{"id":92741,"date":"2024-07-18T08:43:34","date_gmt":"2024-07-18T06:43:34","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=92741"},"modified":"2024-08-11T15:17:40","modified_gmt":"2024-08-11T13:17:40","slug":"retail-pioneer-renee-elliott-savours-second-chance-to-deliver-planet-organic-vision","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2024\/07\/18\/retail-pioneer-renee-elliott-savours-second-chance-to-deliver-planet-organic-vision\/","title":{"rendered":"Retail pioneer Ren\u00e9e Elliott savours \u2018second chance\u2019 to deliver Planet Organic vision"},"content":{"rendered":"

When iconic London retailer Planet Organic<\/strong> faced closure last year, its founder, Ren\u00e9e Elliott<\/strong>, staged a dramatic rescue bid. Now she is busily restoring the brand\u2019s values and mission.<\/p>\n

\"Ren\u00e9e<\/p>\n

London-based Planet Organic has been a trailblazer for organic and wellness retailing since it launched in 1995. But in 2023 a risky expansion plan hatched by new managers and shareholders plunged the business into administration. With the iconic retailer facing imminent closure, Planet Organic\u2019s founder, Ren\u00e9e Elliott, staged a dramatic eleventh hour rescue bid. It was successful, saving the majority of stores and hundreds of jobs.<\/p>\n

One year on, the business has been stabilised and is set to return to profit in 2025. Just as importantly, Elliott and her team have been restoring Planet Organic\u2019s founding values and placing organic once again at the heart of its food offer.<\/p>\n

At this year\u2019s Natural & Organic Products Expo (NOPEX), Elliott delivered a powerful updating of the Planet Organic story, telling a packed audience that she was savouring a \u201csecond chance to deliver the Planet Organic vision\u201d.<\/p>\n

As she took to the stage, Elliott said she wanted to tell the \u201cwhole truth\u201d about the Planet Organic business. The comment hinted that this would be an unvarnished account – and so it was. Because as well as plentiful life-affirming and exuberant highs, this was a story punctuated occasionally with astonishing lows.<\/p>\n

An American, Ren\u00e9e Elliott first travelled to England in the early 1990s after finishing university, taking a job in publishing. It was during these years working in Britain in her mid 20s that she properly got to know herself, and became sure she wanted to lead \u201can alternative life\u201d. But she was still unclear about what form this would take. Back in the US, a simple event crystallised all her thoughts.<\/p>\n

\u201cAround this time I went into an organic supermarket in Boston and I thought, okay, now this<\/em> is what I want to do. It just made so much sense to me. Here was a manifestation of the wellbeing ideas I had been been developing, where physical wellbeing is foundational for all wellbeing. And I decided that I wanted to take organic from the niche it had been in the UK into the mainstream. And my mission became to support health through community and support the Earth\u2019s biodiversity.\u201d<\/p>\n

Fast forward to 1995, and the opening of the first Planet Organic store in West London. Elliott readily admits that when she was setting up the store, in Westbourne Grove, she really didn\u2019t know what she was doing in business terms. She also had to work very quickly to establish her working style, which would be strongly influenced by her mother.<\/p>\n

Elliott describes Planet Organic\u2019s business ethos as values-led, and commercially driven<\/p><\/blockquote>\n

\u201cMy mom was worried about how I would fare in a male dominated world. But she actually advised me to use my femininity to my advantage. This was something I naturally wanted to. But in this way my mom was giving me permission to do it. She gave me license to be myself, to create an authentic business.\u201d<\/p>\n

Values-led, commercially driven<\/h3>\n

Elliott describes Planet Organic\u2019s business ethos as values-led, and commercially driven. \u201cSure, there are tensions between those two, and that\u2019s OK. But together they inform the decisions we make and how we make them.\u201d<\/p>\n

Elliott said she wanted Planet Organic to \u201cset the highest standards in the industry\u201d. These values were \u201cnon-negotiable\u201d she said, and were often rooted in her personal ethics. \u201cIn the end, it\u2019s about trusting yourself, your mind, you body. Listening to the small voice \u2013 your intuition, your gut instinct, whatever you call it \u2013 when it says, do this, don\u2019t do that. And, actually, you have all the answers. The biggest mistake I made professionally was when I didn\u2019t listen to that voice.\u201d<\/p>\n

Self-belief and a commitment to organic and sustainability values propelled Elliott and Planet Organic to a string of industry firsts. Planet was the UK\u2019s first organic supermarket, it opened the first organic juice bar, the first organic certified fresh meat counter, the first sustainable fish counter and was first with non-plastic corn starch carrier bags.<\/p>\n

Commercially, Planet Organic was a success from the start. In the first year of trading, the business delivered sales of \u00a31.2 million, doubling that to \u00a32.4 million in year two, and \u00a33.6 million in year three. That early success \u201cfelt fantastic\u201d. But Elliott knew challenges would arrive sooner or later. She prepared herself by asking \u201chow will I behave in those situations?\u201d.<\/p>\n

\"Ren\u00e9e
\u00a9Planet Organic<\/figcaption><\/figure>\n

Very soon, Elliott would find out. Because around this time she suddenly found herself confronting an almost unthinkable challenge. \u201cOne day, my business partner said to me, \u2018I think you can go now\u2019. I thought to myself, what? This is my baby! I was shocked. Shocked that I really did not see this coming.\u201d<\/p>\n

