Beautiful developments in Avoca
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Avoca is one of those fabulous success stores that just keeps getting better and better. Currently they have eight stores in Ireland and no doubt more expansions in the pipeline. One of the things that most caught my interest of late is that they have expanded into beauty products thus making it ever more a 'Lifestyle' than just a place to shop.
Speaking with Vanessa Pratt who handles the buying for the beauty departments she explained to me that Avoca had stocked it's own range of candles and soaps which sold well but that they really wanted to move more into products, it was just about finding the right ranges. She chose well- they currently stock the full ranges of Dr Hauschka and Voya. Voya is an amazing range and it's also Irish which is a wonderful little extra box to tick, although by no means ever the sole reason to purchase something.The Avoca candles and soap are still selling well to the consumer who wants simple, pretty girly useful items but now the more discearning skincare needs can also be met.
Voya products have only really been a spa product in my experience but I always loved them so and it's great that consumers can now see the full range. Personal favourites are the body lotion and the body wash. As for Dr. Hauschka i could and no doubt will write a whole other blog about how much I adore their whole brand and vibe but suffice to say it's a great addition to the store. In terms of staff training a job was created by someone who went round all the stores making sure all staff members knew what was being sold. They also partook in Dr. Hauschka and Voya specific training. What was surprising to staff and is surprising to those who don't make it their business to find out is that natural beauty is very loosely regulated and product claims are not tested however Voya is it's own watchdog and maintains standards of between 70-90% natural ingredients across the range.
Vanessa explains to me that the beauty addition to Avoca has brought with it a whole new clientelle to the store. They seem to be so open-minded about the future and she explains they have a strict 'Nothing is ever immediately said No to' policy so the ideas that flow will be chewed over and could well become reality as the brand continues to expand.
One thing I had to ask was just what is the Avoca secret?
We all want to know why this place is teaming and bustling despite the country being in the throes of a recession.
'Do the staff all have to read The Secret?' I asked not entirely joking.
Vanessa laughs at this and tells me that the staff are not put on any sort of a positivity course but that there is a strong belief and business ethos that positvity breeds positivity and that the stores are like colour therapy for the customer and that as soon as they cross the threshold their senses are bombarded with colour. "It's the quirkiness and prettyness that draws people in' She also tells me how they treat their staff extremely well and this then encourages staff to treat customers with utmost respect. Indeed some staff members have been with the company for over 25 years.
Considering it's such a great place I can completely understand why!www.Avoca.ie
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