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.

CEO Fabrizio Freda says Lauder has no plans to begin distribution on Amazon, which he sees as non-conducive to the brand-building and “high touch

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