Burt’s Bees Goes From Big-box to Up­scale

Cos­met­ics ▶ The per­sonal-care brand has a fancier rep­u­ta­tion abroad ▶ In the U. S., “the po­si­tion­ing was not to its best in­ter­est”

Bloomberg Businessweek (North America) - - Companies / Industries -

A best- sell­ing item at the Burt’s Bees store in Seoul’s IFC Mall, a 0.6- ounce pack­age of Res-q oint­ment for cuts and scratches, sells for 18,000 won (about $15.47)—al­most three times the U. S. re­tail price. A 113- gram tube of di­a­per cream goes for about $26; the av­er­age price in Amer­ica is $10.

Lo­cated amid ma­jor re­tail­ers such as Ar­mani Ex­change, Jill Stu­art, and Uniqlo, the store is one of 13 stand­alone bou­tiques the Clorox- owned

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