Crabtree & Evelyn makes an eCommerce comeback in SG with new brand identity

Crabtree & Evelyn has returned to Singapore with an eCommerce push along with a new brand identity  and product range. The move comes not too long after closing its brick-and-mortar stores end of January 2019 and suspending its online sales just last week.

Explaining the recent changes, Crabtree & Evelyn CEO David Stern said: “We knew we had to reconstruct everything – our brand, our products, our business model – to be welcomed into that community [of curious explorers], and to be authentic, there could be no half-measures."

"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," he added.

According to a press release, the new identity is underpinned by a message that speaks to the brand’s beginnings and the signature spirit - "Born curious. Grown wild." As part of the relaunch, Crabtree & Evelyn has also unveiled a newly designed content platform. The British beauty and lifestyle is currently looking at innovative customer care initiatives via chat in addition to exploring how video and content in general can inform and advise customers.

"It’s a reflection of today’s Millennial and Gen Z 'Zillennial' consumers. This group are more curious than ever, using knowledge as currency, experiences for growth, and demanding that brands feed these desires. It’s no longer about traditional retail, it’s about connecting to our consumers whenever, wherever – on their terms," added Nicole Cowell de Gruchy, global social director at Crabtree & Evelyn.

New product offerings

Additionally, Crabtree & Evelyn has launched entirely new product ranges as well as packaging, which features "a chic and clean new look".

One of its new collection, Crabtree, is the brand's first genderless offering. It is a series of beauty, body and lifestyle products that encompasses the brand’s "All for one. One for all" approach to life, said the company. It added: "These products might be functional in use. Some are unusual in form. But all have a unifying quality: inclusivity."

Crabtree & Evelyn has also reformulated its signature Evelyn Rose collection to be centred around hydration. Positioning it as something "unexpected, bold and different", the company said it will represent the brand’s beautifying collection. "The new Evelyn Rose symbolises powerful and independent women, inviting the consumer to reject the ordinary, embrace the thorns and unleash their unique nature," said the press release.

Ashley Souza, chief brand officer at Crabtree & Evelyn, said: “When restructuring the product architecture, I knew quality needed to stay at the forefront, but our portfolio offering and their sensorial experiences needed to expand. Therefore, we have carefully selected various complex fragrances, innovative formats and advanced textures to create the ultimate experience of self-care for our customer."