THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 03 | JANUARY 2017
Trade news
Coes grows After taking 30 months to implement an EPOS system across his six stores in East Anglia, William Coe is ready for the opportunities and challenges of the omnichannel era
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Comment
Here’s hoping for stability in 2017 Let bira assist you make the most of new year trading, says CEO Alan Hawkins to catch-up to augment your normal sales. Why not try our Oxford Summer School digital bootcamp to check out what’s going on? There are good signs that consumers are keeping the economy growing strongly, so we must take it while it’s there. The danger, of course, is that it’s increasingly being built on credit card debt, which will inevitably have its judgement day. It would be worrying if the chancellor feels that interest rate rises are needed to control inflation, debt and the like. There seems no appetite to try and protect the pound. It has recovered well from its low point, but it wouldn’t surprise me if interest rates took a very modest upturn this year. A lot of bira members depend upon consumers’ disposable income, so it’s vital this stays as high as possible as wage growth is still trundling along at very manageable levels despite the national living wage pressures.
At bira we are still hunkering down during our office move and the upheavals around it. Roll on May when your whole team will be housed together in Birmingham. The changes won’t distract us from keeping our service delivery levels high and we also aim to be more politically active than ever. For some of you the rates revaluation gains will be coming through from April, others will have large increases they need to try and absorb or better still pass on. Don’t worry we are still very active in pursuing more reform to this ubiquitous tax. (See p19 for more on rates). And a new year’s resolution? Keep reading this bira magazine for the latest news and ideas and let bira take as much strain from your business as we can. Perhaps a favour in return? Can you introduce another independent to the benefits of being a bira member? Together we are stronger.
Cover photograph: Paul Driver
FIRSTLY, I WOULD like to send my best wishes for 2017. In reading this you must have survived 2016, so congratulations. What a year it was. Backing an unusual outcome almost became a certainty last year, so my wish for 2017 is a bit more normal stability. Some of the effects for 2016 will be with us for some time. Price increases must come through eventually (no matter how much stock has been bought in advance). I hear people saying, “But the consumer won’t pay them”. Well, they may have to. You should look at your strategy to make sure it’s not based just on price. bira’s here to assist and we may need to look at the help we give you in the digital area. Online non-food retail sales finished the year strongly. They are now well north of 20% and continue growing at a double-digit rate. If you are not embracing this market, you might need
IN THIS EDITION
2 Trade news
tours lure of the 11 Exclusive of other stores 13 The bira Awards bira members get an exclusive look behind the scenes at Selfridges and Lords
Past winners and finalists recall their triumphs and the business benefits
give up 19 Don’t the rates fight
is at your 21 bira service
writes Last 25 Lawson its own history 28 The Word
Review of the Autumn Statement, Bridgnorth celebrates a win, York independents regroup
of East 14 Coes Anglia
Third-generation boss William Coe on growing a business in the omnichannel era
ISSUE 03 JANUARY 2017
This is your magazine. Let us know how we can make it better for you. Send in your news, views, opinions and ideas to editorial@bira.co.uk JANUARY 2017
Don’t agree with your new business rates? Mark Radford urges you to appeal
Yorkshire DIY retailer Graham Benn shows how he makes the most of bira services
The story of Devon stalwart Lawsons is also the story of modern Plymouth
Philip Gerrish ditched engineering to take over a pet shop - and he is loving it
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Trade news Click & collect “to grow rapidly”
York indies are open for business
EXPANSION OF CLICK & collect in retailing will be driven by clothing and footwear purchases. The practice is forecast to grow by 85% in those categories over the next five years, according to a report from Verdict Retail. Overall, click & collect will increase by 64% between 2016 and 2012, the firm predicts. Online sales in general are forecast to grow by 38% over the same period. While increasingly time-poor consumers seek to minimise time spent shopping, the development of click & collect will come primarily from the frequency of consumers using the service rather than more retailers adopting it. Clothing and footwear accounted for 54% of all click & collect expenditure in 2016, according to Verdict. Almost 40% of consumers make an additional purchase when collecting an online order from a store, but average spend on such purchases is down 38% on 2013. The future growth of click & collect will be heavily affected by retailers’ improvements to fulfillment, with the greatest threat likely to come from home delivery subscription services like Amazon Prime (launched 2005), ASOS (2009) and Boohoo (2016), in which customers pay upfront for deliveries .
