Out of Home Growth Strategy
Pricing strategy · Commercial modelling · Market & competitor analysis · Founder advisory
From Grocery to Out of Home: A 3-Year Growth Strategy
The brief
Who was the brand and what was the brief?
A UK-based ethical personal care brand, well established across grocery, international, e-commerce and DTC, was entering its next phase of growth. While the opportunity in Out of Home was clear, the business lacked the in-house experience to confidently shape a strategy for entering and succeeding in what is often seen as a complex channel.
The brief was to develop a clear, commercially robust entry and growth strategy that protected the brand’s values-led positioning, improved consistency across channels, and set the business up for sustainable, profitable scale.
The approach
How we answered the brief
The very first step was to be clear on what the brand was trying to achieve, and [just as important] what they weren’t prepared to compromise on. The brand trades heavily on its ethical nature-led positioning, but margin, presence and credibility in a new channel all matter, so this couldn’t be a generic route-to-market plan.
I began by reviewing existing performance across grocery, international, e-commerce and DTC, alongside spending time with the leadership team to understand how decisions were being made and where Out of Home sat within the wider growth ambition.
From there, I demystified the Out of Home landscape: mapping the various routes to market, customer types and buying models, and identifying where the brand could & should realistically be positioned, calling out short term ‘quick wins’ as well as longer term ambitions. This moved the conversation away from “it feels complicated” to a clear, structured view of where to focus and why.
I then built a commercially grounded growth strategy: starting with the size of prize and moving through channel & account prioritisation, customer targeting, pricing architecture, packaging & case formats, and margin delivery. This was underpinned by financial modelling and scenario planning, so the team could see the impact of different choices and have confidence in the calculations behind the headlines.
The output was a board-level 3-year strategy, underpinned by a practical, phased roadmap with clear priorities, decision frameworks and action-led next steps — from the first 1–3 months onwards.
Impact & outcomes
Created a clear Out of Home commercial growth strategy projecting £2.8m sales by Y3
Delivered a clear entry and growth roadmap, turning complexity into focused action
Identified practical opportunities to strengthen and grow existing wholesale accounts
The quality and impact of the work led to an ongoing retained delivery & implementation role
“The work was a very productive process and really helped to frame where we should start to focus our efforts. It gave us the clarity we needed to distil the opportunity into a clear go-to-market plan. This has set us up well to hit the ground running as we move into next steps.”
Thinking about a similar challenge?
If you’d like to explore how we could support your business, whether that’s pricing, growth strategy or commercial decision-making — we’d be happy to talk. Get in touch to start a conversation.
