Optimization of controlled distribution and global expansion
Wolford is working to achieve and maintain a balanced mix of its own locations and boutiques operated with wholesale partners. Sales locations where Wolford owns the merchandise are considered part of the company’s own retail business. The wholesale segment, on the other hand, includes business models where Wolford invoices the products to the respective partners. Both areas of business involve online sales and include shops at airports and on cruise ships (Travel Retail), which will be expanded in the future. Especially the online business represents a central element of the distribution strategy and will be more closely integrated into the retail and wholesale sales channels in the future.
In mega cities like New York or Paris, flagship stores with a complete product range will allow customers to experience the Wolford brand in all its facets. New company-owned locations will be launched in so-called A-cities, and new Wolford-controlled points of sale will be opened primarily in B- and C-cities. The next step, however, involves the optimized use of company-owned retail space, especially in the core markets of Western Europe and the USA. Expansion in Asia will then follow on a step-by-step basis. Emerging countries like Brazil and Mexico, or countries in the Middle East, will be addressed through existing partners and master franchise models.