Case Studies / NEST New York
NEST New York – UK market entry strategy for a premium fragrance brand
Launched in 2008 by founder Laura Slatkin with a unique approach to fragrance, artfully blending notes of the familiar, the exotic, and the unexpected for a fragrance experience like no other.
NEST now aspires to become a global brand.
As part of its growth objective, NEST New York is targeting expansion into the UK, within premium bricks ‘n’ mortar and pure-play ecommerce retailers. It is recognised that the launch will present an opportunity to create excitement and to firmly position NEST as a “lifestyle fragrance” beauty brand, whose product offer includes fine fragrance, personal care and home fragrance.
What did we do?
We completed a UK market entry strategy, evaluating the market opportunity, defining retail pricing, assortment and marketing and PR strategy. What followed was a retail strategy, forecast and investment schedule to identify the key success factors for a launch into the UK market.