Bulldog’s American expansion plan relies on a partnership with Whole Foods Market. In their largest export agreement to date, Bulldog aims to have products in all 300 Whole Foods Market stores across the US by summer 2011.
Currently, Bulldog exports to approximately 1,000 stores in Sweden and Norway accounting for about 10% of overall sales of £2.4m. However, the new deal with Whole Foods, the largest natural and organic product retailer in the world, is expected to considerably boost this number.
By first introducing 5 products from the Bulldog Original range, it expects exports to rise to about 25% of sales over the next 12 to 18 months.
Bulldog is rapidly increasing market share and coinciding exponential growth with new marketing campaigns and a new brand image. With about 5% market share of the UK male skincare market, it is the fourth biggest brand behind L’Oréal, Nivea and Gillette, and recorded an 86% sales increase in 2010.
To ensure the brand had a consistent look and positioned well across all markets, Bulldog redesigned its packaging, logo and product range in advance of its US launch. Furthermore, Bulldog is stepping up its marketing game by launching its Facebook commerce site, outdoor advertising campaign and running in-store promotions, in addition to social media and TV sponsorship.
According to Euromonitor figures, American consumers spent $4.8 billionn on men’s grooming products last year, a figure which has doubled over the last decade, and Bulldog plans to get a chunk of the market.