Business Irish

Saturday 17 March 2018

Stella & Dot 'Tupperware' sales model going digital

'Evie' black knit with lace sleeves, €74, and 'Bianca' knit tee, €64, and feather necklace, €126, on the Stella & Dot website
'Evie' black knit with lace sleeves, €74, and 'Bianca' knit tee, €64, and feather necklace, €126, on the Stella & Dot website
Bairbre Power

Bairbre Power

Lifestyle brand Stella & Dot is marking its 10th birthday by expanding from jewellery and bags into a fashion range which launches online tomorrow.

A modern take on the 'Avon Lady' direct sales of old, Stella & Dot have a network of 'stylists' in Ireland who are involved in direct selling full time or working part time for an extra revenue stream.

The business model launched with stylists buying a €199 starter kit of jewellery and accessories and throwing trunk parties, like their grannies might have done with Tupperware in the 1960s.

However, Stella & Dot's direct selling has moved on considerably with social media advance leading to online/offline customer contact and in a new move later this month, they are introducing Mimi, an app which will allow their 30,000 stylists worldwide to create curated, shoppable looks for clients.

Trinity College Dublin graduate Kathleen Mitchell has been appointed global managing director to build the brand which was started by mum-of-two Jessica Herrin.

Herrin founded Stella & Dot to empower women to earn a flexible income.

Mitchell says recent customer research showed a shift in how consumers purchase and they now want to shop complete styled looks, rather than one-off pieces.

"Buying accessories is more appealing when you can get ideas on how it transforms a look or outfit.

"They want to be able to buy the full look and mix with things they have in their closets," she said.

The ready-to-wear fashion line launches with 12 tops available in sizes 4-24 UK.    

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