Freshly Cosmetics is restructuring its workforce following a downturn in its online business. As the daily newspaper Elnacional.cat, the natural cosmetics company plans to lay off a total of 52 workers in Reus, which represents almost 20% of its current workforce.
The reason for these redundancies, as the company puts it, is ‘economic and organisational reasons’ in the face of declining demand for online commerce. As the Diari of Tarragona, the workers' representation committee has already held meetings with the company to ensure that the exit process is “respectful and supportive”. As explained in this media, Freshly Cosmetics has offered paid leave to those potentially affected by the ERE, with the aim of minimising the impact on the employees involved.
However, the brand plans to reinforce its physical presence by opening new shops. It currently has shops in Spain, Andorra, Portugal and France. This redundancy coincides with the start of a five-year strategic plan to consolidate as an omnichannel brand, without neglecting its commitment to product innovation with the aim of offering a unique value proposition in the sector.
According to the statement issued by Freshly Cosmetics, the brand ‘aims to consolidate itself as an omnichannel brand by increasing its physical availability in Spain, Italy and Portugal through B2B channels’, which indicates that it will focus on increasing its visibility in shops that sell all types of brands.
Freshly Cosmetics closed 2023 with a customer base of 1.5 million customers, a network of 18 shops in Spain, Italy and Portugal and sales of almost 47 million euros.