A cult professional hair brand with global salon credibility needed a direct consumer channel, without losing the edge that made it worth buying in the first place.
Fatboy Hair had something most brands spend years trying to manufacture: genuine cult credibility. Loved by professional stylists and hairdressers globally, it had built a reputation that most consumer brands can only aspire to. The challenge was how to open up a direct consumer channel without diluting what made the brand special.
The Make Group developed the commercial strategy and built the platform to make it happen, a DTC and trade eCommerce solution designed to honour the brand’s professional positioning while extending its reach to a wider audience. International expansion was built in from the outset.
Results:
In its launch year, the eCommerce channel accounted for 21% of Fatboy’s total revenue. By year two, that figure had risen to 37%, a new commercial engine built without compromising the brand that drove it.
