David Crickmore

Luxury, British, niche fragrance brand. Initially primarily a retail brand selling exclusively in Selfridges for 8 years and then moving into Harrods, but now poised to sell to the world, through building a network of distributors, the building of identified retail sites, shop in shops and the opening of free-standing shops in key opinion-forming cities around the world.

Luxury, international, niche fragrance brand with operations in retail, wholesale, licensing, travel retail, franchising and manufacturing. Complete turnaround of this dying brand, into an extremely highly-regarded brand in the luxury world. Total re-branding, rationalisation, change to processes and re-design of entire product portfolio, introducing new categories, etc. International expansion developing business with high-end perfumeries and luxury brand stores around the world. Undertook entire rationalisation of distributor network and appointed new partners across all markets. Built entirely new manufacturing plant in Muscat. Opened 21 newly-designed, stand-alone shops to date and 8 shop in shops in key, opinion-forming international cities - London, Milan, Rome, Dubai, Muscat, Kuala Lumpur, etc. Increased turnover more than fifteen-fold in seven years. From operating loss to 20% operating and 12% net profit in 3 years. Opened sales hubs in London, Muscat, Dubai and Kuala Lumpur.

Prepared brand for sale through formalisation of product development process and margins

Profit, retail and wholesale sales turnaround through complete business change management

Sales, products, brand and margin turnaround

European sales, brand roll out and new collection of market-specific product design

Brand turnaround preparing brand for sale

Detailed assessment to define whether contract manufacturing in the UK was a viable proposition for the medium term