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If you read the RNS, it launches in October.
...but can't see any sign of the gift range on Eve's website. I know they are extremely busy on the mattress/bedding side, but I would have thought a direct route to Christmas gift customers would be profitable.
Just checked out the Boots website to view the Eve gift range on offer. Good ideas, a good market to get into (gifts), excellent presentation and packaging. I can see this range as a perfect 'stocking filler' that will appeal particularly to men searching the shelves in their annual panicked bewilderment before Christmas.
Increasing brand awareness will help sales of bigger items. I think it likely that Next, John Lewis will probably take this range in the future, plus of course Eve already has the foot in the door with Next.
... and Emma are in John Lewis.
They already are with next. Lol at least do some research !
LI - With respect, I think this is where you misunderstand the strategy. boots stock a premium sleep wellness brand elevating their offering in this area and eve benefit from the higher casual customer contact - getting their name out there to a wider audience. Its a win win.
Btw, on Next, eve (a selected range) are stocked by the retailer.
High quality partner LOL.
Get it in John Lewis, get it in Next, these are high quality partners.
Ps suspect we have seen the last of the pull back. I’m expecting the upward momentum to return pretty soon.
Added more today. Even if eve lines in boots don’t set the world alive sales wise, it keeps the name out there and builds brand awareness. Boots are a high quality partner. I see it as a very good move.
star sailor, thanks to your suggestion I took a look at Boots too. Seems there are 8 products and I hadn't seen them before now. Looks like a spin-off brand ('Well slept') and could easily expand vastly by the looks of things https://www.boots.com/sitesearch?searchTerm=eve%20well%20slept
I really can imagine London Investor stocking up on hot water bottles and bed socks and coming back to say his feet have never been warmer :-)
Btw, I'm new to this board as you can probably see but can I take the opportunity to thank the regular posters for such well researched, well informed content. It's been helpful and informative to read the views expressed here.
wyndrum - On your comment, search 'eve well slept' on boot's website and it looks like their products will be in the 3 for 2 Xmas promo. The strategy seems like a win-win to me. A 'premium' sleep wellness product for boots (thats a category they define in their product groupings) and a great chance for eve to increase general brand awareness. Seems a really intelligent tie-in to me.
@LondonInvestor
I don't think it's nuts to be excited about a totally new product range and revenue stream.
What is totally nuts is to base an investment decision/opinion on your own personal, and exaggerated view of boots which has no basis in fact at all.
I don't shop in there but millions of people do, you might think it's a dreadful store but millions don't. EVE's marketing strategy is based on a lot more than one persons view.
It generates masses of exposure at the peak point in the year - what is nuts about that?
Li, the other side of the Boots coin is that they tend to advertise heavily at Xmas (their 3 for 2 gift range is normally quite popular although i don't see EVE products being a part of that promo), and obviously with most going on line now, people won't be going into those "dreadful" stores anyway.
(Anyway, as you know i'm out for now, but its another revenue stream which I think is very important however little it might deliver esp given where turnover is currently)
It's not the main event but if Emma or Simba were in Boots we'd be asking 'why not Eve?'
I’m sorry but your all nuts, read the RNS;
“Partnership with Boots to stock a range of 'well slept' eve Christmas gifting products online and across their UK store estate from OctobeR”
- People shop in boots for either prescriptions or a sandwich deal
- This is to sell Christmas gifts, people don’t go to boots for Christmas gifts (ok... maybe the occasional perfume)
- Boots online store is AWFUL, one of the worst
This is a bad deal which will get hardly any sales.
I’m not trying to deramp the share, I’m an investor and think this has HUGE potential (as I said previously, I’m here for £0.20p!).
But I won’t ramp a share either needlessly.
The Boots partnership is the creation of a "well slept" range for christmas and not mattresses. The clear benefit for Eve is not only additional profit but provides free brand marketing as a premium sleep brand. Boots allows Eve to have full coverage to a largely female clientele who probably are the primary target audience for new mattress purchases. Its a win-win and a shrewd move by Eve and long do they secure deals like this that will not be about big marketing spends but smart partnerships.
https://www.retailgazette.co.uk/blog/2020/09/eve-sleep-partners-with-boots-for-christmas-range/
@londoninvestor
OK, my thoughts are:
A) Boots specialise in selling self care products whether that be, make up, aftershave, supplements, over the counter drugs etc. A large portion of their products are already expensive and as they are mostly in the same sector Eve's products are now getting in front of consumes who are likely to buy them - Argos isn't exactly a good match for this.
B) It gets them exposure in 448 stores which is an awful lot of additional marketing, but not only this it's targeted specifically at the people who are likely to buy their stuff. Again what percentage of argos customers actually go in their to buy a mattress?
All opinions welcome I just think there's far more logic to this than meets the eye.
@londoninvestor
OK, my thoughts are:
A) Boots specialise in selling self care products whether that be, make up, aftershave, supplements, over the counter drugs etc.
‘Casino’ stores are a large chain of supermarkets in France. Would have to ask Mrs Geeman what they’re equivalent to but I would speculate ‘Asda’ rather than Sainsbury’s. Hopefully, Eve trial in two stores will succeed and lead to presence in every Casino shop (and positive French TP reviews).
I’m not expecting them to sell billions of mattresses.
It’s just boots is awful, their online presence is terrible and less and less people have been going in there stores.
How about something Argos (where they sell mattresses already) or Next.
Boots....!
@londoninvestor
Not sure what some people are expecting?
- Boots partnership gives brand exposure in 446 stores.
- New Partnerships with Olivier Desforges (bedroom & Bathroom specialist)
- 'Eve will be launching a weighted blanket in the autumn to aid a good night's sleep under the new 'well slept' range of sleep accessories, as well as adding to its ranges of bedroom furniture and bedding.'
These all seem like pretty targeted partnerships to me that give a lot of exposure, and will result in increased sales. Added to which presumably they are profitable as that's the focus.
Then again if you are a trader expecting them to have sold a bzillion mattresses in a fortnight??
Come on... is that really the best they can do?
I'm in, and I'm here until 0.20p but come on, a partnership with a sub-standard retailer.