BMM March/April 2019

THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 24 | MAR/APR 2019

Taking a With eight department stores in the Morleys Group, MD David Hordle directs a constant cycle of investment and improvement in stores, staff and brands

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Independents rise above failing majors The media obsession with poor retailers taints us all, says Andrew Goodacre

Cover photography: Ian Macaulay

CONSUMERS’ VIEWS OF the high street are often shaped by the reports they see in the media. The headlines about the “death of the high street” do not make pleasant reading. The more we talk about terminal decline, the more likely it becomes, so without delay we have to encourage the media also to celebrate the many positive strengths of conventional retailing.

With an uncertain future for House of Fraser and Debenhams, the public may assume that department stores are a thing of the past. Yet Bira members are succeeding where larger chains have failed. Yes, trading is challenging for some department stores, as it is for most retailers, but financial controls, shrewd investment, strong leadership, diversity of product and obsessing about customers’ changing needs are the foundation of an independent store’s success, as our cover story on the Morleys Group shows.

By all accounts, “Veganuary” was a great success and highlighted a growing consumer interest in eating healthily. The National Association of Health Stores, an important part

IN THIS EDITION ISSUE 24 MARCH/APRIL 2019

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 MARCH/APRIL 2019

of Bira, represents members that have benefitted from this external trend about better health.

Not all outside events are good for business, however, as we learn from the experience of Quality Vitamins and Herbs in Glasgow (see pp12-13), which is still suffering from severely reduced footfall following the fire at the city’s famous School of Art in June 2018.

The council is trying to support affected businesses with rate-free periods. But this dreadful incident reminds all business owners that they need to ensure they are covered for such unforeseen setbacks. Comprehensive insurance policies are crucial to protect your business.

We work hard with Towergate, our insurance provider, to develop the best policies for our members. I would urge all Bira members to review their policies to ensure they have adequate cover for problems like business interruption. For expert retail-related opinion and advice, contact Bira Insurance on 0330 123 5939 or via bira@towergate.co.uk.

Finally, the internet should be a part of every

retailer’s business plan, even if you do not intend to sell online. See our features about joining an online marketplace (pp10-11) and just generally making the most of your website (pp20-21) for some views on the subject. While the received media-driven wisdom (see my first paragraph!) is that all shops will close or go online, the reverse can and does happen.

A new retail business today will often launch via the internet (depending on its products) because the start-up costs are lower. Having established a good online presence, however, a business owner may realise that a shop is needed after all. On page 32 Bira member Kate Abbott explains how she started her bridalwear business online but is now in her second shop.

She recognised that her customers needed, literally, the personal touch and a face-to-face service. Quality, individual, hands-on service still makes a huge difference. Despite what the media say, this will continue to be an area in which independent retailers can and should be so much better than large chains.

news & views support 11Counterpoint with Des Count 2Trade for bira members 7 Harnessing in your community

what 8Doing comes naturally In Glasgow Dilip Kotecha sees vegan and organic food driving his business along

2018 ends with a tough Q4, it's time to check about rates discount, Bira celebrates its 120th

Working with other local indies sends consumers a strong joint message about shopping nearby

Our gift shop emperor suspects foul play with a new series of very low online star ratings

12 Ecommerce marketplaces

a 16 Taking longer view

the most Curves 22 Make of your website 32 TLW: @ Kate’s Bridal

Don’t want to set up your own transactional website? See what a marketplace can do for your business!

Across eight Morleys Group stores, David Hordle believes in keeping half a step ahead of customers

If you want to get the basics right or improve what you’ve got, take our online experts’ advice

Former school teacher Kate Abbott sells bridal dresses to curvy women and she is determined to do it while having fun

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TRADE NEWS

VAT GOES DIGITAL ON 1 APRIL From 1 April VAT-registered businesses with a turnover above the current £85,000 VAT threshold must be ready to maintain their financial records digitally and be able submit their VAT returns directly to HM Revenue & Customs using compatible software.

Under the Making Tax Digital initiative, hand-written records will be a thing of the past for those businesses affected. Those taxpayers who are already familiar with using desktop software for bookkeeping may have to make an upgrade to remain compliant.

Members are advised to check the HMRC’s list of compatible software on the government’s website https://bit.ly/2uurMKg - to ensure what they are using is suitable for the new system.

Daniel named best store for toys DANIEL IN WINDSOR was named Department Store Toy Retailer of the Year 2018 at the recent Toy Industry Awards ceremony. The independent department store also won the prestigious accolade in 2015.

Daniel Department Store’s Toy Kingdom is the heart of the family-run store in Windsor. The Daniels understand the importance of education, learning and imagination and believe the Toy Kingdom has enthused generations of children and adults alike with their extensive toy selection.

“Winning is always a fantastic team achievement. This time was extra special as it coincided with our 100-year anniversary celebrations, so it was truly wonderful to be presented with this prestigious award,” said toy buyer Warren Du Preez.

“Our thanks are extended to our team’s tireless efforts and contributions, which make the department a truly magical experience for our customers to come and enjoy."

Organised by the British Toy & Hobby Association (BHTA), The Toy Industry Awards recognise the best in toy retail, product design and toy supply for the UK and Ireland and celebrate outstand-

From Daniel, Lauren Cano (assistant manager & assistant toy buyer), Anna Gardener (toy department supervisor) and Warren Du Preez (manager & toy buyer) are seen with Foye Pascoe of Hasbro (BTHA chair)

ing performers within the independent, specialist multiple, grocer, department store and online retail channels. The judging panel is made up of industry experts from BTHA and the toy industry press.

Learn how to save energy THE ENERGY SAVING Trust is running a series of free regional workshops in March.

These will help retailers and SMEs select the right lighting products, controls, installers and scheme design to reduce energy costs within their businesses.

They will also provide options for varying the look and feel of a store through flexibility in light colour and dimming offered by LED. The sessions will look at the various funding options available too.

The Energy Saving Trust is the UK partner of the Premium Light Pro project, which aims to raise awareness of the benefits of more energy-efficient quality lighting for businesses and provides support for making the switch.

The workshop dates are: 18 March in Durham; 19 March Newcastle; 21 March Cardiff; 26 March Birmingham; and 27 March London.

More information is available on premiumlightpro.org.uk/education/.

High Street 2030 report backs Bira’s ideas BIRA’S LONG-STANDING ARGUMENT that business rates need replacing has been endorsed by MPs in a report, High Streets and Town Centres in 2030.

Describing business rates as “increasingly outdated and far from ideal”, the 78-page document from the Housing, Communities and Local Government Committee states: “We believe that high streets and town centres can survive, and thrive, by 2030 if they adapt.”

Bira CEO Andrew Goodacre, who took part in the inquiry alongside Martin Foster of Bira member Lakeland Leather, said: “We broadly agree with the report’s findings and recommendations. We are pleased to see it being recognised that independent retail businesses will be crucial in providing the diversity and quality retail experience demanded by the consumers. It is important for MPs to realise high streets are not just about major chains and that independents do and will continue to play a key role.”

MARCH/APRIL 2019

TRADE NEWS Selling electrical goods? Then join the Distributor Take-back Scheme

Christmas period boosts trading but only for some MORE THAN 10 years of austerity overlaid with (-3.56%) to show a +0.5% rise compared to Q4 last Brexity-fuelled uncertainty was reflected in disap- year. Retailers in Wales showed a drop against Q3, pointing sales figures in Bira’s exclusive Quarterly but still performed strongly in Q4 2018 (+1.16%).

Sales Monitor (QSM) for the fourth quarter of 2018. Retailers in East Anglia and the Midlands had a Sales were up in the categories of gifts, glass, more difficult time, showing declines of -7.43% and china, jewellery, accessories and luggage, cookshop -2.46% respectively. & housewares, and for health store retailers during Some 40.42% of retailers admitted facing sigOctober – December, while cards, stationnificant margin pressures, while 57.84% ery, crafts and hobbies struggled. of QSM respondents are feeling anxious The overall sentiment for the last quar- Q4 increase in sales about the year ahead. This is the highter of the past year is one of disappoint- of gifts, glass, china, est figure recorded during 2018 and is jewellery, luggage ment, with many categories showing a almost 10% up on the same quarter in decline compared to the previous quarter 2017 (48.98%). and to Q4 2017. Only four of the 12 sectors Bira’s CEO A ndrew G oodacre in Q4 sales for surveyed reported a positive average per- Fall said: “The latest figures from the final cards, stationery, crafts and hobbies formance during Q4 2018.

QSM of 2018 reflect a disappointing year Overall, 53.66% of respondents reportfor independent businesses. Despite it ed a lower performance for the quarter, being one of the busiest trading periods which was worse than the Q3 responses Proportion of those of the year, the majority have struggled to (51.47%), although it was an improvement surveyed with a lower claw back precious revenue. It is clear that Q4 performance on the 54.3% 2017’s last three months.

2019 will be a big year for the high street Against Q4 2017, the 2018 Christmas period with the outcome of Brexit and an increase to wages saw sales up 3.42% on gifts, glass, china, jewellery, among the huge challenges. accessories and luggage sales. There were improve“While many businesses can look forward to rate ments too in the cookshop & houseware and health reductions from April, we urgently need the governstore sectors as respondents reported rises of +1.92% ment to start spending the £675m high street fund and +0.18% when compared to Q4 the previous year as anxiousness is at an all-time high. These busi(-2.22%) and (-1.23%). nesses clearly need support now. Let’s hope that The worst performing sector in the latest in 2019 the government addresses these issues, QSM was cards, stationery, crafts and hobbies, which hopefully would lead to increased footfall which was down by a worrying 14.34%. This is to lift sales across all sectors and regions. perhaps the most surprising result from the entire “As always, Bira will continue to fight the survey. Other struggling sectors include clothing corner for independent businesses across and footwear retailers, plus books and toys, music the UK and I encourage all members to and computers/telecoms retailers, which were down complete our surveys to help us.”

-4.55% and -3.13%. Usually popular seasonal items seemed not to resonate with consumers.

If you do not receive the QSM emails, The north-west was the best-performing region contact membership@bira.co.uk if you with respondents recovering from a poor Q3 want to take part in the survey

3.42%

14.34%

53.66%

MARCH/APRIL 2019

RETAILERS LOOKING FOR an alternative to the Waste Electrical and Electronic Equipment (WEEE) Regulations, which oblige them to take back old equipment when a customer buys a new equivalent, can join the Distributor Take-back Scheme (DTS), operated by Valpak Retail WEEE Services (VRWS).

