BMM June 2017

THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 08 | JUNE 2017

Present & correct

Ali and Dom Beaven, founders of Prezola, reveal how, with bira’s help, they created the online wedding gift list business that is second only to John Lewis

Membership built around you As the UK’s biggest independent retail network, we work hard to get big business benefits for you

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• Preferential buying terms on thousands of brands • NEW Fuel card • Utilities & telecoms discounts • Stationery & equipment discounts • Licence-free music • Hotel discounts

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To start using any of these services contact the membership team 01295 713 333 membership@bira.co.uk bira.co.uk

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Membership magazine Instore & distance learning Short retail specific courses Retail management development Mobile marketing Branded carrier bags Shop fitting Tax-free bikes

On your side • Parliamentary campaigning • Specialist industry committees • Independent retail market monitoring, surveys & insight

Comment

Election pledges are easy to make But independents will have to look out for themselves, says CEO Alan Hawkins I AM WRITING this column as I recover from the bira annual conference. Recover is a good word, as the preparation and implementation of this event takes a lot of input from a lot of bira staff. The quality of speakers and the inspiration gained makes me very proud to represent independent retailers.

From the gutsy passion of the Mackays’ annual retail address to the polished life story of Laura Tenison and the development of her JoJo Maman Bébé (and everything in between), it was certainly a day of ideas. Attendees will no doubt be analysing them and digesting what we learnt over the coming weeks.

Mackays has started using its car park as an entertainment centre, either for evening food festivals or outdoor cinema shows - now that is outside-the-box thinking. Laura explained that while profit is a key goal, so are ethical treatment of your suppliers and staff. You really can have your cake and eat it. The passion to get into the

oversubscribed sessions on brand building and internet promotion showed independents are looking for new ideas and insights, but it’s ever been thus. The speed with which an independent can react to change without head office approval and long purchasing authorities will always bring a competitive edge.

If you want some help to plan the future of your business, then the book written by Jonathan Reynolds, Navigating the New Retail Landscape, which he spoke about at the conference, is an excellent starting point.

Why not think about coming to the Oxford Masters? You can have a week of privileged access to Jonathan and other retail experts and, with help from Retail Trust, it could be free or at least heavily subsidised.

Now it is back to the real world of slowing retail sales, price rises, margin pressures etc. bira will be trying hard over the next few weeks to put pressure on the election debate to emphaGLOBAL PAYMENTS SPECIALISES IN CARD PAYMENT PROCESSING FOR CUSTOMERS RANGING IN SIZE FROM OWNER-MANAGED BUSINESSES TO MULTINATIONALS IN EVERY SECTOR.

Benefit From Exclusive Promotions As Part Of Your bira Membership; Saving You Time And Money!

Cover photograph: Ben Roberts / Blooming Photography

These Benefits Include: • Preferential card processing rates • No set up/joining fee • Wide choice of terminals including Contactless for quicker payment options or mobile terminals for those on the move • Help navigating the complex world of card payments

sise the importance of independent retail to the economy and the survival of the high street. We all know that promises are easily made but delivery is much harder to achieve. This will be especially true with the new government, which will have to deal with the Brexit issue, tying up many Whitehall departments for the next few years.

I suspect, therefore, that while bira will push for change and level playing fields, in reality it will be back to the usual story that we will have to sort out our own back yard. We are still looking for regional volunteers around the country, willing to be educated and trained in the bira stance on the latest issues and ready to go on TV or other media to give news an independent viewpoint. Cookshop & housewares report I know, however, that whatever the economy has to throw at us over the next few years, the best independent retailers will survive. I also know that the best independent retailers are bira members.

Service, please!

The secret to extra footfall lies in providing something your customers can’t get online OUR MOST RECENT Retail Barometer, which is now in its 12th year, painted a not-sopretty picture for retailers selling cookshop and housewares products, with over half saying their business had fared worse in 2016 than in 2015.

In the confidential survey one member noted that “cookshops need to re-invent themselves, focusing on how they can provide solutions to more of their customers’ needs. This is likely to be through service-based initiatives.” That got us thinking. What is it that only bricks and mortar can provide?

Bruce Crane from Looses Cookshop in the centre of Norwich is surrounded by large rivals, with Debenhams, Marks & Spencer and John Lewis all on his door step. We asked Bruce what he does differently: “We recently checked our footfall figures for the first quarter of this year and unsurprisingly it confirms that visitor numbers continue to decline. One of the weapons we have to fight this is to ensure we provide customers with a clear reason to visit our shop, rather than one of our competitors. To do this we have to do four things:

Offer customers something they want That they can’t get from anyone else In the way they want it With a smile!

“And the ‘something’ they want can’t be a regular product that sits on a shelf waiting to be bought. We’re talking service. This involves everyone in our business and revolves around identifying customer needs that are not being met effectively locally. Importantly, these needs have to be met profitably with our existing resources and skill set.

“We offer a knife sharpening and repair service, a knife engraving service, knife skills training sessions, a knife disposal service, cake tin hire, stock pot and saucepan hire, wedding cake stands and tin hire, ribbon printing, a special orders service and a loyalty card called the Gourmet Card Savings Scheme.

“The underlying reason for offering these is simple to get customers into our store because once we have them we’re quite good at ensuring they make a purchase! Our customers have a huge choice of shops to choose from, but we

Retail Barometer response from cookshops and housewares shops How did your business fare in 2016 compared to 2015?

41% 5% 54% Better

In a current contract? Speak to us to see how we can help make switching easier for you. Call us today on 0800 731 8921* quoting reference: bira.

Same *Lines are open Monday to Friday, 9am - 5pm, excluding public holidays.

Global Payments is HSBC’s preferred supplier for card processing in the UK. Global Payments is a trading name of GPUK LLP. GPUK LLP is authorised by the Financial Conduct Authority under the Payment Services Regulations 2009 (504290) for the provision of payment services and under the Consumer Credit Licence (714439) for the undertaking of terminal rental.

GPUK LLP is a limited liability partnership registered in England OC337146. Registered Office: 51 De Montfort Street, Leicester, LE1 7BB. The members are Global Payments U.K. Limited and Global Payments U.K. 2 Limited. Service of any documents relating to the business will be effective if served at the Registered Office.

Issued by Global Payments, 51 De Montfort Street, Leicester, LE1 7BB.

GP506

Worse

Compared to last year do you think the average spend per customer in your business has:

Increased Significantly Increased Slightly Remained the same Declined Declined Significantly

JUNE 2017

IN THIS EDITION

news for 2 Trade bira members

Protecting against cyber attacks, facing wage increases and networking at Pulse

Prime 9 Dear Minister...

bira members outline the priorities the new administration must tackle post-election

ISSUE 08 JUNE 2017

This is your bira magazine, so share your news, views and ideas with like-minded retailers by contacting us at editorial@bira.co.uk All contributions will be gratefully received by us JUNE 2017

& 11 Cookshop housewares

Exemplary service, more experiences and the odd pleasant surprise are desirable

know they prefer to shop somewhere they like.

By providing these services, we’re more useful and ‘likeable’ to our customers. Importantly we are laying the foundations of a long-term relationship built on friendship, trust and loyalty.

“We regularly get customers who come to see us with their ‘favourite knife’ that’s suffered some sort of disaster in the kitchen.

These knives have often been handed down from a parent and have been worn to a shape that reflects years of dedicated service. Now, it would be easy for us to concentrate on selling them a brand-new replacement. But this is not what they want and not why they came to see us.

“So we smile and tell them we can sort the knife out for them and that they’ll get it back as sharp and as useable when new. We have all the specialist equipment we need to do almost anything to a knife, whether that is a complete re-shaping, through to re-tipping, re-healing or just good old-fashioned sharpening. You cannot believe just how appreciative these customers are when they come in to collect their old knife and see what we have achieved.

“Occasionally, if I am in the mood, I may even surprise a customer by sharpening or repairing a knife for free. Customers love it, it costs me almost nothing and it generates a huge amount of goodwill. We see this sort of activity as a very cost-effective form of marketing that makes the customer visit the store twice, giving us the opportunity to sell them something on both occasions.

“Replicate this behaviour over every service you offer and you can see it becomes a really valuable part of your business, capable of generating a genuine sense of warmth, trust and loyalty in customers which can be transferred into additional sales and profit.”

Progressive Housewares works with bira cookshop & housewares to create the Retail Barometer, which goes out to all bira members who stock cookshop and housewares products.

The full results were in the March/April issue of Progressive Housewares, which can be downloaded at http://bit.ly/2pLnidH

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12 Conference 2017 in Bristol We look back on a hectic day of information and inspiration on 8 May

ounterpoint: 29 CIndie-Anna Jones Our cheeky cookshop heroine is getting all steamed up about flaming frying pans

the power 20 And winners are...

16 Present drives Prezola In just five years Dom & Ali Beaven have made their wedding gift list a success

All the excitement from bira’s big night of celebrations and congratulations

Last 32 The Word

Stacey Jones took a Saturday job as a student and ended up owning the business

1

Trade news

Welcome to our newest members Aldwick Pets, Bognor Regis, Sussex Bridgeton Express, Glasgow Canteen and Cocktails, Stocktonon-Tees, County Durham Cranborne Stores, Wimborne, Dorset Fleur Maison Florist, Middlesbrough, North Yorkshire ILH Groundcare Machinery, Kirkintilloch, Lanarkshire London Decorators Merchants, Wandsworth and Brixton, London Richard Dare, London Singleton Lodge Country House Hotel, Singleton, Lancashire Sumo Footwear, Hull, Yorkshire The Appendix Limited, Bridlington, Yorkshire

Declan Butler (left) from gifts retailer Butler & Sweatman in Ledbury, Herefordshire looks mightily impressed with the Sword and Badge of Office handed to him by BAGMA stalwart Bob Chapman of Bavenhill Mechanics, also in Ledbury. Declan has succeeded Bob as president of bira’s Three Counties branch, which covers Worcestershire and Glouscestershire as well as Herefordshire.

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Fastest quarter of footfall growth for five years FOOTFALL IN APRIL was 1.6% up on a year ago, of the UK attracted the largest increase in visitors.” the sharpest rise in customer traffic since March Diane Wehrle, marketing and insights direc2014. This is higher than the three-month average tor for Springboard, added: “As Easter fell in April of 0.7 per cent, the first positive three-month averthis year, as opposed to March last year, footfall was age since May 2014 and the fastest since February boosted by 1.6%. This rise comprised a 5% increase 2012, according to the latest BRC-Springin the first half of the month – which culmiboard research. nated in Good Friday and Easter Saturday High street footfall rose 2.3% in April Footfall increase in – and dropped 6.4% in the last two weeks.

