1. PETER RABBIT
TOILETRIES CONCEPT STORE

2. OBJECTIVE
• CREATE A DESTINATION STORE WITH A SPECIFIC CONSUMER IN
MIND
• FACILITATE PARTNERSHIPS AS THE ENABLER OF THE CONCEPT,
THEREBY SECURING TOTAL BUY-IN
• LAUNCH THE FIRST FULL, CHAIN-WIDE ORGANIC RANGE OF
BATH AND BODY PRODUCTS, TOILETRIES AND GIFTING
• CREATE A NATURAL EXTENSION TO THE ORGANIC FOODS
CATEGORY
• REINFORCE THE “MOM AND CHILD BONDING” EXPERIENCE THAT
WE WILL DEFINE WITH “COOKING WITH MOM”

3. TARGET MARKET
• PREDOMINANTLY TARGETED AT MOMS AND BABIES,
BUT EXTENDS TO:
– PREGNANCY
• TARGETING DADS, FOR MOM
– BABY SHOWERS
– BIRTHING CELEBRATIONS
– GIFTING FOR BOTH MOMS AND BABIES
– SPECIAL OCCASIONS
• MOTHER'S DAY

4. DISTRIBUTION
• OUR CHOICE RETAILER FOR THE LAUNCH OF THIS INITIATIVE, WE
WOULD ENSURE, WOULD QUALIFY FOR THE FOLLOWING RENOWNED
CHARACTERISTICS
– INVESTMENT
– PASSION & DEDICATION
– EFFORT
– RESPECT FOR INTERNATIONAL BRANDS
– FOLLOW THROUGH
• EDCON GROUP OWN THE STRONGEST SELECTION OF DEPARTMENT
STORES IN SOUTH AFRICA
• SELECTED EDGARS STORES WOULD BE OUR FOCUS
• THEIR CURRENT FOOTPRINT ID 346 STORES, NATIONWIDE AND
ACROSS-BORDERS

5. THE CONCEPT
• OUR INTENTION IS TO APPROACH EDGARS WITH THE AIM OF
CREATING “CONCEPT STORES”
• THE CONCEPT IS PRIMARILY (BUT NOT EXCLUSIVELY) FOCUSSED
ON THE RELATIONSHIP BETWEEN MOM AND HER NEW BORN
• WE ANTICIPATE THE BULK OF THE RANGE TO COMPRISE OF
TOILETRIES, BUT ALSO FORESEE THE INCLUSION OF “GIFTING
ITEMS” TO COMPLIMENT AND COMPLETE, E.G.:
– CONFECTIONERY (ORGANIC, BRIDGING THE CATEGORIES)
– ACCESSORIES
• THE CONCEPT WILL ADD MOMENTUM TO OCCASION GIFTING
IDEAS

6. SOME IDEAS
EASTER

7. SOME IDEAS
Peter Rabbit
NEW BORN
(NATURALLY, ALL ELEMENTS WOULD BE BRANDED PETER RABBIT)

8. NOVELTY (PAPER POTTER)
(ORGANIC BEDDING)
HOME & GARDEN
(ALL ELEMENTS FOR WOMEN COULD BE BRANDED BEATRIX POTTER)

9. SOME IDEAS
Bath salts Bath salts
Bath Salts
BEAUTY & BODYCARE
(ALL ELEMENTS FOR WOMEN COULD BE BRANDED BEATRIX POTTER)