A’Kin moves onwards and upwards in UK
Australian natural brand A’Kin (part of The Purist Company) hopes to attract a wider consumer base in the UK by expanding its presence in both niche and mainstream outlets.
Australian natural brand A’Kin (part of The Purist Company) hopes to attract a wider consumer base in the UK by expanding its presence in both niche and mainstream outlets.
The brand, which is available in the UK from stores including Selfridges, Lloyds Pharmacy and John Bell & Croyden, as well as QVC and certain online retailers, will be one of a few select brands in Holland & Barrett’s new concept store, which opens 19 February and features an increased focus on beauty, particularly branded beauty.
“We do well on QVC,” comments European sales & marketing manager, Lisa Alward, “but there is a certain kind of shopper who buys from QVC and a different kind of shopper who buys from Holland & Barrett, and we want to reach both.”
In addition, A’Kin is set to sell a selection of its products through online retailers cultbeauty.com and lookfantastic.com, and is currently in talks with both a major department store and pharmacy, all of which Alward says will enable the brand to reach the more mainstream consumer.
The brand also has plans with regard to its product line-up with a number of upcoming launches on the cards. These include two “high tech” skin care products – the introduction of which will coincide with Natural & Organic Products Europe 2010 in April and which Alward says “will give us the opportunity to step into other areas” – and several new hair products due later this year.