The DTS is the only scheme which allows members an alternative to offering take-back for all WEEE categories, except for photovoltaic solar (PV) panels, which have a separate scheme.

If retail businesses do accept WEEE products from household consumers, they become responsible for the storage and disposal of these products, not the household consumer.

To become a member of the DTS, retail businesses must pay a fee that goes towards supporting recycling centres run by local authorities. The fee ranges from £60 + VAT to more than £190 + VAT and depends on how much electrical and electronic equipment they sell.

With DTS retailers do not have to take back, store nor dispose of any waste electrical and electronic equipment.

They will still need to provide information to consumers about WEEE recycling and keep a record of what information is given about where electrical and electronic waste should be taken.

The DTS runs in 3-year phases and we are in Phase 4, which started on 1 January 2017 and ends on 31 December 2019. The DTS membership fees cover this 3-year period. For more, see bira. co.uk/distributor-take-back-scheme.

TRADE NEWS

Take notice of local groups, says academic LOCAL PRESSURE GROUPS can increasingly help shape the future of high streets and ought to be taken more seriously by councils and landlords, says Leigh Sparks, retail studies professor at the University of Stirling.

Frustrated with absentee and indifferent landlords, recently local groups tried to buy a shopping centre in Kirkcaldy and some disused buildings in the Midsteeple Quarter of Dumfries. The idea was to buy back the high street and establish a mixed economy around local talents and needs.

Crowdfunding in Dumfries raised £23,000 in just five days. In each instance, however, the properties went for substantial sums (£310,000 in Kirkcaldy and £142,000 in Dumfries), which were beyond the resources of the locals.

“Such energy and enthusiasm (and money) bodes well for the future,” the professor said on his blog. “They demonstrate the local desire to see places reinvigorated by and for the local community. Landlords need to begin to work more closely with local groups and understand the desires and talents that are around in all of our towns.”

Bira Direct boosts giftware offer

Reusable cups by Eco Chic, a new Bira Direct supplier

WITH BREXIT UNCERTAINTY and an increase of online sales, independent businesses are being forced to reconsider the roles they play in customer experience. Consumers are looking for unique and diverse products and for retail businesses that cater for their whole lifestyle.

Despite the challenges across the retail market, the gifting sector has continued to grow. Consumers are being tempted at the tills to make unplanned purchases, as seen through an increase in selfgifting. Bira Direct is continuing to work hard to support members by working with a wide range of

suppliers, brands and products, from fashion accessories to ironmongery, all with preferential terms. In addition, Bira’s buying group has welcomed 25 new giftware suppliers so far in 2019.

So, whether you want to diversify your range or you’re a giftware specialist, our new group of gift suppliers are likely to have the products to suit you and your consumers’ needs.

To find out more, see our online supplier directory at bira.co.uk/bira-direct/directsuppliers.

Act now to secure a rates reduction MEMBERS HOPING TO secure a reduction in their business rates are urged to contact their local authority or council to find out how the reduction will be applied.

Bira has become aware of a lack of uniformity in the way local authorities are implementing the hard-fought 30% discount for businesses with a rateable value below £51,000, with some automatically applying it, while others require a form to be filled in.

In October 2018, Bira was delighted when Philip Hammond announced the discount in his autumn statement. The chancellor said the reduction would be applied to all retail premises (below the £51,000 threshold) and businesses would still receive the small business rates reliefs (applicable to businesses with a rateable value below £12,000).

Bira CEO Andrew Goodacre said: “This was a real win for smaller independent retail businesses and a real reward for Bira’s campaign to reduce the burden of business rates. We have

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Hammond: he listened to Bira's arguments

continued our work by challenging the local authorities to implement the 30% discount in the most expedient way so that all relevant businesses receive this much-needed saving.

We have already written to the local authorities, reminding them to support retail businesses by

making it easy to claim the discounts.”

It appears, however, the implementation may not be as uniform as Bira would like, mainly due to the different legacy systems used by local authorities. This is relevant because it is not uncommon for members to have premises in more than one local authority. It would be a mistake to expect the same treatment from each.

Andrew added: “We strongly recommend you contact your local authority - for each of your premises if you have more than one - and establish how your local authority or council intends to implement the rates discounts. We already know that some local authorities will automatically reduce the rates bill, but others are asking retail business owners to complete a form to apply for the discount. Either way, it is really important that you take the initiative and contact the authorities so you are well prepared.

“Together we have fought hard to obtain this discount and it would be a real shame if any business paid more rates than it needed to.”

MARCH/APRIL 2019

TRADE NEWS

120 years of support for the independent-minded THIS YEAR THE British Independent Retailers cern that has business-rated premises is eligible to Association celebrates 120 years of supporting the become a member and benefit from exclusive service UK’s community of owner-driver shopkeepers. offers, better buying terms and business support.

Bira can trace its roots back to 1899 when, in Bira also works behind the scenes to promote an odd coincidence, two of its founding pillars, The the interests of independent businesses with govDrapers’ Chamber of Trade (DCT) and an amalga- ernment, trying to even the playing field between mation of several local ironmongers’ associations traditional bricks-and-mortar and pure online busiwere formed separately. nesses, fighting on topics like busiThe most ness rates, parking and legislation Over the decades the two arms valuable covering knife sales. of today’s association developed.

The hardware fraternity called thing Bira has Bira CEO Andrew Goodacre themselves the Ironmongers’ Fed- provided us with said: “We are incredibly proud of erated Association (IFA), which in our 120-year heritage. In this tough is connections to turn became the National Federaeconomic climate and the incredtion of Ironmongers (NFI). By 1948 other retailers. ible changes that retail is currently the National Institute of Hardware Together we are going through, to still have members was set up almost as a side venture. In stronger today that joined in the early days of 1969 the two were combined into the Liz Lawson, Lawsons the association really is an achieveBritish Hardware Federation (BHF). ment. It shows how well independThe DCT, meanwhile, initially represented ent retailers constantly adapt in order to survive.” drapery shops – the fashion and home furnishLawsons, a kitchen and homewares retailer with ings stores of their day – and what we now know four branches across Devon and an online business, as independent department stores. Always with a has been a member since the 1970s. Liz Lawson womenswear bias, the DCT was mirrored by a body said: “My father John had taken over the business latterly called the Menswear Association of Britain in the 70s and asked the association to carry out an (MAB) and the two merged in 1989 to form the Brit- overview of it. It wasn’t doing very well but with the ish Shops and Stores Association (BSSA). association’s support and information within three In 2009 the BHF and the BSSA joined forces to years he had it trading profitably. create today’s all-embracing association, which is “There are many valuable attributes that Bira the UK’s leading champion of independent retail has provided our business with, such as insurance, business owners. It was renamed Bira in 2012. business loans, buying and lobbying government.

Today, Bira represents thousands of independent The most valuable thing Bira has provided us with, businesses, from cookshops and hardware stores to however, is the connections with other retailers. pet, furniture and coffee shops. In essence, any con- Together we are stronger."

Hearty congrats to Paul and Julie Batts, of the Outdoor & Active shop in Weston-superMare, Somerset, who have won their third retail award in three months. In the Weston Chamber of Commerce awards, the shop was named Independent Retailer of the Year. This followed them reaching the last 25 in the national Best Small Shops competition and being named Best Independent Retailer by outdoornews.biz. “Three awards in three months! I am so happy for the team,” said Paul.

MARCH/APRIL 2019

Draper Tools hits a century BIRA DIRECT SUPPLIER Draper Tools is celebrating 100 years in business this year. Established in 1919 by Bert Draper, the business is still family-owned, run today by the fourth generation.

With a well-established reputation for supplying hand and power tools for both professional tradesmen and serious enthusiasts, Draper Tools offers more than 11,000 product lines. Since 1919, its dedication to quality and customer service has remained a constant priority.

Chairman John Draper commented: “We are proud to have reached this important milestone in our company history and would like to take this opportunity to thank everyone who has helped us get here. Although we have grown a lot over the last century, we still like to think of ourselves as a no-nonsense, customer-focused tool supplier. Quality and reliability are still very much at the heart of the business and this will continue as we progress and grow into 2019 and beyond.”

Exclusive promotions, competitions, charity fundraising and a staff party are all planned for the year-long celebration. Each month there will be specialedition centenary products launched at great prices. Stockists should keep an eye out for fantastic deals on top products including trolley jacks, pressure washers, socket sets, spanner sets and more.

To further mark the anniversary, Draper Tools will be dedicating 2019 to supporting and raising funds for Care for Veterans (formerly The Queen Alexandra Hospital Home), which also was established in 1919 to care for injured soldiers returning from World War I.

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Unique insurance for unique people Don’t take a chance with your choice of parachute. If your current insurance for business, home, marine leisure or caravan insurance is due to end within 90 days why not challenge Bira Insurance for a better deal? The quote is guaranteed not to change even if prices increase before your cover starts.

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Bira Insurance, Towergate and Towergate Insurance are trading names of Towergate Underwriting Group Limited. Registered Address: Towergate House, Eclipse Park, Sittingbourne Rd, Maidstone, Kent ME14 3EN. Registered in England with company number 4043759. Authorised and regulated by the Financial Conduct Authority.

Looking after business Taking care of people

designed and delivered by Towergate

COLLECTIVE MARKETING Sometimes consumers can be blind to what they have on their doorstep. So how can Bira members continuously remind shoppers to use their local independent retailers, to buy something and to keep money in the local economy? Here, we take a look at a few campaigns that seem to be working.

Indie York Indie York was established by the York Independent Business Association (YIBA) after the 2015 floods, which affected most retailers in the city, directly or indirectly.

Johnny Hayes, former owner of Frankie & Johnny’s Cookshop (a Bira member) on the award-winning Bishopthorpe “Bishy” Road in York, now chairs YIBA. He says: “After the floods we knew we had to work together to show what a strong city of independents we are and to show that York was still open for business. We now have 200 independent members and 50 more are waiting to join the initiative in the spring.”

Members are drawn from the retail, culture, health, wellbeing, services, food, drink and tourism sectors. Important areas for activity across the city include Micklegate, Fossgate and, of course, Bishy Road.

