The Body Shop Distribution

History of Body Shop began in 1976 in the United States. To date, the brand is present in over 65 countries through more than 2,500 stores through franchise or store own name (In most countries a head franchisee was granted exclusive rights as user of the trade mark, distributor and also the right to sub-franchise). The brand is a manufacturer holding its own chain of stores, this is the great advantage to be able to communicate directly with its customers. All counselors point of sale are brand ambassadors and thus can perfectly share all the values ​​of the company. This is an important success factor for Body Shop and it also answer their main goal: to be the closest possible to the market.

In 2006, L'Oréal purchased Body Shop. Despite this acquisition, the Group has undertaken not to interfere in the brand strategy, allowing Body Shop to remain an entity, a separate brand within the group.

Sources : http://www.fashion-talk.com/category/fragrance/

How to distribute its products?

Head of logistics and supply chain development at Body Shop International want “the regions to be responsible for their own stock forecasting and the amount ordered on their behalf to send to their customers”. In France, for example, shops are supplied directly to England, thanks to a computer command that allows them to be delivered once a week, two if necessary. Moreover, regional centers supply the customers. All the company is equipped with SAP and franchisees are getting into too.

Distribution channels are a key differentiator in identifying products and how they are marketed. For Body Shop, there are three key distribution methods – prestige, broad and alternative.

• Prestige - department stores, specialty stores and chain department stores
• Broad - drug stores, food stores, cosmetic discounters, warehouse clubs, and mass merchandisers.
•  Alternative - is identified by five different marketing methods:

-          Direct Sales

-          Direct Mail/TV/Print

-          The company also has a business selling online through its website: www.thebodyshop.de. This new distribution channel helps make the brand available to customers living in areas where the new stores would not be possible.Free Standing Stores (i.e., The Body Shop, Bath & Body Works, The Gap)

-          Health Food Stores

-          Salons

The alternative distribution segment is the fastest-growing method.

             The ongoing goal of the brand is to increase the penetration of the ethical company, leader in the field of beauty and drawing his inspiration from nature. So Body Shop continues to improve its distribution channels by opening new outlets around the world and optimizing its service online sales. 

Store Body Shop

Sources : http://urbanmoms.ca/uncategorized/the_body_shop_gets_a_makeover/

Vigny

Sources : 

http://www.premiumbeautynews.com/fr/The-Body-Shop-veut-se-rapprocher,2238

http://global.sap.com/romania/industries/retail/midsize/pdf/CS_The_Body_Shop.pdf