Case study: Babyshop by Landmark Group

Unlocking kidswear retail’s true purpose

Established in 1973, Babyshop is one of the largest retail chains in the Middle East and Asia, with over 230 stores in 20 countries.

Despite market share and the highest consideration to shop versus the competition, revelations identifying retail lapse rates and sound qualitative purchasing barriers gave new management cause for concern. Further research revealed several startling insights: fragmented perceptions of quality between retail categories, poor product knowledge, and weak service propositions. These issues inhibited Babyshop’s ability to build lasting, emotional affinity with customers, employees, and suppliers. Working alongside the newly appointed CEO, retail leadership and marketing teams, we prepared and facilitated an immersive brand definition and internal alignment exercise.

Why? Because every child deserves the best start in life!

First, we evaluated key strategic business drivers and conducted a brand sprint workshop with OliOli®, the Middle East region’s first interactive children’s museum. Through inclusive teamwork and play, we identified compelling truths and creative narratives. Contextualised by further research, we articulated a powerful purpose statement and brand manifesto to re-energise and reposition the business. Aligning to an irrefutable purpose, powerful ideals were further contextualised and integrated within the parent company’s philosophy. Following leadership and organisation-wide socialisation, we rationalised the product portfolio and defined sub-positionings. We developed a new visual and verbal identity and architecture with our UAE design partners, Moloobhoy & Brown. Together, empowering Babyshop to put the newly defined higher purpose into action.