An Indie York map is distributed by independent businesses across the city and at the York Food Festival and the St Nicholas Christmas Market. Although 50,000 maps have been distributed, Johnny says stronger traffic-drivers are indieyork.co.uk and the initiative’s social media channels.

“Members pay £50 a year to be included on the map and the website. We also receive support from the York BID and local sponsors, including an independent school. This allows YIBA to run the website and print the maps. We also hope to have secured funding for a part-time person to keep our website updated.”

Looking to the future, Johnny says they are hoping to run their first Independent Festival in 2020 in conjunction with 4 July – otherwise known as Independents’ Day UK – to continue to raise the profile of independent retailers within York.

For more information, visit indieyork.co.uk.

Shop Clitheroe Ian Sowerbutts of H M Sowerbutts & Co, a furniture shop in Clitheroe, helps run the Shop Clitheroe Loyalty Card scheme, which involves MARCH/APRIL 2019

Indie York chairman Johnny Hayes (left) with supporters at the York Food Festival, where the scheme was launched

Harnessing local support 80 independents in the heart of the bustling Lancashire market town.

Since August 2012, every £5 spent at the participating retailers earns a stamp on a card.

Once 10 stamps are collected, shoppers can take the card to one of four stations in the town to be entered into a prize draw to win £50 of vouchers to spend at any of the shops taking part. It costs retailers £28 a year to take part and this covers the cost of redeeming the voucher, so no one makes a loss.

Ian says: “We have a special draw every year at our annual food festival too, as this is where we originally launched the scheme. Here we give away three hampers, full of things from the food market to shoppers in the scheme.”

The scheme is run by volunteers and relies on the support of several retailers in the town

Julie Parker (right) receives her Shop Clitheroe vouchers from Audrey Spencer at gift shop Valley Living

continuing to encourage other business owners and shoppers to get involved. Most of the customers taking part are local, but some visit regularly each month to collect their stamps.

More information is available at visitclitheroe.co.uk/shopCard.

A nationwide campaign The Just A Card campaign was set up by artist and designer Sarah Hamilton after she read an article four years ago in which a gallery owner stated that she would still be trading if everyone who complimented her on her business had bought ‘just a card’.

As a result, 10,000 Just A Card stickers are to be found on the windows of shops across the country.

Sarah says: “We’ve been inundated with requests for our ‘magic’ shop window stickers.

The campaign seems to really resonate with shoppers and shop keepers. It creates a wonderful community feeling and seems to have really caught the mood of the nation.

“Urging support of local businesses is a powerful message, but it doesn’t have a tangible call to action, it is too loose. Yet having our stickers in the windows of shops reminds shoppers to go in and buy something, whether it is just a card, just a lightbulb or even just a carrot! Every action has a value.”

Visit justacard.org for updates on the campaign or to order your sticker.

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BUSINESS PROFILE

Doing what comes naturally Twice named Scotland’s independent Health and Lifestyle Retailer of the Year, Dilip Kotecha of Quality Vitamins and Herbs in Glasgow believes in offering a huge selection of specialist products backed up with expert service.

NINE MONTHS ON, Dilip Kotecha is still dealing with the aftermath of a disastrous fire at The Glasgow School of Art during the night of 15-16 June 2018.

What's left of the historic building is about 100 yards from Dilip’s health foods and vitamins shop. The area was cordoned off after the fire and his shop was closed for a week. Some Glaswegians still think the district is a no-go area.

“We have to count ourselves lucky because some shops and cafes round here were compulsorily closed for three months,” says Dilip, philosophically. “We received compensation from the Scottish government and we have had a rates freeze for last year and this year, but the fact remains that ever since we reopened we have seen a 20% drop in people coming through the door. We have to hope that will change.”

Douglas Street is a side street that links the major routes of Bath Street with Sauchiehall Street. The area is dominated by commercial offices and a few eateries, but it is a good 10 minutes’ walk from the retailing centre of the city, which means passing trade is limited.

“We don’t open on Sundays because there are so few people round here at the weekend,” Dilip explains. “It certainly affects us when a large company moves from its offices near us. About 90% of our customers are regulars, but we have definitely lost some of them since the fire.”

It would be interesting to know where these people have gone for their vitamins and specialist foods because Dilip and his small team offer a huge breadth of options, backed by knowledgeable and friendly service, that must be difficult to beat in the city.

Despite its slightly quaint name, Quality Vitamins and Herbs has evolved over the years into a business where 65% of sales comes from food, 30% from vitamins and other health products, with the rest from skincare products.

When Dilip and his wife Shobna bought the business in 1997, the shop looked appreciably different and had a different make-up. The busiest part of the business, which had been trading for about seven years, was a delicatessen and

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food counter at the front of the shop, which sold freshly-made soup and sandwiches at lunchtime to the many office workers in the area.

“The previous owner had been quite forward-looking as he was offering vegan options all those years ago, but it was very demanding to make all that fresh food every day. To get everything ready we had to start work at 2am or 3am in the morning to prepare the food at home,” recalls Dilip.

The Kotechas, who were customers of Quality Vitamins and Herbs, came to buy the business when Dilip learned from the owner that he wanted to return to his native Lebanon. A casual conversation turned into a business deal.

“I said to him that I wanted to work for four or five weeks – for free – just to get a feel for it.

I immediately had a gut feeling that we could make the business better fairly easily.”

Dilip remembers the first four years as being a slog as he and Shobna kept the fresh food counter going while simultaneously learning about vitamins and health food products. When the local environmental health department insisted that the pair made costly changes to their fresh food preparation, the Kotechas went in a different direction.

“We had to get rid of the food counter, so we decided to remodel the shop totally. It was dull, dark and badly organised. We closed for two weeks as shopfitters transformed the shop. Our sales went up by 35% almost immediately.”

The result that still serves them today is an efficient and functional layout, with the impressive vitamins selection presented on beech units that comprise adjustable shelves and storage drawers at their base. There is virtually no storage space in the shop's tiny back room.

Before buying Quality Vitamins, the pair’s retailing experience had been limited. Both brought up in the Asian communities of East Africa, Dilip and Shobna met after their families had relocated to the UK in the 1970s. While Shobna’s family had run stores in Kenya and later a supermarket in Essex, Dilip had worked in ATM development for NCR in Dundee.

Despite his huge selection of vitamins and supplements, 65% of Dilip Kotecha's sales come from food and drink, much of which is vegan

Customers could find some things we sell cheaper elsewhere but they find everything here and they like what we do, what we stand for and the service we give QUALITY VITAMINS AND HERBS 123 Douglas Street, Glasgow G2 4HF Under current ownership: Since 1997 Size of store: 750sq ft.

Staff: Owners + 1 full-timer and 2 part-timers Shop opening hours: Mon-Sat 9.30am-6pm Bira member since: 2018 Main suppliers include: (for vitamins) A Vogel, Nature's Plus, Pukka Herbs, Solgar, Viridian; (for food & drink) CLF, Suma, The Green City, The Health Store, Tree of Life; (for skincare) Green People, Kinetic, Nature's Dream, Weleda  qualityvitamins.co.uk @qualityvitaminsandherbs  @QualityVitaminsAndHerbs

MARCH/APRIL 2019

BUSINESS PROFILE

Photography: Eric Musgrave

The corner shop is on the ground floor of a listed building

Their first joint attempt at retailing was to run a Tie Rack franchise on Sauchiehall Street in Glasgow. It was not a success, but despite that set back Dilip was attracted to the idea of a health food store as he felt a desire to assist people to feel better in themselves.

How well he has done in this field is shown by the Scottish Independent Retailer of the Year awards that are displayed on top of a chiller full of vegan products. This modest and quietly spoken man picked up the Health and Lifestyle Retailer of the Year accolade in 2016 and 2017 – and almost made it a hat trick last year.

Dilip is eager to praise his suppliers for their assistance in training staff and keeping stockists like him up to date with trends in the industry.

He admits that he rarely misses a local seminar by a supplier like Solgar or Viridian even if it means giving up an evening.

Up until the financial recession of 20082009, vitamins and similar supplements accounted for 60% of the sales, with food making up the rest, but after the financial collapse sales of vitamins dropped off. Dilip and Shobna’s reaction was to look into new areas, so they went for three days to Biofach in Nuremberg, the world’s leading trade fair for organic goods.

Ten years on, the fruits of their research are seen in the vast selection of vegan products that Quality Vitamins offers. Like many health food MARCH/APRIL 2019

shop veterans, Dilip is wryly amused by the large supermarkets jumping on to first the organic and now the vegan bandwagon, but it’s only in an independent like his that you will get a huge selection and the expert advice.

He prides himself on the service he and his small team provide. The comments on the store’s social media feed – Facebook is the main channel, with Instagram a minor part of the activity – shows how regulars appreciate the informed and unbiased opinions.

Analysing what’s made his business a success and admired by other health food stores across the country, Dilip points first of all to the breadth of his selection. Seemingly in almost every category, he stocks a wide range of options, whether it’s alternatives to milk or gluten-free cereals. He knows he cannot compete with the supermarkets on price, so he does not try. The average transaction per customer is £16.

“I sell natural yeast flakes at £3.50 a box, but Lidl will do it for £2.99. That 51p is a lot to some people, so I am going to lose them, but we win with the customers who shop with us because they like us. They know they could find something similar elsewhere if they looked for it, but they find everything here and, most importantly, they like what we do, what we stand for and the service we give.”

Another strand of Dilip’s approach is to

source as much as possible from suppliers from across Scotland. He tells Bira magazine that Glasgow has about a dozen vegan restaurants, so there is a good community network in existence. Dundee-based Almighty Foods is a good example; Dilip has a fine selection of its alternative spreads on his shelves, including the likes of cashew caramel spread and raspberry whip gourmet nut butter. Shopping locally might make good sense after 29 March too – there has already been 7%-10% increases in the prices of German vegan products since the Brexit referendum result.

Dilip is in the shop at least five days a week, with Shobna, who organises the very efficient merchandising, appearing mainly at weekends.

Their son Mitesh works part-time. The full-time shop manager and social media controller is Kirsteen Livingstone, a customer who worked there while she was a student and then returned as a regular member of staff.

