Siia Cosmetics Expands Across Four Retail Marketplaces With Mirakl Connect

According to a Mirakl case study, Macy’s was Siia’s first marketplace. The brand then added Nordstrom and Bloomingdale’s to reach shoppers with different purchasing patterns, before extending to Ulta Beauty. Its Shopify catalog feeds Mirakl Connect, which distributes inventory and price updates across participating channels.

Marketplaces as a Distribution Strategy Siia chief executive Simon Jeon said the company once assumed major retailer marketplaces were limited to products already sold in those retailers’ physical stores. The brand’s entry through Macy’s changed that view and gave it a route to customers beyond its own ecommerce site.

The company says it presents promotions and value more prominently on Macy’s, while emphasizing product benefits and education on Nordstrom and Bloomingdale’s. That approach treats each marketplace as a different customer channel, even though the underlying catalog is shared.

Mirakl reports that Siia’s marketplace sales doubled month over month during its first year on the channels and that its operations lead now spends about 15 minutes each morning checking multichannel activity. These are figures from a vendor produced customer case study,…