How Angry Beards e-shop solved the growth barrier to availability in brick-and-mortar stores
The Angry Beards e-shop, despite its digital dominance and large base of loyal customers, faced a major barrier to growth — inaccessibility in brick-and-mortar stores. As a survey from leading Czech research agency Behavio (2022) showed, up to 25% of Angry Beards customers were reluctant to complete a purchase online because they could not physically view the products, try them out, or simply pick them up in store. It was this demand for physical contact that led Angry Beards to decide to go beyond the boundaries of online sales.
Results and benefits
Conversion rate growth of 27.5%
Conversion rate growth in SK by 17.7%
Sales over CZK 10,000 per square meter
Steady sales growth due to hearing customer feedback
When online is not enough
Angry Beards, now an established cosmetic brand on the Czech market, has built a strong position in the online world over the years since its inception in 2017. However, despite its digital dominance and large base of loyal customers, the e-shop faced a major barrier to growth — the unavailability of brick-and-mortar stores.
Unavailability as the main barrier to e-shop growth
Angry Beards is a famous Czech cosmetics for guys. In the online space, however, the customer cannot smell it and see if it suits him. This deficiency was confirmed in 2022 by a qualitative survey of Angry Beards by Behavio - customers lack the opportunity to try the products in a brick-and-mortar store.
For Angry Beards, understanding customer preferences that influence their shopping behavior was key. The barriers to making an online purchase vary, but the biggest ones are not reducible within an online purchase - the customer wants to see the product or buy it along with other goods they buy from the brick-and-mortar store. (Behavior, 2022)
Retail strategy
At Angry Beards, they have responded to the challenge of unavailability with a diversified retail strategy that combines B2B partnerships with large retailers with a carefully thought-out approach to their own stores.
B2B approach to retail
As Jan Střý, CEO of Angry Beards, points out in the podcast EXEC (2025), cooperation with B2B partners such as Alza and large drugstore chains provide the company with a presence in brick-and-mortar stores and effectively increase sales, but it also brings disadvantages. These include, for example, margin reduction and lower cost effectiveness of PPC advertising in the online environment.
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