Capabilities / Business Efficiency / Product Strategy
Build a range that makes money in the market it sells in.
We rebuild assortment, price architecture and margin structure against what the market will actually pay, then put the buying process and calendar behind it that keep the range performing season after season.
What this is
A range is a commercial structure, and it can be built deliberately.
Where assortment, price and margin are decided separately, by different people at different points in the year, the range that results reflects how the decisions were made rather than what the market will buy at the margin the business needs.
Product Strategy treats those decisions as one structure. What the range covers, how it is priced against the competitive set, what margin each tier is carrying, and the calendar and process that turn those decisions into orders on time.
The work is grounded in what the market evidences rather than what has historically been bought. Where the answer is that a category or a tier is not earning its place, that is part of the output.
Range under review
Performance has moved and you need to know whether the cause sits in the range itself, in how it is priced, or in how it is bought.
Entering a market
The range that performs at home needs rebuilding for a customer, a price expectation and a season structure that are different.
Buying process rebuild
The range decisions are broadly right and the process behind them makes them slow to execute and hard to hold consistently.
What the work covers
Six decisions that determine whether a range earns its margin.
The work covers what you sell, what it costs, what it returns and the process that turns those decisions into stock on a shelf at the right time.
Assortment architecture
How the range is structured across category, tier and price point, and where breadth is earning its place against where it is duplicating.
Price architecture
Entry, core and premium price points set against the competitive set, so the range reads coherently to a customer comparing options.
Margin structure
What margin each tier is designed to carry, how promotion and markdown are planned into it, and what the range returns at a blended level.
Supplier and cost base
Cost prices, minimums, lead times and terms, and what changing any of them would do to the achievable retail position.
Buying calendar
The dates that decisions have to be made by in order to land stock when the trading period needs it, worked back from the selling window.
Buying process
Who decides what, on what evidence, and at what point, so range decisions are repeatable rather than rebuilt from scratch each season.
How an engagement runs
Three stages, and you can stop after any of them.
Each stage is scoped and delivered on its own terms, so the decision to continue is made with the previous stage in hand rather than ahead of it.
Range review
- Current range analysed by category, tier and price point
- Margin performance established across the range as it stands
- Competitive price position assessed in the relevant market
- Buying calendar and process reviewed against the trading year
- Written findings with a prioritised set of recommendations
Delivered as a standalone review that stands on its own and is yours to act on however you choose.
Range and pricing build
- Assortment architecture rebuilt against the evidence
- Price and margin structure set across every tier
- Supplier and cost base positions established
- Calendar built back from the trading windows that matter
- Range plan documented and agreed with the buying team
Scoped after the review, so the commitment is defined in full before any work begins.
Process and handover
- Buying process documented end to end
- Templates and decision points built into the team's workflow
- Training for the people making range and price decisions
- Performance measures agreed against a baseline
- Handover once the process has run through a full cycle
For businesses that want the way of working established rather than the range rebuilt once.
Who this is for
Built for businesses where the range is the commercial engine.
This service suits retailers and brands where assortment and price are the primary levers on the result, and where those decisions are currently made across several people without a shared structure holding them together.
What we bring is buying and trading experience rather than category theory. The output is a range plan the buying team can execute against, with the calendar and process to hold it.
- Margin is moving and the cause is not clear from the reporting
- The range has grown by addition and needs structure applied to it
- You are building a range for a market with different price expectations
- Buying decisions are being made late and stock is landing after the window
- You want the range decisions repeatable rather than rebuilt each season
Start here
Tell us how you want your range to perform.
A scoping conversation establishes how the range is structured today, where the margin is actually coming from, and which part of this work would move the result.