April, the fastest rise on the year before, when it fell by 4.7%. since February 2012 “The rise was fuelled further by the This is the third consecutive month of high weakened pound, which drove an increase street footfall growth. Footfall in retail in overseas tourists – demonstrated by the park locations grew 2.7% year-on-year, the Increase in footfall in 2.7% uplift in footfall in London’s West high streets. Last year fastest rate since January 2016. Footfall in it declined by 4.7% End in April – and in Easter staycations shopping centres returned to decline after among domestic visitors. Easter staycagrowth in March, falling by 0.6%. tions boosted footfall 5.1% in coastal towns decline in footfall BRC CEO Helen Dickinson com- The and 7.9% in historic towns. in shopping centres; mented: “The Easter holidays boosted they were up in March “The underlying structural shift family visits to shopping destinations in towards leisure-focused trips meant April, but the picture over the last quarter has been that while high street footfall rose 1.9% during largely positive. retail trading hours, trips to high streets after 5pm “Among destinations, high streets across most increased by more than 3%.”

1.6%

2.3%

-0.6%

A brush with royalty THIS GROUP VISITED the headquarters of Harris Brushes in Bromsgrove, ahead of its 90th birthday next year. The tour of the famous paint brush factory explained the process of creating a paintbrush and a roller from their raw materials to the finished products and how they are shipped across the world. Harris is the preferred manufacturer of paint brushes and decorating tools to the Royal Sandringham Estate and has received a Royal Warrant from the Queen. The visit coincided with the quarterly meeting of bira’s BHF and HDRA committee, where key issues included business rates, appeals and the ongoing effects of inflation. Here are (back row) Chris Scott, Surinder Josan, Richard Rowlatt, Julie Holden, Mick Belton, Janice Hobson, Steve Akers and (front row) Stewart Munro, Paige Hylton, Vin Vara, Guy Lachlan, Sadie Chalkley.

JUNE 2017

Trade news

Tories and Labour back wage rises THE NATIONAL MINIMUM workers has to be paid for by wage looks set to rise under a Conreduced profits, higher prices or servative or Labour government as lower earnings for the betterboth parties have included a change off. “Crucially, there must also in their election campaigning. be a point beyond which higher Economic research organisaminimum wages have substantial tion the Institute for Fiscal Studimpacts on employment,” it said. ies (IFS) claims that at some point There may be a case for gradual higher wages would hit increases in the miniemployment, penalising mum wage, it argued, workers who are sup- Labour’s target figure “but increases on the posed to benefit from for national minimum scale, and at the speed wage by 2020 higher pay. being proposed, create This issue of bira big risks”. magazine went to press Although the Tory The Conservatives’ in mid-May, but by then proposal for the NMW manifesto had not been both leading parties had level, also by 2020 published by the time declared their intention we went to press, the to raise the NMW signifparty’s existing plan is to be paid icantly if they are elected. Workers to increase what it calls national living wage A Labour spokesman under Labour the national living wage said: “Labour’s £10-an(NLW) from £7.50 to hour minimum wage is in line up to £9 an hour by 2020. Those with reputable forecasts of the between the age of 18 and 24 qualwage needed to maintain a decent ify for the NMW, while those over standard of living by 2020 and put 25 qualify for the higher NLW. an end to poverty pay.”

The Office for Budget ResponSome Tory MPs have said sibility has estimated the NLW fighigher pay for workers is good for ure at £8.75, rather than £9, as the businesses. rise is linked to average earnings.

In its report, the IFS said Labour plans to increase the increased wages for lower-paid NMW to £10 an hour by 2020.

£10ph £9ph 22%

Both leading political parties are eager to win votes with promises to raise minimum wage rates relatively quickly and, for some, too steeply for the market conditions

It also wants to extend that rate to all those between the ages of 18 and 25, except for those on the apprentice rate. Currently those between 18 and 20 years old earn a minimum of £5.60 an hour, while those between 21 and 24 earn a minimum of £7.05.

The IFS calculates that both Labour and Conservatives are planning for a dramatic increase in the number of workers affected by the minimum wage. Just 8% of those over 25 are paid the NLW. Under the Tories, this would rise to 12% by 2020. Under Labour, it

would be 22%, which is roughly comparable with what happens in France. It has the highest such level among OECD countries.

The IFS says both Labour and the Conservatives are moving away from the current arrangements, under which the Low Pay Commission recommends an appropriate level for the NMW, taking into consideration the effect on jobs.

FIND OUT MORE

on bira members’ priorities for the new administration, see p9.

Wage increases on the scale and at the speed proposed create big risks Institute for Fiscal Studies

Minimum wage error costs JLP £36m AFTER FALLING FOUL of minimum wage rules, the John Lewis Partnership has set aside £36m to cover potential back payments to staff who have been underpaid. The group, which runs John Lewis and Waitrose, acknowledged that a payroll error had negatively affected those workers who have been paid hourly over the last six years.

The reason for the mistake was JLP’s practice of “pay averaging”, whereby workers are paid the same each month, regardless of JUNE 2017

the number of hours they have worked each month. This means although they received the right pay over the year, some workers’ pay fell below the national minimum wage rates for some months when they had worked more than average hours.

It is not yet known how many JLP “partners” have been affected by the error. In May JLP said it will make the necessary payments once a proper review had been completed. The business confirmed it is in discussions with

HMRC to ensure minimum wage compliance.

A few years ago, the retailer realised that it had miscalculated holiday pay for seven years, an oversight that cost £40m to correct.

Other large retailers have fallen foul of the complicated wage regulations. Debenhams had to pay nearly £135,000 after a “technical error in its payroll calculations” meant it owed 11,800 workers about £11 in wages each.

To avoid such costly errors, members should contact bira legal on bira@elliswhittam.com.

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Trade news

Easter fails to lift nonfood sales FOOD RETAILERS FARED best during this year’s late Easter, as nonfood sales continued their slow start to the year.

According to the BRC-KPMG retail sales monitor for April, over the threemonths to April, UK non-food retail sales increased 0.3% on an LFL basis and 0.7% on a total basis, almost in line with the 12-month average of 0.8%.

Over the three months to April, online sales of non-food products grew 8.2% while instore sales declined 1.3% on a total basis and 1.8% on an LFL basis, roughly in line with the 12-month average decline of 1.7% Helen Dickinson, CEO of British Retail Consortium, remarked: “The positive distortion from the timing of Easter was largely responsible for the month’s growth and looking to the longer-term, the outlook isn’t as rosy.

“Consumer spend on food and nonfood items is diverging. Food categories continue to contribute the most weight to overall growth, although food inflation has a part to play in this. Meanwhile, consumers are being more cautious in their spending towards non-food products and focusing more on value lines.

“Shop prices are still down overall.

Although the figures indicate that consumers are still willing to spend, with a cocktail of rising costs and slowing wage growth, conditions for consumers will get tougher. The next Government needs to deliver a plan that puts consumers first in its economic policies and the forthcoming Brexit negotiations.”

Paul Martin, UK head of retail at KPMG, added: “The growth in sales of children’s clothes and toys points to parents making the most of school holidays and keeping the kids entertained. Meanwhile, the rise in furniture sales suggests that springtime home improvements have been kicked into gear.

“Retailers need to ensure that this month’s boost doesn’t lull them into a false sense of security. The retail landscape is changing fast and as such, agility and the ability to manage costs will remain critical.”

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National president Vin Vara will be wearing his chain of office for another year following the bira AGM on 8 May. The boss of the Toolshop chain in central London agreed to stay on for a second term after illness prevented Vivienne Abbott of Abbotts DIY in Devon succeeding him. Also here are honorary treasurer John Morris (Tudor Williams, New Malden), CEO Alan Hawkins and 1st vice president Surinder Josan (All Seasons DIY, Smethwick).

For all the coverage from the bira conference and awards, see pages 12-15 and 20-23.

Shop thieves given chance to reform AS POLICE FORCES across the country scale back on tackling shop theft, a new initiative aims to stop “casual” thieves becoming serial offenders.

In an approach similar to speed awareness courses, Crime Awareness Education & Restitution (CAER) aims to offer thieves the chance to complete an online course about shop theft and its impact rather than being prosecuted and gaining a criminal record.

The offender would have to pay between £50 and £150 for a course, with half the money going to charity.

CAER has been formed

by Jackie Lambert, who runs Nottingham-based Retail Loss Recovery, which specialises in civil recovery, that is gaining restitution for large retailers from shop thieves. She says that the underlying causes of why people steal from shops is not properly understood.

“In the 15 years I have been working in civil recovery, I have seen the type of shop thief change. There are still the professionals, but many people who are caught have mental health problems or are trapped in poverty by pay day loans, but no statistics are gathered about such underlying causes,” she told bira.

CAER is hoping that its approach will appeal to independent retailers, who usually cannot afford the cost of pursuing a civil recovery case. Under the scheme, once a thief has been apprehended, the shop contacts CAER, which gives the offender the opportunity to agree to undertake one of its courses.

The offender’s mobile telephone number is taken, as well as other details, and thereafter CAER deals with them. If they default on taking a course, they can be reported to the police or pursued with a civil action.

First-time offenders choosing to pay £50 have to undertake a 4½-hour online course; paying more allows them to complete a shorter course. Repeat offenders must pay £50 and complete a 7½-hour course. Half of the money raised will go to charities that help potential offenders, such as Mind.

“As well as helping us learn more about shop thieves, CAER allows people to atone themselves. If they choose not to, we can bring the full weight of the law on them. The process will help us build a profile of repeat offenders. We need to do something different as the problem is not getting any better. Police are turning a blind eye to shop theft, but the answer cannot be to decriminalise it.”

The scheme, which has been tested in a pilot with a few police forces, is now going live nationwide. Full details are available on caerprogramme.co.uk Neil Mackay of Mackays of Cambridge is a relentless campaigner against shop theft. He commented: “RLP is doing a first-class job creating the CAER programme, which is most likely to have its strongest effect on the opportunist rather than the professional thief. Any dent that can be made in the massively under-reported crime of shop theft is well worth the effort. I applaud this initiative.”

JUNE 2017

Back up important data as you cannot be threatened by ransomware if you do Advice from the UK’s National Cyber Security Centre

Simple steps can protect against ransomware N EITHER COMPA N IE S NOR the public are applying simple steps to protect against ransomware as thoroughly as they should be, according to Ciaran Martin, CEO of the government’s National Cyber Security Centre (NCSC).

The coordinated ransomware attack across dozens of countries on thousands of private and public sector organisations, including the NHS, on Friday 12 May reminded everyone that cyber attacks are a persistent threat.

Windows software programs are especially targeted by cyber criminals, who take control of computers, freeze the screen and demand payment of a ransom to un-freeze it.

