Making a comeback: Crabtree and Evelyn plans Asian expansion after brand relaunch

By Amanda Lim

- Last updated on GMT

Bath and body care brand Crabtree & Evelyn has relaunched in Singapore after closing all its stores in January. ©Crabtree&Evelyn
Bath and body care brand Crabtree & Evelyn has relaunched in Singapore after closing all its stores in January. ©Crabtree&Evelyn
Bath and body care brand Crabtree & Evelyn has relaunched in Singapore after closing all its stores in January, and now plans to expand across Asia.

The brand unveiled a new e-commerce website as well as two new bath and beauty collections: Evelyn Rose, a rose-scented collection, and Crabtree, its first genderless range.

Reaching ‘Zillennials’

The brand is also sporting a new identity and ethos – ‘Born Curious. Grown Wild’, which was inspired by its founder, Cyrus Harvey.

“We knew we had to reconstruct everything – our brand, our products, our business model – to be welcomed into that community, and to be authentic there could be no half-measures,”​ said David Stern, CEO of Crabtree & Evelyn.

“So, we made the daring decision to discontinue all of our existing products, close all of our existing stores, and reintroduce the brand behind a dynamically different product range and a social and digitally driven business model.”

Ashley Souza, Chief Brand Officer, Crabtree & Evelyn told CosmeticsDesign-Asia ​that even though the brand looks different, its brand DNA remained the same.

“By bringing our founder’s original vision back to the heart of our brand, you will see Crabtree & Evelyn not only create high-quality products, but also a social platform of exploration and connection for our customers.”

Cowell de Gruchy, Global Social Director at Crabtree & Evelyn added: “For me, “Born Curious. Grown Wild.” is not just a reflection of our founder Cyrus Harvey… it’s a reflection of today’s Millennial and Gen Z “Zillennial” consumers… It’s no longer about traditional retail, it’s about connecting to our consumers whenever, wherever – on their terms.”

According to Souza, connecting to the ‘zillennials’ will remain an important factor for the brand.

Connection is one of our four core brand values, along with adventure, passion and authenticity.By utilizing a social-first business model, and building Crabtree & Evelyn communities at a local level, we will connect with ‘Zillennial’ consumers on their terms, in their communities and by telling local stories.”

Future developments

Singapore is only the first stop for Crabtree & Evelyn, with Souza adding that Asian beauty consumers were an important demographic for the brand.

“The Asian beauty consumer was at the forefront in the development of our new products—particularly our Evelyn Rose range. We will continue to develop our skincare textures and sensorial experiences with Asian beauty consumers in mind,” ​said Souza.

 “We have already begun social community building in Singapore and will launch online in Greater China, Hong Kong and Malaysia in the coming weeks. We have plans for expansion in many cities throughout Asia in the coming years,”​ said Souza.

The company also has plans to launch several concept stores in its key cities around the world.

“Our urban Crabtree & Evelyn concept stores will host local community experiences where consumers come together to explore their city, themselves and our brand values,”​ explained Souza.

She added that the brand would be launching more than  50 additional SKUs by the end of 2020.

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