Crafting Success: Original Duckhead’s Strategic Retail Journey
The Inspiration Behind Original Duckhead
In the bustling city of London, where rain is a frequent companion, Morgan Cros found inspiration in a simple yet significant memory—her mother’s handmade umbrella adorned with a unique duck handle. This memory, coupled with her frustration over the abundance of disposable umbrellas, sparked her entrepreneurial journey. Morgan, a Parisian transplant, envisioned a brand that would not only stand out with its design but also champion sustainability. Thus, in 2012, Original Duckhead was born, offering premium umbrellas crafted from 100% recycled materials. Each umbrella canopy alone equals about nine post-consumer plastic bottles, addressing a significant environmental concern as Morgan highlights that a staggering one billion umbrellas are discarded worldwide annually. This commitment to sustainability and quality has resonated with consumers, leading Original Duckhead to sell approximately 1,000 units daily by 2024, marking a 100% year-over-year growth.
Table of Contents:
- The Inspiration Behind Original Duckhead
- Strategic Steps in Retail and Ecommerce
- Building Retail Partnerships
- Making It Easy for Retailers
- Persistence in Retail Outreach
- Supporting Retail Partners Through Social Media
- Transitioning to Ecommerce
- The Role of Customer Feedback in Brand Development
- Conclusion
Strategic Steps in Retail and Ecommerce
Before diving into the online marketplace, Morgan strategically targeted retail stores and independent boutiques. She showcased her products at tradeshows, gaining visibility and building a customer base. This offline presence allowed her to refine her brand, ensuring that when she transitioned online, she had a market-tested product and loyal customer connections.
Building Retail Partnerships
Morgan’s approach to retail was methodical and customer-centric, focusing on making it easy for retailers to carry her products.
Making It Easy for Retailers
Morgan eliminated barriers for retailers by offering low minimum orders and attractive margins. She also provided point-of-sale displays to help retailers showcase her products effectively. By offering returns on unsold items, she minimized the risk for retailers, making it an attractive proposition for them to stock Original Duckhead umbrellas.
Persistence in Retail Outreach
Morgan’s strategy involved persistent outreach, understanding that it often takes multiple touchpoints to convert a retailer. Her team engaged in cold calls, trade shows, and sample distributions, nurturing relationships over time. This persistence paid off, securing partnerships with prestigious institutions like the Museum of Modern Art (MoMA) and Kew Gardens, lending the brand credibility and attracting customers.
Supporting Retail Partners Through Social Media
Recognizing the power of social media, Morgan’s team actively featured retail partners on both the Original Duckhead website and its social channels. This collaborative approach fostered a sense of partnership rather than competition, contributing to mutual success.
Transitioning to Ecommerce
The transition to ecommerce was not just an expansion strategy but also a means to deepen customer relationships. By moving online, Original Duckhead could tell its story more vividly, using engaging imagery and direct communication with customers. This connection provided valuable insights into customer preferences, informing both product development and marketing strategies.
The Role of Customer Feedback in Brand Development
Customer feedback has been instrumental in shaping Original Duckhead’s product offerings. For instance, when customers expressed a desire for products in use, the company adapted by conducting photo shoots with models, enhancing engagement and conversions. Additionally, customer requests led to the development of a new umbrella design that, while lacking the signature duck handle, maintained the brand’s sustainability ethos.
Sustainability remains a core value for Original Duckhead, with all fabrics made from recycled plastic bottles and wood sourced from FSC-certified suppliers. The brand also donates 1% of its revenue to charity through its membership in 1% for the Planet and is on track to become a B Corp.
Conclusion
Morgan Cros’s journey with Original Duckhead illustrates the power of strategic retail partnerships and a strong commitment to sustainability. By prioritizing retail relationships and leveraging them to build a robust online presence, Original Duckhead has successfully navigated the challenges of launching a brand. Morgan’s story underscores the importance of persistence, customer engagement, and sustainability in building a successful business. As the brand continues to grow, it serves as an inspiring example for other entrepreneurs looking to make their mark in the retail and ecommerce sectors.
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