Newsletter #58 - Musc Intime’s secret to 2,000 stores in 2 years 🥵

Hello!

 

In the previous newsletter, I shared how Musc Intime built a loyal community around its products.

 

Today, I’m revealing how the brand successfully entered retail – and how you can take inspiration for your own business.

 

Behind this transition lies a winning trio: a strategic retail approach, a sharp marketing strategy, and tailored omnichannel logistics.

 

Here are the keys to their success 👇

 

🏬 How to choose the right moment to enter retail

 

Musc Intime didn’t rush into retail in its early days.

 

The brand waited until its D2C model was rock-solid: a clear offer, a proven hero product, and an engaged audience (30,000 monthly website visits, 220k+ Instagram followers, 41.8k on TikTok).

 

More importantly, this D2C phase allowed them to lay the foundations needed for retail:

 

• A consistent visual identity, from website to point of sale, translated into POS displays
• Robust logistics processes, able to handle restocking
• Optimised packaging to stand out on the shelf
• A well-crafted story and sales pitch, with quick training sessions so every sales assistant could deliver the brand’s message

 

That preparation enabled them to expand into 2,000 points of sale, mainly pharmacies, while keeping control over their image and execution.

 

Why this matters 💡

 

A poorly prepared retail move can quickly dilute your brand identity and erode margins.

 

By entering retail after proving themselves online, Musc Intime kept control: negotiating terms, setting up their POS materials, and training sales teams to sell their world, not just their product.

 

 

✅ Checklist: You’re (truly) ready for retail if…

 

🔍 On the product side:

 

• ◻️ 12+ months of strong D2C sales with at least one hero product recognised among competitors
• ◻️ 90%+ customer satisfaction
• ◻️ Clear, readable packaging that stands out on shelves

 

⚙️ On the operational side:

 

• ◻️ Margins able to absorb 30–50% distributor discount
• ◻️ An internal or external sales team able to reach top pharmacies in key areas
• ◻️ Clear product sheets and field training taking under 5 minutes

 

🧠 On the strategy side:

 

• ◻️ A differentiated visual identity at point of sale
• ◻️ Maximum of 3 key messages for sales staff
• ◻️ A CRM plan to capture and retain customers in store

 

 

🎊 …And make your retail launch an event

 

When we think “retail launch”, we often picture big media campaigns or expensive POS displays.

 

Musc Intime did the opposite: an ultra-simple, ultra-targeted tactic – and it worked brilliantly.

 

For their pharmacy launch, the brand rolled out the “We’ll refund your receipt” campaign.

 

The idea?

 

Buy a Musc Intime product in a pharmacy, send in your proof of purchase, and try your luck at being refunded.

 

This had a triple impact:

 

• Driving immediate traffic to partner stores
• Measuring adoption in-store thanks to proof of purchase
• Clearly announcing availability in pharmacies, making it easy for customers while strengthening brand connection

 

💡 This kind of activation is low cost, but ticks three boxes: awareness, drive-to-store, and community engagement.

 

 

🤗 Show the face behind your retail presence

 

In this TikTok, Musc Intime announced their arrival in a pharmacy in Saint-Étienne by presenting Leana, a member of the Musc Intime team.

 

It humanised the brand, reassured customers, and created excitement to discover Musc Intime in-store.

 

 

💙 Every B2B order deserves the same care as a D2C one

 

Musc Intime’s rise has been nothing short of explosive: in less than 2 years, the brand grew from 0 to 2,000 partner pharmacies and reached 48,000 orders per month at peak times.

 

This scale wouldn’t have been possible without reliable omnichannel logistics.

 

Bigblue, managing all their flows (e-commerce, B2B, and retail) since 2021, has ensured smooth operations even during intense peaks.

 

With Bigblue, Musc Intime benefits from:

 

• 48h delivery across Europe
• Weekly pharmacy restocks, meeting strict standards
• The ability to absorb huge order surges without stockouts or delays
• A 97% customer satisfaction rate for delivery
• Reduced post-purchase friction, thanks to:
  • Branded tracking pages and personalised emails
  • Fast Tags showing delivery dates directly on product pages, boosting conversion rates by up to +21%

   

 

 

 

 

💙 Manage your logistics like Musc Intime and accelerate your growth

 

With Bigblue, centralise your e-commerce and retail operations to ship fast and deliver a flawless customer experience.

 

 

👀 Want to dive deeper?

 

Read the full interview here ⤵️

 

• Musc Intime’s formula for selling one product every 30 seconds

 

Hope you enjoyed this newsletter!

 

Speak soon,

 

Cathy

 

E-commerce Expert @ Bigblue