And so began \u201ca very difficult 15 months\u201d, which ended in an 11 day High Court trial. Elliott recalled: \u201cWhen the litigation started at Planet Organic in 1997, it wasn\u2019t pretty. I said, I can do that, I can get down and dirty. But I thought, actually, who do I want to be? I don\u2019t want to get down and dirty. So my motto became \u2018grace and dignity at all time\u2019. That\u2019s because I never wanted to be ashamed about who I\u2019d been, when it had been really hard.\u201d<\/p>\n

Elliott won the case in 1999. \u201cAfterwards, I asked my husband Brian Elliott to come in to run the business with me, because I didn\u2019t trust anyone. And we had to bring in investors to buy out my outgoing partner. That was the beginning of a difficult 10 year journey for us.<\/p>\n

Self-belief and a commitment to organic and sustainability values propelled Elliott and Planet Organic to a string of industry firsts<\/p><\/blockquote>\n

\u201cBut we did great things, we had fun, and we got amazing press. Our media attention was always bigger than our one store. People would ring from all over the world, and ask how many units we had. And I would say, just the one store! There was a lot of energy around at the time. We opened four more stores over that 10 years. But, we were running the business with shareholders who didn\u2019t understand Planet\u2019s values. This wasted time and energy, and it was really unpleasant. And there was always this underlying tension.\u201d<\/p>\n

In 2009, another bombshell moment. \u201cPlanet\u2019s shareholders made Brian redundant and pushed me out of the company. It was shocking and it was painful.\u201d Elliott move to Italy for three years to recharge and regroup. In 2016, she said, she was \u201cpushed out of the business completely\u201d. And while Planet Organic continued to grow \u2013 opening stores in prestigious central London locations, and its first outlets outside the capital \u2013 it was also losing its sense of purpose.<\/p>\n

At this point Elliott had started a second business working as a business mentor and teaching business strategy, applying what she\u2019d learnt at Planet Organic. In December 2020, after \u201cdoing this happily for about seven years\u201d, she heard about ambitious fundraising efforts at Planet Organic and a lot of industry and media noise about the company\u2019s plans to accelerate expansion (the company told retail media it would quadruple its store portfolio in just three years and was developing a national distribution centre). But within just a few months something clearly had gone badly wrong.<\/p>\n

\u201cIn March 2023 the CEO of Planet phoned me up and told me \u2018I\u2019m giving you half an hour\u2019s notice, we\u2019re going into administration\u2019. And I thought, what? I had no idea what was going on, or happening. And then he added, \u2018if we don\u2019t get a buyer in two or three weeks, the business is going under\u2019.<\/p>\n

\u201cBrian and I looked at each other and said, should we step in? And that was the decision we made. To join the fray, to bid for Planet. This was a year ago. To endeavour to build a brighter future, for us, for the company, for the team, our suppliers, our farmers, communities, the Earth. So with a small amount of money from us, we called on old friends and managed to raise the rest of the money. Happily, we were successful. At the last minute on the last day, the administrator called us. I put the phone on speaker, and he said to us \u2018we\u2019ve accepted your bid\u2019. We looked at each other and said, here we go. Here begins the rollercoaster.\u201d<\/p>\n

Planet Organic is also re-committing to placing organic back at the heart of its food offer<\/p><\/blockquote>\n

On April 25, Elliott\u2019s team bought Planet Organic back, acquiring the outlets, the brand, saving nine stores and the jobs of 250 people. And securing a second chance for the future of Planet Organic.<\/p>\n

With the previous senior managers and shareholders gone, Elliott began re-establishing Planet Organic\u2019s original values and mission. \u201cThis is really quite simple – but profound: To provide organic, natural, healthy products you can trust, to create a shopping experience that is friendly and engaging and informative. To conduct business in a fair, honest and responsible way to respect colleagues, our customers and farmers, suppliers and advisors.\u201d<\/p>\n

Planet Organic is also re-committing to placing organic back at the heart of its food offer (a position it had drifted from, and for which it had attracted some industry criticism). \u201cThere\u2019s so much we want to do, there are so many ideas, so much excitement and energy to take planet forward,\u201d Elliott told her audience. \u201cWe\u2019re dreaming about what might come next. That might \u2013 note \u2018might\u2019 \u2013 be more stores, more countries, new services. We don\u2019t know yet.\u201d<\/p>\n

The Planet Organic founder and retail trailblazer ended with a \u2018thank you\u2019. \u201cI am eternally grateful to all the suppliers, farmers and brands who have stuck with us over the years. We are part of a remarkable industry, where relationships matter. I started a year ago with a new vision for Planet Organic. I thought then, and I think now, that values-led business is good business. Life is a journey, it\u2019s not a destination.\u201d<\/p>\n

Author:<\/strong>\u00a0Jim Manson, Journalist<\/p>\n

Subscribe<\/a>\u00a0to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n

Bio Eco Actual<\/strong>, International Organic Newspaper
\n<\/em>Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

When iconic London retailer Planet Organic faced closure last year, its founder, Renée Elliott, staged a dramatic rescue bid. 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