Merchandising

Trading · Merchandising

Trading room

Dataset scope: 22 branches × 250 SKUs across Beauty and Lingerie only, FY2026 W23–W24. Absolute revenue and stock reflect that pilot scope, not full-chain trade.

ShawsDemonstration data — Shaws
Trading floor · W24
Beauty€60,993−1.0%
Lingerie€10,368−13.5%
Dataset€71,361−3.1%

Current position

Dataset revenue €71,361 in W24 (−3.1% vs W23).

Main issue

Beauty led on movement (−1.0%). Lingerie softest (−13.5% on €10,368). Lingerie · Womens Swimwear moved +186.4% week-on-week.

Recommendation

Investigate Lingerie softness before it embeds; margin band intact so the exposure is volume, not price.

Commercial value

€71.4kactual

Confidence

Established2 evidence items

Department performance

Beauty and Lingerie side by side

DepartmentRevenue W24ContributionUnitsMarginWoWReturnsStockCoverSell-through
Beauty€60,99385.5%3,37533.1%−1.0%0.6%44,98313.2w7.0%
Lingerie€10,36814.5%35646.4%−13.5%3.2%1,8965.1w15.8%
Margin versus growth · departments
Margin →Growth ↑BeautyLingerie

Category performance

Ranked and switchable

CategoryRevenueUnitsMarginWoWContributionCoverStock productivityKey metric
Beauty · Toiletries€25,6911,89933.7%+1.0%36.0%12.0w5.7%€25,691
Beauty · Premium Beauty€16,31654631.8%+7.6%22.9%10.4w6.0%€16,316
Beauty · Self Select€13,16061133.9%−11.3%18.4%17.9w3.7%€13,160
Lingerie · Bras€5,17611249.3%−28.4%7.3%5.3w12.7%€5,176
Lingerie · Womens Briefs€4,26118344.5%−0.7%6.0%5.4w14.0%€4,261
Beauty · Beauty Accessories€3,39617230.8%+7.8%4.8%11.2w4.2%€3,396
Beauty · Lifestyle Fragrances€2,43014733.7%−19.9%3.4%20.6w3.6%€2,430
Lingerie · Womens Swimwear€5382031.2%+186.4%0.8%3.6w33.8%€538

Categories excluded from growth/margin ranks below €200 in W24. SKU leaders require 100 revenue or 8 units W21–W24.

Contribution

Where trade, margin, stock and returns concentrate

Revenue
  • Beauty · 85.5%
  • Lingerie · 14.5%
Gross margin
  • Beauty · 80.7%
  • Lingerie · 19.3%
Stock at retail
  • Beauty · 94.3%
  • Lingerie · 5.7%
Return lines
  • Beauty · 62.5%
  • Lingerie · 37.5%
Categories sized by W24 revenue · shaded by week-on-week movement
Toiletries36.0% · €25.7KPremium Beauty22.9% · €16.3KSelf Select18.4% · €13.2KBras7.3% · €5.2KWomens Briefs6.0% · €4.3KBeauty Accessories4.8% · €3.4KLifestyle Fragrances3.4% · €2.4KWomens Swimwear0.8% · €537.8Shapewear0.3% · €227.4Lingerie Solutions0.2% · €165.9

