Anita Roddick, You have learned about her many a time, today we are presenting a successful story of this amazing woman entrepreneur. Although, she never thought of being at this point of success. Let us read how she got the achievement and reached to this point of life, where everyone in this world has a dream to be.
She was born on 23 October 1942 as Anita Perella. Anita was the third of the four siblings. Her family was one of those Italian families which immigrated to Littlehampton, England. Anita’s mother wants her daughter to get into the teaching profession, but she was in love with adventure and this made enable her to keep in the classroom.
She spends his life while traveling to different places, learning about many cultures, including how to take care of the health. A year visiting in the library of the International Herald Tribune in Paris, then another year in Geneva worked for the United Nations. From there she traveled through Europe, Africa, and South Pacific.
After, when she returned to England, she met with Gorden Roddick whom she got married in 1970. Both started a restaurant a bed and breakfast. Further, in 1976 her husband decided to achieve his old dream of riding a horse from Buenos Aires, Argentina to New York. Respecting her husband in his goal, Anita sold their restaurant to get finance.
Opening of Body Shop
In the absence of her partner and to support her daughter’s she started a small shop where she could sell some cosmetic knowledge which was gain by her while traveling different places. Took a loan of $65,000 with the help of her husband, contracted with the local herbalist to make her own natural cosmetic. Then she found a place in the seashore and started her first Body Shop.
All the things were done with a low budget and she painted her shop wall in green color to hide the damp spots over the wall. Anita began her business with discounted refills that mean, she allowed the concession to her customers who brought empty containers also, she used minimally packing to reduce the cost as much as possible. Customers were allow to choose their type of perfume oils to scent because it was cheaper than adding expensive perfumes in every bottle.
Success story of The Body Shop
She did not promote her social cause of the mass communication. Suddenly it was a buzz in the market about the combination of unique products. In just a year, Anita Roddick business grown so large that she opened a second store. Then in 1977, when the Gorden Roddick returned from his journey, he found that Body Shop was so popular that Anita began selling franchises. And, at the end of 1982, Body shop stores were opening at the rate of two per month.
In late 1984, Body Shop was took to the public to expand the business. With just one trading, the stock doubled and throughout the 1980s, the Body Shop spread all over in the Europe and the United States.
Increased Publicity of Body Shop
The main thing that includes in the publicity of the Body Shop was the social activism of the Anita Roddick. Her presence in the social cause programs led to free publicity. People felt good about purchasing the Body Shop products not just because of the products were good, but due to Roddick efforts towards nature. At the end of 1992, the number of Body Shop stores increased to 700 generating revenue $231 million.
Turning point of the body shop
Well, the success can’t be one person all the time if your effort gets a decrease. However, Roddick started paying more attention to the social cause rather launching some more products. Due to this, many critics were present by the press and the company generating the negative push. As a result, sales of the Body Shop’s started declining.
Anita stepped back from the post of manager and sales were decreasing as usual. In 1999, the company announced that it was giving importance to retail instead of manufacturing by past years. Also stated that the projections were good! But will The Body Shop regain its market? Only time can tell us.
She died on 10 September, 2007 at the age of 64 years.Although, Anita Roddick Story will always be inspiring us as well as it shows us that we should always stick to what we are presenting. Also, we learned that change should be done where it is needed. Her story will really inspire the people of the 21st century as she grew the single business into a big empire. It also tells us that every person in this world can achieve success on their own with hard work and keep patience.