Spotlight on Pierre, FMCG 1, Distributor

When did you start working with Brand Architekts?

It started mid 2022 when Brand Architekts merged with InnovaDerma. We were very pleased to learn about the merger and took it as a compliment that we were retained as a distributor and were trusted with more brands. Before that, we had worked with Skinny Tan for over 10 years. We were one of the first markets working with the brand.

Please tell us about FMCG1

It started in 2000 when I decided I wanted to run my own business. I had a more corporate background (started out by setting up the South African market for Energizer batteries) but I was always a very entrepreneurial part of the multi-national business. FMCG 1 was started from scratch primarily helping local brands get established in retail to start with, but I soon moved to focusing on international brands since that allows us to build brands from a more long-term perspective.

Typical day as a South African distributor?

My day typically starts with servicing all the emails, sales monitoring, and cash flow analysis. The rest of the day is often spent on market/trade insights, marketing strategy and marketing activation. Brand equity building is #1 for us. I realised a long time ago that unless you have a strong brand you will not be successful in retail, you need to build the brand awareness.

Main differences between the UK & South African beauty markets?

Compared to the UK, South Africa is a very young democracy which brings many opportunities but also many challenges (there are 11 official languages to start with). Catering to the beauty product needs of the many ethnic groups is a great growth avenue.

What are the growth trends in South Africa?

There are many ethnic specific trends going on but overall, I would say there is a macro trend of “natural beauty”. People want to use products that enhances their natural beauty. Somebody invented the word “Skinnimalism” which sums it up. Sustainable products are also gaining traction.

Favourite beauty product?

My razor from a personal point of view and from a business perspective I would say products that bring out natural beauty.

What is your biggest accomplishment?

From a personal angle, keeping my wife for 30 years and raising two great kids despite being a busy entrepreneur is probably the biggest achievement. Professionally, I am very proud of the success with Skinny Tan. People thought I was mad when I wanted to launch a tanning brand at a premium price point in South Africa.

Tell us about a recent initiative you are proud of?

We have really embraced and mastered social media marketing. After discovering that the platform algorithms favour the areas around your location(s), we found a way to get around it and have significantly grown the national reach.

Where did you grow up?

I grew up in the countryside in an area called Lowveld. I moved with my family to Johannesburg when I was a teenager and later relocated to Cape Town when I was asked by my employer to manage that region.

What is your main hobby?

I mountain bike a lot. When my sons were younger, we use to compete, and I also coached the school team. Nowadays I cycle with my wife. I have started to leather craft as well and make my motorbiking gear myself.

An item you would never part with?

It must be my mountain bike and my indoor smart trainer that I cycle on when I can’t go outdoors.

Best book you have every read?

Being a man of faith, my favourite book is the bible. I also like to read autobiographies, especially of the founders of the large retail chains in South Africa.

Favourite dish or cuisine?

My wife’s lasagne, she is a brilliant chef! Cuisine wise, our preference is Greek food. We have a great local Greek restaurant we often visit.

Do you have a favourite quote?

My personal quote is “I don’t know what I am doing but I seem to be pretty good at it”. It pretty much sums up my drive, attitude and what it means being an entrepreneur.

Final thoughts to conclude this interview?

I really appreciate to be given this interview opportunity and to be an extended part of the Brand Architekts team. Perhaps people know me a bit better now before the visit to London in July.

Thank you Pierre for sharing with us!