“They marry their uncompromising brand ethos with superior product formulations to create a product that is highly effective, plus the packaging is beautiful.”
Bonnén isn’t afraid to challenge traditional retail models to suit Nuori’s freshness objective. The brand has no minimum order quantities to push retailers to consider purchasing less merchandise that shoppers scoop up comparatively quickly. The inventory strategy requires rapid reorders and a deft handle on consumer demand.
“I would rather someone not place a very big order and leave it on the shelf for the next six months. I would much rather we really work together to understand the turnaround on the shelf, how much we sell per week for each SKU and do very precise forecasting, and ship the right amounts,” says Bonnén. “Many retailers are moving in this direction anyway, but stores without advanced systems are not totally prepared for rotating stock at that pace. Classic perfumeries are used to a different kind of turnaround.”
Bonnén also wants to reeducate consumers on their beauty purchasing habits. She urges them to think of skincare as perishable and replenish it often. “Please don’t stock up on three body balms when they’re on sale. Buy a product, finish it and move on to the next one,” says Bonnén, noting Nuori products aren’t as large as products from other brands to encourage consumers to regularly pick up fresh replacements. “Skincare shouldn’t be something you have in your cupboard for years.”
Nuori has been careful about its distribution to find homes in stores that are appropriate platforms for its message. In August 2015, the brand was introduced in Europe, where it’s sold at Content Beauty & Wellbeing, Oh My Cream! and Le Bon Marché, and it arrived in the U.S. about seven months later with a stateside retail debut at ABC Carpet & Home. Today, Nuori products are available at 130 retail doors in 24 countries.
“I love Nuori because it’s the gold standard of small batch artisanal'' product creation.”