Just Herbs

Background
Just Herbs, a natural skincare, makeup, and fragrance brand, started as a challenger in the Direct-to-Consumer (D2C) space. Known for its commitment to natural ingredients, the brand quickly garnered a loyal following. As part of its growth strategy, Just Herbs sought to expand its presence in offline retail, particularly in the Modern Trade segment, to accelerate its reach and sales.

Challenge
With the objective of scaling its Modern Trade business, Just Herbs needed to ensure its entry into offline retail was strategically aligned with its brand values and shopper mission. They needed a partner who understood both the natural beauty market and how to execute at scale across multiple retail formats, all while ensuring profitability and long-term growth.

Objectives

• Successfully launch and scale the Modern Trade business for Just Herbs.
• Identify the right retail touchpoints aligned with shopper missions and category presence.
• Execute a profitable strategy with high visibility and optimized costs.

Solution
Growthmate partnered with Just Herbs to execute a comprehensive Modern Trade scale-up strategy that addressed both brand objectives and operational efficiencies.

1. TRAO (Total Retail Addressable Opportunity):
   Using Growthmate’s proprietary technology, the team conducted a TRAO (Total Retail Addressable Opportunity) analysis. This identified the key retail formats and sub-channels that offered significant growth potential for Just Herbs, including Beauty, Pharmacy, Airport Convenience, and large B2B retailers.
2. Modern Retail Scale-Up:
   Growthmate executed a targeted approach for scaling Just Herbs across 300+ retail touchpoints. The strategy focused on key retail environments that aligned with the brand’s shopper mission and category presence. By focusing on top beauty, pharmacy, and airport convenience formats, the brand was positioned for maximum reach and impact.
3. Assortment Strategy:
   Growthmate tailored the product assortment at a sub-channel level, ensuring the top-performing SKUs (including value packs) were optimized for each retail format. This resulted in improved trials and offtakes, driving both awareness and sales.
4. Visibility & Cost Optimization:
   The Growthmate team ensured high visibility for Just Herbs in top national accounts, positioning the brand in prime locations while maintaining a single-digit cost of sales. This allowed for a CM2(+) at the channel level, driving profitability without compromising on brand exposure.

Results

• 600+ Average Order Value (AOV) achieved through the strategic promotion of value packs.
• High visibility presence in top national retail accounts, ensuring strong in-store positioning.
• Expanded reach across 300+ retail touchpoints, including Beauty, Pharmacy, and B2B channels.
• Optimized manpower cost at a single-digit percentage of sales, leading to improved operational efficiency.
• CM2(+) profitability at the channel level, ensuring sustainable growth in Modern Trade.

Conclusion
Through its partnership with Growthmate, Just Herbs successfully launched and scaled its Modern Trade business, securing high visibility and strong sales performance across top retail accounts. By leveraging Growthmate’s data-driven insights, operational excellence, and deep understanding of retail dynamics, Just Herbs was able to drive significant growth in the offline retail space while maintaining profitability.