Asian expansion plan for Burt’s Bees
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Quirky US skincare brand Burt’s Bees is set to open stores across Asia after testing new concept formats in Hong Kong.
The first stores are now trading at Queensway Plaza and Ocean Terminal.
Despite its relative youth, Burt’s Bees is something of an institution in the US. Formed in 1984 in Maine by Roxanne Quimby and Burt Shavitz, Burt’s Bees started out making candles using excess wax from the latter’s honey business, before expanding into soaps and other personal care products using recipes discovered in 19th-century beekeeping books.
By 2007 they’d given up the candles and were producing some 197 lines including lip gloss, shampoos, baby care lines and outdoor remedies, which were sold in 30,000 retail outlets in the US, UK, Hong Kong, Australia, Canada, Ireland and Taiwan among other countries. Late that year, industrial group Clorox reportedly paid US$925 million for the business.
Burt died in 2014 aged 80, but his image lives on, forming a strong backdrop in the Hong Kong stores, which were designed by Sydney-headquartered design house Landini Associates.
Landini has effectively reinvented the brand, repositioning it as a premium product, and paying tribute to the brand’s focus on sustainability and its philosophy “that everything should be for the Greater Good – good for you; good for us, good for all”.
Two concepts have been created – a standalone store model and a store-in-store created for department stores.
In tandem with the interiors, Landini has redesigned the graphics and communication: signage, ticketing and information graphics often embossed with a playful, iconic bee.
“This is a big step for Burt’s Bees into the highly competitive Asian skincare market, explained a Landini spokesperson. “It will now roll out throughout Asia, South America and Europe.”
Landini is also working on new packaging, designs of which will be released shortly.
Questions & Answers
Q.What is the primary purpose of Burt's Bees' recent expansion into Asia?
What is the primary purpose of Burt's Bees' recent expansion into Asia?
The expansion follows testing new concept formats in Hong Kong, with the goal of rolling out these new stores throughout Asia. This marks a significant step into the competitive Asian skincare market.
Q.Who is responsible for the new store designs and brand repositioning in Asia?
Who is responsible for the new store designs and brand repositioning in Asia?
Sydney-headquartered design house Landini Associates designed the Hong Kong stores. They have reinvented the brand, repositioning it as a premium product and redesigning graphics and communication.
Q.What is the background of Burt's Bees, and how has it evolved as a business?
What is the background of Burt's Bees, and how has it evolved as a business?
Formed in 1984, Burt's Bees began by making candles from honey business wax, then expanded into personal care products. By 2007, it had 197 lines sold in 30,000 outlets, before being acquired by Clorox.
Q.Beyond Asia, which other global regions are targeted for this new expansion strategy?
Beyond Asia, which other global regions are targeted for this new expansion strategy?
Following the rollout in Asia, the new store concept and brand repositioning strategy will also be implemented in South America and Europe, according to a Landini spokesperson.