We build brands to carry our own risk
A company that only produces for others never sees what happens after the sale. It does not see the shelf, the reorder, or whether the consumer came back.
In our brands we put up the capital and take the consequences. What we learn there is what we bring to somebody else’s brand.
It is the most honest form of market research: the kind paid for with your own money.
The portfolio
Two brands, two different problems
Portfolio criteria
A new brand needs a reason
We do not launch brands to fill a portfolio. Each answers a specific space: a price, a channel, a consumer the others do not reach.
When a brand stops having that reason, it gets corrected or retired.
Keeping a label alive out of pride is an expensive way of not deciding.