Having celebrated his 70th birthday in January, Dilip is still full of ideas for the business. He is near to committing to install an Epos system – everything is managed manually – and he wants to add loose cereal dispensers to reduce packaging. He was going on a four-week holiday in Australia shortly after Bira magazine’s visit and he was eager to tell us which health food stores he intended to check out Down Under.

9

Your Making Tax Digital homepage Visit our dedicated page for information on what Making Tax Digital means for your retail business including the latest updates from HMRC. Here, you’ll also be able to sign up to our newsletter to receive updates straight to your inbox.

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COUNTERPOINT / DES COUNT

Who is playing with our rating?

From having only 5-star ratings, Des Count, our man in the gift shop, is being hit by mysterious 1-star ratings which lack any comments. What funny business is this?

WE HAVE BEEN in retail for around five years now. Once we began trading, we were advised by the website guru who was building our retail website that we should set up a Google My Business account as soon as possible. This would enable us to post photos and information about our brand to the search engine.

Our future-seeing website man advised us the phone book and Yellow Pages would be obsolete in a few years and most people would search for our business online. He turned out to be right. The majority of calls and enquiries we get to our stores come via search engines.

One of the important things about having a Google My Business account is your shop is able get its star rating. You’ve seen them - most companies range from 3-star to 5-star ratings.

Up until the middle of last year we had a 5-star rating on Google, which we were very proud of. Our customers stated they had given us a 5-star rating for our impeccable customer service, our friendly staff, and our amazing product range.

Not only does a 5-star rating give you a warm feeling inside and confirmation you are on the right tracks with your business, it also puts you at the top of any organic search.

So, when people are searching for “shopping” in your town, if you are lucky enough to have 5-star rating you generally feature at the top of any search. On many occasions we have had customers come in just because we have appeared at the top of an organic search.

A few months ago, however, we suspected a little foul play and skullduggery was going on.

We noticed that one or two visitors to our Google page were leaving just star ratings, rather than full reviews. This was unheard of before. The shop got just a 1-star and then two 1-star ratings, with no additional comments. We had never had such a low rating before.

We were devastated and wondered what we had done wrong. This of course started to bring down our average star rating. The following week another 1-star rating appeared and then another. Our overall star rating was starting to plummet.

The odd thing was that all these 1-star ratings were from men, but our shop is aimed primarily at women. We had never had a review and star rating from a man before, so to have a number of them in a matter of weeks was a little suspicious.

As we don’t have any hard evidence to present to Google, this is only anecdotal. We would be given short shrift from them, I think. But fake reviews are a growing problem for those of us who own small businesses. It is very easy to create a new account and leave either a positive or negative review for any business.

Google has policies covering people who leave reviews, but how do I prove these people are trying to leave reviews to reduce my rating? I guess if I wanted to monitor all this, then I could take the evidence to Google. They are fairly easy to get hold of via social media and they do answer, but here the key word is proof. And we have to find the time to do it.

The ease with which the review system can be abused was revealed in 2017 when journalist Oobah Butler tricked TripAdvisor into making his fake restaurant the top-rated place to eat in London.

The venue, The Shed, turned out to be an actual garden shed in Shoreditch, where he’d invited friends to dinner and asked them to leave positive reviews on dishes he made from household products. And the review website fell for it.

With that story, no one was hurt and nobody’s living was endangered, it just provoked a few red faces at TripAdvisor HQ. But if we believe in our case there is foul play going on with our Google rating, to force it lower and therefore make our brand less desirable for potential customers, where’s our redress? What’s the offence? A bit of corporate retail sabotage maybe, but how do we prove it?

The answer is you can’t. You just have to live with it. We have sent emails to the ‘reviewers’ asking the reason for the low star ratings, but of course they don’t reply, probably because they don’t exist.

While having a few negative reviews on Google won't ruin us, it’s just another thing to worry about in the ever-changing world of retail.

All these 1-star ratings were from men, but our shop is aimed primarily at women.

Have your say Would you like to share your views and experiences with the bira community? We welcome contributions like Des Count's. 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

MARCH/APRIL 2019

11

SELLING ONLINE

To market, to market The rise and rise of independent marketplaces

Online marketplaces offer independent bricks-and-mortar retailers an impressive platform from which to sell not but nationally, but globally. Would any of these be appropriate for your store?

downyourhighstreet.com

trouva.com

Who it’s for Any bricks-and-mortar retailer able to facilitate their own orders. The sectors it covers are far reaching, from fashion and gift to homewares and toys, health and beauty.

Who it’s for Trouva operates on a ‘quality over quantity’ mentality. The team looks for boutique owners who share their passion for great design and unique products, and are driven by a strong aesthetic.

Obviously, they need a bricks-and-mortar presence. Sales commission varies but is typically 22%.

What they have to say Dan Whytock, director of Down Your High Street (DYHS), says: “We believe independent shop owners deserve a level playing field that provides them with all the tools to build their online presence to a national status.

“We aim to serve the high street and that is why you have to have a bricks-and-mortar store for us to work with you. The only requirement is that you are able to facilitate your own orders.

We encourage retailers to offer discounts for click-and-collect on local orders as getting a buyer in to a shop can lead to further sales.

“There are no start-up costs and you only start paying commission when you make a sale.

Exclusively for Bira members, commission starts at 5%. At no extra cost we will sync up your own website and Epos so that you can see live updates on your stock quantities.

“One of our greatest assets is our PR and marketing support. We have really good relationships with national TV and have recently had fashion retailer Artichoke of Ely (a Bira member) promoted on ITV, and they had a massive increase in sales through our platform.”

What their members have to say Sarah Simonds, owner of Artichoke, says: “We heard about Down Your High Street through Bira just before Christmas and our website advisor told us it would help with our own SEO (search engine optimisation), so we thought we’d give it a go. We only have a few items that we upload to the site, basic items that we have stock behind and a variety of sizes available, like jeans.

“In just two days we received 350 orders for our range of jeans that were featured on the ITV show Lorraine as a result of us being on DYHS. Presenter Mark Hayes wants to support independents, but requires national availability.”

12

In just two days we received 350 orders for our range of jeans that were featured on the ITV show Lorraine as a result of us being on Down Your High Street Sarah Simonds, owner, Artichoke in Ely

What they have to say Mandeep Singh, CEO and co-founder of Trouva, says: “Signing up to Trouva is a win-win situation for independent retailers, even if they already run their own ecommerce. Their own websites are great for attracting existing customers who already know about them. But by being part of Trouva, they are opening themselves up to a truly global customer base, turning their offline shop into an online powerhouse. With over 40 of our boutiques achieving over £100,000 in sales directly through Trouva.com, the opportunities for growth are substantial.

“Trouva is on a mission to help independent retailers to thrive, not just survive. By providing these small businesses with the technology, scale and marketing resources they need to sell effectively online, Trouva is enabling our network of independents to reach a wider global audience and compete with the ecommerce giants and chain retailers.

“Upon joining Trouva, shops gain access to our state-of-the-art technology platform, which enables everything from live inventory management through to logistics including click-andcollect, express shipping and worldwide delivery.

Our built-in live inventory tool allows retailers to easily upload products to a dashboard and manage stock online hassle-free, whenever and wherever they want. They’ll also benefit from increased exposure through our extensive inhouse PR and marketing activity.

“As a result, while we’re handling operations and assisting with promotion of products online, our independent boutique owners are free to focus on what they do best - building a beautiful offline experience and sourcing the very best products worldwide to stock in their stores.”

MARCH/APRIL 2019

SELLING ONLINE

Do you sell through a marketplace? How do you find it?

Please let us know at editorial@ bira.co.uk

I get a lot of sales when I'm not open, which means thanks to Trouva, I'm winning business that I'd never normally have Holly Wilson, Prep Cookshop, London

What their members have to say Holly Wilson, owner of Prep cookshop, who was featured on the cover of our Jan/Feb issue, said: “Having an online offering is essential these days in order to succeed. As a business owner, I was faced with the choice between investing in building my own website or launching a second bricks-and-mortar shop. Being a part of the Trouva community meant I could do both, it enabled me to open another store while also building that all important online presence. I get a lot of sales when I’m not open, which means thanks to Trouva, I’m winning business I’d never normally have.”

MARCH/APRIL 2019

atterley.com

Who it’s for Atterley’s team scouts the top independent fashion retailers globally to create a directory of over 650 stylish boutique brands. Sales commission is in the region of 15%.

What they have to say Mike Welch, chairman of Atterley, says: “For years small independents have been marginalised by big retailers, who rely on exclusivity from brands for margin and differentiation.

"So often brands that are nurtured by smaller boutiques end up being cherry-picked by big retailers who take control of the pricing and margin opportunity.

"This means buyers in an independent store need to buy better, keener and faster.

“Our success today has largely been due to our embracing these buyers and their incredible vision and work ethic. A boutique customer enjoys searching a boutique environment with its curated brands, eclectic collections and hardto-find styles. At Atterley that same customer can now shop that range multiplied, discover-

ing more from the boutique alongside collections from a community of global retailers.

“Our boutique partners are able to sell their collections globally to over 90 countries. Supply chain and scaling opportunities are afforded by the consolidation that Atterley provides to its partner boutiques. So often on their own, they just could not justify the associated costs. Our team focuses on the acquisition of customers and delivering a first-class service level without distraction.”

What their members have to say Zoie Walker, owner of 32 The Guild in Northampton, says: “Atterley provides us with another online platform and gives us incredible exposure to thousands of people who may not have discovered us otherwise. Atterley’s branding and marketing strategies are contemporary and fun, which suits our ethos and customer demographic perfectly. Our whole experience has been a positive one. All our queries are promptly responded to and we feel their service genuinely offers support and promotes growth of small indies."

13

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It’s known as the industry’s premier mustattend show, so make sure you don’t miss out on 11-12 June at the Business Design Centre, London.

Bira Direct exhibited at the event for the first time in 2018 and offered members several new initiatives. These included the £100 Bira Bonus Voucher, where members were offered a one-off discount of £100 when spending £300 with any Bira Direct supplier, as well as a limited number of tickets to the Exclusively evening party and complimentary hotel rooms.

Following the success of last year’s show Bira Direct will be exhibiting again this year, with an added benefit for 2019.

This year, a new offer is available in the form of The Exclusively Gift*. Once registered on the events page (bira.co.uk/event/exclusivelyhousewares-2019/) Bira members will receive an Exclusively Gift voucher, to the value of £100, prior to the show.

