The Catalan natural cosmetics company Freshly Cosmetics continues to strengthen its presence in the pharmaceutical channel, after recently closing strategic alliances with distributors in the sector.
A few months ago, the brand signed an agreement with an operator specialized in pharmacies to distribute its catalog in that area. Now, in addition, it introduces new proposals within its portfolio.
Expansion of the B2B channel and international presence
Freshly, which began as a digital brand, has made the B2B channel a key bet in its growth. Currently, its products are in more than 650 multi-brand points of sale, both in Spain and Andorra, Italy, Portugal and France. To do this, it has closed agreements with chains such as El Corte Inglés, Druni, Douglas, Arenal, Fund Grube or Perfumerías Gotta.
Abroad, the brand operates in physical spaces (such as Bellas Artes, perfumeries and marketplaces) in several countries, seeking to expand its footprint beyond e-commerce.
Pharmacy: a turning point
One of Freshly's recent milestones has been its formal entry into the pharmaceutical channel in May 2023, through an agreement with the distributor AREAFAR. In just over a year, the brand scaled its presence to reach 136 points of sale in pharmacies.
In addition, Freshly has signed new agreements with distributors such as Blisterfar Distribuciones to promote its pharmaceutical implementation.
New releases and retail alliances
The expansion is not limited to the pharmacy channel: Freshly continues to launch innovative products to enrich its catalog. Its arrival to perfumery chains also continues: for example, the Clarel chain has integrated 26 references of the brand, which includes products dedicated to facial, body and hair care, in its physical stores and its online platform.
Omnichannel strategy and objectives
Although e-commerce still represents the majority of its sales (around 78%), Freshly is committed to consolidating its physical network and boosting its B2B sales. The brand aims for the wholesale channel to reach around 5 million euros in annual turnover.
The founders, Mireia Trepat and Miquel Antolín, have pointed out that the step towards an omnichannel structure responds to their vision of being "where the customer wants you to be", merging the digital with the face-to-face.