FS Group is a travel retail business. Its market consists almost entirely of people on holiday.
Surprisingly the company managed to turn a profit in 2021 despite travel restrictions brought in as a result of Covid-19.
Brand manager Anne Immelman, the company revealed, had more than a little bit to do with this.
Her reaction to the trading conditions was key for FS Group.
She made quick decisions with promotions such as free pick-a-pearl, ensuring the company’s brands made the most of the little market they received.
To put into context the difficulties which Anne was up against at this time, FS Group’s marketing budget dropped from around £700,000 to £200,000, while her team was drastically reduced from 11 to three people.
Despite this she was able to deliver results that far exceeded the company’s expectations and helped turn a profit in 2021.
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