Date of creation: 1997,
Turnover: 6.5 millions EUR in 2003 and 12 millions EUR in 2007,
Number of employees: 14 in 2003 and 35 in 2007.
Design and distribution of nursery products and toys (5 brands): Babymoov, Badabulle, Lamaze, Thomas Train, K’nex,
Babymoov brand positioning: upper-middle-class, innovative, trendy, life guarantee, challenger
Babymoov range of products: feeding and various electrical appliances (bottle warmers, food processors), healthcare and safety products (anatomic head cushion, babymonitors), travel (nappy bags, summer items), sleeping, baby toys,
Type of clients: baby specialists’ shops, baby chains, mail order specialists, pharmacies.
3. Main responsibilities:
Budget: 90 000 EUR,
Creation and development of the Export Department, defining export strategy, prospection, negociation, contracts,
Managing abroad an array of sole distributors, but also directly big accounts: Toys’r’Us in Germany and Spain, Io Bimbo (Italy), Prenatal (Spain and Portugal), Prémaman (Benelux), Ardek and Babyone (Germany), etc.,
Running sales and networks, managing brands abroad (EU and World),
Implementing and adjusting internal processes, managing a staff of 3 persons: 1 Area Manager, 1 Export Sales Assistant, and 1 Export Sales Representative (trainee position),
Marketing: running international projects with partners, creating events and communication media, developin online tools, responsible for the marketing strategy adjustment to cultural specificities and partners, etc.
- Responsible for a French area of 90 retailers (out of 2000) with a turnover of 380 000 EUR in 2006 (160 000 EUR 4 years earlier).
Turnover brought by the Export Department in 2006: 1.1 million EUR, i.e. 10% of the overall turnover, but only with 20% of the total range (focusing the export strategy on a limited selection of products),
By the end of 2006 Babymoov products were in more than 20 markets: Germany, Benelux, Portugal, Spain, Italy, the UK, Ireland, Hungary, Turkey, Eastern Europe, Middle East, North and Western Africa, etc. (bound to be launched in Japan and Australia).