CASE STUDY
Cyden / SmoothSkin
Streamlining an International Distributor Network
WHO THEY ARE
Cyden is a UK-based technology company specialising in innovative beauty devices.
Its flagship consumer brand, SmoothSkin, is an IPL (Intense Pulsed Light) hair-removal brand designed to bring at-home professional-style hair reduction technology to consumers.
THE CHALLENGE
SmoothSkin had built a large distributor network across Asia, but the network had been assembled quickly. As a result, the structure had become difficult to manage, with underperforming distributors and overlapping markets creating a need for greater commercial focus.
From Strategy to Results
THE APPROACH
Assessed distributor performance by market.
Identified and replaced underperforming distributors.
Consolidated the network around key strategic markets.
Created a more manageable and effective regional structure.
Protected the existing quality of the distributor base.
THE OUTCOME
A SIMPLER, MORE MANAGEABLE DISTRIBUTOR NETWORK
The distributor base was successfully consolidated without any loss of turnover, creating a smaller, more focused network that was significantly easier to manage and better aligned with the commercial potential of each market.
Adam then trained and handed over the region, giving Cyden the internal capability to manage the streamlined network going forward.
THE RESULT
CONSOLIDATED NETWORK
Fewer, stronger distributor relationships.
NO LOSS OF TURNOVER
Network rationalisation without sacrificing size.
INTERNAL CAPABILITY
Commercial manager trained to take ownership of the region.