This month’s trending topic - Global vs Local.
Part 1 – THE BRAND
We know that buying and supporting local brands is important to Aussie Mums – but what if you’re a global brand looking to enter the Aussie market? We’re joined by Michael Bech-Bruun the Head of Distribution Sales for BIBs, a household Danish name for premium baby and toddler products that are sold in more than 100 countries across the globe. Their Australian popularity is on the rapid rise, thanks to their Australian partner Kollektive, who understands the local marketplace and knows exactly how to speak to and resonate with the perfect BIBS customer - Mums. Melinda Farley the founder of Kollektive joins Michael for this insightful chat about how to build a global brand with local appeal and heart.
FIND OUT How BIBS came about. (01:44)
The reason for the rapid growth of the brand into global markets in the last 3 years. (03:30)
Why the Australian market was an obvious choice for the brand. (05:25)
The role Kollektive plays in representing premium European brands to Aussie Mums. (06:42)
Why BIBS resonates to well to the Australian market. (08:14 & 18:15)
The biggest point of difference between BIBS and its local competitors – looking into ‘Australian made’. (10:15)
Some key pointers for any distributer to be successful in representing a global brand. (12:20)
Why social media presence is important. (13:30)
How BIBs focus on key trends, beautiful aesthetics and purpose-made products appeals to Mums of all generations. (15:00)
Whether there are big differences in the colour and design preferences of products between countries – do you need to diversity in each market? (20:50)
How do you identify best-fit distributors when expanding the brand? (23:00)
How to foster a sense of local community with Mum-shoppers. (24:48)
Kollektive’s biggest focus for the next 12-18 months for the growth of BIBs. (26:28)
The importance of balancing the relationships of smaller local retailers with larger channels for the expansion of a brand. (29:15)
BIBs biggest global challenge right now. (30:24)
Advice for other global brands to break into the Australian market. (31:45)
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Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/
Find BIBS: https://bibsworld.com/en-au Find Michael, BIBS Head of Distribution Sales: https://www.linkedin.com/in/michael-bech-bruun-88b33a/
Find Melinda, Kollektive Managing Director: https://www.linkedin.com/in/melindapodesta/ Find Kollektive: https://www.kollektive.com.au/