Controlled multi-banner expansion without sacrificing what made off-price work
Multi-Banner
Personal care brand expanded across multiple off-price banners without eroding full-price positioning
Happy Curves had already proven itself within off-price, with strong momentum established early on. The next challenge was controlled expansion into a new off-price banner without disrupting the momentum that was already working.
Understanding the challenge
Expanding into a second off-price banner is not simply a matter of replicating what worked. The new banner had a different demographic profile, a distinct regional footprint across 600+ stores, and different category expectations. Happy Curves needed a strategy that extended reach without creating channel conflict or diluting the positioning that had driven its off-price success.
Our approach
Common Shelf led a banner-specific strategy that respected the nuances of each retailer, treating the new banner as a complementary channel, not a copy of the first.
Key execution decisions:
Assortment planning designed specifically for the new banner's customer profile and category expectations
Clear differentiation in how the brand showed up at the new banner, while staying true to core product strengths
Ongoing coordination to ensure new-banner growth complemented, rather than conflicted with, existing momentum
Happy Curves became a Top 10 personal care brand at a top off-price retailer, outperforming internal forecasts, while continuing to grow across both off-price banners simultaneously.
