About
Part of the Grendene Group, Melissa shoes was founded in 1979 in Brazil and ever since, their colorful jelly shoes have been identifiable from afar thanks to their signature tutti-frutti bubblegum scent.
Ilhabela Group is the exclusive US distributor for Melissa shoes. With over 700 points of distribution, including prominent specialty and department stores, and partnerships with established designers and retail chains, Melissa is a leading brand in its category.
Challenge
The executive team at Melissa wanted to increase visibility and sales with selected accounts while considering buyers’ open-to-buy limitations. The Melissa team also wanted to streamline the product and inventory-sharing process with retailers. Their main objective was freeing up time to focus on growth strategy, instead of dealing with day-to-day operations.
Solution
Melissa chose Cymbio as its wholesale growth platform to offer available-to-sell inventory to pre-approved, selected retail partners. Cymbio’s marketplace automation platform streamlined the entire process from granting permissions for styles to each retailer, to populating the product and data to the retailers’ eCommerce sites while managing inventory and processing the orders. Within 2 months of launching the platform, Melissa was able to leverage real-time inventory updates to increase the span of retailers’ assortments both online and in-store and empower retailers to place instant reorders.
Results
Melissa was able to turn inventory into sales in a dynamic way:
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70%
Average revenue increased by
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42%
Average units sold increased by
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2.8x
Increase in assortments
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Over 60
work hours saved to launch new products monthly
