Teaching Note: Julep’s journey: differentiation in a competitive market Available to Purchase

In June 2022, Julia and Nic Rosslee, partners in life and business, reflected on the digital journey of their company, Julep – an online cut flower retail business based in South Africa. Launched just before the country’s first COVID-19 lockdown in March 2020, Julep’s early days were shaped by uncertainty and rapid adaptation. With no fixed costs at the time, the Rosslees were able to pause operations and resume once trade restrictions eased. Built with digital at its core, Julep offered a seamless customer experience suited to online retail. However, as the business matured, Julia and Nic began questioning whether...