Our collaborations extend beyond just sales. We continually think of ways to optimize our assortment and the overall retail experience with a view to increasing sales on the shop floor. Each customer is unique, of course. And, in order to serve and inspire them in a targeted manner, personal touchpoints and knowledge of the market are essential. Being deeply entrenched in the industry means we quickly find out about the latest developments and market trends. We’re also able to tap into relevant data from our Orchid Store, where we are in direct contact with consumers. This enables us to see what questions they’re asking and how each product is performing. We use the information to continually expand and improve our range, and to share insights.