Momentum

Trading momentum · FY2026 W23–W24

Weekly revenue by department
W23W24BeautyLingerie

Product leaders

What is selling this week

Top by W24 revenue
  • GILL FUSION BBP
    Beauty · Toiletries · 2944588
    70
    €1,560
    €1,560
  • AZIO BEAUTY INTENSE FIRMING FA
    Beauty · Premium Beauty · 3524961
    62
    €1,196
    €1,196
  • BARE BY VOGUE TINTED GRADUAL T
    Beauty · Toiletries · 3350967
    57
    €1,142
    €1,142
  • EA UPLIFTING MOMENTS 3 PIECE G
    Beauty · Premium Beauty · 3704900
    18
    €1,010
    €1,010
  • VODUZ SET SPRAY SLAY BUNDLE
    Beauty · Beauty Accessories · 3713998
    31
    €900
    €900
  • AC SCUPLTED CLOUD CREAM
    Beauty · Self Select · 2934464
    29
    €846
    €846
  • AZIO BEAUTY INTENSE LIFTING EY
    Beauty · Premium Beauty · 3524962
    36
    €841
    €841
  • MEDICUBE ZERO PORE PAD MILD
    Beauty · Premium Beauty · 3725306
    39
    €833
    €833
  • SCUPLTED CLOUD CREAM REFILL
    Beauty · Self Select · 2934465
    28
    €706
    €706
  • AC SCUPLTED SUN MIST SPF 50 SP
    Beauty · Toiletries · 3041694
    36
    €699
    €699
Top by units (W24)
  • GILL FUSION BBP
    Beauty · Toiletries · 2944588
    70
    €1,560
    70
  • PB ALLERGY LOTION SPF30
    Beauty · Toiletries · 2040759
    65
    €521
    65
  • AZIO BEAUTY INTENSE FIRMING FA
    Beauty · Premium Beauty · 3524961
    62
    €1,196
    62
  • BARE BY VOGUE TINTED GRADUAL T
    Beauty · Toiletries · 3350967
    57
    €1,142
    57
  • MEX SHW HYDRA ENERG LP 1000 ML
    Beauty · Toiletries · 3264212
    54
    €380
    54
  • BPERFECT TAN STUDIO SELF-TANNI
    Beauty · Toiletries · 3553961
    51
    €636
    51
  • AVEENO SKIN RELIEF OIL SPRAY
    Beauty · Toiletries · 2543434
    51
    €323
    51
  • AVEENO DAILY MOISTURE LOTION
    Beauty · Toiletries · 256148
    48
    €199
    48
  • PIZ BUIN TAN PROTECT SPF 15
    Beauty · Toiletries · 3294586
    46
    €447
    46
  • MEX SHW CARBON PROTECT LP 1000
    Beauty · Toiletries · 3264211
    42
    €295
    42
Top by margin (W24)
  • BARE BY VOGUE TINTED GRADUAL T
    Beauty · Toiletries · 3350967
    57
    €1,142
    €608
  • GILL FUSION BBP
    Beauty · Toiletries · 2944588
    70
    €1,560
    €508
  • AZIO BEAUTY INTENSE FIRMING FA
    Beauty · Premium Beauty · 3524961
    62
    €1,196
    €405
  • EA UPLIFTING MOMENTS 3 PIECE G
    Beauty · Premium Beauty · 3704900
    18
    €1,010
    €337
  • AZIO BEAUTY INTENSE LIFTING EY
    Beauty · Premium Beauty · 3524962
    36
    €841
    €294
  • SLOGGI BASIC MAXI BRIEF 3P
    Lingerie · Womens Briefs · 153229
    23
    €636
    €294
  • BPERFECT ANNALIVIA PERFECTION
    Beauty · Self Select · 3374782
    24
    €367
    €288
  • AC SCUPLTED CLOUD CREAM
    Beauty · Self Select · 2934464
    29
    €846
    €268
  • VODUZ SET SPRAY SLAY BUNDLE
    Beauty · Beauty Accessories · 3713998
    31
    €900
    €266
  • BPERFECT ANNALIVIA BROW MUSE
    Beauty · Self Select · 3516828
    23
    €353
    €262
Strongest recent growers
  • EA PREVAGE MULTI RESTORATIVE D
    Beauty · Premium Beauty · 3704891
    3
    €401
    +190.0%
  • K18 LEAVE-IN HAIR MASK 15ML
    Beauty · Toiletries · 3227195
    14
    €336
    +181.6%
  • DETACHABLE STRAP PLAIN SWIMSUI
    Lingerie · Womens Swimwear · 3657886
    11
    €282
    +175.0%
  • SLOGGI BASIC MIDI BRIEF 3P
    Lingerie · Womens Briefs · 183580
    11
    €304
    +175.0%
  • SLOGGI BASIC MIDI BRIEF 3P
    Lingerie · Womens Briefs · 183582
    11
    €304
    +175.0%
  • EA RED DOOR EDT 3 PIECE 100 ML
    Beauty · Premium Beauty · 3676703
    6
    €304
    +172.7%
  • SLW CONTROL MAXI BRIEF 2P
    Lingerie · Womens Briefs · 183324
    16
    €323
    +165.0%
  • EA EIGHT HOUR HYDRATION VACATI
    Beauty · Premium Beauty · 3676705
    15
    €540
    +164.7%
  • BACK APPEAL
    Lingerie · Bras · 3513781
    5
    €293
    +150.0%
  • EA UPLIFTING MOMENTS 3 PIECE G
    Beauty · Premium Beauty · 3704900
    18
    €1,010
    +145.5%
Fast movers with low cover
  • MEDICUBE PDRN PINK CLGN GEL SH
    Beauty · Premium Beauty · 3725313
    22
    €110
    0.4w
  • BPERFECT ANNALIVIA PERFECTION
    Beauty · Self Select · 3374782
    57
    €1,080
    1.4w
  • MEDICUBE ZERO PORE PAD MILD
    Beauty · Premium Beauty · 3725306
    64
    €1,727
    1.7w
  • AC SCUPLTED SUN MIST SPF 50 SP
    Beauty · Toiletries · 3041694
    55
    €1,320
    1.6w
  • GAR AS SEN ADV KIDS ANTI SAND
    Beauty · Toiletries · 3045905
    12
    €144
    0.5w
  • MEDICUBE PDRN PINK CLGN GEL SH
    Beauty · Premium Beauty · 3725314
    16
    €272
    0.6w
  • GAR AS SUPER UV OVER MAKEUP FA
    Beauty · Toiletries · 3688696
    26
    €299
    1.1w
  • BARE BY VOGUE GRADUAL TAN
    Beauty · Toiletries · 3710915
    31
    €775
    1.9w
  • SOFT STRETCH HIGH WAIST BRIEF
    Lingerie · Womens Briefs · 1350830
    27
    €527
    1.9w
  • SUMMER GRADUAL MOISTURISER
    Beauty · Toiletries · 3740145
    12
    €288
    1.1w

