• Gruhme is a luxury fragrance brand for men.

  • | BRIEF

    Gruhme is a luxury fragrance brand for men. In 2016, Gruhme collaborated with the renowned carmaker, Morgan Motor and introduced a series of jointly branded grooming products for distribution via luxury retailers including Flannels.

    Devoch was commissioned to conduct market research on the Chinese market for Gruhme to define a market entry strategy. In addition, we were briefed to identify possible distribution partners and create introductions.


    • The market research identified a market opportunity for Gruhme

    • The launch marketing strategy was a targeted e-commerce campaign working in partnership with a famous Chinese retailer

    • In advance of the Chinese launch, we created a UK event to build UK awareness of the China strategy amongst UK based China influencers

    • The mayor of the West Midlands was the guest speaker

    | RESULT

    Gruhme has received a lot of publicity from the China launch event and created a network of other fashion brands also interested in accessing China. Devoch is advising this group on their China strategies.

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