Context

This case study highlights the strategic support provided by Maïeutyk to a retail business specializing in eco-friendly home and body care products. The company offered a wide selection of natural, bulk products designed with a focus on health and environmental sustainability.

Maïeutyk was brought in approximately one year after the store opened to strengthen the brand’s strategic foundations. Over the following years, the collaboration continued on an ad hoc basis, with a deeper involvement during a pivotal moment: the store’s relocation in its seventh year of operation.

Among the key projects, the team contributed to the development and positioning of an in-house product line. This initiative aimed to reinforce the brand’s identity while generating higher margins to support the company’s growth.

Symptoms

• Uncertainty about the commercial potential of the new location (store and warehouse)
  
• The need to shift from a local shop vision to an internationally-minded brand ambition
  
• Profitability concerns: maintaining the break-even point despite significantly increased fixed costs
  
• Ensuring the target audience was aware of the store’s relocation

Objectives of the Approach

The objective was to assess the new location’s potential (accessibility, visibility, competition, target market, etc.), define the trade area, and estimate profitability. It also aimed to clarify the brand DNA, ensure coherence across all customer touchpoints, and develop an integrated marketing strategy to retain clients, manage the transition, and support revenue growth.