Requires attention

Products worth investigating

Declining products (>30% below prior week, meaningful history)
  • Nothing to surface.
High-cover slow sellers
  • GILL FUSION BBP
    Beauty · Toiletries · 2944588
    2,597
    €72,690
    39.3w
  • STYLPRO WAVELENGTH LED FACE MA
    Beauty · Beauty Accessories · 3688706
    571
    €50,248
    60.1w
  • BPER X ANNALIVIA TIMELESS
    Beauty · Self Select · 3602132
    636
    €38,128
    84.8w
  • GILLETTE MACH3 RAZOR 11 BLAD
    Beauty · Toiletries · 3293158
    1,111
    €33,319
    42.7w
  • BP SKIN STUDIO RECOVERY SET
    Beauty · Self Select · 3602141
    568
    €30,644
    94.7w
  • EA DIAMONDS SHE EDP
    Beauty · Premium Beauty · 271698
    528
    €27,720
    42.2w
  • GILL FUSION PROGLIDE
    Beauty · Toiletries · 2903311
    883
    €26,481
    40.1w
  • SCULPTED GLOW EDIT
    Beauty · Premium Beauty · 3713588
    301
    €19,565
    54.7w
  • EJ MELT THE DAY AWAY CLNSNG BL
    Beauty · Toiletries · 3042776
    483
    €18,354
    30.2w
  • CK MAN EDT100 ML
    Beauty · Premium Beauty · 480981
    450
    €18,000
    81.8w
Stocked with no movement W21–W24
  • Nothing to surface.

Brand performance

Top ten brands · revenue, week-on-week, margin lens

BrandSKUsRevenueWoWMargin · ObservedMargin · DerivedCover
SCULPTED32€10.5K−3.4%31.1%31.1%18.4w
BPERFECT33€8.9K−15.0%35.1%35.1%13.8w
ELIZABETH ARDEN20€7.1K+28.8%32.3%32.3%12.8w
AZIO6€3.8K+2.0%34.6%34.6%7.3w
SLOGGI14€3.8K+8.3%44.2%44.2%6.2w
VODUZ8€3.1K+8.7%31.0%31.0%7.5w
GILLETTE3€2.6K−4.5%31.4%31.4%40.3w
BARE BY VOGUE6€2.5K−3.8%52.2%52.2%6.7w
ELLA & JO7€2.4K−10.2%33.6%33.6%21.2w
PIZ BUIN8€2.2K+10.5%31.8%31.8%4.2w

Brand values are Observed. Margin is shown with both Observed and Derived reads — Derived = (Retail − Cost) as a check on the recorded margin.

