About two weeks ago I had to collect a parcel from the postal depot which was way out of my way and one I had never been to before. It was a good walk away from the nearest bus stop or underground. On the way back I noticed a shop called YOU selling cult beauty products – Aesop, Oribe, The Organic Pharmacy among them. It is unusual to find these products in Sweden in a brick and mortar store so I went in and had a look around. I did not have much time so I asked if they had a webshop where I could browse at my leisure when I had time later in the day.
Well it turned out they did used to have one – a very popular one as I have bought from there several times recently. But it does not belong to them / they sold it to Sweden’s biggest tabloid newspaper, Aftonbladet. Here is the webshop (which was called TheYouWay but was recently bought up by eleven, Sweden’s version of lookfantastic), and which has good service, great products, frequent special offers and so on.
I asked her why a shop would sell such a successful web ‘arm’ and limit themselves to the small group of customers who make their way past the shop or make trips to the shop. She could not answer me.
So many people in the rest of Sweden and other countries shop in the web version of the shop. For me, I do most of my shopping – particularly beauty products – online. Why? Because I work strange hours and online I can shop anytime I want. Because prices and selection are better. I actually find it strange nowadays to find a company or a shop that does not offer online shopping.
YOU must have been given shares in the online store, or a really good price for it, or else they really did not want the hassle that came with an online shop and developing an online lifestyle site. Which is a pity because I think it is the way of the future. I still like shopping in brick and mortar stores when I am in the mood and when I have time. But they really do limit you to what fits in sometimes very small physical premises.