The calamitous floods that closed York for three days after Christmas 2015 have prompted independent retailers in the city to join forces to market themselves. The York Independent Business Association (YIBA), which became active in midNovember, aims to market the many private shops in the cathedral city via a map and later an interactive website. It will stress that the indie shops are an integral element in York’s unique character. “As York is a medieval city, many of the units in the centre are small, so independents have survived here. There are at least 200, maybe 300, independent businesses in York,” says YIBA chairman Johnny Hayes. “While some shops were flooded late in 2015, the water receded after three days but we all suffered because footfall
A voicemail void? BR I TA I N ’ S I N DE PE N DE N T RETAILERS are missing out on business because they are letting telephone calls go through to voicemail rather than answering them. Yet the majority of callers fail to leave voicemail messages, according to new research. In a survey of 300 micro-businesses (with fewer than 10 employees), including retailers and shopkeepers, and an examination of its own call data from 10,000 businesses, telephone answering service Moneypenny found that 33% of businesses surveyed did not answer incoming calls. In its Small Business Call Report 2016, Moneypenny also revealed that 69% of callers who were answered by voicemail declined to leave a message and just hung up. Moneypenny looks after telephone calls for businesses of all shapes and sizes.
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YIBA members gather at the city’s Clifford’s Tower
dropped dramatically for weeks as people thought York was still closed to visitors. “For our pilot in November, we produced a map featuring about 30 indie shops as well as the places of historic interest. We will follow up that with an interactive website early in 2017. The idea is that a visitor can tap on a red dot on their phone and shop details will pop up.”
The £7,000 cost of the site is being met by the York BID. Hayes was chairman of the highly-effective Bishopthorpe Road traders’ association in York for seven years. “I am trying to use the experience from Bishy Road across the city,” he says. “Independent retailers make a huge difference to a district’s attraction.”
Be an independent innovator… PROVIDING PRACTICAL RETAIL solutions and best practice advice in a more interactive and engaging environment will be the focus of bira’s annual conference on 8 May 2017. Whether you are a long-established business owner or new to the ever-changing challenges of retailing, the event will provide new insights and tangible tips on how to lead, innovate and achieve success. Hear from visionary speakers from leading retail businesses. Learn, discuss, interact, get new ideas on how to drive performance and transform for the future on three interactive and stimulating stages: Challenge, Grow and Innovate. Already confirmed is Google Digital Garage, which will be providing short practical sessions on how to maximise customer outreach online to improve your business. Also taking part is brand communication agency Certain, which will be on the Innovate stage to provide workshops and tips on when and how to refresh your brand, both digitally and offline. Phil Dean, managing director of Certain, says: “Retail branding isn’t just for the big boys. Businesses of all shapes and sizes can benefit from taking time to review their brand activity.”
Learn, discuss, interact and get new ideas for the future at the 2017 bira conference Discover how tending to your brand can deliver an engaged and loyal customer base and how branded content can help take your business to the next level. Hear from a brand specialist and get the inside track on how to create a compelling and competitive brand fit for the future.” The 2017 Conference and Awards will be staged at Bristol Marriott Royal Hotel, College Green, Bristol BS1 5TA on Monday, 8 May. Book your place at www.bira.co.uk/events/ or request a booking form via events@bira.co.uk
FOR MORE ON THE BIRA AWARDS
turn to page 13. It’s simple to enter the bira awards or nominate a business or individual. Head to www.bira.co.uk/conference17 or request an entry pack by emailing events@bira.co.uk or contacting Paulina Swiech on 0121 446 6688. JANUARY 2017
We are everyone’s best-kept secret and we want more people to know about us
Trade news
John Deane-Bowers, who is taking his Trotter & Deane brand to Cambridge
