Collistar – Digital-first market entry strategy

Collistar is Italy’s No. 1 beauty brand. Founded in Milan in 1983, the brand is owned by the major corporate Bolton Group. Product categories cover facial skincare, body care, cosmetics, haircare, male grooming and sun care. In total, there are over 800 SKUs covering each of these categories.

The brand was evaluating a move to enter the UK market. Acknowledging that the UK market is complex and developed, Collistar needed a market entry strategy. This required an analytical and considered approach to determine the best routes to market. It also needed to establish the investment required, including a digital-first approach.

As part of the market entry strategy, we reviewed Collistar’s current brand positioning with reference to the UK market. By assessing the status of the brand and its sub ranges, we identified key changes necessary to achieve success in the market. Based on the agreed range, we then completed an evaluation of the possible routes to market. This identified the levels of investment needed to build a long-term sustainable business in the UK, covering both digital and physical stores using sales scenarios.