Optimized monobrand distribution and investments in e-commerce
The refocussing of distribution is intended to ensure the best possible access to customers by creating a balanced mix of Wolford’s own locations and partner boutiques. Wolford is committed to the verticalization of distribution, but future plans will also concentrate on the opening of its own boutiques at top locations in key strategic markets and growth regions for the brand. The approach for locations that are not managed directly includes the introduction of new partner concepts for the assortment definition and marketing support to gain new boutique partners for the Wolford brand and thereby create win-win situations. The current strong emphasis on the expansion of Travel Retail will continue. The strategic optimization of distribution will also include increased investments in the expansion of the online business to optimally utilize the potential of this sales channel, which is particularly well suited for Wolford’s products.