Your Strategic Advisor for the
Luxury Markets of the Americas
Effective Strategies for
Expansion and Growth
60% of luxury companies from abroad struggle to establish themselves in the luxury markets of North and South America within the initial five years. This difficulty is caused by a lack of understanding of the fundamental elements of the market, an underestimation of local competitors, difficulties establishing strong distribution networks, and an inability to recognize the changing trends and preferences of regional luxury consumers.
Bringing 25 years of expertise to this market, as your Strategic Advisor, we build well-executable plans for business expansion in the Americas, with a strong emphasis on efficiency and success.
As your Strategic Advisor, our mission is to thoroughly understand the core identity of your luxury brand and your aspirations for success in this market. We then prioritize practical approaches to formulate strategies and action plans that foster lasting, sustainable business growth in the Americas.
Our expertise lies in bridging the gap between creative concepts and the practical challenges inherent in day-to-day business operations within the luxury markets of the Americas. We actively engage in shaping the brand's narrative, cultivating a long-term vision, and driving
business expansion as our primary area of focus.
Strategic Services
For more than a decade, WinHouseCorp has been providing consultancy services to luxury jewelry and timepiece companies, guiding them in their entry and expansion into the North American and Latin American markets.
Often, foreign companies make the mistake of investing significant resources in various activities when entering the market, only to realize that they deplete their resources before achieving any tangible results. This is especially critical in a highly competitive market such as the US luxury sector, where understanding the significance of comprehending the core pillars and submarkets is crucial for a successful market entry.
As your Strategic Advisor, we ensure the development of strategies and action plans that are both realistic in terms of timeframes and investments. We achieve this by closely collaborating with various departments within your organization throughout the following phases:
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Our approach involves thinking from the set goals back to the starting point. When executed effectively, it ensures that all stakeholders are in alignment with the "go-to-market strategy".
Our Approach
Define realistic goals and timelines for planned market expansion.
Evaluate the steps required to achieve the intended results in the new marketplace.
Transition from the examining phase to the forecasting phase.
Examining Phase
Identify the brand's reference class and that of its products and services.
Understand what distinguishes the offering and design from others and how its unique aspects will influence its success and reception in the new market.
Forecasting Phase
Define the anticipated timeline of the “go to market” strategy: 1-5 years.
Allocate the financial resources needed and analyze the point of profitability and future expansion steps.
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Establishing the right infrastructure is crucial for executing and accelerating the optimal "go-to-market" strategy. WinhouseCorp provides the following implementation services:
Advise on local office location.
Identify functions for outsourcing and for in-house management.
Assess the parent company's services and pinpoint local team responsibilities.
“Onboard local team members”
WinhouseCorp. provides consulting services for establishing and coaching the local team. We base our decisions on these core values without fail:
Investing in the appropriate team is a substantial strategic decision highly valued by current stakeholders and potential partners.
A cohesive team accelerates growth, fosters confidence with wholesale partners, and encourages collaboration.
These teams comprehend the motherhouse's philosophy and embrace the market expansion narrative.
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WinHouseCorp. assists in tailoring your marketing approach to match the crucial nuances of the new market:
Adapt communication style for local wholesale partners and target customers.
Develop strategies for both B2B and B2C marketing and communication.
Provide insights into expected ROI from omni-channel marketing.
Analyze the impact of marketing on sales and brand recognition.
Estimate the timeline for tangible results.
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Essential for the successful implementation of any brand in a new market is to choose the right distribution strategy.
As your Strategic advisor, we promptly provide insights into the opportunities within the United States, North America, the Caribbean, and Latin America.
Choosing the Distribution Channels:
Guidance on selecting the optimal distribution model.
Analysis of potential and associated risks of various options.
Comparison of own retail boutiques vs. wholesale.
Evaluation of partnerships with franchisees vs. concession stores.
Consideration of online sales vs. traditional brick-and-mortar stores.
Selecting the Distribution Partners:
In-depth understanding of market-leading players and potential cooperation.
Identification of key independent retailers and department stores.
Exploration of travel retail opportunities and guidance.
Establishing a U.S. e-commerce platform and presence on relevant platforms.
Setting achievable sales objectives for each distribution channel.
Developing corresponding plans and coaching teams for effective interaction.
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The impact of the circular economy and the application of environmental, social, and governance (ESG) principles in a company's trajectory and business plan are crucial in today's world. Once more, WinHouseCorp adopts a practical approach, helping the company pinpoint ESG initiatives that are in complete alignment with the company's fundamental business goals and the values held by its employees.
Understand where the company can and wants to make a difference.
Focus efforts on these goals across all departments, including the subsidiaries.
Integrate sustainable growth into the ‘go to market” strategy.
Case Study
Beatrice de Quervain, the founder of WinHouseCorp, played a pivotal role as the Exclusive Representative in successfully introducing Messika, Paris, to the Americas. In just eight years, under her leadership, Messika has transformed from a small presence to being featured in over 100 premier retail and department stores spanning from Canada to Argentina. This expansion included:
Establishing Messika shop-in-shops within luxury department stores like Neiman Marcus, Palacio de Hierro, Bloomingdales, and Holt Renfrew.
Launching dedicated Messika boutiques in key cities such as New York, Los Angeles, and Miami.
Introducing Messika's own e-commerce in the US and forging partnerships with luxury e-commerce platform giants like Net a Porter.
Setting up branded corners in leading jewelry retailers throughout the entire commercial zone.
Incorporating Messika boutiques on upscale cruise ships within travel retail outlets.
Furthermore, effective B2B and B2C
initiatives and communication strategies
were implemented, including:
Establishing a strong presence at critical trade shows to firmly establish the brand in the industry.
Organizing trips with retail partners and high-end customers to visit Messika's headquarters in Paris to fully immerse themselves in the brand.
Hosting numerous brand-focused events tailored to the discerning clientele interested in precious and high-end jewelry.
Rolling out Messika's campaign across various channels throughout the entire commercial zone.
To make all this possible, a comprehensive setup was executed, which involved:
Opening the Messika subsidiary in New York.
Recruiting and inspiring a local team of more than 25 talented individuals to support the brand's expansion efforts.
Outsourcing operations such as PR, repairs, and the management of high-value imports and transportation.