A variety of tools are now publicly available to help users defend themselves and their computers from these sophisticated raids.

Guidance can be found on ncsc. gov.uk under the title Protecting

Your Organisation From Ransomware: http://bit.ly/2pxTCpe The authorities are unable to predict when or where ransomware attacks will take place. They affect home users, enterprises and governments equally.

Three simple steps for companies to undertake to reduce the danger from cyber attack can be summarised as follows: 1K eep your organisation’s security software patches up to date.

2U se proper anti-virus software services.

3M ost importantly for ransomware, back up the data that matters to you because you can’t be held to ransom for data you hold somewhere else.

Home users and small businesses can take the following steps to protect themselves: 1R un Windows Update.

2M ake sure your anti-virus prod-

Sarah Golden departs bira AFTER 15 YEARS at bira, marketing, membership and publishing director Sarah Golden has left the association.

In a statement she said: “After a decade and a half with bira, time has come for me to pursue new challenges and spend more time with my son before he starts school. While I have a mix of emotions (and some really fond memories) as I move into this next chapter of my career, I look forward to keeping in touch with my good friends and colleagues and to the exciting challenges ahead of me.”

Alan Hawkins, bira CEO, responded: “Since 2001, Sarah has played a key role in the development and success of the association, and while we will miss her and her infectious enthusiasm for bira, we wish her the best in her new endeavour. We want to thank her for the 15 years of dedicated service.”

JUNE 2017

uct is up to date and run a scan.

If you don’t have one, install one of the free trial versions from a reputable vendor.

3 I f you have not done so before, this is a good time to think about backing important data up. You can’t be held to ransom if you’ve got the data elsewhere.

In the way these attacks work, compromises of machines and networks may not be immediately detected, and existing infections from the malware can spread within networks.

The NCSC has pledged that “working closely with the National Crime Agency in support of their criminal investigation, and with international partners in both other governments and the commercial sector, we will continue our round-the-clock effort to get ahead of this threat”.

Security updates will be made on Twitter (@ncsc) and elsewhere.

In recognition of Stax hitting a sales turnover never before achieved by a bira direct supplier, joint MD David Hibbert was presented with a signed photograph of Wayne Rooney by Jeff Moody of bira direct. David will get more enjoyment from this image than from a trophy, we reckon.

A bira drinks reception proved an ideal way to engage with boutiques, galleries and other high-end retail outlets at the Pulse gifts fair (Olympia, 14-16 May). It was the first time bira had taken a stand at the event. National membership manager Julie Holden said: “It was a great opportunity to break the ice and it certainly got us noticed. I had some good conversations in an informal setting and we’ve connected with retailers who otherwise wouldn’t have known who we are.”

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For an easy-to-use solution that includes templates and alerts visit birapensions.co.uk

Wren Sterling is a trading name of Wren Sterling Financial Planning Limited, which is authorised and regulated by the Financial Conduct Authority. The Financial Services Register number is 665653. Registered office: Castle Marina Road, Castle Bridge Office Village, Nottingham NG7 1TN. Registered in England No. 09157918

Diary dates

SS17

INDX – fashion trade shows for independent retailers LY 2017 2 - 3 JU SWEAR

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SU NE W PE ND N A IN Y

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KID

2017 25 JULY AR 23 -

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MENSWE

AUGUST AR 2 - 4

2017

FOOTWE WEAR &

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SU NE W PE ND N A IN Y

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WOMENS

APPAREL

GUST 6 - 8 AU

2017

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INTIMATE

R 2017

BE - 5 OCTO ORIES 3

ACCESS

INDX SHOWS ARE designed specifically and exclusively for independent retailers. The events are organised by buyers with a wealth of experience in the independent sector and this perspective creates a unique buyer-focused approach.

The impressive and exciting exhibitor line-up at all INDX shows includes key, commercial and inspiring fashion labels that will appeal to all independents, from department stores to smaller shops and boutiques.

With their informal and relaxed yet professional environ-

ment, visiting the INDX shows is a stress-free experience. Admission is free; parking, refreshments and a hot lunch are also complimentary to buyers.

The coming season’s schedule is: INDX Kidswear 2-3 July; INDX Menswear 23-25 July (with new Sunday opening); INDX Womenswear & Footwear 2-4 August; INDX Intimate Apparel

6-8 August; INDX Accessories 3-5 October.

The INDX shows are held at Cranmore Park Exhibition Centre, Cranmore Avenue, Shirley, Solihull, West Midlands B90 4LF

SAVE THE DATES

and register online: www.indxshow.co.uk. T: 0121 713 4453 for more information

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Training

Saving the world from boring e-learning bira has partnered with online training specialist Learning Heroes to deliver members a free three-month trial of an innovative e-learning content library.

FOR THOSE MEMBERS who signed up to the trial in May, Learning Heroes will be providing a combination of entertaining and informative e-learning packages covering Sales Mastery, Customer Service, Project Management and the Retail Collection, all easily accessible from its e-learning content library.

Each course includes compact animated e-learning, animated training clips, promotional resources and everything a retailer would need to drive take up w ith their employees.

Tom Moore from Learning Heroes says: “We only make content that is engaging, interactive, bite-size and fun. We come up with e-learning

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using animated explainer videos and characterful voiceovers. We realised that not only was e-learning boring but people had been tricked into taking it and really weren’t enjoying the experience, so we decided to save the world from boring e-learning!”

Neil Moss, director of bira retail training, says: “We hope members will really benefit from this partnership. The courses available on the trial have been carefully selected to be relevant to independent retailers and they are both informative and fun. Training staff on areas such as customer service in the fitting room

and dealing effectively with customer complaints can help your business add to its reputation for personal service and boost customer loyalty. Your team will find the Learning Heroes approach to training entertaining as well.”

FIND OUT MORE

More information is available at bira.co.uk/ learning-heroes

JUNE 2017

The General Election At the bira conference a month ago, we spoke to delegates about what action they wanted to see from the new PM, whoever he – or she – might be

Dear Prime Minister, your No 1 priority ought to be…

“The new prime minister should not sell independent retailers down the river in the eagerness to do a trade deal with the USA. Very large slices of business [once done] on British high streets are being transferred to American [online] companies. There need to be more regulations to control what the likes of Amazon can do as its aim seems to be to eliminate as many small companies as possible. The profits made by the huge US companies [like Amazon, eBay and Google] do not end up in the UK, so the fiscal burden falls on the increasingly impoverished high street.”

Duncan Mackay, Mackays of Cambridge

“The new PM needs to be bloody bold and resolute.

Irrespective of one’s own perspective on Brexit, the process has started and we have to get out of it as seamlessly as possible.”

Hilary Cookson, Maureen Cookson, Whalley

“The government should not put too much pressure on the independent retailers with increases like pensions and the national living wage. We need a level playing field for doing business against the online firms and warehouse operators. Our new administration should stand up for the independents. I believe our voice is heard, but other voices carry more sway.”

Chris Patterson, Pattersons, Bristol JUNE 2017

“The new administration needs to take retailing seriously. We are the backbone of societ y a nd contribute to the livelihood of our local communities. But we are under immense pressure due to the unfair retail practices - on and offline - of large concerns.” Business rates needs reforming and something must be done to improve parking. Local authorities too often impose restrictions under the guise of safety.

Surinder Josan, All Seasons DIY, Smethwick

“The primary concern for independent retailers must be that the new administration reforms the business rates system before the next scheduled valuation in 2020 and works to help preserve the traditional high street.”

Vin Vara, Toolshop Group, London and bira president

“I’d like to see whoever is in power to stop all the posturing and to get on and do a deal on Brexit.

And let’s have a proper and widespread simplification of the entire tax system. Instead of putting complex rises here and there, they should just put a small increase on income tax if they need to raise more money.”

Bruce McLaren, Dalziel Kingsize Menswear, Woking, Surrey

“I’d like members of the new government to come and spend a week in an independent retailer and see how we are supposed to manage with all the costs we have to pay. They might find that some of us have to pay our staff more than we pay ourselves.”

Claire Leigh, Two Ducks, Woking

“We need the new government to look properly at the traditional high street instead of ignoring it. It has a create a level playing field for everyone involved in retailing. Entities like Amazon and the big out-of-town firms are not paying the taxes they ought to do. I wonder if the government – any government – is too frightened to curtail the largest companies. The new administration ought to intervene in the market to assist the independent sector.”

Michael Hughes, Tom Hughes, south Wales

“The government has got to remember that we cannot possibly go back to the position we were in before we had the single market.”

Howard Pullen, Howard Pullen Machinery, Loxwood, Sussex

“We’d like to stay in the EU, but that is not going to happen. But a major concern for us is the amount of money that is being taken out of education – that will affect the future of this country”.

Emma Woodward, Aspire Style, West Midlands

“I’d like to see VAT abolished on greetings cards, partly because they are printed paper products and others are exempt, and partly because of the emotional wellbeing created by sending and receiving a card.”

Chris Beards, Mantons Cards, Isle of Man

9

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Cookshop & housewares report

Service, please!

The secret to extra footfall lies in providing something your customers can’t get online OUR MOST RECENT Retail Barometer, which is now in its 12th year, painted a not-sopretty picture for retailers selling cookshop and housewares products, with over half saying their business had fared worse in 2016 than in 2015.

In the confidential survey one member noted that “cookshops need to re-invent themselves, focusing on how they can provide solutions to more of their customers’ needs. This is likely to be through service-based initiatives.” That got us thinking. What is it that only bricks and mortar can provide?

Bruce Crane from Looses Cookshop in the centre of Norwich is surrounded by large rivals, with Debenhams, Marks & Spencer and John Lewis all on his door step. We asked Bruce what he does differently: “We recently checked our footfall figures for the first quarter of this year and unsurprisingly it confirms that visitor numbers continue to decline. One of the weapons we have to fight this is to ensure we provide customers with a clear reason to visit our shop, rather than one of our competitors. To do this we have to do four things:

Offer customers something they want That they can’t get from anyone else In the way they want it With a smile!

“And the ‘something’ they want can’t be a regular product that sits on a shelf waiting to be bought. We’re talking service. This involves everyone in our business and revolves around identifying customer needs that are not being met effectively locally. Importantly, these needs have to be met profitably with our existing resources and skill set.

“We offer a knife sharpening and repair service, a knife engraving service, knife skills training sessions, a knife disposal service, cake tin hire, stock pot and saucepan hire, wedding cake stands and tin hire, ribbon printing, a special orders service and a loyalty card called the Gourmet Card Savings Scheme.

“The underlying reason for offering these is simple to get customers into our store because once we have them we’re quite good at ensuring they make a purchase! Our customers have a huge choice of shops to choose from, but we

Retail Barometer response from cookshops and housewares shops How did your business fare in 2016 compared to 2015?

