Wheat

Wheat is a well-established childrenswear brand in Europe, and was looking to expand its retail footprint in the UK & Ireland. See how Beth Clifton Consulting helped achieve this goal.

Wheat

Wheat, a well-established childrenswear brand in Europe, was looking to expand its retail footprint in the UK & Ireland. Read how Beth Clifton Consulting helped achieve this goal.

Background

Wheat is a well-loved children's brand in Europe, known for its timeless Scandinavian design and commitment to quality. With strong roots in Europe, Wheat's growth strategy includes increasing brand presence in the UK and Ireland, which had recently been impacted by the collapse of key retail partners.

Wheat have invested in broadening the brand's reach in the UK, including the opening of a beautiful flagship store and PR and marketing campaigns. Wheat realised they needed assistance on the wholesale aspect of the business, as repeated outreach to buyers had gone unanswered. Therefore, the team contacted Beth at the start of the SS26 campaign to explore how Beth's contacts in premium retail partners could unlock the brand's true potential.

The Challenge

Increase active retail partnerships in the UK & Ireland
Secure meetings with key buyers
Boost visibility and momentum after former retail partners entered administration

Plan of Action

Leverage Beth's expansive retail network and knowledge of the childrenswear market to reintroduce the brand to key players with urgency and a focused pitch

Results

Beth approached this challenge with utmost urgency, and reaped immediate results. Within a staggering 21 hours, Beth secured buying meetings with 10 prominent UK and Ireland retailers.

This immediate traction reignited momentum for Wheat in the UK and Ireland, and proved the brand's strong relevance to the market when properly positioned.

Next Steps

The partnership between Beth Clifton Consulting and Wheat is ongoing, with efforts now focused on converting these meetings into long-term retail relationships. In addition, Beth is continuously reaching out and introducing Wheat to additional premium and high-volume accounts, to help Wheat extend its retail footprint and brand recognition in the UK and Ireland.

Wheat is on a strong path to re-establishing itself in the region; stay tuned for more exciting updates!