Desi Doll Company
The Desi Doll Company is an Islamic doll and toy company, looking to its wholesale distribution across the UK and internationally. Read how Beth helped make this a reality.
Desi Doll Company
The Desi Doll Company, an Islamic doll and educational toy company, was looking to expand its presence across the UK and beyond. Read how Beth helped founder Farzana Rahman realise her retail dream
Background
The Desi Doll Company is an award-winning Islamic doll and educational toy company, aimed at teaching children about Islam while making learning fun. Founder Farzana Rahman has won many awards for her innovation and inclusive approach to education, cumulating in the Queen's Award for Enterprise in International Trade in 2020.
When Desi Doll approached Beth, the brand was already enjoying success in Selfridges, but was eager to expand its distribution across the UK as well as internationally, while staying true to the brand's core values, Islamic faith and premium positioning.
The Challenge
Identify and secure new wholesale partners that reflect Desi Doll's core values
Maintain the brand's premium positioning
Expand beyond the UK and look for international opportunities
Plan of Action
Leverage Desi Doll's unique cultural selling point and existing Selfridges success with Beth's network of contacts to introduce the brand to premium department stores, national toy chains and key lifestyle retailers
Results
Beth developed a targeted outreach strategy, focusing on premium department stores, national toy chains and key lifestyle retailers to retain Desi Doll's brand vision and premium positioning. She refined the brand pitch, and positioned Desi Doll as both a commercially viable product--thanks to the brand's existing success with Selfridges--as well as a culturally significant addition to any retailer's assortment.
Within the short space of 3 months, Beth manage to secure appointments with 13 key retailers in the UK and abroad, culminating in secured listings with 2 major retailers:
The Entertainer - one of the UK's largest toy retailers
Fenwick - a premium department store group
In addition, Desi Doll is now in advanced onboarding with:
Nordstrom (US)
Waterstones
and in active conversation with:
Harrods
John Lewis
Hamleys
Costco
Sainsbury's
Smyths Toys
Liberty London
Galeries Lafayette Doha
Childrensalon
Next Steps
Desi Doll is on a clear path of accelerated growth, expanding its retail presence with major partners both in the UK and internationally. Through strategic introductions and persistent follow-up, Beth Clifton Consulting has opened doors to new opportunities and positioned the Desi Doll Company for long-term retail success.
Get in touch
If you need Beth's help like the Desi Doll Company did, fill out the contact form or reach out with the contact details below.
phone: (+44) 7834 285 245
