Case Study — Private Label Yoga & Pilates Range for a European Supermarket Group

ODM Partnership · Seasonal Collection · Better Sports

This case study describes how Better Sports co-developed a seasonal yoga and Pilates accessory line for one of Europe’s largest supermarket groups. The program launched simultaneously in 14 countries with dedicated POS displays and recyclable packaging.

The Challenge

The supermarket group wanted to launch an exclusive own-brand fitness range for their New Year health-and-wellness campaign. The brief was demanding:

• All products must meet the retailer’s sustainability scorecard (recyclable materials, plastic-free packaging where possible).
• Designs must feel premium enough to justify a mid-tier price point, not a budget positioning.
• Packaging had to comply with 14 different national language requirements.
• Delivery deadline was fixed: all stores stocked by the first week of January.

The Development Process

1. Concept workshop (Week 1–2): Our design team presented 20 initial concepts. The buyer selected 12 for further development, focusing on TPE yoga mats, cork blocks, fabric resistance bands, and microfiber towels.
2. Material innovation (Week 3–6): We reformulated our TPE to include 30% post-industrial recycled content without compromising grip or durability. Cork blocks were sourced from FSC-certified suppliers.
3. Packaging design (Week 7–10): Kraft paper hangtags, soy-ink printing, and multilingual inserts (EN, DE, FR, ES, IT, NL). The retailer’s compliance team approved all artwork.
4. Production & QC (Week 11–18): 120,000 units produced across 4 SKUs. SGS conducted pre-shipment inspection at AQL 1.0 for major defects. All lots passed on first inspection.
5. Logistics (Week 19–22): FCL shipments to 3 regional distribution centers (UK, Germany, Poland). Customs clearance coordinated in advance to avoid January port congestion.

Results

• Sell-through: 78% of stock sold within the first 6 weeks, exceeding the retailer’s forecast by 15%.
• Customer feedback: Average online rating of 4.6/5 stars, with praise for packaging quality and mat comfort.
• Repeat order: The retailer placed a follow-up order for Easter-themed pastel yoga mats, expanding the program.
• Awards: The range was nominated for the retailer’s annual private-label sustainability award.

Key Success Factors

1. Design flexibility: Our in-house design team adapted concepts quickly based on weekly feedback calls.
2. Sustainability expertise: We proposed material substitutions the buyer had not considered, strengthening their sustainability story.
3. Packaging compliance: Managing 14 language versions required disciplined artwork control and proofing workflows.
4. Deadline discipline: Weekly milestone tracking ensured no stage slipped, even when packaging artwork revisions ran late.