Jones Road: Taking a High-Profile US Beauty Brand to UK Consumers
The Story
The Jones Road Journey
Jones Road Beauty was created in 2021 by US celebrity make-up artist, author and entrepreneur Bobbi Brown. Since its launch, sales growth has been dramatic, with orders tripling in the first year and doubling in the second. But, while Jones Road quickly became an e-commerce success story in its home market, growth in the UK was more modest at first.
Despite demand driven by Bobbi’s fame and social following, UK orders fulfilled from the US were prone to slower delivery and higher shipping costs. Jones Road needed a UK-based beauty fulfilment specialist with the right mix of e-commerce and retail fulfilment expertise. And a flexible partner with the bandwidth to quickly upscale in step with its anticipated rise in UK sales.
The Results
Rapid Growth in ‘Clicks and Bricks’ Orders
ILG’s UK location, highly trained staff and nimble technology provided a streamlined and much-improved purchase experience for UK online shoppers. And as UK e-commerce sales climbed, ILG took on an omnichannel fulfilment role by managing and supplying retail orders to Liberty London, Jones Road’s exclusive UK retail partner.
Omnichannel Fulfilment for the UK & Beyond
Jones Road is set to continue its strong year-on-year sales performance by opening more of its own-brand stores across the USA, and growing its share of the country’s valuable beauty e-commerce marketplace. Meanwhile, the company has its sights beyond the US, to target fresh audiences of beauty shoppers across international markets. UK sales are already topping expectations and EU consumers are demanding easier access to Jones Road must-have beauty products. With e-commerce fulfilment and retail fulfilment services perfectly suited to the needs of customers in the US, UK and EU, ILG is ideally equipped to support Jones Road’s growth across multiple geographies into the future.
For more information about Jones Road, visit
jonesroadbeauty.com