bira: “There is not enough in Autumn Statement for us” THE AUTUMN STATEMENT in November was the government’s second big economic overview delivered in the last quarter of 2016. bira takes an indepth look at what the real implications are for independent retailers. On business taxes A permanent increase in business rate relief will provide essential support for some. But bira has campaigned on this subject for many years and tinkering at the edges is simply not enough. bira urges Government to completely remodel the antiquated system to create a new fair system for modern retailing, whether run from warehouse or shop. The cost of doing retail business in 2017 is already significantly higher with trade price increases flooding in after the Brexit referendum. So, the increase in insurance premium tax is simply another cost the Government is asking independent retailers to absorb at a difficult trading time. On a positive note, the freeze on fuel duty and investment in upgrading and maintaining local road networks is essential for access to local retailers for receipt of goods, for customers’ access and for deliveries. Lower corporation tax will be welcomed by those affected. However, the pressures of implementing mandatory quarterly tax reporting remain, and the UK infrastructure is woefully inadequate to live up to the aspirations of Government’s Making Tax Digital drive. On digital To announce £1bn funding to improve the UK’s digital infrastructure is critical to the advancement of local retailers. bira has campaigned Government on the challenge of broadband connectivity in many areas and is pleased to see action on this. On people National living wage was established JANUARY 2017
only this April at £7.20 an hour, for workers aged 25 and above, with a target of £9 by 2020. A jump to £7.50 is another cost to retailers in one year, but is within expectation. The Office for Budget Responsibility predicted it would give a pay rise to 1.3m workers this year, but in the independent retail community the reality for some has meant reduced hours or fewer workers to manage the increased cost. bira has asked Government to think about the speed at which it introduces new legislation and to coordinate across departments. In 2017, independent retailers will be attempting to absorb the costs of workplace pensions, business rates, national living wage, insurance premium tax, and digitising their systems, to name but a few. At the same time, they face manufacturers’ price increases in excess of 10% and the challenge of not passing on these costs to cautious consumers. A la n Hawk ins, bira CEO, commented: “We weren’t expecting much from the Autumn Statement and that’s exactly what transpired. It’s not surprising given the state of public finances. Helping the economy through Brexit, I suppose, has to be a welcome sign that the government is realising that support is needed. But some of the specific detail will undoubtedly add cost. “For example, the increase in the national living wage to £7.50 in April, while at the lower end of expectation, is still a significant increase. National insurance thresholds have been standardised upwards, which could lead to up to £7.18 a year per employee for the employer. Insurance premium tax is increasing from 10% to 12%, another cost that employers will have to fund. “Overall, there’s not enough money around to create any expectation that 2017 will be easier than 2016 was. With significant trade price increases already coming in across the board, attracting decreased consumer spending will continue to be the art of retail.”
Men’s store graduates to Cambridge branch HAVING CELEBRATED 25 years in business in 2016, premium menswear specialist Trotter & Deane is opening its second shop in mid-April, in Cambridge. Founder John DeaneBowers, who sells all his merchandise under his own label, says it is time to give a higher profile to the Trotter & Deane brand. Located in Abbeygate Street, Bury St Edmunds, Suffolk, his original store has been doubled in size over the years and now covers 2,200sq ft and employs 10 staff. The new premises will be at 15-16 Sussex Street in Cambridge, a unit currently occupied by The Cambridge Toy Shop. Part of an impressive pedestrianised colonnade, the setting is well matched to the Trotter & Deane style. “We have 1,800sq ft of trading space across two levels,” says Deane-Bowers. “We will be taking on four new staff, who will be managed by one of the experienced guys from Bury St Edmunds. On the lower ground floor we are going to create a club atmosphere for our personal tailoring area. We have got our own brand to a very high level now. We are everyone’s bestkept secret and we want more people to know about us.” Typical prices in the store include a two-piece suit in Super 120’s worsted cloth at £575 and a fine-cotton shirt at £115.
Style on show at Top Drawer Fine new products for home, gift, fashion and craft shops will be on show this month at Top Drawer (15-17 January, London Olympia). This edition sees more exclusive brands and new products being launched across all sectors, plus a host of exhibitors joining the roster for the first time, making Top Drawer the perfect hunting ground for innovative retailers. Brands exhibiting this season include KMI, Wild and Wolf, Alessi, Rice, Nkuku, Maxwell & Williams, Teapigs, Black + Blum, Bliss Home, Stelton, Celia Gould, Tatty Divine, White Leaf, Kikkerland, Portico Designs, Jellycat and Caroline Gardner. Trade buyers can register online for show tickets at www.topdrawer.co.uk A special lunch will be hosted by bira at the show. See bira.co.uk for more information.
