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How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
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Resumo(s)
This thesis presents a Case Study on the transformation of the 130 years-old Portuguese personal
care brand Claus Porto from a premium soap to a luxury niche lifestyle brand. Claus Porto, together
with its parent brand Ach. Brito, was acquired by the Portuguese investment fund Menlo Capital in
2015. Between 2015 and 2017, the Claus Porto team underwent efforts to reposition the brand in
the luxury lifestyle segment. The case outlines the characteristics of the luxury industry and the
potential benefits of stepping from premium to luxury, leading to the discussion of what the Claus
Porto team should do next (in the Teaching Note).
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Claus Porto Luxury niche brands Premium brands Portugal