41% 5% 54% Better

Same

Worse

JUNE 2017

Compared to last year do you think the average spend per customer in your business has:

Increased Significantly Increased Slightly Remained the same Declined Declined Significantly

know they prefer to shop somewhere they like.

By providing these services, we’re more useful and ‘likeable’ to our customers. Importantly we are laying the foundations of a long-term relationship built on friendship, trust and loyalty.

“We regularly get customers who come to see us with their ‘favourite knife’ that’s suffered some sort of disaster in the kitchen.

These knives have often been handed down from a parent and have been worn to a shape that reflects years of dedicated service. Now, it would be easy for us to concentrate on selling them a brand-new replacement. But this is not what they want and not why they came to see us.

“So we smile and tell them we can sort the knife out for them and that they’ll get it back as sharp and as useable when new. We have all the specialist equipment we need to do almost anything to a knife, whether that is a complete re-shaping, through to re-tipping, re-healing or just good old-fashioned sharpening. You cannot believe just how appreciative these customers are when they come in to collect their old knife and see what we have achieved.

“Occasionally, if I am in the mood, I may even surprise a customer by sharpening or repairing a knife for free. Customers love it, it costs me almost nothing and it generates a huge amount of goodwill. We see this sort of activity as a very cost-effective form of marketing that makes the customer visit the store twice, giving us the opportunity to sell them something on both occasions.

“Replicate this behaviour over every service you offer and you can see it becomes a really valuable part of your business, capable of generating a genuine sense of warmth, trust and loyalty in customers which can be transferred into additional sales and profit.”

Progressive Housewares works with bira cookshop & housewares to create the Retail Barometer, which goes out to all bira members who stock cookshop and housewares products.

The full results were in the March/April issue of Progressive Housewares, which can be downloaded at http://bit.ly/2pLnidH

11

bira conference 2017

Our Bristol scrapbook bira members gathered for a jam-packed annual conference on 8 May. They departed from Bristol bursting with inspiring ideas.

12

ALERT TO THE ongoing pressures of business, but alive to all the current opportunities, bira members were treated to a positive information overload at the annual conference in Bristol on 8 May. Retailers, analysts and specialist experts shared their visions and opinions in what was ultimately a confirmation of the vitality of the independent sector.

“For me, as a born retailer, this is one of the top days of the year,” said Vin Vara in his opening remarks. Vin, who is just starting his second year as national president, welcomed the speakers, delegates and sponsors to the event.

He had a special word of thanks for bira’s suppliers – “What they do to support us throughout the year is critical”. He also praised the bira staff who have weathered the upheaval of relocating the functions of the Middleton Cheney office into the head office at 225-227 Bristol Road, Birmingham, a site on which the association now owns three buildings.

The importance of family tradition in inde-

pendent retailing was highlighted in the morning’s annual retail address. Brothers Duncan and Neil Mackay, plus Neil’s son Andrew, explained how the hardware store Mackays has remained relevant as a Cambridge institution over 105 years. It was founded as a small engineering works by Donald Mackay and his son Duncan, the great-grandfather and grandfather of the brothers (See The Last Word feature in the February 2017 issue).

Duncan gave credit to the work of bira for the independent sector: “It is important to have bira representing our views and letting the government know how it is on the high street. We are suffering because the government has not worked out how to tax the internet giants.”

Mackays’ business is divided into four sections: the shop, the metals warehouse, its wholesale business, and its online activity. “Staying in business in difficult times is the key to enjoying success in better times,” said Duncan.

Looking at its current positioning, Neil  JUNE 2017

biraconference conference2017 2017 bira Delegates’ Delegates’ feedbackon on feedback theday day the I had a really interesting time and really I had a really interesting time and really enjoyed the break-out groups. Kate Adie enjoyed the break-out groups. Kate Adie was a wonderful after-dinner speaker. was a wonderful after-dinner speaker.

Susan Potter-Price, AIS Stores Susan Potter-Price, AIS Stores Thank you so much for another fabulous Thank you so much for another fabulous event! We had a wonderful time; great event! We had a wonderful time; great talks, lovely people and a fun evening. talks, lovely people and a fun evening.

AdrianaGreen, Green,Scarecrow ScarecrowBoutique Boutique Adriana

Wearing the chain Wearing the chain of office of the of office of the national president, national president, Vin Vara welcomed Vin Vara welcomed delegates, delegates, speakers and and speakers supporters to tothe the supporters 2017 conference conference 2017

Howenjoyable enjoyablethe theconference conferencewas. was.It It How seemedaawhirlwind whirlwindofofinformation. information.AllAllthe the seemed speakers were great and the break-out speakers were great and the break-out sessionswere werevery veryinformative. informative. sessions Mick Belton, Belton Slade Mick Belton, Belton &&Slade wantedtotosay sayaahuge hugethank thankyou youfor for I Iwanted such a fun event.

It still seems a bit such a fun event. It still seems a bit whirlwindand andI am I amthrilled thrilledtotobebe ofofaawhirlwind bringingback backthis thisaward awardtotothe therest restofof bringing myteam. team. my RachelRiley, Riley,Independent IndependentRetailer Retailerofof Rachel the Year the Year

Indepen penden dentt Inde retailer iler of of the the reta yea Rachel hel yearr Rac Rileyy enjo enjoying ying aa Rile worksh kshop op ses session wor sion

Wehad hadaafabulous fabuloustime timeatatthe the We conferenceand andawards. awards.Thanks Thanksfor forallallthe the conference hardwork workthat thatwent wentinto intoorganising organisingit.it.AA hard greatevent, event,good goodfun funand andlots lotsofofgreat great great ideastotocome comeback backand andput putinto intopractise. practise. ideas EmmaWoodward, Woodward,Aspire AspireStyle Style Emma

JonathanReynolds Reynolds of of the the SaÏd SaÏd Business Business School School (third Jonathan (third right) right) shared shared with withthe theconference conferencesome somefindings findingsfrom from his book Navigating the New Retail Landscape . He is seen here with delegates Matt Fendall, Chris Mancini, his book Navigating the New Retail Landscape . He is seen here with delegates Matt Fendall, Chris Mancini, Jo Howard, John Morris and Liz Lawson Jo Howard, John Morris and Liz Lawson

JUNE 2017 JUNE 2017

Ben Roberts / Blooming Photography Ben Roberts / Blooming Photography

Thankyou youfor forinviting invitingNeil, Neil,Andrew Andrewand and Thank I Itototell tellyou youallallabout aboutour ourfirm. firm.Neil Neilalso also enjoyed enjoyeddoing doinghis histalk talkabout aboutshop shoptheft. theft.

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Duncan DuncanMackay, Mackay,Mackays Mackaysofof Cambridge Cambridge Thank Thankyou youand andwell welldone doneon onputting puttingonona a great greatday. day.Loads Loadstotothink thinkabout, about,a areally really stimulating stimulatingprogramme, programme,very veryenjoyable. enjoyable.

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William WilliamCoe, Coe,Coes CoesofofEast EastAnglia Anglia We Weenjoyed enjoyedititimmensely, immensely,The Thetalks talks were very interesting with were very interesting withlots lotsofof advice. advice.

Lyn LynFrench, French,The TheStitch Stitch Mouse Mouse

1313

bira conference 2017 Consumers are well-informed. If you don’t have what they want, they won’t be back Andrew Mackay, 5th generation at Mackays of Cambridge

explained that the company had “found a niche, specialising in top-end products and addedvalue services.” It has designed and produced its own metal storage systems, it runs specialist training sessions for skills like woodworking and wood carving, and it has done very well having a year-round licence to sell fireworks.

He admitted he was sceptical when his son Andrew suggested that Mackays ought to sell Christmas trees, but Andrew found very highquality specimens and they sold very well.

Andrew told the audience: “Independents have a future but they have to fight harder than ever for attention. The new consumers are wellinformed and if you don’t provide what they have, they won’t come back. And bira remains a key cog in our organisation.”

Wrapping up the conference with the keynote address, Laura Tenison, founder of maternity and babywear chain JoJo Maman BéBé, declared herself a fan of independents: “I hate out-of-town shopping centres. And when they open the local high street becomes like a desert with tumbleweed rolling across it. But I am seeing a regeneration of (traditional high streets) and we are quite gutsy with our own locations.”

She now oversees 80 branches, an online business, a large distribution centre and about 800 staff for her premium-level enterprise. Sales are around £60m. Not a bad achievement for a woman who dreamed up her idea while recovering from a head-on car crash that left her with 20 broken bones. She started JoJo Maman BéBé as a mail order business with a sewing machine on the kitchen table. She maintains that she remains independently-minded and has merely created “a chain of independent stores”.

Laura emphasised to her audience, who probably knew what she was talking about, that none of this would have happened without working 20 hours a day, seven days a week. “I even gave birth to my two children on Fridays, so I could take them into work with me on the Monday,” she joked. “I always say that child labour is fine if they are your own children.”

Such was her determination to satisfy her

perceived customers’ needs, she sat in her postcrash wheelchair outside branches of Mothercare to interview exiting consumers. She did admit some early style mistakes, such as the maternity jumpsuit (not ideal for pregnant women who need the loo regularly), ugly smock dresses and under-the-bump jeans!

She taught herself how to design, how to manage production and how to run warehouses. This last skill came after she had to clear her parents’ living room of furniture to accommodate nine pallets of her first large-scale delivery of clothes.

Like many entrepreneurs, she found that not everyone around her shared her vision. “It was only when I got to £10m turnover that my mother stopped asking me if I was going to get a proper job.”

Andrew Mackay, fifth generation in She admits she hates waste of any the family business sort. Her shops have a small stockroom in Cambridge, says indies have to fight so that the goods are out on the floor harder than ever where they can be seen. Laura believes for their share of in investing in her teams: “A good retail business manager can increase sales in a shop by 25% the store has a general target but the managers are incentivised to hit an extra target on top.”

Her five-point formula for trying something new is simple: research; test; execute; analyse; react. “After that, you either roll it out or kill it,” she advised.

One of the planks of Laura’s approach is use her business as a force for good. She has a policy of employing people with Down’s Syndrome and in 2006 she set up NEMA, a charity to assist children in Africa: “I always say you can do well while doing good or do good while doing well. I believe in putting people and the planet above profit.”

Considering the current digital boom, she reminded the bira members: “You must embrace the fact that the younger generation is interacting on social media. Not embracing social media is not an option. But you all have an Bryan Stott of Wren Sterling, provider of bira workplace USP (over the largest internet players): Amazon pensions, advised delegates to use its services – or study all 414 pages of rules from the Pensions Regulator is not a human being.”

