A guide to curating your ultimate EU assortment

A guide to curating your ultimate EU assortment

Building and perfecting a well-rounded and optimal assortment is crucial to maximise your business potential. Your assortment should meet the needs of the customers as well as following seasonal trends and reducing decision fatigue. The goal is to find the perfect balance of product variety and exclusivity. So what should you consider when it comes to curating your assortment? Let’s dive in.

Factors to consider for the perfect assortment

The ideal size of your assortment will vary depending on numerous factors. The perfect assortment for one shop owner may not be the perform assortment for you. Take into consideration these factors when building your assortment:

Diversity: A good assortment needs sufficient variety to meet the diverse needs of your audience. This can mean in terms of having different product types in your assortment, as well as a variety of different colours and sizes for the products.

Relevance: Related to the previous point, it is important that the products that you do include in your assortment are relevant to your target audience. Having a huge variety of products will not be effective unless they are products your customers genuinely want to buy. Think about relevant trends, styles, and colours.

Seasonality: Depending on your type of business and target audience, it may be useful to consider seasonal variations in your assortment to make the most of the change in weather and special occasions, as demand for different products change across the seasons.

Understanding your audience

Make sure you really understand who exactly you want to target with your business. Identify your niche and ensure that your assortment is fulfilling the demand of that niche.  You can explore potential opportunities, do research on competitors, and even discover a gap in the market. Also be sure to communicate with your audience to figure out their needs. What do they want? What are they missing? Asking them directly shows them that you care about their opinion and gives you the clarity and knowledge to optimise your assortment.

Specialised assortment approaches

There are many different ways you can choose to curate your ultimate assortment. As we mentioned before, it will all depend on what your goal is and who your target audience is. But if you’re looking for some inspiration to jump-start your process, here are a few approaches you can take with accompanying product examples:

1) Make it sustainable

Draw attention to your shop through its sustainability and environmentally friendly nature. Emphasize the fact that these products are all sustainably made to target environmentally conscious consumers.

2) Keeping it budget-friendly

Provide a lower budget alternative for consumers. Your shop will become a place for them to come to when they want to get themselves or someone else a special gift but know they don’t have to break the bank to do so.

3) Spotlight on Gen-Z

Now with Gen-Z becoming a consumer group of its own, they are also providing a market which specifically targets them. Provide them with an assortment that suits their tastes and become a Gen-Z must-know shop.


Colourful and bold products:

Unisex looks:

4) For the little ones

The little ones need shops too! Provide everything for kids and babies with a child-friendly assortment.

5) The great outdoors

For those active outdoor lovers who practically live in active wear and athleisure. New active wear is always the best motivation.


The optimal assortment for you will depend on your shop goals and your target audience. Be sure to include a good range of products that have been carefully selected based on your audience’s needs, as well as profitability for your business. Every shop’s ideal assortment will look a little different and it is important to consistently update your assortment based on market trends and customer feedback. It’s all about what works for you and your goals.

Want to view all of our products? Find our full assortment here.

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Carol Intosh
Carol Intosh
2 months ago

Although Four Colors has quite simple rules, when playing you need to have logical and strategic thinking.

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