RE: Bidding war for topshop24 Jan 2021 12:58
@P circa 1-2% of revenue was via Amazon and asos. Prime internet real estate
The wholesale topshop do, while some is via asos, a fair chunk is via big America retailers (Nordstrom etc)
This is what we want to avoid as
1) we can’t drive it’s growth - we all know stores aren’t the place to be so why try and sell there?
2) we lose contact with the customer and the data - test and repeat, bundling products, increase shopping frequency etc etc
3) doesn’t fit with our quick and dynamic brand positioning - stuff bundled in America stores with SALE slapped all over is the way to kill brands now
We of course should sell on asos and Amazon as these fit the online story but avoid wholesale to stores completely
The multiple is high as we can drive growth
- new customers - easier to get them online as our brands are cool
- make them buy more often - apps and targeted adverts
- make them buy more - “you clicked on x why not buy it”
Whole sale dilutes our equity story