Once validated at the Bira stand EH457, members can use their £100 Exclusively Gift voucher towards one order with a minimum value of £300 minimum (net VAT).

As an additional benefit for 2019, the voucher will be accepted by all exhibitors at the show when invoiced through Bira Direct.

Caroline Gregory from Cookmate Worcester commented: “I love Exclusively, a civilised MARCH/APRIL 2019

relaxed environment in which we can see existing and new suppliers, showcasing their exciting new products and ranges.”

As well as having over 40 suppliers, such as Black + Blum, Dexam and Taylors Eye Witness, exhibiting at the show, Bira Direct opens up a world of buying opportunities that everyone can benefit from, saving time, money and stress when sourcing stock for resale. The buying group has over 190 product suppliers across a wide range of product sectors, from fashion accessories to ironmongery.

So far in 2019 Bira Direct has welcomed more than 25 new suppliers in the gifting, lifestyle, cookshop and housewares sectors. Explore its online supplier directory to take advantage of new offers, as well as seeing its most up-todate supplier list at biradirect. co.uk.

Jeff Moody, managing director of Bira Direct, remarked: “Following the encouraging feedback from both members and suppliers last year, as well as the positive uptake of members visiting the show, we are really looking forward to exhibiting at the show this year, supporting members with a truly extraordinary offer.”

It’s not just the Exclusively Gift Voucher that benefits Bira members. Trend forecaster Scarlet Opus will be exhibiting inspiring displays around 2019-20 trends. The featured products are highlighted throughout the show, but nothing can beat seeing the full story in the displays created from a comprehensive survey of the exhibitors’ products that align with key design

trends for the upcoming season.

Alternatively visitors can listen to the full explanation in one of the Scarlet Opus trends talks or book on to the Trend Tour.

Will Jones, BHETA director of housewares and chairman of Exclusively, adds: “We are delighted to be once again supporting the independent sector with this excellent visitor incentive. This offer highlights our commitment to both exhibitors and visitors alike and we are confident that it will contribute to another successful show.”

Visit exclusivelyshows.co.uk where you’ll find the latest show news, offers and much, much more. (*NB: The offer is limited to one Exclusively Gift per Bira member. Vouchers must be validated by Bira at the show and be redeemed during the show by the supplier).

15

THE BIG INTERVIEW

Taking a Rumours of the death of the department store have been exaggerated. The eight-strong Morleys Group proves that consistent investment in property, brands and staff pays off EVERY RETAILER PLANS ahead, but most limit them- Malone was another statement of intent that says a lot about selves to looking forward just one season when they are out us. More recently, in the accessories department, it's been buying. When you have eight department stores totalling Michael Kors.”

384,000sq ft to look after, the planning needs to be someThe work at Elys is not quite finished. By Easter a new what longer in scope, which is why David Hordle has plans 3,000 sq ft Urban Beauty department will be opened adjafor refurbishment work from 2019 until 2021 on his desk. cent to the store, linked to the cosmetics floor via an arch. In a The beneficiaries of the extensive seven-figure pro- former Rymans unit, it will house MAC Cosmetics, Londora gramme will be Morleys in Brixton, south London and Nail Boutique and Eye Candy Lash Boutique at ground level Pearsons in Enfield, north London. David, managing direc- with additional beauty services on a mezzanine. tor of the Morleys Group since August 2014, plans physical “Things like this, and our personal styling service on the improvements, alterations and a ground-floor extension in fashion floor, our on-site alterations service, plus our restauEnfield. The upgrades will also see a reshufrant-bar, are all part of the experiences that fling of the brands each store offers, and a department store must offer. Customers how and where they are presented. can’t get these things online, which is one of David’s formula for a modern departreasons we must remain attractive and Our Urban Beauty the ment store is environment + brands + relevant,” says David. people = success. The dividends of that area, our personal While the well-publicised struggles of approach are best seen in the flagship, Elys styling service, our Debenhams and House of Fraser have some of Wimbledon, which is also the base for the restaurant-bar are people erroneously predicting the death of group head office. Over the past five years the department store, they overlook the fact Elys has had more than £5m of capital experiences you that those businesses have been badly run by cannot find online various managements over the years. expenditure spent on it.

All four floors have been extensively The Morleys Group benefits from having refurbished, with new flooring, lighting and fixturing the been owned by the same family for more than 90 years. The norm, giving Elys an immaculate contemporary look, as our chairman and sole shareholder, Bernard Dreesmann, has photos show. Some 2,500sq ft of selling space was “created” worked in the business for around 40 years. It was in 1927 on the ground floor by opening up most of the traditional dis- that his grandfather bought the first part of the group, the play windows and relocating the footwear department (and Morley and Lanceley store in Brixton (now called Morleys). its extensive stock rooms) from the ground to the first floor.

The modern era for the group began in 1996 when Bernard, In another key development, the store’s main restaurant having succeeded his father as chairman, bought Elys of and bar on the third floor was totally redesigned. On the Wimbledon. Half of the group has been acquired or opened second floor, which is given over to home and kidswear, an since the 1990s. impressive 2,500sq ft concession area for The White ComThe Dreesmann family’s approach is usually built around pany represents a coup for Elys that has benefited the group. acquiring the freehold when they buy a business. Only the “To partner with The White Company really indicates most recent store, Morleys of Bexleyheath, Kent, opened where we want to take Elys,” David explains. “It took about in 2017 in a former BHS property, is leasehold, albeit on a 12 months to seal the deal but after they opened here in sum- 90-year lease. mer 2016 they were happy to open with us in Camp Hopson, “Bexleyheath was a new experience for us because it was our store in Newbury. On the cosmetics floor, bringing in Jo essentially a new store,” David explains. “It’s brought its 

16

MARCH/APRIL 2019

David Hordle, MD of the Morleys Group, in front of a display panel highlighting the history of the flagship, Elys of Wimbledon, to emphasise the store’s long-standing links with the local community.

MARCH/APRIL 2019

17

BUSINESS PROFILE

Photography: Ian Macauley

Left: David Hordle reviews the progress of the Urban Beauty department at Elys. Right: Some £5m of investment has upgraded Elys over the past five years.

Below: (Clockwise from top left) The stores in Bexleyheath, Brixton, Newbury, Holloway Road, Tooting, Upminster, Enfield, and Wimbledon

own challenges to create awareness, but we are getting there.”

Things went slightly easier at Camp Hopson in Newbury, Berkshire, which Morleys bought from the Hopson family in 2014. In the past three years the acquisition, which has two buildings, has benefited from investment of £2.7m. The business has been simplified, with its former furniture store now selling, logically enough, furniture, furnishings and linens, while the main building concentrates on fashion and beauty. New brands like Jo Malone, Bobbi Brown, Polo Ralph Lauren and Ted Baker, plus sharper merchandising, saw sales in the main store grow by over 20% in the first year following redevelopment.

As shown in the table opposite, apart from Bexleyheath, each of the stores in the group has been trading for between 98 and 143 years and they mean something in their respective communities. It is to the Dreesmanns’ credit that they have never thought of rebranding them with one name.

Centralising all buying, finance and HR teams, however, has been completed in the past two years. The closure of Bodgers of Ilford, which was the group's discount outlet and had a small accounts department, permitted all group functions to be centralised at Wimbledon.

“We closed Bodgers in February 2018 and, before my time, Pearsons in Bishop’s Stortford in 2012 because they did not justify having further money spent on them. Tough decisions but they made sense for the group as a whole,” says David.

As part of the efficiency programme David has overseen in his four years as MD, a new integrated Epos system now gives a real-time view of stockholding. An ex-BHS merchandise controller was hired to improve stock allocation across the eight sites. David now wishes he had a centralised warehousing facility. 

18

Having spent 23 years with Marks & Spencer and four years with Boots, David has brought big-company experience and disciplines to Morleys. The management team is streamlined, with Bernard Dreesmann as chairman, David as MD, a financial director, two buying directors (one for fashion & beauty, the other for home), a joint HR & retail operations director, and a head of marketing, who is the most recent addition having been appointed in the past year.

“One team all pulling in the same direction can achieve so much,” says David. “We have a brilliant group of 12 buyers, who are split about 60:40 across fashion & beauty and home, our two main divisions. About two-thirds of what we sell across the group is own-buy, with the balance as concessions. If anything, we will slightly increase own-buy over the next few seasons because we are confident about what we want to sell, it gives us more control and a better return on our investment.”

Pointing out the premium outerwear labels Belstaff and Woolrich in the menswear department of Elys, he reveals that menswear has been one of the outstanding-performing categories in the store: “We give our buyers the freedom to bring in new things, even if it’s just in a small way. Our job is to stay just about half a step ahead of our customers. We need to lead them, yes, but not get too far ahead of them.”

After environment and brands, the third element in David’s retailing mantra, people, are also invested in. Two years ago he hired a former Boots colleague to lead a new learning and development programme for the Morleys group.

Although the recently-introduced Apprenticeship Levy has many critics, David is a fan and Morleys is an enthusiastic user of its funds: “We are paying over £50,000 a year into the levy but we are getting all that back and more to assist in training and developing our future stars.”

MARCH/APRIL 2019

THE BIG INTERVIEW

Drawing on his own experiences at M&S and ously. It was a surprise, for example, to discover Boots and those of his HR and retail director, that 50% of the sales in Wimbledon are made Morleys has introduced individual development by customers whose addresses are within a mile plans for its 760-plus staff, and a formal retail of the store. In terms of the insight this sort of apprenticeship programme is running, with 20 analysis can give us, I’d have to say we are just staff involved and 12 more lined up to join this scratching the surface.” year. The central hub of the various training iniOne area that remains untouched by the tiatives is styled "The Morleys Academy". group is selling online. Ecommerce consultants At a higher level, for the past four years the have been engaged to draw up a feasibility study, business has sent two candidates to the Founda- but investing in bricks-and-mortar, constant tion course or the Academy course at OSS Retail store improvements and staff development all (formerly the Oxford Summer School), on whose take priority: “We have discussed going transadvisory board David serves. actional a lot, but our chairman rightly keeps In an inspiring move that indicates how asking about the danger of diluting profits while important staff development is, Morleys is one not actually achieving any incremental sales. For of the first employers to offer a Retail Leader us to enter ecommerce would be like setting up Apprenticeship Degree via Retail Right, the an entirely separate business and we see more training arm of Retail Trust. benefit in acquiring existing stores.”

