Leading European online-only beauty retailer Feelunique, is to launch a concessions platform in September.
The platform will provide Feelunique’s customers with an even greater choice of products and brands by enabling certain brands to have their own designated area on the site and fulfil their own orders received through Feelunique.
The platform will enable established beauty brands that have a retail or direct to consumer business model to diversify and join the Feelunique platform and community, gaining valuable access to its international millennial customer base. It will also provide a unique platform for emerging brands and entrepreneurs to access Feelunique’s international database of over one million active customers.
As a result, Feelunique’s customers will have an even greater choice of products and brands to shop for, adding to Feelunique’s unrivalled choice of more than 28,000 products from over 500 brands.
Feelunique’s concessions platform solution will be provided by Mirakl, a leading global provider of online concessions platform solutions. Mirakl has also already provided a highly successful solution to The Beautyst, a site acquired by Feelunique in April 2017.
Joel Palix, CEO of Feelunique, explains: “The launch of our concessions platform is a very significant strategic enhancement of Feelunique’s digital beauty platform and our ‘beauty without boundaries’ proposition. It will allow Feelunique to expand its already unrivalled portfolio of brands, add a further channel to our offering and provide brands with access to our highly sought after customer base.”
The platform will be the first of its kind to be hosted by an international pure-play online beauty retailer – and looks very much like one of the new breed of niche marketplaces being established by retailers. Car, bike and camping retailer Halfords has already rolled out what is essentially a third party marketplace on its site to offer related product retailers to tap into its market while augmenting what it offers its customers without inventory outlay.