British styling brand sees bright future in Chinese market

Strong winner during pandemic

GHD's confidence in its performance in the Chinese market is not out of nowhere. The brand sells 2 million styling tools every year and 5 iconic products every minute. And GHD has won over 300 beauty awards for its high technology driven-tools.

It has delivered consistently strong results since 2018 when Temmerman was appointed CEO.

Despite the global impact caused by COVID-19, GHD still posted overall growth for the full 12-momth period for the 2020 fiscal year.

As the CEO said, GHD showed growth during the pandemic as a result of decisions from the past years, proving the resilience of its model and the strategy it carried out.

When Temmerman joined GHD in 2018, he endeavored to establish a strong leadership team and with the team, GHD created a differentiated and sustainable strategy and vision.

Communication with his team is a key the CEO holds on tightly.

"It was very important for me that we communicated it to the rest of the organization to ensure it is executed to plan," Temmerman said.

Facing the challenge from the pandemic, GHD accelerated the digitalization of its channels and platforms. It helped the brand enjoy a very quick adaptation towards digital commerce and content to keep its consumers engaged.

Though many UK brands have come to China in the past decades, with some finding success and others failing, GHD is sanguine about its future development in China.

Temmerman said that consumers and professional stylists are always at GHD's heart. GHD focuses on being consistently relevant and adapting where necessary.

As the CEO said, "We pride ourselves as a brand that understands hair, technology and beauty, but we always listen to our audience."