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- 36:29 min

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The Beauty of Connection: How Investing in Community and Expertise Drives Retail Success

📍Stockholm, Sweden

In the dynamic landscape of beauty retail, Kicks Group has emerged as a trailblazer, reshaping the industry with its innovative approach to community building and expertise. Led by the Executive Vice President, Carola Lundell, Kicks Group has undergone significant transformations, leveraging these changes to solidify its position as a leader in the Nordic beauty market.

Central to Kicks Group’s success is its commitment to nurturing a vibrant community through initiatives like the Kicks Club and Kicks Beauty Talks. With 3.7 million members, Kicks Club has become a cornerstone of the brand, fostering loyalty and engagement while offering exclusive benefits to its members. Similarly, Kicks Beauty Talks provides a platform for customers to share beauty experiences, tips, and advice, seamlessly integrating the community into the shopping experience.

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Moreover, Kicks Group’s emphasis on expertise extends beyond its physical stores to its online presence, with innovative AI-driven solutions like the Kicks Beauty Bot and digital tools for skincare and makeup advice. Lundell’s leadership underscores a culture of innovation and agility within the company, encouraging experimentation and embracing a minimal viable product approach to drive impactful changes.

As Kicks Group navigates the opportunities and challenges of 2024, including economic uncertainties and shifting consumer behaviors, its commitment to innovation and community-centric strategies remains unwavering. With Carola Lundell at the helm, Kicks Group is poised to continue its transformative journey, setting new standards in the beauty retail landscape through investing in community building and expertise.

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