International Retail Expansion

We develop and implement international retail store, ecommerce and multi-channel expansion plans which include: retail market planning, retail market entry strategies, retail offer development and retail operational planning.

We deliver practical and achievable international retail expansion strategies and operational plans, across all retail channels, with appropriate implementation support. Our approach typically supports three phases of international retail expansion:

1 International retail advance planning

For each country, we assist executive teams with appropriate research and retail market testing:

Compare retail markets to assess where the best opportunities lie, based on the ‘accessible’ size of the opportunity and the relative ease of entry, brand synergy with local consumers and potential competitive strength.
Local legal and technological barriers/costs that may impact imports, retail store development and leasing. Are these barriers prohibitive to running a successful operation?
Detailed market entry studies and retail audits of prioritised countries. Key shopping venues for synergetic brands, market positioning and pricing structure/approach of key competitors.

2 Implementation of international retail plan

We support the management team with implementation solutions:

Appropriate multi-channel retail mix (store, ecommerce, catalogue)
Operating model (concession, franchise, joint venture, outright ownership) and identification of appropriate partners
Prioritise geographic retail store roll-out to ensure the right stores open in the best venues
Supply chain planning
Organisational structure planning
On-going support throughout the implementation process

3 Optimising growth and profitability of international retail

Longer term business planning in new territories to ensure economies of scale and optimised profitability are achieved
Identifying local hubs to grow the business into surrounding territories to ensure you optimise your international network

Please contact Richard F Wolff or call (0)20 7961 3200 to discuss your requirements.

Case Study
Timberland

Strategic evaluation of key “distributor" markets across 61 countries

Timberland operates with 28 “distributor” partners in 60+ countries globally. Within these countries, 208 stores are standalone, 124 stores are corners, 24 are outlets and 8 are sub-franchises.

Timberland required a strategic evaluation of key “distributor markets” to determine:

In which markets should Timberland take ownership of distribution?
Which business development channels should be prioritised in each (concession, franchise, JV, owned)?
What is the size of the opportunity in each market?

Outcome

Javelin Group built a strategic prioritisation scorecard that examined each country in terms of its potential across a number of market and business operation indicators (e.g. market size and urbanisation, market growth, market affluence and modernisation, cultural fluidity, ease of setting up wholly owned operation).
Javelin Group also identified strategic bundles of countries that could easily be run from a ‘lead’ country, thus increasing the relative attractiveness of those individual markets.
Timberland is now acting on these strategic recommendations.
Javelin Group has also advised Timberland on its Greece strategy following the severe downturn in that market.

"Javelin Group played a key role in helping re-define our expansion strategy for emerging markets. The team delivered focused strategic insight and practical recommendations in a collaborative and personal manner."

Richard O’Rourke, Senior Vice President, International, Timberland LLC.

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