Thanks to our sponsors and contributors legal legal legal legal legal

14

JUNE 2017

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bira conference 2017

Why have we still got business rates? Because they raised £26.1bn in 2012/13 and will raise £33.7bn by 2012/22, revealed bira’s rates expert Mark Radford.

Laura Tenison of JoJo Maman Bébé says her £60m business is “a chain of independent shops”.

Design agency Certain created bira’s current brand identity.

Founder and MD Phil Dean revealed some secrets of effective brand building

legallegal

Abbey Oladapo’s lively talk was about how Google’s free services can help indies operate legal online more effectively

legallegal

legal legal

JUNE 2017

15

All present

The big interview

and correct WHEN ALI BEAVEN was pestered by friends for what she wanted for her 38th birthday, she thought there must be an online gift list or an ideas board like Pinterest she could refer them to.

She and husband Dom were surprised to discover there wasn’t one. Returning home after a jolly celebration for that birthday, the pair decided they had stumbled across a great business idea and were ready to give it a go. The name Prezola and its URL prezola.com were registered that very night.

That was in November 2008. By Christmas 2010, the couple had enough confidence in their concept to give up their day jobs and concentrate on what had morphed into a wedding gift list idea.

Ali stopped working as an interior designer with a passionate interest in soft furnishings and Dom, who had a long career as a senior executive in the Future Publishing magazine company, left Comic Relief, where he was running the online teams.

The task of getting their chosen suppliers on board and all the systems and logistics in place took another couple of years, until finally the Go button on their business was pressed, appropriately enough, on St Valentine’s Day 2012. In five years, Prezola has gone from a standing start to a £15m turnover in the coming year.

Seated in the meeting room of their light and airy offices in a Georgian townhouse in central Bath, the pair reflect on the astonishing rise of their creation, which was named Best Wedding Gift List in industry awards in 2014, 2015 and 2016.

“We had no idea of the size it would become,” says Dom, as Ali nods in agreement. “In five years we have gone from using a spare room in our house to opening a new 15,000sq ft highly-automated distribution unit in Westbury, Wiltshire.”

Staffing levels have accelerated too, from 12 people in 2014 to 20 in 2015 to the 45 full-timers today. In a touch that sums up the personal

approach and the high interaction levels on Prezola, virtually all the team is featured on the About Us section of its attractive, image-led website.

The pair admit that recruiting creative, technical and financial staff when they were based in a previous warehouse in the Wiltshire countryside was challenging. “I had to drive 10 minutes to a service station just to get a Costa coffee,” groans Dom. But since the three floors of offices were established in central Bath in 2015, the recruitment process for this self-described “young and dynamic company” has become much easier.

In principle, Prezola works like a traditional wedding gift list. The happy couple-to-be picks their desired gifts from the partner brands, they tell they friends and family to look at the list, and, all being well, they end up with a pile of wedding presents they actually want. Prezola’s great leap forward is having this service, and more, online.

“Our big jump came about two years ago when we upgraded the site to be fully responsive, so that it could be viewed on mobile as well as desktop,” Dom explains. “Now 70% of our transactions are done via mobile. This year we have just refreshed the site again – we are now on our fourth version.”

In the division of responsibilities, Dom, the selfconfessed “techy one”, looks after the commercial, technical and logistics side of the business, while Ali is in charge of the look, feel, tone and content of the site and the product list itself, which now involves about 275 suppliers and offers around 30,000 gift options.

For the first season and a half, Prezola operated as an affiliate site, meaning it acted as a platform to promote products and pass sales on to the product owners in return for a small commission on any sales. A change in strategy was soon needed. “There is no margin in the affiliate model,” says Dom, “and by season three (spring 

17

Photography: Ben Roberts / Blooming Photography

Only John Lewis has a bigger wedding gift list business than Prezola. Founders Ali and Dom Beaven reveal how bira helped them grow so quickly over just five years

The big interview

2014), the affiliate element had gone. Initially certain etiquette about buying such items – and we thought that having a .com business would we do not have Sales because we don’t hold any mean that we wouldn’t touch product or money, stock. We only place our orders once the couple but it proved different.” has finalised their wedding list. Eventually the Since they launched, they have despatched brands ran out of excuses not to supply us.” about 1m gifts. As the concept took off much Dom says Kitchenaid & Georg Jensen took faster than either had imagined, their lack of some convincing to join the site, but the toughexperience in logistics meant they underestiest nut to crack was Le Creuset. After months mated the challenges of getting everything in of “campaigning” to win over the French cookthe right place at the right time. They happily ware brand, Dom and Ali door-stepped the admit that it has been, at times, a steep learning head office in Paris to get the “oui”. Predictably curve. Letting down a wedding party would be enough, Le Creuset now enjoys great business a very painful failure in service. through Prezola.

“We like to say that ours is a site with perThe Beavens say their relationship with sonality that retains the traditional values of a their customers is more akin to the hospitality gift list,” explains Ali. “We insist on great serindustry than conventional retailing. Despite vice from all our suppliers and our shippers as it’s the apparent remoteness of being an online such a special delivery. Essentially, we are selling operator, Prezola has personal shoppers to assist the couple’s requirements around a lovely event.” couples to compile their lists. The visually-strong The site itself is easy to use, which makes it site is filled with lots of styling and trend ideas attractive to the typically wide age group that such as Hygge for the Home, Boho Brights, would attend a wedding. “We have made it Retro Revival, Gadget Geeks, Best of British very simple to use as older and Great for Grooms. customers might not be so “Once they have registered with us, prezola.com internet-savvy, but at the we encourage a couple to take a few Prezola Townhouse, same time our key audience months to build up their list. The 7A Northumberland of young couples and their typical time of activity on the Buildings, Queen Square, friends are very mobilesite is about six months,” says Bath BA1 2JB savvy.”

Ali. “We encourage them to Founders: Ali and Dominic Beaven While handling rapid ask for not what they need, Founded: 2010. Trading since growth has been a chalbut what they want. We have 2012 lenge, the biggest hurdle gifts for every budget from a Staff: 45 for Prezola in the develop£6.50 vegetable brush to a Sales: £15m ment stage was persuading Tom Dixon brass floor light bira member: since 2014 leading brands to agree to work at £865. We have 275 suppliwith it. The fear of price-cutting and ers now and we have every“dodgy deals” was a problem to overcome. one we want. As well as many “We wanted to launch with 100 suppliers so we household names, Prezola likes to offer lessercould tell clients that it would be like finding all known design-led companies that complement their favourite shops on one list,” says Ali. “The the main brands.”

White Company was an early adopter, followed The suppliers are mainly UK-based, but

by Portmeirion – both were very open to the some are in Europe. Once guests have selected idea. There was very much a domino effect; as their gifts, the goods are shipped to the Westwe persuaded more to join us, so more felt more bury warehouse where each gift list is carefully comfortable doing so.” packed ready for despatch after the wedding.

The pair joined bira three years ago in part Delivery day is known as Prezola Day. Most for the affiliation with a leading retailing body, deliveries are within the UK, but Prezola boxes in part for the access to cost-effective services are also sent to Europe. and in part for the opportunity to work with Guests can pay for their gifts to be wrapped. bira direct suppliers. “Two years ago, we would Geo-location software means that buyers from wander round Autumn Fair wondering why around the world are quoted in the local curmajor brands didn’t want our business,” Dom rency; a shopper in Sydney, therefore, sees the remembers. “Jeff Moody and his team at bira price list in Australian dollars. The many enthudirect were very helpful to us. They could see siastic comments on the website from delighted we were not a threat to other bira members, and newly-weds underline the success of the concept. were very supportive to us as a young business.

“Given the length of time it takes to complete “Despite what some businesses do with their a gift list, we concentrate on suppliers’ core rangprices on the likes of Amazon and eBay, we es and only work with those that offer longevity always follow RRPs. We don’t need to discount of their stock. We avoid seasonal products,” Ali – these are wedding gifts, after all, and there is a explains. “We have got a lot better at packing



18

JUNE 2017

The big interview

There are six key wedding blogs in the UK. Prezola sponsors five of them. It markets to gay couples via blogs and magazines deliveries and we pay our shipper Parcelforce a premium to ensure we are an early delivery. That way our boxes are on the top of the pile in the van.

It is well worth what it costs us.”

Unlike most online businesses, Prezola has extremely low returns of less than 2%. Some suppliers have been dropped because their own packaging is not prestigious or robust enough, because deliveries are unreliable, or because they are not able to deal with Prezola’s automaticallycreated order system.

Prezola offers three levels of gift list. An extensive first option is free. For a charge of £39, premium UK mainland delivery is added. A fee of £59 includes a flexible “honeymoon fund”, cash gifts for any purpose, and the opportunity to buy gifts from any supplier not on Prezola’s usual list. Some 30% of clients opt for the Premier Service and 40% for the Premier Plus option. As a further incentive, all couples earn a 10% bonus from their guests’ purchases to spend on other products from the site.

In 2016 Prezola added to its service proposition by acquiring GettingMarried, a creator of wedding websites. All Prezola customers have this option as part of the gift list, but the company also creates sites for non-customers.

“We track where our customers come from and we saw a lot coming from wedding websites.

We were thinking of setting up our own website creator, but after speaking to GettingMarried, we decided to acquire the business,” says Dom. “On their own, wedding websites are difficult to monetise – they are not the sort of thing to cover with advertisements – but it works well as part of the Prezola offer.”

Creating a site pops up early in the schedule of a modern wedding, so “it was a way of extending our funnel of contacts”, Dom explains.

As well as a promotional platform, a Getting Married wedding website is, says Ali, “a wedding in your handbag”. It can handle virtually every interaction from a guest list planner to Save the Date to invitations to Thank You notes for gifts.

The next stage of development for the company will see the gift list and the associated wedding website available in the form of an app, which is due out later this year. “Prezola tries to stay ahead of the technical curve and so our app will be sophisticated and all-encompassing,” says Dom. Meanwhile, the company continues to market itself through the wedding press, such as Brides and You and Your Wedding, through JUNE 2017

tie-ups with wedding bloggers, through online marketing via emails, Twitter, Facebook, Instagram etc, and through word-of-mouth. “Ours is definitely a digital success story,” Dom confirms.

“About 20% of those using Prezola for their gift list previously have bought a gift for friends through another list and every Prezola wedding produces at least one more couple as clients. The sector is relatively easy to reach because of the domination of a few magazine titles. There are also six key wedding bloggers in the UK; we sponsor five of them.”

Same-sex couples are attracted to the site by Prezola’s marketing through gay blogs and gay magazines like Attitude and Winq. The Jewish community is now being specifically targeted via its dedicated wedding blogs and the idea of an engagement gift list is being examined.