“Like many larger retailers, we do have Bernard Dreesmann’s desire to add to issues in retaining shopfloor his portfolio is well known and administration staff, 60% in independent department of whom are paid just above stores circles, but there are very the living wage. Staff turnover All retailers claim few that meet his criteria of in Upminster and Tooting is in being in reasonable financial the low teens, but it can go up to know their shape and coming with a as high as 25% in Wimbledon customers but freehold. No Morleys store is and Enfield. With our efforts usually they are more than 65 miles from the on learning and development, head office, so talking about their Wimbledon we want to show our core colgeographical location is another leagues that they can build a gut instinct consideration. career with us.”

With eight stores to look Another important strand of work in recent after the Morleys team has plenty to keep them years has been to improve the group’s knowl- busy, especially in what David carefully refers edge of its customers. Five of the eight stores to as “these more modest trading conditions”. now offer a loyalty card which earns 3 points for Proving, perhaps, that investment brings its every pound spent in the beauty department and own reward, Elys and Camp Hopson both 1 point for every pound spent elsewhere in the traded ahead on sales last year, while the rest of store. Two years ago Elys was the pilot for the the group saw a flat performance. Thanks to the scheme and it has been a fascinating, enlighten- new efficiencies in buying and merchandising, ing and valuable lesson. gross margin improved.

“The Boots Advantage card, which I know Looking forward in these uncertain times, a lot about having worked there, is one of the David is keeping his expectations realistic: “I best loyalty cards in retail. All retailers claim cannot see any reason that trading conditions to know their customers, but they are usually will improve in the near future, so managing to meaning a gut instinct rather than hard facts,” be like-for-like will be ahead of the curve.”

David argues. “In two years we have added over With its grasp of classic retailing values and 40,000 names to the Elys scheme and we now an owner who invests in stores, Morleys is well know a lot more about them than we did previ- set to stay a step ahead of its rivals.

Size sq ft

Sales 2018/2019 £m

Number of employees

Investment over last 3 years £m

1927

42,000

12.8

94

0.3

1895

1968

41,000

9.8

85

0.3

Morleys Tooting

1900

1955

22,000

2.4

30

0.1

Roomes of Upminster

1888

2009

30,000

6.8

71

0.2

Pearsons of Enfield

1903

2010

62,000

19.3

146

0.4

Camp Hopson, Newbury

1921

2014

61,000

14.5

118

2.7

Morleys Bexleyheath

2017

2017

40,000

6.3

52

2.3

384,000

100.2

763

9.5

Year opened

Acquired

by Morleys

Morleys Brixton

1880

Selbys, Holloway Road

Store

Elys of Wimbledon

Morleys Group

1876

1996

86,000

28.3

167

3.2

NB: Employee numbers include own-bought staff only, not concession partners

MARCH/APRIL 2019

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BIRA TRAINING

Clever work with colours makes a striking yet practical presentation in Bella di Notte in Malton, Yorkshire

Displays that lead to sales IN SOME COMPANIES, staff training is simply limited to watching an induction video about health & safety. Thankfully many Bira members appreciate the benefits that professional staff development can provide, especially in specialist fields such as visual merchandising.

Last year colleagues Alison Robinson and Madison Welford from Bella di Notte in Malton, Yorkshire, which offers bra and lingerie fitting alongside women’s fashion, attended Bira Training’s Visual Merchandising one-day course with trainers Paul Buckle and Francesca Zagari.

Alison told us: “It was really useful to cover the principles of visual merchandising. It’s given me practical skills that I can use to ensure our displays look their best and help us to increase sales in the shop.”

Madison agreed: “It’s made me look at how we use colours to create a story within our promotional areas. This will help the displays look more appealing and encourage people to buy.”

Susan Johnson, founder of Bella di Notte, said: “I believe that developing our team is

Developing our team is important. By offering training, it helps everyone feel valued and gives them extra motivation Susan Johnson, Bella di Notte

important. By offering training opportunities, it helps everyone feel valued and gives them extra motivation. Equally, when they come back to the store, they bring new ideas and help our business stay fresh and attractive for our customers.”

If you’re considering team development then Bira Training can help. Its one-day courses and Distance Learning packages are specifically designed for independent retailers. If these do not suit your requirements, the team can provide a tailor-made solution and deliver it either at your premises or at Bira’s offices in Birmingham.

To discuss your specific training needs, please contact Neil Moss on 0121 446 6688 / 07823 416 847 or neil.moss@bira.co.uk. Alternatively, please visit bira.co.uk/retail-training.

Creating Retail Solutions  020 8577 3080

MARCH/APRIL 2019

 info@salepoint.co.uk

 www.salepoint.co.uk

21

IMPROVING ONLINE

Take your website to the An attractive and effective website is an essential for any modern retailer. Without a digital presence, you are likely to be missing out on important sales, both offline as well as online. Whether you are about to invest in a new ecommerce platform or you still need to get the basics right, we’ve been speaking to the experts for practical advice.

Join our digital workshop Bira subsidiary OSS Retail has partnered with McCann Worldgroup, a leading marketing agency and expert in digital trends and consumer behaviour, to host Digital Transformation. This two-day workshop on 12-13 June in Prestbury, Manchester will support retailers in driving online sales growth. It will help businesses anticipate digital trends and understand changing consumer behaviour.

To find out more, contact Neil Moss on 0121 446 6688 or via neil.moss@bira.co.uk.

Going transactional “The growth of ecommerce is undeniable here in the UK. In the past four years online sales have grown by 8.9% and now equate to 20% of all sales in the country,” says Matthew Last, partnership marketing manager at Bira-approved service partner SiteWizard.co.uk.

“It’s important to remember the customer is looking for convenience. By adopting a great physical shop and an online shop that caters for your business, both on a marketing level and an operational level, businesses can make true gains.”

One of the barriers to embracing ecommerce is the cost, not only of building the site, but also of marketing it. There are now a number of offthe-shelf solutions that make it easier.

“We are really behind Magento, which is now owned by Adobe, and we also build online shops on WooCommerce, the ecommerce plugin for WordPress. With these solutions being community-driven, chances are the functionality you want already exists and will be available at a fraction of the cost than building it from scratch,” Matthew explains.

“Just having a website built isn’t enough. You need to make sure whoever you choose to work with has the ability to market the business too.

Just like when you choose where your store is located, it’s the same with your online presence - location, location, location. The busiest high street in the world is Google and you need to be found where people are searching for what you do.

“Something that I would advise is to make sure the company you choose has a dedicated support team. We invest a lot of money into our support infrastructure and when an online shop goes live, the owners certainly see why and appreciate the help we give them.”

Not after a transactional website?

Of course, if you already trade through a marketplace (see pages 10-11 for details) or choose not to sell online at all, there are still ways to improve your website in order to keep up with the growing demands of consumers.

Paige Hylton, Bira’s in-house web and digital specialist, says: “We live in a very visual world. It sounds obvious that you should be using quality visuals and a range of media to showcase your products, but this is something that is quite often forgotten on small business websites.

You don’t need professional equipment to create engaging visual content. Pick up your camera or even your smartphone and start snapping your products.”

She adds: “Don’t forget to take time to create video content. There are a range of free video editing apps you can use to quickly increase your video's aesthetic to suit your business's look and feel.”

Your website is also an ideal place for capturing data, even if you’ve been reluctant to do so following the GDPR changes last year.

Paige says: “Capturing data correctly and compliantly through your website should be at the top of your agenda, especially if your site is non-transactional. You can use a website plugin form builder or an integrated form provided by your email marketing software like Mailchimp.”

Paige suggests digging into your website’s Google Analytics to find out your top performing pages. This is where you will want to place your data capture forms. Make sure to capture their name, email address, phone number and consent as a minimum, so you can start sending them information on your in-store Sales, new products, events and other promotions.

Paige also suggests embracing Artificial

Here are the websites of a few Bira members we have featured in the magazine recently. From left, we have Elys of Wimbledon, and Kate’s Bridal Room, which are both in this issue, then

22

MARCH/APRIL 2019

next level Intelligence (AI) in order to improve your customer’s experiences and she promises it’s a lot simpler to integrate than it sounds.

“AI is all about automating processes, something which can greatly benefit a busy small business owner. At its core, AI can provide a personalised and engaging experience for customers. When integrated into a website live chat or Facebook Messenger, AI can become an easy way to navigate customers to particular products of interest, quickly answer frequently asked questions, capture customer details to use in loyalty schemes, or to gain crucial customer insights.

“It can be integrated fairly seamlessly through various website plugins, regardless of whether your website is run by WordPress or a DIY website CMS system like Wix or Squarespace.”

Eric Musgrave, editor of Bira magazine, urges independent retailers to think carefully about what they need to show on a non-transactional site and where they put it on the site.

“For many Bira members, selling online is not an option, but to be taken seriously by consumers, they should have at least a very simple website that encapsulates what the business is about. I am always surprised how many retailers who do not sell online fail to show an image of their shop or list their address and phone number, or their opening hours. These surely should be the first thing someone looking at the website should see, along with a punchy oneline statement that sums up the business, such as “The friendliest place in town for the best in fashion/gifts/hardware/pet products”.

“I also like to see an independent retailer using a photo of himself or herself on the home page, possibly with some team members

included. Essentially, most independents are selling themselves, their expertise and service.

“You, your service and the look of your shop should be unique, so why not promote it? On how many websites do you have to scroll right down to the bottom of the page and click a tab to find out the address and opening times? Make things easy for the customer!”

No matter which route you choose, it is advisable to not rush into anything – do your research, look at sites that you like, take recommendations and ultimately make sure you get the basics right first, so that you don’t end up having to invest again in the near future.

Prep Cookshop (from issue 23), Robinsons Pet Store (issue 21) and One 40 (issue 22) .

