Setting out to disrupt an industry long dominated by a few major players is no easy feat. Setting out to disrupt an industry on a global scale is whole different ball game.
As a challenger brand born out of the UK, electric dental care company, Ordo, has always had a clear mission – to make high-quality oral care accessible and aBordable for everyone.
This vision, coupled with a focus on innovation and global expansion has been pivotal in their journey to getting ranged in leading retailers worldwide, contributing to their growth of 200 per cent year-on-year.
The importance of selecting specific markets
Ordo’s journey into international markets, particularly their foray into Australia has been incredibly rewarding, shares Barty Walsh, Founder and CEO of Ordo.
“Australia just felt like a natural progression. Looking at the health and beauty sector, I just knew that our products would resonate with Australian consumers.”
“Australia was one of our first main territories outside of the UK. There’s a lot of innovation coming out of Australia – so many cool products and cool ideas, so I knew that it would be a good fit.”
Barty explains that focusing on expansion into English-speaking countries outside of the UK first was very much a conscious decision. When it comes to packaging, translation and legislations, this seemed to make the most sense logistically.
Have a strategy in place
Most importantly, navigating international retail landscapes requires a strategic approach.
“We’ve succeeded by working with strong local distributors who have established relationships with leading retailers. In Australia, our partnership with UCC Australia has been instrumental.
These distributors act as our representatives, leveraging their networks to get our products into stores. It’s a testament to collaboration and understanding market nuances.”
“Beyond distributors, sheer resilience and unwavering belief in the product have been significant factors,” says Barty.
“Getting into major global retailers is tough; it demands persistent eBort, countless emails, a knack for thinking commercially and a willingness to hustle.”
“Our naivety as a young brand can also be a powerful asset,” laughs Barty. “In a way, we lack the preconceived notions of bigger players in the field – but this allows us to be more agile and audacious.”
The power of innovation
Innovation for Ordo hasn’t just been about creating something entirely new – it’s been about taking existing products and making them better, whilst simultaneously making them more affordable.
“Electric toothbrushes historically have been expensive,” shares Barty. “This creates a significant barrier to entry for many consumers. We challenged this by offering a premium product at a more accessible price point which in turn resonates with retailers. This commitment to superior quality at an accessible price point also resonates globally.”
Beyond the product – hard work and vision
Above all, securing a presence in leading global retailers requires a combination of strategic market entry, compelling product offerings and persistent effort. A process which involves extensive research, building relationships with key retail partners and clearly identifying how Ordo’s innovative approach benefits both the consumer and the retailer.
It’s about demonstrating a clear understanding of the market and commitment to longterm growth.
“While product innovation is crucial, our success in securing retail partnerships globally also comes down to sheer hard work and unwavering vision,” says Barty.
“It’s about consistently pushing boundaries, endless planning and having an amazing team who shares that drive.”
This article was written by Barty Walsh, Founder and CEO of Ordo.