SAN JOSE, Calif.—Swedish luxury brand LELO has announced the implementation of revised and upgraded U.S. business strategies for 2014.
The manufacturer will be contacting all U.S. distributors and retailers in the coming weeks.
LELO senior executives and board members have approved a plan to revise the current distribution and retail structure, partnering more closely with leading retailers who are fully invested in the LELO brand, as well as distributors who are capable of marketing and promoting LELO to its fullest with North and South American consumers.
“We are eager to meet with our current partners to evaluate our futures together,” said Donna Faro, LELO’s U.S. director of sales and marketing. “With many new product designs and technologies planned for 2014; it is vital that we have partners that can work closely with us to meet’s today’s market demands. We firmly believe that success is dependent on the quality of the partnerships we cultivate.”
The undertaking will begin effective immediately with LELO’s MAP policy applied more stringently across all channels. Company officials said the move is necessary to “maximize LELO currency” in stores, which refers to the annual revenue gained per individual LELO product sold in store.
LELO officials also highlighted the greater emergence of knock-off products and poor-quality imitations on the market, prompting issues with brand identity confusion among consumers.
“LELO transformed the industry 10 years ago, and we are ideally placed to take intimate lifestyle products to a whole new level,” Faro said. “But that requires a full buy-in from our partners—when you share a clear vision in your business relationships, everyone realizes the full revenue potential of expanding the market, with the end customer benefitting as a result.”
Distributors and retailers wishing to order LELO products can contact [email protected].
