Soap party plan is clean winner

Jan 10 2008 by Andrew Mernin, The Journal

A BROTHER and sister-run company has revealed ambitious plans to triple its turnover and recruit 400 agents this year despite enduring the toughest Christmas period in its history.

Danielle and Shaun Dunn’s Fresh Soap Deli, which has 11 concessions in Debenhams stores across the country, endured its toughest festive period in terms of high street sales in 2007 as consumer spending suffered at the hands of the credit crunch.

However the three-year-old North Shields firm expects to triple its turnover this year as it embarks on a drive to rapidly expand its party business.

The handmade soap retailer currently has 200 agents across the country who host Tupperware-style parties at customers’ homes.

This year the group plans to take this figure past the 600 mark – providing a massive boost to its annual revenue – by hosting a series of recruitment events in cities throughout the UK.

Ms Dunn, who is currently pregnant, is also set to launch a new mother and baby range of Fresh Deli’s luxury soap products.

She said: “High street-wise 2007 was the worst Christmas we have had but our online sales last year were excellent and we were hosting parties right through November and December.

“I don’t think Christmas affected us as much as it affected stores with bigger ticket items as people can spend as little as £2.35 on a bar of soap – people are spending less and they want more value for money.

“[In terms of parties] We have 200 agents but I would like that to be 2,000. I think by the end of the year we can get this up to over 600.”

Fresh Soap Deli has concessions in 11 Debenhams stores in England and Scotland, including on Oxford Street, London, in Leeds, Manchester, Glasgow, and in the MetroCentre, Gateshead.

The business, which started life as a market stall in Mallorca, also has a stand-alone store in Hexham, Northumberland, and various other stockists throughout the UK.

Last summer the company’s annual revenue stood at £1.1m while it is financially backed by investment from former motor magnate Sir Peter Vardy.

The first of the company’s party planning recruitment days is on 2nd February at the Royal Station Hotel, Newcastle.

The firm is particularly aiming to recruit mothers who find it increasingly difficult to find a job that offers flexible working hours and allows them to work from home if and when needed.