MARCH/APRIL 2019

Make sure your cyber security is effective A good website is vital, but so is good cyber security. The Cyber Aware initiative (cyberaware.gov.uk) offers these tips for ensuring your business is safe online: l Always install the latest software and app updates to protect your devices from viruses and hackers. lT hink of three random words that can make up a strong and separate password for your different email accounts. l Give your devices an extra layer of security by enabling a screen lock or risk your business data and customer data being stolen. lW hen you’re making your site shiny and new, don’t forget to back up your most important data so you can still access it if you are hacked. lM ake sure your employees and customers know that they should never use public wifi to transfer sensitive information such as card details. Hackers can set-up fake wi-fi hotspots to intercept sensitive information. lB eware of suspicious emails or links. Even if they seem to come from a company or person you know, contact them by other means to check they are genuine.

23

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Would Bira members like your products?

Product news March/ April

CONTACT SIMONE ADAMS ON 0121 446 6688 EXT 259 OR EMAIL SIMONE.ADAMS@BIRA.CO.UK

Get the Beer Party started

The perfect gift for animal lovers

Beer Party is the latest great set of glasses for the home and gift giver. The six high-quality glasses from Dartington can be used to enjoy any style of beer and provide a stylish way to get the party started. Dishwasher-safe and very good value, the set is presented in full-colour packaging.

01805 626226 / sales@dartington.co.uk

Renowned for award-winning watercolours hand-painted by Hannah Dale, Royal Worcester’s Wrendale Designs collection has had new animal motifs added. The style brings a cute splash of British countryside to the home. Added to the fine bone china mugs, tea sets and kitchen utensils are delightful coupe plates, breakfast-time tableware and a melamine set perfect for adding a pop of colour to alfresco dining.

01782 744721 / portmeiriongroup.com

Wine glasses with a message “Say it with wine”. The generously-sized wine glasses in the new Wine Time collection from Dartington are adorned with a colourful vino-related phrase that will be sure to raise a smile every time they are used. Perfect for whites, reds and rosés, Wine Time makes

a lovely present for any wine lover, supplied in a smart tin for presentation and storage. With several humorous phrases to choose, these are ideal to add to a wine glass collection or a good excuse to start one.

01805 626226 sales@dartington.co.uk

Tableware inspired by Tahiti Creating a visual feast for the table, the Tahiti Collection from Sara Miller London Portmeirion is beautifully playful and rich in colour. Designs of cockatoos, flamingos, zebras and lemurs among colourful jungle foliage make for a fun yet striking statement. The delightful fine porcelain collecMARCH/APRIL 2019

tion is also embellished with goldcoloured detailing to add a touch of elegance to this beautiful tableware. The collection boasts everything needed for a stunning dinner through to an adorable afternoon tea setting.

01782 744721 portmeiriongroup.com

25

SPRING TRADE SHOWS 2019 Great Eastern Exhibition

Thursday 21st March (11am - 6pm) NORWICH SHOWGROUND, Dereham Road, Norwich NR5 0TP

Great Southern Exhibition

SAVE A DATE IN YOUR DIARY

Tuesday 26th March (10am - 6pm) NEWBURY RACECOURSE, Racecourse Rd, Newbury RG14 7NZ

Great Northern Show

Thursday 28th March (12 - 9pm) UNIVERSITY OF BOLTON STADIUM, Burnden Way, Horwich, Bolton BL6 6JW

Great Western Exhibition

l Range New Trowe

Tuesday 2nd April (11am - 7pm) CHEPSTOW RACECOURSE, St Lawrence Rd, Chepstow NP16 6BE

EXPERT ADVICE & DEMONSTRATIONS

FREE HOSPITALITY & ON-SITE PARKING

ON MANY NEW PRODUCTS

FAITHFULL PRESTIGE TROWELS

TOUGHBUILT WORKWEAR STORAGE & STANDS

MILWAUKEE HAND TOOLS Over 100 Key Brands on show including

VISIT WWW.TOOLBANKB2B.COM TO SEE US IN ACTION AT OUR TRADE SHOWS Have you had your invitation? If not please contact your local branch, sales representative, email b2binfo@toolbank.com or call 01322 321460

Would Bira members like your products?

CONTACT SIMONE ADAMS ON 0121 446 6688 EXT 259 OR EMAIL SIMONE.ADAMS@BIRA.CO.UK

Street-smart stretch work trousers These new slim-fit FlexiWork SoftShell Trousers from Snickers Workwear deliver extreme working comfort, thanks to hi-tech stretch fabrics and body-mapping designs. The 4-way stretch comfort fabrics deliver enhanced freedom of movement as well as improved ventilation and overall comfort. Offering great fit and superb value for money, they also have a slimmer tailored fit for better all-round looks and protection against snagging, plus Armortex Kevlar-reinforced stretch fabric in the KneeGuard Pro System for greater flexibility, comfort and durability. Snickers Workwear is the optimal choice for craftsmen and women who need to get every job done comfortably on site.

01484 854788 snickersworkwear.co.uk

Product news March/ April

Mini Pocket spirit levels from Hultafors The latest additions to the Hultafors range in the UK are designed to assist with tricky levelling and marking requirements. The modern ergonomic design of the new Mini Pocket spirit levels includes a crush-proof and clear-focus

vial with a +60% magnifying capability and luminescent effect for easy reading in light or dark conditions. There’s also a strong protective casing and the magnetic version is ideal for accurate vertical measuring.

01484 854788 / hultafors.co.uk

Draper Expert adds five new versatile jacks Making light work of heavy lifting, five powerful pneumatic jacks have been added to the Draper Expert range. All are well-suited for commercial and agricultural vehicles, and heavy plant machinery. Top of the range is the 50 Tonne Pneumatic Jack (stock no: 02081), featuring a three-stage adjustable ergonomic handle fixed with a “Slow Down” valve and a “Self-Return” switch for increased safety and easy use.

The 40 Tonne Pneumatic Jack (02079) and the compact 30 Tonne

Pneumatic Jack (03724) have the same features. The 30 Tonne Pneumatic High Lift Jack (02078) can raise 30 Tonne loads up to 772mm high. The 40 Tonne Pneumatic Long Chassis Low Profile Jack (02080) has an extra-low profile, with just 125mm entry height.

Every jack is manufactured, tested and certified to the current EN1494 standard.

02380 494258 slaird@drapertools.com b2b.drapertools.com

Climate control in stylish fleeces The new 37.5® Technology Fleeces from Snickers Workwear deliver AllroundWork warmth and cooling comfort. The 37.5® Technology fabric in the garments is a very quick-drying material that captures and releases moisture vapour – like sweat – for superior coolness and dry working comfort. Not only will wearers stay warm, they’ll

MARCH/APRIL 2019

look and feel cool too. With styles for tradesmen and women, these smart fleeces excel at ventilation and moisture transport to keep wearers working comfortably wherever they are on site. In short, these offer the right protection, visibility, flexibility, durability and ventilation.

01484 854788 snickersworkwear.co.uk

27

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TAX COMPLIANT EPOS SYSTEMS FOR HOMEWARE, HARDWARE AND DIY RETAILERS As a retailer, you may be aware of the looming deadline for HMRC’s implementation of Making Tax Digital for Businesses (MTDfB). At RBA, we’re proud to announce that our system is fully compliant with the new legislation.

DIRECT DATA FEEDS FROM MAJOR SUPPLIERS INCLUDING:

CALL US TODAY ON: 020 8241 0077

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www.portmeiriongroup.com | +44 (0)1782 744721 copyright © 2019 Portmeirion Group Limited

CORAL TOOLS LTD

TEL: 0800 368 8080 | EMAIL: HELLO@CORAL-TOOLS.COM | WEB: WWW.CORAL-TOOLS.COM

Boost profits this Spring season Members turn to Coral Tools for fast-selling decorating products at their very best prices!

SPRING AND EASTER Decorating and DIY led promotional events were highly anticipated by retailers and consumers alike, but in today’s world the magic has been diluted by relentless everyday offers bombarding us online.

The lead up to the Easter bank holiday period is a major opportunity for forward-thinking independent retailers to reinvigorate growth. Through innovation and inspiration, an opportunity exists to capture the imagination of local communities as

they begin to plan fresh new looks for their homes and gardens.

Advanced planning is required to capitalise on Spring promotions; boosting sales and increasing footfall. Bira members are turning to Coral’s fast-selling range of decorating products designed to make projects faster, easier and more affordable.

Flexible supplier relationships are needed that allow you to test and repeat orders to stay on top

of changing trends. Coral offers Bira members the advantage of carriage paid orders from just £50 and ordering in pack-multiples or even singles! They are determined members can’t buy better!

As the nation prepares to arm themselves with rollers, brushes, and wallpaper tools it’s time to reach out to Coral to refresh your proposition.

Email hello@coral-tools.com or call 0800 368 8080 for more information.

A selection of current offers (call 0800 368 8080 for the complete offer sheet):

To place an order or to find out more call 0800 368 8080 or email hello@coral-tools.com quoting your Bira membership number E&OE. Offer valid for March and April 2019. All offer prices are exclusive of VAT. All offers subject to availability.

Our eCommerce platform helps you accept payments online, on mobile and in-app

As a valued member of Bira, we’re always

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looking for ways to help you run a more profitable business. We’re here to let you know how Global Payments and their innovative solutions could help your business grow.

• Real time reports to reconcile transactions • Search, void & refund transactions • Increase your sales conversion • All-in-one gateway & merchant account

Whatever the size of your business, Global Payments can create a payment solution tailored to your needs. Whether your customers pay in-person, online or on mobile, Global Payments can help you take payments.

• PCI product compliant • Special rates for bira members • Next day crediting for HSBC members • Tailored bira product deal

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Global Payments is a trading name of GPUK LLP. GPUK LLP is authorised by the Financial Conduct Authority under the Payment Services Regulations 2017 (504290) for the provision of payment services and under the Consumer Credit Act (714439) for the undertaking of terminal rental agreements. GPUK LLP is a limited liability partnership registered in England number 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 business will be effective if served at the Registered Office. © 2018 GPUK LLP. All Rights Reserved.

approved service partner

BIRA NOTICES

The membership magazine of the British Independent Retailers Association Published 6 times a year by Bira Publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com Senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 0121 446 6688 Ext 259 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Stephens & George, Merthyr Tydfil, Wales

Bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk Bira national president 2018-19 Surinder Josan, All Seasons DIY, Smethwick CEO Andrew Goodacre Finance director Beverley Long Commercial director Jeff Moody

Bira member 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. © 2019

MARCH/APRIL 2019

What might Brexit mean for Bira members?

