Since 1881 Iittala has crafted masterful glass pieces that have become part of international design history. Over the last decades, the brand had lost its appeal with younger audiences, its offering becoming less relevant and sales lagging.

To transform the offering to a luxury lifestyle offering I brought in an exceptional creative director from J.W. Anderson, launched a huge rebrand and worked closely with Supply Chain to move all work into cross-functional teams. We started launching two cross-category collections per year driven by craftmanship and storytelling to rebuild the brand season after season.

In the process time to market was reduced by a dramatic 50%, we drastically reduce in-market inventory through a “launch small, scale fast” approach and replaced the long tail of the portfolio with a relevant cross category lifestyle offering.

Sales continue to grow, attracted the desirable young consumers with continuous coverage in Elle Decor, Wallpaper and other media as new doors open in key channels.