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Online beauty marketplace Vaniday plans Australian expansion

Rocket Internet-backed start-up, Vaniday, has hit the ground running in Australia.

Launched in Brazil in March 2015, Vaniday is an online booking marketplace for beauty and wellness industry.

In July 2015, the company raised €15 million of investment from Rocket Internet and other investors and has rapidly expanded to six countries across four continents including Australia, Italy, Russia, Singapore, the UAE and Germany (the business’ headquarters are in Berlin).

“In Australia, Vaniday has launched in Sydney and Melbourne first, which already cover close to 40 per cent of the Australian population together,” Alex Meyer, MD of Vaniday Australia, told Internet Retailing.

“The company wishes to expand its reach to the five major Australian cities minimum, which places the next logical expansion step to the shores of Brisbane in the near future.”

So far Vaniday has signed up more than 800 salons in Sydney and Melbourne.

“Our strategy is consistent globally: fast and effective expansion in markets with untapped growth potentials and the relevant demographics. Our goal: be the number one go-to destination for beauty and wellness.”

Vaniday offers booking for services including: haircuts, skin care, nail care, make-up, waxing, massages, wellness treatments, tanning and yoga classes.

“The most important elements for operating an online marketplace for services are partners, convenience and additional benefits,” Meyer said.

Vaniday is available in each market on desktop as well as on mobile (Android and iOS) including a geo-localization tool.

“The trend toward specialised online marketplaces answers a need from customers as well as professionals. A service is really different from a product as there is a stronger emotional involvement which effects the quality of the whole experience.

“As a customer you need to be able to trust the marketplace for its expertise and you expect to be guided well in making your choice. As a marketplace provider you need to be visible and to be able to give all the information which is necessary for the consumer to choose your particular service.”

The company says 50 per cent of the bookings are made out of opening hours and 40 per cent of customers return to the platform for their next booking. The app has been downloaded 115,000 times (IOS: 64,000 and Android: 51,000).

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