FKAHaeckels launches 'Pay What You Feel' initiative

FKAHaeckels (Formerly Known As Haeckels) is piloting 'Pay What You Feel', allowing customers to select from tiered pricing for certain products.

The initiative aims to generate much-needed funds to support recovery and future growth at the brand.

From yesterday (20 February) until 20 March, customers can choose the price they pay for select best-selling products. The brand has established four pricing tiers and is using its transparency wheel to illustrate how each contribution directly supports the business's financial health. The initiative is available now via the FKAHaeckels website and 'Formerly Known As Haeckels' stores.

Before embarking on its rebrand in November, the British brand said that it has pursued an expensive path of growth over the past few years, at a pace that was "out of sync with its customer", driving the business to near bankruptcy.

Tier 1 is the least expensive, up to Tier 4, which is 10% over retail price. Products under the initiative include the Marine Facial Cleanser, priced at £15.63 in Tier 1 and £35 for Tier 4, the Eco Marine Cream, which ranges from £21.76 to £66, and the Algae Plump Serum, which ranges from £25.08 to £88.

Tier 1

Customers will pay for VAT, packaging, raw materials, manufacturing, labour and building costs. The business will lose money on this option as it does not cover any of the head office, e-commerce, customer service, retail or spa staff or operating costs. However, it hopes it will "generate some cash and gain some new lifelong customers".

Tier 2

By selecting this price, customers pay for all of the above, plus the cost of customer facing staff in store. Similarly, FKAHaeckels won’t see any profit with this selection but it goes slightly further to supporting recovery from years of losses. And if shoppers commit to buy the product more than once, the brand will lock the price for them for six months.

Tier 3

This is the recommended retail price, which will cover all of the brand's costs, plus a little more for it to reinvest into the company, its community and its initiatives.

Tier 4

The final tier sees an additional 10% added onto the product price, which will be used to fuel the brand's free Sauna in Margate. Each year this sauna costs in excess of £12-30K to run including ground rent, staff costs, wood, maintenance, training, cleaning, and repair. This is currently the only free sauna on UK coasts.