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Trade news Can you make sure the members are heeded? THE BOARD OF management of bira signs off the big decisions, keeps the association accountable to its members, and ensures it is doing everything it can to support independent retailers. Do you want to help this vital work? Retailers are now able to nominate themselves for a position on bira’s board of management (BOM) for 2017-2019. The board comprises independent retailers from all over Britain who are involved in a range of sectors. Board members not only have a platform on which to air their views on bira’s activities, but also can learn from other retailers, while sharing their own knowledge of independent retailing. Board member Richard Rowlatt, of cookshop retailer Rowlatts in Wellingborough, says: “I stand for the board of management because I want to ensure that the members’ voice continues to be heard and listened to at all levels within bira. I also want to support our hardworking staff and directors. Our bira is a fantastic members’ organisation with a great range of services and I fervently wish for that to continue.” Alan Hawkins, bira’s CEO, adds: “With plenty of healthy debate and discussion, our board of management is the driving force behind the association, pushing us forward, making the difficult decisions and ensuring we are always working to make lives easier for retailers. It is our members’ chance to get their voices heard and to influence their association at the highest level.”
HAVE YOUR SAY
If you would like to support other independents by having a say in the future activities of bira, then please contact Jill Austin on 0121 446 3722 or email jill.austin@bira.co.uk to find out the process for nominating yourself for the board.
Continuing bira’s campaign to develop better links with the government, the legal and parliamentary affairs committee (LPAC) welcomed to its meeting in November Laura Robinson, who is deputy director for the retail sector hub at the Department for Business, Energy and Industrial Strategy. She is seen here with LPAC members Guy Lachlan
(Jones & Cocks, Aylesbury), Gary Culver (Frederick L Mabb, Yeovil) and Ian Firth (LPAC chairman). The LPAC group highlighted the major concerns of the independent sector in a wide-ranging conversation with Robinson. The meeting happened a day after CEO Alan Hawkins was part of a retailers’ group that met with small business minister Margot James.
Confidence rises MEMBERS OF BIRA are feeling more positive about trading, according to responses to our Quarterly Sales Monitor for Q3. Some 56.8% reported a higher performance in store, 12.7% up on the previous quarter. A healthy 60.7% of independents are confident about the year ahead, which is the most upbeat bira has seen them this year. Only three of the 11 product sectors measured reported a decline, compared to seven in the previous quarter. Cards, stationery, crafts and hobbies were hardest hit with an average decline of 7% in sales in Q3, while books, toys and music saw sales grow 18%, having been down previously. Furniture and flooring plus pet products continue to grow. South West and Scotland saw the best growth with 7.8% and 4.6% respectively, whereas Northern Ireland was the hardest hit with a 3.5% decline in sales.
Quarterly Sales Monitor Quarter to 30th September 2016
Price deflation dominates retailing – for now NOVEMBER WAS THE 43rd month to see shop price deflation. The British Retail Consortium-Nielsen Shop Price Index showed overall shop prices at 1.7% lower in November, unchanged from the previous month. Non-food deflation accelerated to 2.3% after falling by 2.1% in the previous two months. Food deflation decelerated sharply to 0.8% in November from the 1.2% fall in October. Speaking in early December, Mike Watkins, head of retailer and business insight at Nielsen, observed: “Shop prices are still falling and deflation will continue to at least the end of 2016 as the result of the battle for the wallet of Christmas
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shoppers. Looking ahead, we can expect a slow return to shop price inflation during 2017 with fresh foods, some of which are also seasonal and weather-dependent, likely to be impacted sooner when increased supply chain costs finally begin to filter through to retail prices. Retailers will keep running promotions and campaigns, however, to encourage retail spend and this will continue to help shoppers to save money next year.” Helen Dickinson OBE, the BRC chief executive, said, “November took the run of shop price deflation into its 43rd month, with prices falling by 1.7 per cent year-on-year, an unchanged rate of deflation from October. While food deflation
