St. Tropez has been nominated as a “Brand to Watch” in Superbrands 2008/09, which enlists independent research and expert and consumer opinion to identify the UK’s leading brands, which are published in an annual Top 500 list online and in the national media. Brands to watch are companies that have proven to have superior marketing and communication strategies and/or positioned themselves as significant challengers to established rivals.
Recent re-branding efforts—new advertising, new counter concepts and increased distribution—have helped grow the St Tropez brand. In addition, the company recently reported that bad weather in the UK and less cash to spend on vacations have helped boost sales of self-tanners. “In our first two weeks in Debenhams Liverpool, we experienced tremendous success, ranking No.1 in the bath and body department. Our average Debenhams door sales have already increased by over 300%,” said Michelle Feeney, chief executive officer of St. Tropez.