Growth is still the plan. John Lewis, which runs almost 50 department stores or smaller units across the UK is the wedding gift list market leader. Debenhams and House of Fraser both withdrew from the sector in recent years. Prezola is now in second place, but it sees itself and an edgier, more design-led alternative to JL. “Our target audience is more likely to want to shop at Heal’s or Selfridges than John Lewis,” says Ali. “We say to clients ‘your gift list is your lifestyle’, so while tableware and cookware remains a very strong category for us, we also sell wine, vinyl records, experiences like balloon flights, board games, coffee table books, BBQs, picnic hampers and music systems. We have positioned ourselves at the premium end of the market partly because wedding gifts purchases are often aspirational. We are not chasing the Argos market.”

Dom points out that there are 300,000 weddings in the UK each year and that the wedding gift market is reckoned to be worth £500m-£600m. Prezola and Getting Married combined serve around 20,000 couples each year, so there is plenty of room for growth. Dom and Ali see the opportunity to grow Prezola into a £50m turnover concern – but will not set a timetable for reaching that achievement.

Perhaps surprisingly, the pair, who were married in 1995 and have two children, Harry (18) and Eleanor (15), have not been invited to any clients’ wedding. But they did witness one happy Prezola customer tying the knot in April – their head buyer Becky Wilford, naturally enough, used the service.

19

bira awards 2017

And the winners are…

After a hard day’s conferencing, the bira community switched to partying mode for the annual Awards ceremony. A big thanks to all our valued sponsors. Many congratulations to this year’s Award winners and the highly commendeds. Well done. You are all inspirational!

Co-owner Kevin Bellwood collected the Team of the Year award on behalf of his colleagues at the Roobarb giftshop in Bridgnorth, Shropshire. The category sponsor is LG Harris.

Neil Moss of the Oxford Summer School triumphed in the Heads or Tails competition and was presented with his prize of a tower fan/heater by Carol Anne Wilson, head of sales at conference sponsor Pik a Pak

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Childrenswear designer-retailer Rachel Riley was thrilled to be named Independent Retailer of the Year Award, in a category sponsored by Stax. She was on the cover of our April edition.

JUNE 2017

bira awards 2017

David Payne, head of sales at Connect, collected the Best Marketing in 2016 award on behalf of the bira direct supplier. The bira account manager Matthew Froome (second left) presented the plaque and champers, accompanied by bira direct’s Jeff Moody and broadcaster Kate Adie.

Chris Patterson of Bristol-based cleaning and catering supplier Pattersons (left) was awarded a Life Membership of bira by bira’s honorary treasurer John Morris. The family business was founded in 1889; Chris’ father Bryan was made a bira Life Member in 2001.

Kate Adie gave an entertaining and stimulating afterdinner address about her life and times as a war correspondent – and admitted her weakness for a bit of clothes shopping.

The bira direct Supplier of the Year for the hardware, garden, DIY and pet sectors is Stax. Logistics director Nigel Wright collected the award from Steve Akers (centre), director of buying for bira direct.

Samantha Yair and Emma Woodward of West Midlands fashion mini-chain Aspire Style won the Highly Commended accolade in the Independent Retailer of the Year category. Nigel Wright of category sponsor Stax presented the award and congratulations.

JUNE 2017

The Local Hero accolade for charitable work went to Gill Catcheside and owner Lyn French from The Stitch Mouse haberdashery shop in Epsom, Surrey. They have made over 100 knitted blankets to be sent to refugees in northern France and new mothers in The Gambia. They received the award from Simon Bicknell of sponsor Toolbank.

21

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bira awards 2017

A finalist in the Independent Retailer of the Year category, Hilary Cookson of Maureen Cookson in Whalley, Lancashire, and her daughter Harriet.

Nathan Gale, retail manager of the 20-strong Sussex-based DIY chain Gardner & Scardifield, is bira’s Employee of the Year. David Payne, head of sales at sponsor Connect, made the presentation.

bira’s Charitable Champion is Alastair McAuley, sales director of AkzoNobel. The presentation was made by George Thatcher, business development manager at category sponsor Towergate (bira legal).

Holli Doherty of Dulux owner AkzoNobel collected the Highly Commended award in the Local Hero category. Simon Bicknell from sponsor Toolbank did the honours.

Holli has worked on a charity mission in Cameroon and is now raising money for a school project in Nepal.

After organising the conference and awards ceremony, the bira team was in party mood. From left: Sarah Arnesen, Leigh Green, Paulina Swiech, Matthew Froome, Joanne Cooper, Kate Godber, Lorna Lewis, Paige Hylton.

22

John Collins of bira bank shows off the tartan waistcoat made by his tailor daughter Lauren to Stewart Munro of Marchmont Hardware, Edinburgh.

JUNE 2017

bira awards 2017

The room at the Bristol Marriott Royal sparkled and so did the guests. Retail Trust and Rainy Day Trust benefited from the money raised on the night.

Jeff Moody, bira direct supremo, in party mood with Stax’s Nigel Wright and David Payne from Connect.

Vin Vara of Toolshop celebrated starting his second year as bira national president with his wife Anu, son Keval and daughter Amisha.

From the Oxford Summer School: Dom Prendergast, Alexandra Secan and Neil Moss

JUNE 2017

Rob Jones, sales director of Horwood Homewares, collected the award for the bira direct Supplier of the Year in the cookshop, hardware and tabletop sectors. Steve Akers, director of buying for bira direct, made the presentation.

23

Product news June

SINK CADDY FROM BELDRAY The new Beldray Sink Caddy has adjustable compartments that provide ample space for storing detergent and brushes and a hanging rail to use for drying damp dishcloths.

Suction pads allow installation onto a wall.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com beldray.com

HEALTHY FRYING WITH SALTER AEROCOOK PRO

BAKER & SALT JOINS THE WHAT MORE STABLE At Exclusively Housewares (Business Design Centre, London 13-14 June), What More will launch a premium brand, Baker & Salt. Each item in the black & cream enamelware features an integral front handle to aid easier removal from the oven. The range is aesthetically pleasing while offering exceptional value. A comprehensive range of 0.6mm insulated non-stick bakeware also will be unveiled at the show. The patented technology from PushPan, a worldrenowned bakeware brand, offers consumers 100% leak-proof and watertight loose-based bakeware. The removable base features a silicone seal, so the bakeware requires no liners. Wham Cook offers What More’s widest selection of kitchenware, encompassing bakeware, enamelware, tools, gadgets, storage and cake domes.

The Salter Aerocook Pro uses halogen heat, infrared light and convection, which means foods can be fried using little or no oil. Using this triple-cooking technology, it fries food three times faster than any other product.

Compact and stylish with an easy-stand lid, this versatile fryer allows the user to air fry, roast, BBQ, grill, bake and stew. It features an adjustable 60-minute timer and 240° C temperature control. With 5L capacity, including a 2L extender ring, and no need to preheat, the fryer comes with a non-stick cooking bowl, mesh tray, cooking rack and tongs.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com saltercookshop.com

Exclusively Housewares Stand 436 01282 687030 whatmoreuk.com

PROGRESS FRYING PAN: STRONG & LIGHTWEIGHT Although made from forged aluminium for extra strength, the Progress Frying Pan is incredibly lightweight. With a stainless steel flame guard and induction base, the pan features a thermoplastic rubber handle for safety and performance. A reliable non-stick coating on the interior of the pan means any leftover bits can be washed away with soapy water.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com progresscookshop.com

A BELDRAY DISH DRAINER FOR SMALL SPACES The new Beldray Small Dish Drainer is perfect for use in smaller kitchens or when camping. It features a 360° pivot spout for draining water away, pegs for propping up crockery, and a cutlery holder which can be hooked over the side to maximise space. The draining tray can be flipped to use the reverse side for drying.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com beldray.com

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JUNE 2017

Will bira members like your products?

To discuss appearing on these pages, contact mutimedia sales executive Simone Adams on 0121 446 6688 or email her on simone.adams@bira.co.uk

GATHER AROUND WITH DENBY

SALES HOT UP WITH FISSLER’S SENSORED

At Exclusively Housewares, Denby will be showcasing its new Gather from the Monsoon Home collection. With relaxed gatherings in mind, Gather is a capsule collection of bowls, plates and serving pieces featuring an etched decoration on four subtle pastel shades. Gift packaged, Gather may be delicate in appearance, but it is made to last.

The SensoRed frypan from premium cookware manufacturer Fissler indicates the ideal frying temperature by changing the colour of the entire inner pan surface, thanks to its novel thermo-sensitive non-stick coating. This product innovation won the Red Dot Award, one of the most sought-after awards for design worldwide. It is available through Leicester-based Burton McCall.

Exclusively Housewares Stand 352 01773 740715 denby.co.uk

CORDLESS CLEANING WITH BELDRAY AIRGO The Beldray AirGo Cordless Vacuum Cleaner is a lightweight alternative to carrying a heavy appliance around the house. On a swivel head, the motorised brush permits thorough cleaning into the corners.

Measuring 28.5l x 28.5w x 115h cm, the AirGo offers two speed settings, a 1.2L transparent dust container and up to 25 minutes of cordless operating time.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com beldray.com

Exclusively Housewares Stand 249 0116 234 4611 sales@burton-mccall.com

TEA AND TOAST, ANYONE? The gloss black finish and curvy lines of the new Judge kettle (JEA79) and toaster (JEA78) make this a very desirable duo.

The kettle has a 1.7L capacity and 2.2KW of power. Other features include a clearly visible water level indicator in the handle, a 360° swivel base, a removable lime scale filter, a wide safety-locking lid which allows for simple cleaning and safe filling, and a dependable auto switch off. The 850W toaster, which produces six gradations of browning, features illuminated defrost, reheat and cancel buttons, and a removable tray to catch crumbs. It has non-slip feet and cord storage to satisfy safety concerns.

Both products come with an instruction manual and are supported

by Judge’s two-year electrical domestic guarantee.

FUNCTION & STYLE FROM EKO UTILITY The EKO Group was established in China in 1997 and EKO Utility was formed in 2016 to distribute its products in the UK. It offers customers the cost benefits of dealing directly with a manufacturer with the advantage of a UK-based sales operation. In addition to its traditional step and touch bins, EKO has a strong offering in both sensor and recycling bins.

Exclusively Housewares Stand 421 01525 611001 ekoutility.co.uk

Exclusively Housewares Stand 100 0117 940 0000 sales@horwood.co.uk JUNE 2017

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Product news June BELDRAY QUICK VAC LITE BLUE C omple t e w it h it s 22 . 2V rechargeable lithium-ion battery and a 500ml dust container, the new Beldray Quick Vac Lite Blue provides 20-25 minutes of fast cordless cleaning. Ergonomically designed with dual cyclone technology, it includes a flexible extendable hose, crevice and brush tools, and converts to a handheld unit for floor to ceiling cleaning. Lightweight and compact, it can be stored easily.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com

SHARP LOOKS WITH A PROGRESS SECURE BLOC All the knives a keen cook could need are included in the Progress Secure Bloc 5-piece set. With soft-touch rubber handles for extra comfort and grip, the knives feature non-stick coated blades to maintain their quality and hygiene.

