We are so excited to announce that La Bonne Brosse has arrived in Selfridges in London and online. And the brand has arrived in style!
With only three weeks to take it from an idea to a physical space, it is a great example of collaboration from start to finish. La Bonne Brosse in Paris worked with Vie Productions in France on the design and merchandising for the Gondola, Trestle Table and Pop Up space. Once the design and tech files were handed to us, we worked with FiftySevenDesign in the UK to take the concept into reality.
The physical space is one thing but animating it in a busy store is essential. Staff were recruited through our retail recruitment partner and trained by our Area Manager, Giedre Koveraite. If customers didn’t want to speak to a member of staff, we had a diagnostic quiz which customers could access via a QR code.
During the initial launch, we provided a complimentary Brosse engraving service and we worked with several engravers including Delfont Ink and Mima Writes to provide this personalisation service.
The instore launch has been supported with visibility on the Hair home page, ensuring Selfridges customers from all over the UK can buy a La Bonne Brosse.
As we head into Black Friday and Christmas, we will continue to animate the store with staffing and engraving on key dates. We will also have a Gift With Purchase that will be pulsed during this time too.
We are so proud of this launch and can’t wait to see the brand grow from strength to strength in the UK with Selfridges and our other retail partners.