slowed to 0.8 per cent year-on-year compared with 1.2 per cent in October, non-food deflation increased to 2.3 per cent from 2.1 per cent, which could be attributed to extended promotions in the run-up to Black Friday. “These figures once again point to retailers’ effectiveness in controlling the inflationary pressure that continues to build through the devaluation of the pound. We have still yet to see any visible impact from the weaker pound on shop prices, but we do expect to see a gradual slowing of the rate of deflation. Increasingly value-driven and informed customers mean retailers will have to remain highly competitive.” JANUARY 2017
This
is great news and the town will undoubtedly benefit. I’m incredibly proud to be a part of this amazing town.” John Major of menswear retailer Parker Taylor, Bridgnorth
Trade news
Park & Ride drives Bridgnorth to victory “THE WHOLE TOWN is buzzing.” That was the reaction of Kevin Bellwood and his fellow independent retailers on hearing that Bridgnorth, Shropshire, had been named Best Large Market Town in the Great British High Street Awards 2016. A Park & Ride scheme developed by the town’s chamber of commerce and funded by local retailers at the cost of £10 a month each was cited by judges as one of the reasons Bridgnorth came out on top. Operating on Saturdays from April to October, plus Saturdays in December, the transport initiative runs from the car park of a farmers’ auction house. It costs the chamber around £250 per day and chamber members marshal the car park. The service, which has been running for two years, is designed to increase footfall to the town and is free for the public. “It brings in between 200 and 500 people on a Saturday,” says Bellwood, the owner of the Roobarb gift shop and chairman of the chamber’s shops and events committee since the start of 2015. “This year we are going to make even more from it by distributing promotional vouchers on the bus. We have been missing a trick there.” Other new initiatives include the revival of late-night opening on Thursday. “By everyone pulling together, we are really making a difference. My Thursday takings are sometimes tripled thanks to the late opening,” he says. The seven-strong executive committee of the chamber, which includes bira member Bellwood, is credited with invigorating the town centre. The campaign to see the town recognised was driven by two local bloggers, Sarah Stevens of Buy Big in Bridgnorth and Sally Themans of Love Bridgnorth. John Major of menswear retailer
Parker Taylor, which has a shop on the high street, said: “This is great news and the town will undoubtedly benefit. I’m incredibly proud to be a part of this amazing town. I am especially pleased for Sarah and her helpers who worked really hard to bring local businesses together.” As part of the award, the chamber gets a share of a prize pot worth £100,000, plus expert training from Google’s digital taskforce for shops and bars, and a trip to Twitter UK’s London office to boost social media skills of members. The Great British High Street competition, which celebrates work being done to revive, adapt and diversify the nation’s high streets, is run by the Department for Communities and Local Government and sponsored by British Land, the Post Office, Holland and Barratt, Boots UK, Google UK, Marks & Spencer, Wilko, Revo and Ellandi. This year’s competition, the third to be held, saw a record 900 entries in 14 categories. The public votes for the winners, which were announced in December. Other winners for 2016 include: Blackburn (Great British High Street of the Year and Town Centre); Derby (City Location); Hebden Bridge (Small Market Town & People’s Choice Award); Falmouth (Coastal Community); Hoole, Chester (Local Centre / Parade of Shops); Pateley Bridge (Village); Stockton-on-Tees (Rising Star); Myddleton Road, Haringey (London).
DO YOU TRADE IN ONE OF THE 2016 WINNERS?
Or in one of the winners from the two previous years? Let us know how the accolade has benefitted your business and community via editorial@bira.co.uk
A timely win Completing and returning the bira membership questionnaire for 2016 earned Neil O’Rourke of Mendip Carpets of Nailsea, Bristol, the prize of a handsome Apple Watch, worth nearly £300. His name was the one pulled from the hat (or was it from under the rug?). This year’s questionnaire will be sent out in the early autumn and we encourage all members to take part in this important annual survey.
