Case Studies Quick Links

• Connecting Norway to Canada
• Connecting UK to USA
• Connecting Belgium to UAE
• Connecting USA to Germany
• Connecting Turkey to UK
• Connecting South Africa to USA
• Connecting South Korea to Canada
• Connecting South Africa to UK
• Connecting UK to France
• Connecting South Africa to Italy
• Connecting Australia to Russia
• Connecting Finland to Canada
• Connecting Ireland to Russia
• Connecting Tunisia to Italy

Connecting Belgium to UAE

Industry/Market of origin:  Household soft furnishings / UK

Product/Service:   Founded in the 19th century, our client is one of the most famous marques for filled products and household textiles in England, Europe, and around the world.

Market Situation:   Copernicus conducted a market evaluation to explore the viability of the client exporting down-filled products to the US. We discovered the US comforter market is dominated by the less expensive synthetic products but category growth was found in the down segment. The analysis revealed that current pricing, competitive product dynamics and an innovative distribution strategy presented a genuine opportunity for our client to strongly consider a US market entry program.

Objective:  Introduce client down-filled products to the US market.

Strategy:  Exploit existing consumer perception that European goods are well-crafted, high quality products. Using American consumer preference for high quality household furnishings, communicate benefits and imagery of owning a genuine English comforter.

Next Steps :  Client to build on initial market entry and consider product development for wider US entry based on  customer feedback from initial 12 months.

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