The leap from small, niche player to global luxury brand is a huge step, requiring a strategic understanding of how to play in the new marketplace, whilst preserving the emotive essence that initially brought success.

Jo Malone chose Caulder Moore to take the brand from a small shop with a cult following, to an international player.
After starting by understanding the magic essence that made Jo Malone unique, we then identified how this could be amplified to the scale required to take a prominent spot in the global brand landscape.

We recognised the brands’ appeal was its modern twist on a classic product. The fresh, innovative take on luxurious skincare products and scents tapped into the mood of the time. The black and cream packaging with the black ribbon tie was quickly becoming iconic.

Our retail strategy was to develop these key emotive elements of the brand, so that every aspect of the customer experience from the store environment...

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