Portfolio strategy for brands and ranges
Portfolio strategy defines which brand and which product does which job. The result is less overlap, clear roles and a range that retailers and customers understand at a glance.
Signs you need it
- Too many SKUs taking sales from each other.
- The brands in your house compete instead of complementing each other.
- Launches happen without anyone being able to explain their role.
- Retailers ask why there are three almost identical products.
- An acquisition, a merger or an exit is coming up.
How I work
From where you are today to a portfolio you can explain in one sentence.
- Audit
Revenue, margin, growth and channel for every brand and every product. What carries you and what holds you back.
- Roles
Every brand and every product gets a job: growth, profit, traffic or profile.
- Architecture and range
Brand architecture, range and price ladder. Plus the decision on what goes.
- Roadmap
Innovation, delistings and a launch calendar that fits both retail and brand.
What you'll have at the end
- A portfolio map with roles per brand and SKU
- A clear brand architecture
- Range and price ladder
- A rationalisation plan
- An innovation and launch roadmap
Where I've done this before
Portfolios in a global corporate and in a brand house.
Category strategy for Maybelline, L'Oréal Paris, Essie, NYX and SANTE in the German mass market.
Brand Managing Director for a house of several young beauty brands.
Elvital and new premium brands such as Botanicals and Dessange.
Questions about portfolio strategy
What is brand architecture?
Brand architecture describes how the master brand, brands, lines and products relate to each other. It decides whether a new product sits under an existing brand or needs its own.
How many SKUs does a brand need?
There's no fixed number. The rule is: every product needs a role. Usually a few hero products carry most of the revenue, and the rest has to justify its place.
Does portfolio strategy help with an exit or fundraising?
Yes. Buyers and investors pay for clear brands with depth in the range and revenue across several channels. A tidy portfolio makes the story easier to tell and easier to check.
The other areas
Let's talk.
Want to get retail-ready or take the next step on the shelf? Tell me where you are right now.