AS WE WENT to press, the Brexit situation was by no means clear, but the government has provided some general guidance for the retail industry on what to expect after 29 March. Some points require action now, whether we end up with a deal or no-deal Brexit. We will update the Bira website regularly with new developments.

If you employ EU workers If the UK leaves the EU without a deal, EU citizens who are resident in the UK before 29 March 2019 will be able to apply to the EU Settlement Scheme to be awarded settled or pre-settled status, which will permit them to continue to live, work and study in the UK. Applications must be made by 31 December 2020. lR ead more at gov.uk/government/ publications/eu-settlement-schemeemployer-toolkit

leaves. The Information Commissioners Office (ICO) has a plan of action here: l i co.org.uk/media/for-organisations/ documents/2553958/leaving-the-eu-sixsteps-to-take.pdf

If you import and export At the UK border there will be changes to UK-EU trade, including customs, trade tariffs and VAT, safety and security for goods, document requirements, vehicle standards and controlled products.

To keep your products moving across the border, you’ll need to register for an EORI number (UK Economic Operator Registration and Identification number). More details are here: lg ov.uk/guidance/get-a-uk-eori-number-totrade-within-the-eu

You will also need to decide if you will handle new Customs and Safety & Security Declarations Applying for skilled or unskilled work visas in-house or with a third-party. You will also need If the UK leaves the EU without to check for updates on tariffs that apply to a deal, there will be a new your goods and consider using duty relief Here we’ve summarised some process for EU citizens arriving schemes. of the government’s in the UK before 31 December Check all the guidance available current advice, but please 2020. From 1 January 2021, a and ensure you know if you need visit: new skills-based immigration licences or certificates to bring lg ov.uk/euexit and gov.uk/ system will operate. your goods across the border and guidance/the-retail-sectorand-preparing-for-eu-exit For non-EU nationals, also make sure drivers are aware lg ov.uk/business-ukthe EU exit will not affect the of the documents they may need. leaving-eu for specific application process for work visas. information for Consumer rights your sector.

Travelling to the EU The government has taken steps In the event of a no-deal Brexit, British to ensure that UK consumers passport holders travelling to the EU will need will retain the protections they currently have when to have six months remaining validity on their buying from UK businesses. This means making passport, not including any extra months added to certain changes in UK legislation through the EU a 10-year passport if it was renewed early.

Withdrawal Act to ensure that the law operates Check your passport to see if you need to renew effectively after exit. earlier than planned.

There may be an impact on the extent to which UK consumers are protected when buying goods Driving in the EU and services from the EU. The laws of those states If you are driving your own vehicle or a hire vehicle are similar but may differ in some areas to UK law. in the EU in a no-deal scenario, you will need an UK consumers will no longer be able to use the UK International Driving Permit (IDP) and a Motor courts effectively to seek redress from EU-based Insurance Green Card to continue to drive. IDPs traders, and if a UK court does make a judgement, are available from the Post Office for £5.50. To the enforcement of that judgement will be more obtain a Motor Insurance Green Card, contact your difficult. vehicle insurer.

In addition, there will no longer be reciprocal lG et more information at gov.uk/euexitdriving obligations on the UK or EU member states to investigate breaches of consumer laws or take Data protection forward enforcement actions.

You need to continue to follow data protection law.

The government has taken steps to ensure that If you operate across the EU or exchange personal we will still be able to use the Alternative Dispute data with organisations in the EEA, there may Resolution process in the same way when buying be changes that you need to make before the UK and selling in the UK.

31

THE LAST WORD Kate Abbott relies on her mum Jenny Sutton for support in her plus-size bridal business. The secret of her service is to make the experience fun for the bride.

Q

How many staff do you have?

Mostly it’s me! I am helped by my mum, Jenny Sutton, who comes in two or three days a week. I had no retail experience when I started but Mum has been involved in opening shops for the RSPCA, so she had some retail track record.

Aaron gets involved when I show at wedding fairs. I call him my logistics man to make him feel better about doing the driving and carrying.

Q

Kate Abbott

CURVES@ KATE’S BRIDAL ROOM, CLITHEROE

In 2016, tired of being stressed out and underpaid as a primary school teacher, Kate Abbott decided to open a plus-size bridalwear business. She is still stressed out occasionally and, like many independent retailers, still rather under-paid, but she is having the time of her life looking after the stylish needs of curvy brides.

Q

Why pick plus-size bridalwear for a change of career?

I knew from my own experience of getting married to Aaron in 2012 that it is frustrating and disheartening as a curvier woman to try and find a wedding dress that actually fits, let alone finding one at a reasonable price. Most bridalwear retailers stop at size 18 and so have nothing to offer many brides-to-be. My clients often say they are too intimidated to go into a regular bridal retailer. We make the experience fun.

Q

You have grown the business quite rapidly in just three years…

I started out selling online only in February 2016, but I was selling all sizes. I graduated to what I call my “starter shop”, which was hidden away down an alley, in May 2017. In January 2018 I started to concentrate on plus-size only and by August 2018, I was confident enough to move to my current premises, which are on the local high street. The shop is at least four times the size of the first one, so I have room here to display our bridal gowns and accommodate what can sometimes be a large group comprising bride, mother, bridesmaids and other friends.

32

Q

What is your product mix?

It’s changed over the three years. At first, I was selling only ex-samples, which I bought from manufacturers and other bridal shops. It required a lot of traipsing around the country for not too much stock. In September 2017 I took the plunge at the Harrogate bridal fair and put down an order for 40 new dresses, in sizes from 14 to 36. It was a considerable financial commitment.

I now carry eight ranges produced by companies based in Devon, Ireland and The Netherlands.

Most clients are size 20, 22 or 24, but I work hard to fit anyone who makes an appointment. It’s not often I sell off-the-peg. Clients try on a sample and we order a new dress for them.

Personally speaking Hobbies: I love to travel to new places and try new foods Fave music: Cheesy pop Fave film: Forrest Gump Fave food: Asian food Fave drink: I love a mocktail!

Fave gadget: Sat Nav Best holiday: Mauritius Business or life hero: My eldest brother Best bit of advice ever received: Make your business work while you’re asleep Life motto: Life is too short, so go big or go home!

What’s your attitude to service?

My clients will be paying anything from £600 to £1,500 for a dress, so I want them to feel special, but I do that by being very laid-back and certainly not taking ourselves seriously. Our attitude comes over in our website and social media.

Coming to us should be fun. We do look after people who just walk in, but mainly we operate on an appointments basis. I like to give a new client two hours with me. Clients can book via the website, so my business is still working while I am asleep!

I have tended to run the business on gut instinct, about what feels right and what I’d like to experience as a client. I am obsessive about trying on every single style before I buy it. Bridal dresses are not hanger-friendly. They have to be worn to see what they are like. Also I want to check out the fit for myself. With plus-sizes it is not just about scaling up a size 12. The proportions are different and the only way to check them is to put on the dress. As an essential service, I have two fantastic seamstresses – one’s only two doors away – who can make any alterations.

Q

How do people hear about you?

Apart from word-of-mouth, my website, Facebook and Instagram are my best means of promotion. I post something at least once a day.

We still do five or six wedding fairs around Lancashire, Manchester and Liverpool, and I stage my own “curvy catwalk” with models sized 16 to 28 at least once a year. Most of the clients come from within an hour’s driving time, but we get people travelling further, from as far away as the Yorkshire Coast. Most of the brides are in their early 20s to early 40s, but we also see a lot of “encore brides” up to the age of 60-plus.

Q

How are your stress levels now?

I am fine with the brides. It’s the mothers or bridesmaids who can complicate matters!

Kate’s Bridal Room, 1 Moor Lane, Clitheroe, Lancashire BB7 1BE  katesbridalroom.co.uk  katesbridalroom @katesbridalroom Bira member since: June 2018 MARCH/APRIL 2019

Exposé Travel is the official UK travel partner for many of the exhibitions listed below.

We provide you hotels where the rates have been specially negotiated for exhibitors and attendees.

We offer extremely competitive air fares, available in all classes of travel and can save you up to 60% on the regular fares offered by the airlines themselves, depending on your dates of travel.

Special reductions are available for members of Trade Associations, such as BIRA, BHETA and LIMA. On many of the exhibitions abroad we offer special delegation leader rates as well as other.

If you are considering exhibiting at or attending any of the following exhibitions call us and we will offer you some great rates for flights and hotels.

INTERNATIONAL HOME & HOUSEWARES SHOW, CHICAGO 2nd to 5th March 2019 Immediate confirmation at the Show Hotels and flights with major airlines out of the UK. HONG KONG HOUSEWARES FAIR 20th to 23rd April 2019 We offer great flight and hotel rates to Hong Kong.

CANTON FAIR, PHASE 1 & 2, GUANGZHOU 23rd to 27th April & 1st to 5th May 2019 & 23rd to 27th October & 31st October to 4th November 2019 Why not combine the trip with the Hong Kong Fair?

NATIONAL HARDWARE SHOW, LAS VEGAS 7th to 9th May 2019 Excellent flight fares savings and specially negotiated hotel rates.

LICENCING EXPO, LAS VEGAS 4th to 6th June 2019 – Mandalay Bay Convention Centre Save up to 60% on cheapest regular fares on direct flights from London and Manchester to Las Vegas.

Excellent hotel rates.

BRAND LICENSING EUROPE 1st to 3rd October 2019 – Excel Books rooms at the hotels located next to Excel at specially negotiated rates for attendees and exhibitors.

For these and many more, please contact us at ExposéTravel, 82 Whyteleafe Road, Caterham, Surrey. CR3 5EF. Telephone: 01883 349576 or email your request to paul@exposetravel.uk

SMALL IN SPACE HUGE IN PRESENCE Right now in Stax you’ll find the most convenient way to sell Gorilla Glue and O’Keeffe’s products in your store.

These free-standing units are not only eye-catching to customers, they also save on floor and shelf space. As the perfect home for the products, they’re an ideal way to generate sales.

As well as the column displays, you can also increase impulse purchases with our new Counter Top Display Units. These combine visual impact with shopper convenience for quick sales of Gorilla Glue, Gorilla Super Glue and O’Keeffe’s Working Hands.

Counter Top Display Unit

£49.99 377172

Column 1

Column 2

Column 3

377173

377174

377175

£139.99

Stock up on all the displays at Stax today

£115.99

£147.99