MAKING CONCESSIONS: In an effort to broaden its digital offering, Feelunique said Friday it plans to add its first concession to its web site in September.
“Through the concessions platform, Feelunique’s customers will have access to an even greater choice of brands and products than they already have,” said Joel Palix, chief executive officer of Feelunique. “It will allow Feelunique to expand its portfolio of brands, add a further channel to our offering and provide brands with access to our highly sought-after customer base.”
He said the strategic rationale was threefold: It will enable established beauty brands that have a retail or a direct-to-consumer business model to diversify and come onto the Feelunique platform and community. “It also provides a platform for emerging brands to access Feelunique’s large base, and finally it enables Feelunique to grow its product choice — which already exceeds 28,000 — even further.”
Feelunique will offer each brand a special area on the site, and allow them access to the company’s international Millennial clientele. It has partnered with Mirakl to provide the online concessions, although it declined to confirm the names of the brands that will sell via the new model, saying there were many prospects “under discussion.”
Launched in 2005, the site offers fragrance, hair care, makeup, skin care and electricals from more than 500 brands including Chanel, Charlotte Tilbury, Dior, Tom Ford, Nars, Kérastase and Dermalogica. It ships to more than 120 countries.
Palix said the launch of the concession platform is a key factor in the company’s “strategic enhancement” of the web site. “Feelunique is constantly innovating to improve the customer experience of shopping for beauty products online,” said Palix. “Plans in the pipeline include the launch of live consultations with beauty experts.”