Abstract:

This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi- country basis. The paper develops a retail structure model for a number of national markets. Having looked at the structures, the paper then examines what can be learnt from cross-border comparisons of customer habits and retail preferences for advancing retail range development. The toiletries sector examined here is ideal for this analysis with many international brands sold through a diversity of retail formats across Europe.