La Prairie Group Australia Pty Ltd will take over the direct brand management of La Prairie in New Zealand, effective 1st January 2017.
After 16 years of distribution by BDM Grange NZ, La Prairie have decided to increase focus on the New Zealand market with Rosi Fernandez, Managing Director La Prairie Group Australia, leading the brand in both markets.
“We are very excited about this next chapter of our company’s development,” says Fernandez. “We are fully equipped with the expertise required to ensure the brand’s Australian success is replicated in New Zealand. We are ready with the strategy, logistics and expertise to accelerate the brand’s growth in the market.”
Fernandez has been instrumental in the growth of La Prairie Australia, and plans to continue the upward trajectory with her Australian-based team. Ai San Beaumont, Marketing and Public Relations Manager will be responsible for the marketing and PR in NZ (after returning from maternity leave in October 2016). Belinda Besant, Training and Events Manager, will increase her responsibilities to include the development of the team in NZ. Doug Mock, Financial Controller, will oversee finance and logistics. Local New Zealand management will be announced during 2016.
La Prairie has enjoyed exceptional growth since the Swiss skincare brand entered the market as a niche player in 1978. Today, La Prairie Australia is ranked the number one skincare brand in David Jones stores nationally, with 2015 marking a record-breaking year for the brand thanks to the launch of its of La Prairie Anti-Aging Rapid Response Booster, which saw the skincare line break into a new segment of the market. The brand is hoping that 2016 will be a similar success, with word of new skincare innovations and cutting-edge technology in the pipeline.
“We are very excited about our new counters and locations in the two Smith and Caughey stores in Auckland opening June 2016 and David Jones launching into Wellington in July 2016,” says Fernandez. “We know our brand will be even more accessible to our devoted clientele in the NZ market. The future for luxury retail is very bright in NZ and La Prairie intends to lead the way.”
La Prairie would like to formally acknowledge BDM for the efficient brand management, sales results and their professionalism in the handover.