Will a switch reduce your water bill? FROM APRIL 2017 businesses, as well as charities and public sector organisations, in England will be able to switch their supplier of water and sewerage retail services, which include meter reading, billing, as well as handling customer queries and complaints. The Consumer Council for Water (CCWater), the independent consumer body for the water industry in England and Wales, believes there will be potential financial benefits and savings for bira members thanks to the upcoming changes in the JANUARY 2017
non-household (NHH) retail water and sewerage market. From April, some 1.2 million customers in England will be eligible to switch. Currently, only very heavy users of water (those using 5m litres a year in England or 50m litres a year in Wales) can switch water supplier. It would take 5m litres to fill two Olympic-sized swimming pools. From April 2017, however, this usage threshold will drop to zero in England, effectively opening up competition to all NHH customers.
The Welsh Government has decided to keep a 50m litre threshold in Wales. In Scotland, NHH customers have been able to choose their retailer since 2008. Around 30% of customers have switched and around 50% have negotiated with their current retailer.
FURTHER INFORMATION
is available via marketreform@ccwater.org.uk or on 0121 345 1028. The CCWater’s website is www.ccwater.org.uk/business-customers
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Oh,
what fun we have as independent retailers”
Trade news
Neil Mackay, Mackays of Cambridge
It’s official: women do multi-task Assault by staff RETAILERS WRESTLING WITH the chal- flexible working has affected, or would affect, lenges of staff productivity will be interested to their lives for the better. Specifically, 48% feel it learn that one in six working women has impacted or would impact their in the UK have more than one job, personal life positively, 26% say it has and that a high proportion of women Percentage of female reduced or would reduce their stress workers who have appreciate flexible working. levels, and 15% feel flexible working more than one job According to research on behalf has increased or would increase their of part-time jobs site Coople, 2.24m productivity. women in the UK - 16% of working Predictably, for women the primary Percentage of female women - have more than one job. Some workers who approve purpose of an additional job or jobs is 3% (420,000 women) have three or of flexible working to earn more money (64%). Nearly a more jobs. Perhaps surprisingly, 33% of third (29%) say their main reason for women with two or more jobs say they an additional job is to learn new skills. Percentage of female like their situation. However, almost workers who take a Almost a quarter (23%) of women state 75% of women without flexible work- second job as a hobby they have another role “for variety and ing hours wish they had them. to experience new environments”, 15% A survey of 2,000 British workers, carried do so “as a hobby”, 8% because they are looking to out by OnePoll on behalf of Coople, revealed that move into another industry, and 2% say they work 72% of the working women surveyed stated that for two or more companies to meet new people.
16%
48% 15%
Food for thought at Mackays
Alexandra Shulman, the longest-serving editor-in-chief of British Vogue, will be the keynote speaker next month at fashion fair Pure (12-14 February, London Olympia). On Sunday 12 February the multi awardwinning journalist will share memories from her 25 years in the editor’s chair. More than 30 speakers have been lined up to talk at Pure this season for a wide-ranging series of seminars, presentations and panel discussions. The aisles will feature more than 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories. Full details and registration information are on www.purelondon.com JANUARY 2017
THE CAR PARK at Mackays of Cambridge had a new role in the run-up to Christmas. The hardware store converted itself into a venue for a food and drink festival from 6pm to 11pm on Friday and Saturday evenings leading to the festive season. “The events we ran, with food from around the globe on offer, attracted more than 400 diners each evening,” says owner Neil Mackay. “We took over £3,500 each evening via the bar alone. There was no need to pay to advertise them. We just put it out on social media and the customers came to find us. Then word of mouth did the rest. Food bloggers attended the first event and all absolutely loved the idea. Farmers have been diversifying their businesses for years, so why not independent retailers?” Mackays marked its first event with a firework display at 6.30pm that drowned out a BBC Look East reporter who was trying to deliver a live piece to camera outside the Crown Court next door. An amused Neil Mackay is still searching for the footage online. He is now trying to devise themes for similar events in spring, summer and autumn. “Plans for a beer festival are well advanced, but the only issue is finding a way to let the real ale beers settle for long enough while still using the car park during the day. But where there’s a will, there’s a way. It really is a fabulous way to use an empty car park out of hours. Oh, what fun we have as independent retailers,” he declares.
