Jellycat dropped about 100 independent stockists in the U.K., causing outrage among retailers, some of which had supported the brand for over twenty years. Social media responses were overwhelmingly negative, impacting Jellycat's reputation. Despite this, Jellycat has experienced significant growth since its founding in 1999, reaching estimated sales of £200 million by 2023, largely due to the success of the Amuseables line. The brand has also cultivated a strong social media presence, particularly on TikTok, where 'Jellycat hunts' gained traction. Recent premium pop-up collaborations showcase Jellycat's innovative approach in marketing.
Jellycat's decision to drop approximately 100 independent stockists in the U.K. led to a social media backlash from disgruntled retailers, some of whom had supported the brand for over twenty years.
The brand experienced immense popularity on social media, with fan accounts on platforms like TikTok, where 'Jellycat hunts' became a trend as fans searched for rare characters.
Jellycat reached an estimated turnover of £200 million by 2023, highlighted by the success of the Amuseables line, which initiated intense growth for the company.
The brand's new premium positioning included themed pop-ups collaborating with FAO Schwarz, Galeries Lafayette, and Selfridges, creating unique experiences that embraced creativity and innovation.
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