Simone Dominici is eyeing the 1 billion-euro milestone for sales in the near future.
Although the recipe for Kiko Milan’s strategic shift is made of different ingredients, they are all meant to feed into elevating the perception of Kiko Milano.
As Kiko Milan’s online sales continued to grow — especially in the U.S., thanks to the trifecta of Kiko Milano’s own e-commerce and presence on Ulta and Amazon’s digital platforms that generated a 40 percent increase in online sales in that market — the brand is also expanding its physical retail footprint. Next month, Kiko Milano will open its 1,000th store in Dubai, while other ribbons are to be cut in Jordan, the Philippines and Thailand, among other countries.
As for the physical stores, the CEO stressed the importance of providing experiences and training beauty advisers to help customers not only in identifying the right products for them, but also by explaining their use, as cosmetics become increasingly sophisticated and multifunctional. In line with this, the company implemented “Makeup & Go,” free 10-minute beauty sessions covering six categories, such as brows or eye makeup.