The beauty company Kicks is expanding its range and launching the new category Wellness. According to the company, the new business area will be launched online in Sweden, Norway and Finland on May 29. The range includes products in areas such as sleep, relaxation, home spa, intimate wellbeing and foot care.
The launch is part of the company's ongoing transformation. Ehandel.se recently reported that Kicks customers, in the wake of a more uncertain economic situation, have increasingly moved away from more expensive premium products in favour of cheaper alternatives. The company's CEO, Carola Lundell, communicated in connection with the annual report that the strategy is to broaden the offering with more price points to drive traffic. The new wellness segment is presented as a step in that direction.
Wellness is a natural next step for Kicks. Our customers are today looking for holistic solutions for beauty and wellbeing. By continuing to develop and broaden our range, we create even more reasons to visit Kicks, says Carola Lundell.
Launched Under New Concept
The new initiative is called "Wellness Unlimited" and aims to meet a growing demand for products linked to daily self-care routines, a trend primarily driven by younger consumers.
Sales begin digitally and will then be rolled out physically. The first store to offer the new range is the company's recently opened flagship store on Drottninggatan in Stockholm, starting on May 30. After that, a gradual rollout to more physical locations in the company's network of around 240 stores is planned.
Updated Digital Infrastructure
The new range meets customers in a recently updated digital environment. Parent company Matas has during the last financial year launched a common e-commerce platform for the Nordic market and rolled out a new app for Kicks.
According to the latest reports, Kicks e-commerce grew by 8.4 percent during the financial year (excluding the subsidiary Skincity which is now integrated into Kicks), and the digital presence will now support the new wellness segment through guides and customized content.