumers have Prime memberships (63% of Amazon customers)

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• Unique customer base: Active-Duty, Retired Military and their families – reach over 13 million consumers
• Over 300 locations
• The ‘Exchange’ carries everything from beauty to apparel, appliances, toys, household supplies, gifts, food, and more
• Provides exclusive ‘every day’ discounts and superior service – discounts typically 20% off SRP

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• Retailer focused on selling excess and obsolete inventory at a sharp price point
• 1,236 stores in the US
• Requires negotiation of good inventory with excess and gross margin maintenance

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• Find retailers that are complimentary to your direct channels and will not cannibalize the business
• Branded paid search – ensure you are not competing against your wholesale partners; always maintain the #1 position
• Focus assortment in wholesale on core, top products – limited selection
• Find moments to enhance the brand story in wholesale distribution
• Ensure you are maintaining the brand image through promotional controls

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