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Having a widespread B2C distribution starting from a poor internal organization: how it all happened inside Maelle
hatzelle
With great awareness of the importance of supporting local productions and the desire to relaunch headgear as a fashion accessory in the Middle East, the Moldovan entrepreneur Cristina Lure founded the bespoke-hats brand Hatzelle for the traveler and explorer woman.
The lack of a hat market in the MENA area was evident to the founder as early as 2018, when she began the first contacts with NGO activities to support the sustainable work of Ecuadorian artisans.
CHALLENGE
The biggest challenge for the brand was the expansion of its recognition on the local territory and the awareness that the production of hats overseas, in South America, did not allow for a quick assortment, in line with demand.
The most decisive moment for Hatzelle was that of the pandemic, when the opportunities for using the product were extremely limited, understanding, while using Maelle:
- the lack of a solid team was the reason why growth was so slow, as the founder was also employed in other businesses in other sectors;
- the most profitable possibility in the market were online collaborations with clothing and jewelery brands with an aligned target, and high impact for brand identity;
- that it was crucial to prioritize some businesses as trade shows only when a thorough scouting of contacts and appointments had been done.
“I’m very glad I got to work with Maelle. Leda Di Marti, who has been close to me, is not only a great professional brand adviser, but she also inspires through her passion and dedication for her job. Italian perseverance and quality is not only world wide recognised but also manifested by Leda’s works and attention to details.”
– Cristina Lure, CEO of Hatzelle, bespoke hats brand, Dubai, UAE
CHALLENGE
The biggest challenge for the brand was the expansion of its recognition on the local territory and the awareness that the production of hats overseas, in South America, did not allow for a quick assortment, in line with demand.
The most decisive moment for Hatzelle was that of the pandemic, when the opportunities for using the product were extremely limited, understanding, while using Maelle:
- the lack of a solid team was the reason why growth was so slow, as the founder was also employed in other businesses in other sectors;
- the most profitable possibility in the market were online collaborations with clothing and jewelery brands with an aligned target, and high impact for brand identity;
- that it was crucial to prioritize some businesses as trade shows only when a thorough scouting of contacts and appointments had been done.
“I’m very glad I got to work with Maelle. Leda Di Marti, who has been close to me, is not only a great professional brand adviser, but she also inspires through her passion and dedication for her job. Italian perseverance and quality is not only world wide recognised but also manifested by Leda’s works and attention to details.”
– Cristina Lure, CEO of Hatzelle, bespoke hats brand, Dubai, UAE
RESULTS
After starting using Maelle’s tools, Hatzelle was able to identify the 3 main focuses on which to focus: the connection with the support activities for eco-sustainable productions, the ability to delegate tasks of responsibility to its professional collaborators and the development of bespoke hats than by following the trends of the reference market more accurately.
The Hatzelle team dealt with the following Maelle’s blue prints and managed to develop in 2021-2022:
- a lasting and certified collaboration with Ecuadorian NGOs to ensure faster and more efficient production;
distribution in over ten resort boutiques of 4 and 5 hotels, in Dubai, Jeddah, Cairo; - the presence with a consignment contract in four multi-brands in Dubai, and the quarterly planning of private sales events at luxury hotels;
- total management of the commercial and communicative development of the brand through the Maelle portal, without the imposition of time and freedom.
“I think it was a great opportunity to get to work so close to such a creative and genuine professional team like Maelle’s. They don’t only have the knowledge and the resources to help a brand, they will also promote and elevate your brand in a competitive fashion environment.”
– Cristina Lure, CEO of Hatzelle, bespoke hats brand, Dubai, UAE