Dishwasher-safe and made to withstand the demands of a busy kitchen, the set includes a unique smart bloc for easy access to the knives, via its secure lock-and-release system.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com progresscookshop.com

SALTER GOES BIG FOR 3X1 SNACKS A variety of delicious snacks, complete with extra tasty fillings, can be made with this Salter XL 3 in 1 Snack Maker. For larger, deeper, wellfilled snacks, it has extra-large interchangeable top-and-bottom waffle, doughnut and sandwich grill plates. The non-stick plates release the snacks without tearing or crumbling, making cleaning easy. With 900W power and automatic temperature control, it can produce super snacks in minutes.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com saltercookshop.com

SALTER NUTRIPRO 900: A SMOOTHIE OPERATOR The unique multipurpose stainless steel blade in the Salter NutriPro 900 breaks down fruit and vegetables, and even chops and crushes ice, to create nutritious juices and super smoothies quickly and easily.

With 900W power, the NutriPro 900 has a base unit that comes complete with two BPA free-blending cups as well as an easy-drink lid.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com saltercookshop.com

ABUS UK OPENS THE DOOR TO SECURITY Door bars from ABUS are now available in the UK. Each comes with English fitting instructions, but many consumers will prefer having these security devices installed by a professional locksmith. So now ABUS UK offers its stockists the opportunity to supply and fit. The options are: PR1400 internal hand-operated door bar: RRP £113.04; PR1500 internal key-operated door bar: RRP £152.73; PR2600 internal & external key-operated door bar: RRP £160.29.

26

Among the fitting kits to adapt to differing door openings or structures is the 2-keyed versions that are supplied with a high-security dimplekey Euro Cylinder. This can be exchanged and re-fitted to suit any ABUS or existing door cylinder system, so the owner’s key management can be kept simple and secure, and professional fitters have a further service to offer.

0117 204 7000 sales@abus-uk.com abus.com JUNE 2017

Want to sell to bira members?

To discuss appearing on these pages, contact mutimedia sales executive Simone Adams on 0121 446 6688 or email her on simone.adams@bira.co.uk

TARKETT WINS TOP PRODUCT DESIGN AWARD

NEW YORK VIBE FOR CORELLE TABLEWARE

BE A MAX STEAM PRO WITH BELDRAY

The iD Mixonomi collection from flooring specialist Tarkett has won a coveted Red Dot Award for Product Design 2017. For over 60 years, the sought-after accolade has been the international seal of outstanding design quality. Created for architects and designers, iD Mixonomi is a modular vinyl tile flooring collection that makes custommade interior environments possible by combining colours, shapes and patterns.

The iD Mixonomi collection, which will be available from September 2017, features 33 colours.

At Exclusively Housewares, World Kitchen will feature the 2017 & 2018 Corelle patterns and its new Market Street New York tableware collection.

MSNY is a sophisticated dinnerware collection marked by charm, refined taste, superior quality and craftsmanship. Like all Corelle plates, MSNY is durable and lightweight.

To make ironing a breeze and to guarantee crease-free clothes, this Beldray 3000W Max Steam Pro Iron features an easy-to-fill 380ml water tank, a carry handle with soft grip for easy mobility, a ceramic soleplate for smooth ironing, and powerful vertical steaming capabilities. It delivers powerful cleaning and outstanding results for clothing, furniture, curtains or bed linen.

Exclusively Housewares Stand 234

07769 150889 (Michael Smith) corelle.eu

ukretail@tarkett.com www.tarkett.co.uk

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com beldray.com

PUT THE FIZZ INTO DARTINGTON

BELDRAY LADDERS REACH NEW HEIGHTS

The six glasses of the Dartington Prosecco Party pack are slightly shorter and wider than a traditional flute to accentuate the flavours of the popular Italian sparkling wine, while still accommodating a frothy head of bubbles. These dishwasher-safe stylish stems can also be used for serving Champagne and sparkling wines.

Ideal for DIY and general domestic use, these Beldray Telescopic Extension Ladders are available in 3.2m and 3.8m options. Features include a stabiliser bar, safe-close design and an automatic locking system.

The 3.8m ladder has a maximum load of 150kg. They conform to BS EN131-6, are light to carry, compact to store, easy to transport and will easily fit into the boot of a car as well as into a van.

01805 626226 sales@dartington.co.uk dartington.co.uk

SALTER’S MEGASTONE WILL STAND THE TEST OF TIME Born from the need for functional, durable cookware, Megastone is an innovative new coating from Salter.

Hard and long-lasting, Megastone is 2-3 times stronger than popular marble and aluminum cookware and will stand the test of time. It can be used with metal utensils and will remain scratch-free.

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com beldray.com

Exclusively Housewares Stand 267 0161 934 2283 sales@upgs.com saltercookshop.com JUNE 2017

27

Product news June

WONDER WIPES CLEAN UP Everbuild Multi-Use Wonder Wipes are ideal for cleaning hands, tools and surfaces of sealant and adhesive, as well as wet and semi-cured paint, bitumen, expanding foam, oil, grease and much more. They are the perfect cleaning wipe when no water is available on site. Wonder Wipes contain a powerful antibacterial additive to kill bacteria on dirty surfaces and hands.

Also they incorporate lanolin, so they are kind to skin. Multi-Use Wonder Wipes are available in a 100-wipe trade tub, a 300-wipe giant tub and a bucket containing 500 wipes.

0113 240 2424 everbuild.co.uk

LONG-LASTING SHARPNESS FROM HULTAFORS Outdoor knives for tougher tasks on-site or for those who need a cutting-edge companion in the bush are the latest additions to the Hultafors range. Ergonomically designed with comfortable, secure grips, they are made from the highest-quality Japanese steel, which is honed and sharpened for durability, effectiveness and to withstand corrosion. Hultafors hand axes for felling, carpentry and trekking are hand-forged with dense steel heads and hickory handles. They’re top-quality products, highly durable and suitable for small-scale felling, lopping branches, and clearing bushes and brushwood.

01484 854788 hultafors.co.uk

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FOREVER WHITE IS BREAKING THE MOULD Forever White from Everbuild is a superior silicone which removes unsightly black mould thanks to the inclusion of the leading branded antibacterial solution SteriTouch. It guarantees to stop black mould growth for 10 years, making it ideal for use in bathrooms, kitchens and wet rooms. Independently tested in accredited antimicrobial laboratories, Forever White kills germs, yet remains safe to use on the most sensitive applications. It is permanently waterproof and flexible, making it ideal for sealing shower bases and cubicles, wet rooms and around baths, sinks and basins. Forever White is available in white, clear and ivory cartridges, and in handy 80ml tubes (white only).

0113 240 2424 everbuild.co.uk

STIXALL HAS IT ALL The Stixall range from Everbuild, renowned for its extreme power, versatility and the ability to bond virtually everything to anything, has been expanded. The range includes Stixall Extreme Power, the ultimate combined adhesive and sealant based on hybrid technology, with the ability to bond and seal under water and in the rain. Also available is Stixall Multi-Purpose Wall and Floor Adhesive, a water-free and solvent-free product designed to be applied by trowel to virtually all materials including wood floor, tiles, lino, vinyl and hygienic panels, even in wet or damp conditions. The latest addition is Stixall on a Roll, an invisible double-sided tape with extreme bonding power. Ideal for use when bonding glass or clear surfaces, Stixall on a Roll bonds virtually all materials with outstanding adhesion, both indoors and outdoors.

0113 240 2424 everbuild.co.uk

HULTAFORS ACQUIRES PUVAB Snickers Workwear will be strengthened and complemented following the Hultafors Group’s acquisition of Puvab, a Swedish company established in 1989. Puvab develops certified high-quality garments for use in demanding conditions. It is a specialist in protective clothing for workers needing flame-resistant safety wear, especially in the energy and utility markets.

David Clark, UK managing director of Hultafors, which owns Snickers Workwear, says, ”Providing products which ensure our end-users higher productivity and safety is core in the Hultafors Group strategy. Having Puvab with its leading products in our portfolio complements our offering within protective workwear and safety shoes very effectively.”

01484 854788 snickersworkwear.co.uk

WITH PINKGRIP, WHAT GOES UP WON’T COME DOWN From concrete blocks and plaster coving to skirting boards and glass, if it needs sticking, then PinkGrip can be trusted to do the job. The incredible grabbing strength of PinkGrip removes the need to pin under the work piece and its revolutionar y Direct Bond eliminates the need for the double-stick method. Available in 350ml cartridges, the pink-coloured adhesive is instantly recognisable.

0113 240 2424 everbuild.co.uk

JUNE 2017

Counterpoint / Indie-Anna Jones

Returns, refunds and dodgy pans There’s too much money going out of the till instead of in to it, moans our woman at the cookshop cash desk

Have your say

FROM THE SALES highs of Christmas and New Year, we are now firmly running like mad to just stand still as far as selling goes. With elections, Brexit negotiations and an economy that is not going as well as it could, selling anything substantial is a challenge.

It does give us time to look at the business, however, and see what can be done to improve it and save on costs. As well as the new living wage, we have had the new government pension scheme coming into force, all of which adds to costs and time.

I wish the new government pension scheme had not been made so complicated. I do not know who thought it up, but they should have been forced to set up the scheme for all small businesses. Hopefully, they would have died before they finished. It is so long winded.

Back behind the counter, one of the services we offer is knife sharpening. What depresses me at times is some of the pathetic specimens that we are asked to sharpen. Cheap supermarket knives, made of steel not fit for a cheap kitchen sink, that were never properly sharp to start! On the other hand, we get knives in from the top brands that have never seen a steel or sharpener from the day they were bought.

It would be nice if people looked after their kitchen equipment, but so many just do not seem to care.

The other problem when money is tight is the volume of returns. That beautiful casserole sold one day is returned the next. “It’s the wrong size” we are told. “Fine, we have all the other sizes in that range in stock,” we reply.

“No, I want a refund!” So a refund is processed.

Often, we have been caught in the middle of a major “domestic”. “How much?” was obviously the observation on the purchase from the partner at home. So it came back, to our cost.

One additional penalty never fully considered is that most card-processing providers charge more for a refund than for a sale. So a refund not only wastes your time and resources, but you get penalised for it!

