SHINING THE LIGHT ON MASS FOR A BRIGHT COOLA FUTURE
COOLA was a premium organic suncare brand sold only in prestige stores, spas, salons and resort gift shops. Having aspirations of a much larger US presence, the owners were introduced to Bill Neubauer who would lead them into the Mass Retail market and forever change the course of the company’s success. The key agency sales “point” for this channel, he would lead the company on a 5 year fast-track to distribution in numerous national and regional food, drug, mass and club retailers. Ultimately, COOLA was acquired by SEC Johnson – the ultimate in sun-shiny exits for the COOLA owners.
The company had aspirations but no knowledge of the mass retail market place, and were constrained by the nature of the licensing game. They would need both someone with the right knowledge and connections, but also someone who had deep experience in retail development to build the distribution and programs with mass market retailers.
With Neubauer on board, the mass channel was suddenly lit-up by new opportunities – not only with distribution for their licensed brands of Hang Ten® and Tommy Bahama® but also with the creation of a proprietary portfolio. In exclusive partnership with Target, Bare Republic was born and grew to $8mn in sales in its 3rd season.
- Company and brand strategy
- Channel specific strategic planning
- Financial profitability analysis and forecasting
- Sales team development
- Leadership at account meetings and tradeshows
- Trade presentation and sales materials development
- In-store display and promotional planning
- Negotiation of trade program costs
- Active management with data analysis and promotions ROI review
- Ongoing business development per account
- Product Innovation / Creation