Page 11 - Cross-Border Magazine Nr.3

~ Noppies ~

no longer dependent on brands to deliver products which they A centralised approach
can sell. They are able to fill in the gaps by designing products Noppies operates its entire global business from a head office in the
themselves: “Players like Zalando think that ‘if nobody can do Netherlands and two warehouses, one of which also in the Nether-
Your future customer could maternity wear with great delivery times and excellent ser- lands and the other one in New Jersey, US. “All logistic operations
vice, then we will do it’. Thus, they started creating their own
are in-house, which has been a strategic decision we made a long
maternity label and selling
mer, “You have to be able to
it. In this new age of retail, “YOU ALWAYS NEED TO time ago” explains Ham-
be anywhere. of your competitors.” Of- partner requires and control
you are becoming an ally
carry out every change that a
the process. However, for
fering the entire catalogue
via marketplaces has also
be beneficial to open a
led to what Hammer calls KEEP CALCULATING” the US we felt that it would
‘Hybrid Models’: “We put dedicated warehouse, from
our entire stock online, where we serve Nordstrom,
and then a marketplace can see which items of our assortment Amazon and soon Lord & Taylor.” To Erwin Hammer, localising
perform well. They will mainly buy these items from our whole- new markets can be done very well with a centralised approach, if
sale operation for their own stock.” Consequently, a process that done correctly. “You always need to keep calculating. We are in a
starts in an innovative online structure is influencing the brand’s niche, for us it makes sense this way.” In the future, Noppies is open
wholesale business, which can be more beneficial for both par- to explore possibilities in even more countries: “Every country that
You want to reach consumers across geographies, ties: a perfect win-win situation. we can open on a P&L level, we will keep investigating.” ••
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