The customer challenge of the month has got to be the self-igniting frying pan. In a state that has to be seen to be believed, a frying pan was returned. There was no receipt, but we think it once came from us. “It set light to itself on the hob!” we were told. We were rather shocked, as we were not aware that cookware that lights itself had come onto the market yet.

We suggested, diplomatically, that as it was of an age, not to mention a condition, it would have to be seen by the supplier’s representative.

One could see the instant disappointment in the customer’s eyes that an instant swap was not going to happen. “Has it been used on a barbeque?” my colleague politely asked. “Of course not!” was the retort. From the condition of it, that was the only thing we could think of.

Additionally, the handle was loose and badly burnt on the underside.

The representative kindly stuck his head in to inspect the piece. “It’s been on the barbeque!”, he immediately said, “and I can smell barbeque lighting fluid as well. That’s why it ignited, if a gas ring was alight next to it on the hob.” That explained everything. “I’ll give you a 50% credit out of goodwill, so the customer can put it towards something else. And give it back to them for barbeque use only!”

When we explained all this to the customer on her return, she admitted that her husband may have “borrowed” it for his man cooking thing on his barbeque. We gave her a generous discount on a replacement, and she took the old frying pan back, for barbeque use ONLY! Oh well, there’s nowt as queer as folk!

Would you like to share your views and experiences with the bira community? We welcome contributions like Indie-Anna Jones. You can write under your own name or under a pseudonym. You can contribute regularly or occasionally. If you are interested, please email editorial@bira.co.uk

JUNE 2017

29

The early bird

catches the brand...

...and there’s plenty more to come!

From exclusive product launches, social media promotions and free POS, to national TV and press advertising, the Real Deals for You Christmas campaign supports you every step of the way.

Let’s get off to a flying start Your local representative will be in touch shortly, but if you would like to know more call 01322 321460 or email

marketing@toolbank.com

bira notices

Retail leadership & management development programmes The membership magazine of the British Independent Retailers Association Published 10 times a year by bira publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com PA, senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 01295 713329 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Buxton Press

bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk bira national president 2016-18 Vin Vara, Tool Shop, London CEO Alan Hawkins Finance director John Collins Commercial director Jeff Moody Professional services & special projects director Bob Jarrett bira membership magazine incorporates bira alert, Hardware Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from bira member magazine, please contact the editorial team for permission.

While every effort is made to ensure the accuracy of the material we publish, bira publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors. Unless specifically stated, goods or services mentioned are not formally endorsed by bira. Views of the contributors are not necessarily those of bira. All rights reserved. © 2017

bira training courses are specifically designed for small- and medium-sized independent retailers.

We offer high-quality and cost-effective programmes to improve the skills and techniques of your team, supporting performance improvement and business growth. In addition, bira’s Oxford Summer School delivers unique management development for retail professionals from businesses of all sizes across the sector.

One-day seminars Our value-for-money seminars and workshops have been developed with bira members in mind and offer practical solutions to some of the most important challenges facing today’s retailers. On the one-day programmes delegates have the opportunity to exchange ideas and insights both from the course leader and with their fellow retailers.

Buying & merchandising seminar 13 June 2017, Birmingham Course fee £165 + VAT (non-bira member £210 + VAT) This course will allow you to identify and choose which products you should buy, including styles and quantity to order. It will enable you to focus on your key suppliers with an emphasis on enhancing profit margins and reducing markdowns.

Who should attend: Owners, managers, buyers and merchandisers.

Future seminar dates: l Customer care & selling skills, 13 September 2017, Birmingham l Increasing profitable sales, 27 September 2017, Birmingham To book a place today, call bira training team on 01295 713338, email training@bira.co.uk or visit bira.co.uk/training Distance learning courses bira training offers three distance learning courses for retailers that are cost-effective and time-efficient, offering real value for money. The course content includes exercises and activities to enhance the participants’ knowledge and confidence so they can apply the principles in their role. The flexible packages enable the individual to complete at their own pace and to suit their business.

These are City & Guilds accredited for Selling Skills, Supervisory Skills, Buying & Merchandising.

To book a place today, call bira training team on 01295 713338, email training@bira.co.uk or visit bira.co.uk/training JUNE 2017

Oxford Summer School Exclusive 25% discount for bira members Oxford Summer School management development programmes offer a unique learning experience for talented professionals from our leading independent retailers and from major UK and international retailers. OSS has been developing talented retail managers for over 80 years. Many of the OSS team are retailers themselves and care passionately about developing the future leaders.

Foundation level programme 26-30 June 2017 St Hugh’s, Oxford Accredited by City & Guilds.

Delegate fee is £2,195 +VAT per person The aim of the Foundation programme is to build confidence and competence in the retail manager and develop their leadership skills. The course provides delegates with the opportunity to reflect on their own approach to leadership and management, gain a wider understanding of their role and the impact that successful leaders can create to ensure their team delivers to the organisation’s standards, targets and expectations.

Who should attend: Store managers, graduate trainee managers, department managers in stores and head office functions.

Future training dates l Academy level programme 19 – 25 August, Keble College, Oxford l Specialist programme: Digital Retail 27-28 September, London l Specialist programme: Property Retail – date and venue TBC l Oxford Summer School also offers bespoke leadership and management development for retailers.

To find out more, contact Neil Moss at neil@oxfordsummerschool.co.uk or call 07823 416 847.

Visit oxfordsummerschool.co.uk

Insightful, life-changing, confidence-building Thomas Merrigan, group learning & development manager, Harvey Nichols

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The last word

but you are the only shop with what I want”.

Or they’ll say: “Oh, I wish I’d come here first.

One customer came in having just paid £3.99 for four brass cup hooks from Homebase; ours were £1.60, so he took the others back.

Q

How do you market yourself?

I do an ad on the back of the local doctors’ appointment cards, but apart from that, I rely on word of mouth. We back on to a residential area but most of our customers come by car. We are on a busy main road out of Canterbury and the traffic is often very slowmoving so people see things in the window and pull into the lay-by in front of us or come back later.

Q

Stacey Jones

WINCHEAP HARDWARE, CANTERBURY

STACEY JONES CAME to Kent to study Fine Art and ended up buying a long-established hardware business. Despite several large competitors nearby, her commitment to oldfashioned service means that this pet-friendly emporium is doing just fine.

TVs or worked on his Land Rover. I knew the difference between Imperial and Metric when I was 12. I am practically-minded; working here suits me.

Q

How did a Lancashire lass end up as the owner of Wincheap Hardware?

I came to the University of Kent to study Fine Art and in my first week I rented a room above the shop from the owner, Barry White. Within a week, I was working for him on my days off.

Then I also worked in a pub. I cut down on my time with Barry and became the assistant manager of the nearby Screwfix. Barry had been trying to sell the business, but he refused to sell it to anyone like Starbucks. After I left uni, he dropped the price so I could buy it from him. My first day in charge was 18 July 2009.

Have you changed much?

Our short parade was built in 1934 and this has always been a hardware shop. It’s a bit of an odd shape, being two units knocked together.

I stock more things than Barry. I am always ready to try something new. If I like an enamel bin, I’ll buy it in five colours. I am always ready to get something in for a customer. I haven’t changed my suppliers, but I do like to find things from them that they haven’t shown me. We sell everything from L-plates to light bulbs, from seeds to nuts and bolts, so I have put things in more obvious places. I always remind people not to forget to look up. I got a music licence and I like to leave the door open as it’s more inviting.

Q

Q

Q

What experience did you have?

Barry said that to run this shop you had to know a little about a lot of things. I was dyslexic at school but while I might not have a lot of general knowledge, I do have a lot of common sense. From the age of 11 I was going door to door locally with my mum and her Betterware household products. I became very good at upselling. I had two paper rounds from the age of 13. I was always watched closely when my dad, who was a television engineer, repaired

32

Can you compete with big stores?

Very close to us we have Homebase, Screwfix and Tool Station. I look round them and I keep an eye on their prices online, but I don’t worry about them too much. Having worked there, I have a good relationship with Screwfix and they will send people to me if they can’t help them out. I send the odd person who wants 500 screws to them; we couldn’t beat their price for that amount. But often people will say to us: “I have been to B&Q and everywhere,

Are you happy to be old-fashioned?

We are not computerised. Everything is done with pen and paper. I’m still using a fax!

Me and my husband Phil live above the shop, so it does have a homely feel. We make everyone welcome, even with their pets. One of our two cats, Dennis, is nearly always on the counter, and the dogs Enya and Z-effer are usually around. We have just got a third dog, Fleur.

For the past six years I have been growing veg, herbs and flowers organically in a greenhouse in the back yard. I grow some things to order.

When people come in to buy them, I tell them to browse the shop while I cut the veg or flowers.

Q

What gives you real satisfaction?

To be able to solve people’s problems. A 96-year-old lady came in with a cuckoo clock that needed a new bracket. Of course, I didn’t have that exact part, but I said I could make her one from something I did have. It took me about 20 minutes in my vice and I charged her £5. She was so happy, she cried. Helping someone like that makes it all worthwhile.

Personally speaking

Hobbies: Our pets - three dogs, two cats, two rabbits, four hens, a hamster and a snake - and my allotment.

Favourite food: Home-cooked Japanese or curry.

Favourite drink: I drink loads of water, but I also enjoy Chardonnay.

Best holidays: Japan (my brother lives there), Australia and on a cruise ship.

Car: A Land Rover, like my dad had

Wincheap Hardware, 149-151 Wincheap, Canterbury, Kent CT1 3SE

JUNE 2017

Garden makeovers.

Sorted.

Mediterranean courtyard, stylish and urban, quintessentially English or chic al fresco dining space.

Whatever the project this summer, the Transform range has everything your customers need to turn their favourite design ideas into reality.

Register on Independent Street to start saving today www.harrisindependentstreet.com

For insurance that fits Retail Shop Scheme

• Tailored to suit the insurance needs for most retailers • Exclusive enhancements for bira members • Generous limits as standard • Dedicated in-house claims team

Pet Shop Scheme

• Option to add cover for loss of livestock by standard insured perils • Wide theft cover including theft of stock in the open • Option to add cover for animals in your custody or control

BAGMA Scheme

• The only insurance scheme exclusively supported by BAGMA • Protection for vehicles, stock, general machinery and tools • Cover for unaccompanied demonstrations of agricultural vehicles

Plus landlord, van, home, car and much more…

Get a quote from bira insurance today on 0330 123 5939 British Independent Retailers Association (bira) is an Introducer Appointed Representative of Towergate Underwriting Group Limited. bira insurance is a trading name of Towergate Underwriting Group Limited. Registered in England No. 4043759. Registered Office: Towergate House, Eclipse Park, Sittingbourne Road, Maidstone, Kent ME14 3EN. Towergate Underwriting Group Limited are authorised and regulated by the Financial Conduct Authority.