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Lauder Prioritizes Digital Sales Without Diminishing In-Store Importance

 
• By Jamie Hammon

The firm plans to maintain its brands’ prestige positioning by judicious partnering with e-commerce distributors and a “digital-first mindset” that extends to the in-store experience. Lauder reports 9% sales growth for its latest quarter and 5% for its fiscal 2017, driven by double-digit gains in travel retail, online and specialty- and multi-channel retailers and from growth across geographies and categories except haircare.

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The company-wide “digital-first” mindset [Estee Lauder Companies Inc.] is implementing will not diminish the value of traditional retail or dilute the prestige positioning of its brands, the firm is assuring investors.

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