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What is Country Management?

At The Red Tree, we are often approached by brands who are already established in international markets such as the US, Australia, the Middle East, etc. and are now looking to expand their distribution. They may have a team who are based in one of their current markets but may lack the expertise or resources to manage their brand in a new market, such as the UK. Our extensive experience in managing and becoming the face of brands, enables us to develop and implement strategies to list and grow beauty brands efficiently – what we have coined “Country Management”.

This service can encompass as much or as little as the brand needs. For example, we can act as an ‘agent’ to reach out to retailers, presenting the brand with tailored approaches and successfully navigating the often complicated listing process, after which we hand the management of the relationship back to the brand’s in-house team.

However, the majority of our clients prefer us to lead in the entire process. We have partnered with hundreds of brands over the years in this way. Our approach usually begins with a brand immersion, followed by a retail strategy to highlight the opportunities and added value the brand will bring to a particular retailer. We then work collaboratively to produce a succinct and tailored presentation, which not only validates the brand’s Symbolic Brand Value, but goes on to demonstrate the support planned for a potential launch and beyond.

Once a brand is listed, we then implement that support which can include PR, paid media, trade marketing, in store staffing and events. Our 360° approach integrates seamlessly into the brands global strategy, aligning on distribution, budgets and sales targets to ensure consistent return on investment (ROI).

We understand the international market and our dedicated experience allows us to make informed decisions on behalf of the brands we manage, saving time and unnecessary expense at all levels of the business. We manage some of the best brands around and have listed brands in Space NK, Harvey Nichols, Harrods, Net-a-Porter, John Lewis, Selfridges, Marks & Spencer, The Hut Group, Sephora, Boots, Superdrug, Cult Beauty and QVC. Find out how we can help you.

The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.

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