Brandmakers launches new wholesale and spa division in Australia

In December 2008, “niche” Australian-owned beauty brand distributor, Brandmakers, launched a new wholesale and spa division which sees the company expanding their portfolio of brands into the spa sector of the beauty industry. Heading the division will be Roula Demitri who has a wealth of experience in the professional salon, spa and wholesale development market. Demitri has worked in executive sales management positions for international beauty and fine fragrance brands for over 15 years.

This new division will introduce brands such as Skin Nutrition, Juice Beauty, Peter Thomas Roth, Bergman Beauty Care, Anthony Logistics for Men, Erno Laszlo and makeup brand CARGO to the professional salon and spa market.

Brandmakers represents 15 exclusive skincare, cosmetic, fragrance and spa brands. Company founder and Managing Director, Bahar Etminan, said Brandmakers considers its association with these brands as going beyond the traditional wholesaler/distributor relationship; viewing itself as the Australian headquarters of its brands, with the ability to manage all aspects of warehousing, sales, training, public relations and marketing.

Brands represented are sold nationally through David Jones, Myer (from March 2009), Target, Priceline, Perfume Connection, Zuza, Macro Wholefood Market, selected spas, and on their shopping website,

Etminan said the company decided to launch into the professional market because the retail and department store offer has become commodotised and service levels affected. “Even once strictly salon-only brands are available at department stores and pharmacies. There is a real opportunity for salons and spas to seek niche products that can’t be found in every suburban shopping centre and competitor salon,” she said. “In addition, with high tech and high involvement products, there is a real need for a professional skin consultation and recommendation on what products and technology is most appropriate for each individual customer and skin concern. Retail simply does not provide that environment. These brands have either recently developed or dramatically enhanced a spa offer that is over and above their retail position.”

She added: “In Australia, there is continued growth in demand from spas and salons for differentiated and limited distribution brands to cater to an increasingly educated, internationally aware and discerning customer base. A good spa is expected to offer a number of brands ranging from organic to high tech to luxurious. We will be in a unique position to offer a single brand or a suite of brands to top end spas and salons. We are now also able to support them with exceptional management and training.”

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