A $60M category, and 36% out of product cost.
Sector
Multi-category fashion retail, online and in store
Scale
AUD $60M
Categories
Womenswear, footwear, jewellery, accessories
Region
GCC
Where it started.
The business was the largest fashion omnichannel retailer in the Gulf, buying across four categories through a mix of brand partners and intermediaries. Growth was coming from new brand acquisition rather than from product economics, and the cost base carried layers that added price without adding capability.
The work, in order.
- Took accountability for the full category P&L across womenswear, footwear, jewellery and accessories.
- Onboarded more than fifteen premium global brands, including Ralph Lauren, Tommy Hilfiger, Ted Baker, Aldo, Nine West and Steve Madden.
- Developed exclusive ranges under licensed brand names, Aldo, Clarks and Dune, end to end.
- Removed intermediaries and moved key lines to direct sourcing.
- Launched two entirely new categories from scratch: a washable footwear bag and a scarves range.
- Restructured bundling and lifecycle promotions to lift basket value rather than discount depth.
Product cost
Average order value
Customer engagement in 6 months
Global brands onboarded
New categories launched
Why this matters to you.
The 36% did not come from squeezing one supplier. It came from removing the people between the brand and the factory, then rebuilding the specification so the factory could quote accurately. Any brand buying through a trading company or an agent has some version of this available.
These are brands Rasika bought, onboarded or developed licensed ranges for while employed as a buyer at Apparel Group. They are not clients of Prox and this is not an endorsement.
This engagement was carried out as an employee of the business described, not as Prox client work. Prox is a new practice, and client case studies will be added as engagements complete.