Why Jessica Alba’s Honest Brand Has Its Sights on China

on March 23 2015 | in Lifestyle Retail | by | with No Comments

china, retail, consumer products, baby products

Jessica Alba is bringing her brand of nontoxic consumer products to China.

The brand, Honest, has taken off in the past year, and recently launched a line of nontoxic baby feeding products. The company’s chief executive officer, Brian Lee, expects China to become a significant market, and said that the brand may launch products in the country as early as the end of 2015.

“We’re looking at China in particular,” Lee said in an interview with CNBC. “We believe our brand will really resonate with the Chinese family looking for nontoxic lifestyle choices. We believe it’s a very large market for us.”

Lee and Alba, who serves as the company’s chief creative officer, recently announced that Honest brought in $150 million in revenue in 2014 — three times more than its 2013 earnings. In the past six months, Honest’s its stock-keeping units have also increased from 450 to 625, its employee base has grown from 250 to 320, and its retail presence has expanded from 2,800 to 3,500 stores. Chains like Whole Foods, Costco, and Target have now begun to carry the company’s products. Three-quarters of the brand’s revenue comes from online purchases.

Alba emphasized the company’s one-on-one interaction with consumers, and says the company is avoiding doing business with Amazon to maintain this relationship. Eliminating the middle man means higher margins, which allows Honest to charge lower prices for their products.

Alba says the consumer response has been encouraging, and that the company’s products will continue to diversify.

“Our customers are demanding that we go even further and offer solids and snacks and later stage foods as well [as baby foods],” she said. “And our customers have also asked us to do more personal care, so feminine care is a vertical we’re launching in the summer, and in the fall—beauty. Both of those verticals we’ve been working on for years, it’s just now that we’re at the point we can finally launch them.”

image credit: the honest company

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