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CASE STUDY CASE STUDY

from adversity to diversification

When holistic therapist Kathryn McIntosh couldn’t see clients during lockdown, she took the chance to diversify her business by creating her own product line…

I own a re:treat Aberdeenshire, a small business treating private and corporate clients with a variety of massage, reflexology and aromatherapy treatments. I also host events, workshops and collaborations, particularly focused on aromatherapy. I’ve been a complementary therapist for 15 years. Even before the pandemic, I was aware of the need to diversify. I couldn’t imagine working long days of Deep Tissue Massage all the way to retirement. As well as having a business need for diversification, I wanted to explore new ideas and challenges. I began making homemade products when studying aromatherapy and began soap making after a backpacking trip. I embraced the need for zero waste products– for our own wellbeing and the wellbeing of the planet. I’ve been making Natural Deodorant in my kitchen at home for years, between running my therapies business and having a baby! Friends and family gave great reviews of the Natural Deodorant and were eager to start buying it. The business grew from there. I had the beginnings of a business plan and contacted my local business development organisation for support, then lockdown struck. I couldn’t see clients and husband was furloughed, meaning I had the luxury of unlimited childcare – and no more excuses! I decided to push on with the launch but had to rethink the whole business plan. My original target market was my existing therapy clients – who I wasn’t seeing any more! I also had to spend weeks sourcing ingredients and ensuring that there were no issues with supply dues to lockdown. COVID became a huge challenge while trying to plan!

The first products launched online in June. Our Natural Deodorant comes in two varieties - Lavender & Tea Tree and Patchouli & Geranium and a ‘Mini Tins’ option.

The success of re:treat Apothecary has surpassed all of my expectations! People are so enthusiastic about the products and the ethic of re:treat Apothecary. Sales have been excellent and we are now being stocked in local zero waste shops. As always the best advertising is recommendation, the reviews for the deodorant have been fantastic. I did lots of product testing but it’s brilliant to have the general public tell you they love your product – and hearing the Natural

Deodorant really works is so important!

Instead of selling a service, I am now selling a product, there is so much learning every day from costings, website analytics, wholesaling, effective marketing – but I am loving the journey.

I am developing my next products right now and can’t wait to launch them. I love the creative process as much now as I did 15 years ago and feel privileged to use the power of plants to create beautiful, natural, sustainable products.

There will be a new exciting challenge finding a balance between the apothecary and therapies business going forward, but I am grateful for the time in lockdown to create this new venture.

Diversification means not having all your eggs in one basket.

Take the chance to do something you really care about and seek support wherever you can. You will have no idea what you don’t know yet, so ask anyone and everyone! n

i

You can find out more about Kathryn and her products at www.retreataberdeenshire.com.