English tradition and enjoyment in heart of Belgrade - World-renowned cosmetic brand Crabtree&Evelyn celebrates its first anniversary in Serbia

(Ana Sarenac)

Crabtree&Evelyn, English cosmetic brand offering products based on fruits, flowers and selected herbal extracts for 38 years, has celebrated its first anniversary of operations in Serbia.

Crabtree&Evelyn is present in more than 40 countries with its recognizable concept stores. After only one year in the market of Serbia, preparations of this top English company have become a favorite part of daily care for numerous consumers.

Much before the stories about wellness and natural products became popular, Crabtree&Evelyn had recognized the advantages offered by nature, creating a range of products made of fruits, flowers and herbal extracts, which are particularly pleasant on cold winter days. The company's product portfolio includes products for manicure and pedicure, perfumes, gift sets, home scents, and fine food.

In an interview for eKapija, Ana Sarenac, director of IP Group, which holds an exclusive right to sell the products of this English cosmetic brand in Serbia, says that the first year of operations was very exciting, with many ups and downs.

- Since people in Serbia were not familiar with this brand, it took us much time to introduce them to Crabtree&Evelyn and its complete product portfolio.

It seems that the company's most important step on that path was the opening of an exclusive store in Cika Ljubina street in the center of Belgrade. In addition to luxury baths, body care products, hand creams and massage products, the offer at this store also includes English teas in innovative packaging, traditional English butter biscuits, Scotish candies in beautifully designed and unusual boxes.

Our interlocutor also says Crabrtee&Evelyn is, primarily, a cosmetic brand, and that cosmetic products account for 90% of its portfolio.

- However, food, cosmetics and air fresheners are all part of a common story, which is - English tradition and enjoyment.

The best-selling products of that company in the first year in Serbia were those intended for hand care.

- Preparations such as hand peelings, liquid soaps, hand creams and manicure sets are the best-selling products from the portfolio of Crabtree&Evelyn in Serbia and all other countries this brand is present in.

Premium brand at the time of crisis

Since these products entered our market at the time of an economic crisis, when people usually give up buying luxury cosmetic products, the logical question is: How was the decision to introduce a premium brand made?

- I think that there is a buyer for every commodity. The store was indeed opened during the period of a difficult economic crisis, but I do not think that the economic crisis should be an obstacle to the fulfillment of business plans and goals. Since I got familiar with Crabtree&Evelyn during my student days in London, I wished one such brand had been present in our capital city, primarily because it is much different than any other cosmetic brand currently available in the market of Serbia. It is true that people's purchasing power has dropped drastically, but Crabtree&Evelyn has a broad portfolio and wide range of prices. We also want to be seen as a store where people can buy an ideal and original gift, and we have learned from our experience that consumers care less about the price when they are buying a gift.

Sales channels

- Our biggest sales channel for now is our store in Cika Ljubina street. Pharmacies are our second sales channel, available as of last month, and they were very interested in our brand because all our products are made of natural ingredients.

Ana Sarenac says that their wish is to open another store in one of shopping centers in Belgrade in order to be able to cover a bigger territory of Belgrade. They now want to position in Belgrade, learn from all possible mistakes, and then move on.