Brand strategy & positioning
Brand proposition, market positioning, portfolio development, product and category strategy, and strategic direction.
LONDON · UK & INTERNATIONAL
Independent thinking
for ambitious beauty.
Strategic advisory for luxury beauty and lifestyle brands, bringing together retailer-side judgement and brand-side vision.
Discover the advisoryBRAND STRATEGY · COMMERCIAL GROWTH · RETAIL
01 / THE ADVISORY
A DISTINCTIVE PERSPECTIVE
A retailer’s commercial eye.
A brand builder’s perspective.
With 25 years of experience in premium and luxury beauty, Vesa Kalho brings a distinctive combination of retail leadership, brand strategy and commercial expertise.
His career spans senior leadership positions at Harrods and Fenwick, followed by Chief Brand Officer at Fraegra — providing a deep understanding of how brands are built, positioned and developed within the luxury retail landscape.
Through Vesa Kalho Advisory, he works independently with brands, founders and retailers to clarify positioning, strengthen commercial opportunities and support considered growth.
THE POINT OF VIEW
Brand-side leadership.
Retailer-side judgement.
01
Retailer’s eye
Understanding what earns attention, space, investment and long-term consumer relevance.
02
Brand builder’s view
Connecting creative ambition with product, positioning, route-to-market and execution.
03
Independent judgement
A clear, objective sounding board for founders and leadership teams facing consequential decisions.
02 / EXPERTISE
STRATEGIC & COMMERCIAL ADVISORY
Expertise tailored
to ambition.
Considered advice shaped around the objectives, priorities and stage of development of each business.
Retail strategy & development
Retail readiness, distribution strategy, assortment and pricing architecture, retail partnerships and market-entry planning.
Commercial partnerships
Commercial opportunities, selective strategic introductions, brand and retailer relationships, and partnership development.
Advisory & representation
Independent senior-level counsel, founder and leadership advisory, industry representation and support for key strategic initiatives.
03 / THE VALUE
Strategic clarity.
Commercial perspective.
Sharper positioning
Defining a distinctive market position, compelling brand proposition and clear priorities for growth.
Stronger decisions
Bringing retailer-side insight to assortment, pricing, distribution and commercial opportunities.
Meaningful partnerships
Identifying and developing the right retail, brand and industry relationships to support long-term success.
Considered growth
Aligning creative ambition with commercial realities to build sustainable, relevant and enduring businesses.
04 / SELECTED EXPERIENCE
Experience across the
luxury beauty landscape.
Selected leadership experience informing the independent perspective of Vesa Kalho Advisory.
SELECTED EXPERIENCE / 01
Fenwick
Beauty category & retail transformation
As Head of Beauty Buying, led category strategy and portfolio development, with buying input into the £10m refurbishment project of Fenwick Newcastle Beauty Hall.
200+BRANDS8STORES + ONLINE
SELECTED EXPERIENCE / 02
Fraegra
Brand concept, strategy & development
As Chief Brand Officer, led brand and product strategy, creative direction and global positioning, shaping a niche fragrance proposition through brand curation, strategic partnerships and retail experience.
Connecting brand ambition with creative expression, product offer and commercial priorities.
HARRODSFENWICKFRAEGRACEW UK MEMBER’S ACHIEVER AWARD 2024
05 / WHO WE WORK WITH
For those building
what comes next.
Founder-led lifestyle brands
From early proposition to the next stage of growth.
Niche beauty brands
Balancing distinctiveness, desirability and commercial discipline.
Retailers & buying teams
Category development, portfolio decisions and customer experience.
Investors & leadership teams
Sector perspective and independent strategic challenge.
06 / WHY VKA
WHY VESA KALHO ADVISORY
Independent thinking.
Informed judgement.
A perspective from both sides
Senior retail buying leadership and brand-side strategy, with a practical understanding of what creates value for both.
Relationships built over time
An established network across luxury beauty, retail, founders and industry leaders, developed over decades.
Strategic thinking. Commercial instinct.
Creative vision, market understanding and commercial discipline translated into focused, actionable priorities.
Personal, senior-level involvement
Direct access to experienced independent counsel, with a considered approach shaped around each client.
07 / GET IN TOUCH
Let’s talk about
what comes next.
For advisory enquiries, strategic projects and opportunities to collaborate.
vesa@vesakalhoadvisory.comLONDON · UK & INTERNATIONAL