Retail Execs Warn Brand Collaborations Can Miss the Mark

Speaking at the eTail Boston conference this week, brand leaders shared lessons from recent collaborations, emphasizing that audience alignment is often more important than the size or hype of a deal. Meenakshi Lala, CEO of flower delivery company UrbanStems, described a 2024 partnership with skincare brand Laneige that did not deliver expected sales.

The collaboration included a Laneige pop-up at a Sephora in Times Square, where UrbanStems ran a bouquet design bar. While Laneige was enjoying a strong cultural moment, Lala said the tie-up failed to move the needle for UrbanStems because of a demographic mismatch.

UrbanStems' core customers are age 35 to 55, while Laneige's shoppers skew considerably younger, as signaled by its celebrity ambassador Sydney Sweeney. "We did not see that spike even while that brand was having such a hot moment," Lala said.

The remarks came as small and medium sized brands are refining their approach to partnerships, navigating mismatches and trying to maximize cultural relevance. The broader discussion touched on how collaborations with influencers and other brands can unlock new audiences when properly aligned.