April: Spoon Letter
Hi all,
Welcome to our April Spoon Letter!
This month, we launched our Mother’s Day campaign, which felt extra special because the star of the show is my very own mom. We also introduced our very first gift box. I am pretty sure it will not be the last. I am curious to see the data over the next few weeks, especially because the gift box is focused on a higher AOV and was created specifically for gifting. Mother’s Day felt like the perfect moment to launch this!
Since coming back from Maison Objet in Paris, we have seen a big increase in demand from Korea. We have received requests from some of the biggest department stores, as well as from distributors interested in partnering with us.
We have not worked with distributors before, but we are currently exploring it. It is exciting to see Lepelclub gaining momentum in new markets, and Korea feels like a very interesting one for us. Also, I think Korea might be calling for a market visit. For research purposes only, obviously. ;)
Something else that caught my attention, on a less positive note, is how normalized a dupe culture has become.
As a small brand founder, we work hard to create innovative, original designs. Normally, I do not say much when I see a dupe, but a new design by HEMA caught my attention because it felt so similar to ours. Especially coming from a Dutch brand like HEMA, it came as a surprise.
I wrote a post about it on LinkedIn. It did not lead to a response from HEMA, but with over 280,000 views and almost 1,000 likes, it did give me something better, a very strong feeling of support. Because why copy, if we could also collaborate?
In my opinion, there will always be room for the OG. But it also reminded me that staying innovative needs to remain high on our calendar.
Speaking of innovation… We are preparing for a new launch.
I might be biased, but I think this is one of my favorite launches so far! I wish I could show you already… Mark your calendar, because it goes live in early June. Here’s one little sneak peek: if you’re a beauty lover, this might just become your new obsession. I can’t wait to share all the details in the next letter.
Talk s(p)oon! xx
