Is Your Brand Retail Ready?
For beauty and wellness brands looking to expand their reach, the Irish pharmacy market presents a significant opportunity. But how do you navigate the intricacies of retail distribution and ensure your products not only get onto shelves but thrive there?
We hosted an insightful webinar hosted by our CEO Wendy, and Jackie Kelly, Business Development Director at UniFar, offered a deep dive into precisely this challenge. UniFar, a powerhouse in Irish distribution, shared invaluable expertise for brands aiming to enter and succeed in this dynamic retail landscape.
UniFar: Your Gateway to Irish Pharmacies
Jackie Kelly unveiled UniFar's impressive capabilities, highlighting their role as a comprehensive partner for brands. Their key strengths for beauty and wellness brands include:
Extensive Network: Direct access to Ireland's largest pharmacy network, delivering twice daily to over 1,900 pharmacies nationwide.
End-to-End Management: UniFar goes beyond just logistics. They offer comprehensive support, from developing trade and marketing plans even before products reach their warehouse, to actively participating in marketing and activation (including in-store events and training). This ensures a seamless flow from concept to consumer.
Retail Savvy: With their own retail arm, UniFar possesses firsthand market insights and daily sales data, providing invaluable intelligence on consumer behavior and effective promotions.
Team of Specialists: A dedicated team in sales, category management, marketing, and operations provides tailored services to meet diverse brand needs.
Jackie emphasized that UniFar's approach is a true partnership, focused not just on getting products onto shelves, but ensuring they stay there through strategic market knowledge and activation. They've successfully partnered with both international giants (like Dr. Scholl and Bioderma) and homegrown Irish brands (such as Sasta, Vico, and Nutri), demonstrating their versatile expertise.
What UniFar Looks for: The Three Pillars of a Successful Brand
Jackie Kelly, drawing from over 35 years of extensive retail and distribution experience, revealed the critical criteria UniFar evaluates when considering new brand partnerships:
Product Quality: This encompasses everything from the integrity of ingredients to the visual appeal and functionality of the packaging.
Commercial Viability: Brands must have a clear understanding of their pricing strategy, how they stack up against competitors, and a realistic awareness of associated costs.
Clear Brand Story: A concise and compelling brand identity is crucial. It defines who you are, what you stand for, and why consumers should choose you.
Standing Out in a Crowded Market
To truly differentiate your brand, Jackie advises:
Distinct Brand Identity: A confused message is a death knell.
Competitor Awareness: Know your rivals and articulate why your product offers a compelling alternative or addition.
A "Reason to Replace": Give retailers a strong incentive to stock your product over existing ones.
Conversely, a "scattergun approach" with inconsistent brand messaging is a major red flag.
The Power of the Founder Story and Packaging Perfection
Founder Story: Especially for newer brands, a relatable founder story builds trust and authenticity. While not an absolute necessity, a passionate founder significantly strengthens a brand's appeal, particularly in the Irish market.
Packaging & Visual Presentation: This isn't just about aesthetics; it's about functionality. Packaging needs to be suitable for shelf display, include all necessary information, and consider the end-user experience. Crucially, logistical packaging (inner and outer case sizes) must be discussed with your distributor early to avoid costly rework.
Digital Footprint and Retail Readiness
In today's interconnected world, your digital presence is non-negotiable. Buyers frequently check a brand's Instagram as a first step to gauge its story and follower count, which can heavily influence stocking decisions.
When contemplating the leap from e-commerce to retail, brands must:
Define Your Channel: Understand the specific requirements of your target retail environment (pharmacy, department store, grocery).
Commercial Understanding: Be prepared for discussions around margins, promotional support, and content provision.
Existing E-commerce Strength: A robust online presence demonstrating existing customer demand makes the transition to brick-and-mortar much smoother.
Key Considerations for Launching in Irish Pharmacies
Pre-Launch Partnerships: UniFar does work with pre-production and pre-launch brands, but it requires higher investment and significant involvement from their internal teams.
Price Point: For premium skincare in Irish pharmacies, a mid-price range (similar to brands like Ella & Jo) is generally most successful. Higher price points demand substantial marketing to justify the cost.
Trends: Look to products with a wellness element (e.g., edible collagen alongside topical solutions) and targeted treatment products (neck, lip, eye creams). Pharmacies often seek a "point of difference" by stocking pharmacy-only brands, typically positioned slightly above mass-market options.
SKU Strategy: Starting with a limited number of your best-performing SKUs is acceptable, but have a clear rationale. Crucially, do not undercut your retailers with lower prices on your own e-commerce site.
Single Product Businesses: UniFar works with single-product brands, but suitable packaging is vital, and developing additional products helps build momentum.
"Made in Ireland": While UniFar champions Irish products, their primary focus is on the product itself, the brand story, and its market offering, regardless of origin.
Understanding the Costs of Distribution
Jackie clarified that distribution fees vary based on the level of support required:
Full Partnership (Sales, Marketing, Account Management): Up to 30% of sales.
Delivery Only (for brands with existing retail relationships): Around 15%.
Brands also need to budget for Point of Sale (POS) materials, which are separate from distributor fees.
The Evolving Retail Landscape
The future of retail, according to Jackie, is bright. Shopping remains a pastime, potentially even more so as online fatigue sets in. The focus in pharmacies is shifting towards education, in-store activations, and personalization to enhance the customer experience.
Finally, brand performance is key to long-term partnerships. UniFar typically aims for an 18-month timeframe, with the first six months for settling in. Brands are evaluated based on sales performance during retailer planogram refreshes (every 12-18 months). For a full partnership to be truly worthwhile, a brand should ideally aim for around €200,000 in annual sales, though UniFar also considers growth potential within the 18-month window.
Entering the Irish pharmacy market requires preparation, strategy, and the right partner. With insights from experts like Jackie Kelly and a clear understanding of the market's demands, beauty and wellness brands can confidently navigate their path to retail success.
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