Kendra Scott is testing a new way to increase brand awareness in markets where it does not have a strong retail presence.
The Direct Retail by Kendra Scott program has launched in a sort of beta mode, and empowers local entrepreneurs to sell directly to shoppers in their communities via events, social media and one-on-one relationships. Think of it as the modern equivalent of a Tupperware party.
“I’m still very bullish on retail, but we always put the customer first and meet them where they are. This creates an opportunity for a new workforce within the Kendra Scott brand,” said chief executive officer Tom Nolan.
The program launches today with 12 entrepreneurs already signed up. They are located in towns like Tacoma, Washington; Laredo, Texas; Toledo, Ohio, and Andover, Kansas — areas where Kendra Scott has low penetration and does not have plans to open a retail store in the near term.
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