Successful own brand development – The Arezzo Case Study
The importance of data and insight derived from customer search, browsing and ordering behaviour to our own brand design and development is illustrated by the success of Arezzo, one of our most popular own brand ranges.
In 2018, we identified what we believed was an increase in demand for cost effective, minimalist, ‘designer-looking’ black brassware and accessories. Within seven months, we had designed and launched the Arezzo range with 29 different product lines.
Demand was strong, so during 2019 the range expanded to 198 product lines and by the end of 2020 we had developed 649 separate product lines.