Margin lens

Observed margin vs derived margin (Retail − Cost)

DepartmentRevenueMargin (obs)Margin (derived)Observed %Derived %Gap
Beauty€61K€20.2K€20.2K33.1%33.1%€0
Lingerie€10.4K€4.8K€4.8K46.4%46.4%€0
CategoryDepartmentRevenueObserved %Derived %
Beauty AccessoriesBeauty€3.4K30.8%30.8%
Lifestyle FragrancesBeauty€2.4K33.7%33.7%
Premium BeautyBeauty€16.3K31.8%31.8%
Self SelectBeauty€13.2K33.9%33.9%
ToiletriesBeauty€25.7K33.7%33.7%
BrasLingerie€5.2K49.3%49.3%
Lingerie SolutionsLingerie€165.946.3%46.3%
ShapewearLingerie€227.450.9%50.9%
Womens BriefsLingerie€4.3K44.5%44.5%
Womens SwimwearLingerie€537.831.2%31.2%

Observed values come from MarginValue on the sales rows. Derived values come from Retail minus Net Curr Cost. Gaps flag categories where the two reads disagree and merit an Ana Explain.

Seasonal read

Where seasonal stock is landing

SeasonSKUsStock @ retailRevenueMargin (obs)Sell-through proxy
2026 26Current148€904.1K€46.7K€15.7K7.1%
ONGOING NGCurrent96€375.1K€23.3K€8.9K8.0%
SS26 26Current3€12.8K€802€246.910.2%
XMAS 25 251€4.5K€219.3-€05.7%
SS25 251€3.1K€173.3€48.96.8%
DISCON ON1€2K€165€68.29.1%

Sell-through is a proxy: revenue / (revenue + stock-at-retail). No forecast, no assumed sell-through curve.

Promotion performance

Observed promotion mix

Promotion typeSKUsRevenueObserved margin %Avg discount depth
SS26BEAUTY1589€28.1K32.9%3.8%
(none)24€6.8K30.3%2.2%
CLONMELLINGERIE2032€6.6K45.9%0.0%
NULL26€5.8K42.1%13.3%
SS26AZIOBEAUTY156€3.8K34.6%0.0%
BF23 Beauty Giftsets 20% off18€3.6K35.7%12.6%
MAYBH26BEAUTY2013€2.9K33.4%43.3%
BEAUTY_5_OFF3€2.6K31.4%0.0%
BF25BEAUTY258€2.5K30.0%26.5%
BF25XBEAUTY205€2.2K52.1%0.0%
MBH25 BEAUTY 50% OFF8€2.2K31.8%43.9%
SS26BEAUTYFRAG1510€2.1K34.8%0.0%

Observational only — no uplift modelling, no counterfactual outcomes. Discount depth is computed from the recorded PromotionValue on each sale.

Commercial actions

Where Ana suggests attention next

ConsiderReview range depth in Beauty · Lifestyle Fragrances

Stock at retail €67,760 against €2,430 of W24 trade. Consider slower replenishment or targeted transfer.

  • · Stock productivity 3.6% (rev24 / stock at retail)
  • · Cover 20.6w
  • · Revenue contribution 3.4%
ConsiderProtect availability on 10 fast-selling low-cover SKUs

Combined velocity 282 u/wk with cover below 2 weeks. Prioritise replenishment.

  • · MEDICUBE PDRN PINK CLGN GEL SH · vel 51.5 u/wk · cover 0.4w
  • · BPERFECT ANNALIVIA PERFECTION · vel 41.0 u/wk · cover 1.4w
  • · MEDICUBE ZERO PORE PAD MILD · vel 38.0 u/wk · cover 1.7w
ConsiderInvestigate Lingerie softness

Lingerie down −13.5% on €10,368. Margin band held at 46.4%, so the issue is volume, not price.

  • · W24 revenue €10,368 vs W23 €11,987
  • · Units −8.7%
  • · Returns rate 3.2%

Provenance

How this reading was assembled

Source files
Branches.csv · Products.csv · Sales.csv · StockLevels.csv
Week range · latest
FY2026 W23–W24 · W24
Scope
22 branches × 250 SKUs across Beauty and Lingerie only, FY2026 W23–W24. Absolute revenue and stock reflect that pilot scope, not full-chain trade.
Minimum-volume safeguards
Categories excluded from growth/margin ranks below €200 in W24. SKU leaders require 100 revenue or 8 units W21–W24.
  • Weeks-of-cover = stock units / mean(unit sales, W21–W24).
  • Stock productivity = W24 revenue / stock at retail. Higher is better.
  • Sell-through proxy = units sold / (units sold + closing stock) for the latest week.
  • Values are dataset totals across 22 branches and 250 SKUs (Beauty and Lingerie only), not full-chain trade.