BRAND ARCHITEKTS GROUP PLC

Regulatory Filings • Sep 30, 2021

National Storage Mechanism | Additional information

RNS Number : 5494N

Brand Architekts Group PLC

30 September 2021

30 September 2021

Brand Architekts Group plc

("Brand Architekts" or the "Group")

Launch of marketplace: The Unexpekted Store

Brand Architekts (AIM: BAR), a challenger British Beauty brand business, is pleased to announce that it has successfully launched its own marketplace, www.theunexpektedstore.com, a unique e-commerce beauty proposition, supported by THG Ingenuity.

The Group has entered into a five-year agreement with THG Ingenuity, reflecting the belief in the long-term opportunities of the marketplace. In line with its stated strategy, the Group will be investing in a robust marketing program to drive traffic to the site, initially around its better-known brands, to secure customer acquisition, before starting to invest in theunexpektedstore brand.

The new online retailer will house the full Brand Architekts portfolio of brands. Born from a shift in consumer shopping habits following the pandemic, The Unexpekted Store will bridge the gap between brands and consumers, through a community driven platform that fuels positivity, inclusivity and the conversations around them. It aims to enrich customers' lives, making today and everyday easier, by providing a level of experience that goes beyond their expectations.

Quentin Higham, CEO, Brand Architekts:

"Reflecting the change in consumer behaviour, the creation of a new integrated marketplace has been our number one priority. Since January 2021 we have been working to create a new marketplace called theunexpektedstore.com. We are taking advantage of THG Ingenuity's world leading ecommerce platform - including trading and marketing services - and its sophisticated logistics and warehouse facilities to do this. The Unexpekted Store will not only sell all our brands and products, but we are very excited about creating a community, whereby our mission is to break the mould of everyday beauty.  This will then enable us to get closer to our customer and to better understand how we evolve our brands and business to better suit their needs. Over time we will curate 3rd party "guest" brands onto our marketplace, initially to underpin our philosophy of "exceeding the expectations of everyday beauty" but also as a potential acquisition stream. Once the UK model is successful, we will utilise THG Ingenuity's global footprint and launch The Unexpekted Store into new and relevant markets."

- Ends -

Enquiries:

For further information please contact:
Brand Architekts Group PLC Quentin Higham / Tom Carter		via Alma
Singer Capital Markets Shaun Dobson / Jen Boorer	(Nominated adviser and broker)	0207496 3000
Alma PR Josh Royston / Sam Modlin		0203 405 0205

This information is provided by Reach, the non-regulatory press release distribution service of RNS, part of the London Stock Exchange. Terms and conditions relating to the use and distribution of this information may apply. For further information, please contact rns@lseg.com or visit www.rns.com.

Reach is a non-regulatory news service. By using this service an issuer is confirming that the information contained within this announcement is of a non-regulatory nature. Reach announcements are identified with an orange label and the word “Reach” in the source column of the News Explorer pages of London Stock Exchange’s website so that they are distinguished from the RNS UK regulatory service. Other vendors subscribing for Reach press releases may use a different method to distinguish Reach announcements from UK regulatory news.

RNS may use your IP address to confirm compliance with the terms and conditions, to analyse how you engage with the information contained in this communication, and to share such analysis on an anonymised basis with others as part of our commercial services. For further information about how RNS and the London Stock Exchange use the personal data you provide us, please see our Privacy Policy.

END

NRASDESUSEFSEEU