Seasonly
Start of assignment: December 2024
Type of assignment: CFO, Controlling, Administrative, HR
Activity: Retail, E-commerce
Initial sales: €1.2M
Number of employees: +25
Mission summary
Founded in 2018, Seasonly reinvents the skincare routine with 100% clean and vegan products. Combining high-quality ingredients with innovative massage rituals, the brand takes a sensory, experiential and transparent approach to wellness.
With a team of some forty people, Seasonly distributes its products via its own boutiques in France, its Face Glow Bars in partnership with Sephora, and via a dedicated e-commerce platform. The company is also developing two other brands, Yolaine and Dr Nature, consolidating its presence in the beauty industry.
In a context of rapid growth, Seasonly faces complex administrative and financial challenges, particularly due to the diversity of its distribution channels and its expansion. Until now, these responsibilities had been handled by an internal resource, who was responsible for financial management, cash flow monitoring and communication with investors. With his imminent departure, the company needs continuity and a reinforced structure to optimize its financial and administrative processes.
Iter Advisors was therefore commissioned to provide a part-time CFO to support Seasonly in this transition and secure its development in France and internationally.
Objectives and actions
- Overhaul of internal financial reporting: Implementation of dashboards and financial performance monitoring to improve strategic decision-making.
- Optimization of investor reporting: Structuring and standardization of reporting to ensure fluid and transparent communication with stakeholders.
- Structuring cash flow: definition of key KPIs to anticipate the financial needs associated with company growth.
- Administrative and HR management: Supervision of administrative and human resources aspects to free the management team from operational tasks.
Team and commitment
An experienced CFO from Iter Advisors has been deployed on a part-time basis to ensure a smooth transition and provide his expertise on the specifics of retail and e-commerce.
Results
- Maintaining financial stability: The integration of a part-time CFO ensured continuity of financial operations despite the departure of the previous manager.
- Improved financial visibility: new reporting tools give management a clear view of profitability and cash flow.
- Optimization of administrative and HR management: processes have been streamlined, enabling teams to refocus on brand strategy and development.
Conclusion
Thanks to the support of Iter Advisors, Seasonly now has a structured financial and administrative framework to support its development. The intervention of a dedicated CFO has not only ensured continuity of operations, but also optimized existing processes for sustainable growth in a fast-changing sector.
