- The strategy assumes tripling turnover.
- 100% of sales will be made in the e-commerce channel, including 90% of sales in markets outside Poland. The brand does not intend to open traditional physical stores.
- The digital transformation of the brand is a response to the growth of the market for the sale of fashion products on the online channel and forms the basis of the 2022-2024 strategy.
- The company plans to implement a number of innovative initiatives to improve business processes, their efficiency and the possibility of implementing a greater scale of sales based on artificial intelligence, Metaverse and NFT technologies.
Prima Moda presents the strategy
The strategy assumes that by 2024, compared to 2021, the company will achieve a threefold increase in revenue, as well as an increase in profitability of gross margin and EBITDA from 2.5 to 3.5x.
Prima Moda wants the target commercial service in the e-commerce channel to reach 100%, including 90% share of sales in markets outside Poland (natural hedge in EUR).
Technology as a driving force
The implementation of the above objectives will be based on building a technological advantage enabling effective sales in the e-commerce channel. This represents a new stage in the evolution of sales of the brand’s products from offline to online.
The digital transformation of the brand is a response to the growth of the market for the sale of fashion products on the online channel and forms the basis of the 2022-2024 strategy.
Strategic and tactical tasks
Prima Moda, in terms of multi-channel sales strategy, plans to expand its sales to other international market platforms (currently the company offers its products on the Zalando platform in a dozen European markets). The company also wants to develop its own online store with new functionalities and changes in its user-friendliness, in addition, it plans to develop its own mobile applications to reach new recipients and strengthen its presence in key markets (including Germany ) by supporting the current operating model, including through additional promotional activities.
Development of private labels and storage rooms
Another task that the brand sets itself is to expand the commercial offer with new own brands, new product categories in the area of jewelry and accessories, ecological products and packaging in the area of the current offer. (including limited series of products, the so-called drops), project implementation mode design release in cooperation with partners.
Prima Moda also wants to develop a network of showrooms in click and collect format. – Showrooms will provide the opportunity to try a product, pick up an order ordered online, collect customer feedback and increase the chance of cross-selling other branded products – it was written in company announcement. The brand does not intend to open traditional physical stores.
Metaverse on the horizon
The company focuses on modern technologies. It plans to implement a number of innovative initiatives to improve business processes, their efficiency and the possibility of achieving greater scale of sales based on artificial intelligence, Metaverse and NFT technologies. These projects include: the development of the IT area and cooperation with the customer (extension of loyalty programs, new payment methods, own applications, new interfaces, etc.), the development of advanced sales analyzes, which will result in an increase in the efficiency of the pricing policy, the improvement of logistics processes and the growth of production efficiency.
The issue will finance the strategy
The implementation of the strategy is only possible with the capital injection of the company, therefore the company plans to conduct share offerings for a total amount of approximately PLN 10 million. The first issue is planned for an amount of approximately 3 million PLN, assuming an issue price of 2 PLN, the second issue of 3 million PLN, assuming an issue price of 3 PLN, and the third issue of ‘about 4 million PLN, assuming the issue price of 4 PLN. The offer is planned for the current year.