The business was primarily operating through a wholesale distribution model with limited direct‑to‑consumer retail presence. This structure made it difficult to respond to shifting customer demographics and contributed to the accumulation of slow‑moving inventory over time.

Our objective was to address these challenges while maintaining price integrity and ensuring that any new initiatives would not disrupt the established wholesale network.

Given the sensitivity of introducing a new channel strategy and its potential impact on existing partners, we undertook a detailed assessment of the wholesale distribution landscape. This included mapping current coverage and overlaying it with external indicators such as regional spending capacity, population growth, and retail density.

From this work, we developed a heat map that highlighted regions where the brand’s presence was underdeveloped and where direct‑to‑consumer activity could be introduced without relying on heavy discounting or creating channel conflict.

Although the analysis identified strong opportunities, we opted not to pursue long‑term retail leases due to the relatively low average transaction value of the product category.

Instead, the strategy centred on deploying temporary retail formats in areas with limited wholesale penetration but strong residential expansion. To support this model, we designed a modular, easily transportable kiosk format that maximised product capacity while minimising operational complexity. The replenishment process was streamlined and largely automated, with stock delivered pre‑prepared for immediate display, reducing handling time and improving operational efficiency.

The initial phase of temporary retail activations delivered strong performance, with no evidence of channel conflict or sales displacement within the existing wholesale network.

Although the original plan was to trial three seasonal activations, the strong commercial results supported a rapid scale‑up. Within 18 months, the business expanded to a combined network of permanent and temporary retail locations, generating significant employment opportunities and strengthening overall market presence.

The retail footprint evolved into a balanced mix of full‑price and clearance formats, maintaining price integrity consistent with wholesale partners.

The initiative delivered several key outcomes:

• Increased market share and brand visibility

• Full clearance of legacy and slow‑moving inventory

• Establishment of a new, profitable revenue stream