With a belief that it has something for everyone, for past eight months, the sublimefactory.com - specialist in skin care, personal care, fragrance, and beauty products, has been promoting over 60 premium to luxury brands from different parts of the globe. Deep Lalvani, CEO and Co-founder, tells us more.
How was Sublime Factory incepted?
With a history of manufacturing personal care and skin care products for over 30 years, the group identified gaps in the Indian market, where independent premium to luxury brands did not find an appropriate fit for online and omni-channel platforms.
Premium brands, who don’t want to dilute their brand equity, struggle to find the right platform in India to
support their brand. Early in 2016, the Ador Group, which was established in 1908, launched its online
portal, Sublime Factory, curating premium to luxury brands from overseas and India and take on the rights to manage them for India along with suitably finding right distribution channels for it.
All this was done with the philosophy that the brands signed on are appropriate for what they stand for. We are sourcing products from UK, Australia, Germany, France, Spain, Korea, Japan, and other countries. Each of the brands are officially registered and managed by the company.
What is its brand building strategy and best selling product?
Sublime Factory has partnered with specially curated events and organizations to address the target market in a focused approach. It also follows offline events, blogger meets, product launches, and
occasional print advertising to build a brand name. Of course in the future, the brand hopes to have experiential stores to support the user experience for the consumer in a physical format. Online, the company focuses on social media and direct content to its customers to build more engagement
along with building a word of mouth strategy over time.
What is its target group?
The brand is focused on a product line for women, men and kids. We believe there is something on our
site for the whole family and their personal care needs. Moreover, our ‘Sublime Family’ box curates something for everyone. The core target is the upper middle class, upwardly mobile, well traveled
and professionals of the age 25 and above.
What is the company’s expansion plan?
The company currently is focused on building the e-commerce platforms and this is complemented by pop up events and exhibitions for consumers to try the products offline. We plan to have our mobile app developed in 2017 and have at least two experiential stores within the year. The company has a 2020
vision of being in India and two more countries, with a strong online presence and at least eight experiential stores in India.
What’s your marketing strategy?
Our marketing strategy is focused on highlighting the unique portfolio of brands we have and the attributes of the products, and the benefits of the ingredients. To support this, we are building strong
content and tying up with experts to verify and add credibility to our content – both online and offline. We believe our ‘Sublime Surprise Boxes’ plays an important role in building word of mouth marketing – these are specially curated luxury sample boxes that go out to our loyal customers, influencers, and HNIs to get an opportunity to try the new products available and accordingly support the brands.
(This article was first published in the January issue of Entrepreneur Magazine. To subscribe, click here)