Les Fleurs de Bach UK

BFG Ltd was the UK subsidiary of Les Fleurs de Bach, a French brand of natural and organic skincare, cosmetics and fragrances.

Managing Director UK

2009-2011

Created BFG Ltd in February 2009, a subsidiary of “Les Fleurs de Bach” to establish and distribute the brand in the UK.

  • Incorporated the company, as a 25% shareholder and Sole Director, buying products at cost from the parent company, with 85-90% gross margins.
  • Analyzed the UK Market in order to assess the best positioning and distribution channels for the brand and for its products.
  • Developed the company's first online store, as well a "trade" website providing online training to our distribution partners.
  • Identified, signed, managed and trained 2 distributors (one for the spa market, one for general trade) able to address all market segments and to act as a "virtual team" to provide cost-efficient support and logistics.
  • Penetrated key major accounts such as Boots, Fortnum & Mason, asos.com, John, Bell & Croyden, etc.
  • Leveraged the company's initial sales to establish the brand through a low-cost targeted PR and Social media strategy which resulted in over 100 articles in publications ranging from Tatler, Cosmopolitan, Wallpaper to The Telegraph, OK and Hello!
  • Designed and produced all Marketing litterature and presentations (Trade, Press and Consumers) to support the brand identity and its products.
  • Organized and managed 4 major Trade-shows which generated numerous key leads and an extensive media coverage.
  • Organized a major pre-launch of the brand's first organic skincare range which attracted key influencers and boosted UK Sales to No1 worldwide.
  • Analyzed the feasability of opening a Flagship store in London, West End. Created the P&L, secured funding and premises and designed the shop (Summer 2010). 
  • Designed and developed the company's second generation online store and its Facebook page.

Achieved breakeven point after only 13 months (despite challenging economic conditions and the company's lack of resources), with sales of £90k, growing 200% year-on-year, thanks to a low-overhead, "virtual team" based structure.

First Year Results, Forecast 2010
First Year Results First 12-month achievements and 2010 forecast. This presentation secured a £100k bank loan to finance our development.
PR Coverage Samples
PR Coverage Good products and plenty of angles for story-telling resulted in a fantastic coverage, thanks to Wendy and her Sparkle PR Team.
Price Mapping UK 2010
Price Mapping Pre-Christmas season price mapping of 700+ fragrances and skincare products in the UK and strategic recommendations.
Skincare Range Booklet
Skincare Range One of the many consumer and trade brochures designed by the UK: a 6-page leaflet about our new skincare range.
Flagship Store P&L
Flagship Store P&L, cashflow forecast and variance analysis for a London flagship store (July 2010) which secured another bank loan (pdf output).
Websites eCommerce V1 and V2
Websites Both in-house developments, for cost and time considerations. I built the first version in 2 weeks to avoid referring to the dismal French site when prospecting.