could hurt you
MOST BUSINESSES COULD now be liable if an employee commits an assault, following a new court ruling, according to a conflict management consultant. Following an assault carried out by a member of Morrisons supermarket staff on a customer, the Court of Appeal ruled in 2014 that the employer was not liable for the retail employee who had verbally and then physically assaulted a customer in an altercation on its premises because the role did not include keeping order. Last year the Supreme Court overturned that decision, stating the “employee’s wrongful conduct was related to their job role, as they were required to interact with customers and the assault was part of an unbroken series of events that were related to the business interaction.” Andrea Newton, managing director of human resources firm ABD Training, which specialises in conflict management, believes most retail businesses are unaware of the ruling. The court encouraged employers to take “a broader view of training and support for staff, which should include guidance on how to handle difficult situations and confrontations, even if these are outside the worker’s day-to-day job.” Newton said: “This ruling means employers now need to put even more emphasis on how employees can handle situations in a way to protect themselves and the reputation of the business. They need to look at issues such as conflict resolution, self-awareness and emotional intelligence.” The case, Mohamud v WM Morrisons plc, was heard by the Supreme Court in March 2016. The employee, who worked behind the till at a Morrisons petrol station, verbally abused a customer and then followed the customer to their car and physically assaulted them.
Buying via mobile on the up
The UK is leading the way when it comes to buying via mobile devices, according to research from ecommerce platform provider Salesforce Commerce Cloud. Analysing transactions in “Cyber Week”, which started with Black Friday on November 25, it logged that mobile traffic in the UK was up 13% year-on-year and the volume of mobile orders rose to 34% - higher than France, Germany and the US.
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Show news
On the road with bira bira loves a good trade show where we can chat with members and meet potential new members. bira exhibits, partners and attends a wide range of fairs during the year, to ensure the membership team engages with as many retailers as possible. You’ll often see bira staff and members on stage sharing knowledge and expertise in various seminar sessions during the show season. Keep an eye out at bira.co.uk/events/ for more details or email events@bira.co.uk for a list of where bira will be.
EDINBURGH
22-25 June Royal Highland Show, Royal Highland Centre Edinburgh
Where to find us in 2017 JANUARY 15-17 Top Drawer, Olympia London
MARCH 21-22 PATS, Sandown Park, Esher
18-19 LAMMA, East of England Showground, Peterborough
APRIL 1 TAA Annual Conference, Celtic Manor, Newport
FEBRUARY 5-6 IMC Menswear, Whittlebury Hall, near Towcester
JUNE 6-7 Progressive Greetings, Business Design Centre London
5-9 Spring Fair, NEC Birmingham
22-25 Royal Highland Show, Royal Highland Centre, Edinburgh
12-14 Pure London, Olympia London
TELFORD
24-25 September PATS, Telford
19-21 MODA, NEC Birmingham
JULY 23-25 Pure London, Olympia London
AUGUST 6-7 MODA, NEC Birmingham TBC IMC Menswear, Whittlebury Hall, near Towcester SEPTEMBER 3-6 Autumn Fair, NEC Birmingham 10-12 Top Drawer, Olympia London 24-25 PATS, Telford NOVEMBER 1-2 SALTEX, NEC Birmingham
24-27 The Royal Welsh Show, Builth Wells
BIRMINGHAM
5-9 February Spring Fair, NEC Birmingham 19-21 February MODA, Olympia London 6-7 August MODA, NEC Birmingham 3-6 September Autumn Fair, NEC Birmingham 1-2 November SALTEX, NEC Birmingham
PETERBOROUGH
TOWCESTER
18-19 January LAMMA, East of England Showground, Peterborough
5-6 February/TBC August IMC Menswear, Whittlebury Hall
GREATER LONDON
WALES
1 April TAA Annual Conference, Celtic Manor, Newport 24-27 July The Royal Welsh Show, Builth Wells
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15-17 January Top Drawer, Olympia London 12-14 February/23-25 July Pure London, Olympia London 21-22 March PATS, Sandown Park 6-7 June Progressive Greetings, Business Design Centre 10-12 September Top Drawer, Olympia London
JANUARY 2017
Product preview
DENBY
As well as new ranges for 2017, Denby’s offer at Spring Fair (Hall 9, Stand C10-D11) encompasses tableware, cookware and serveware classics such as Imperial Blue (still a design icon after 28 years) and striking contemporary ranges such as Halo (shown here) and Natural Canvas, which feature glaze processes and techniques unique to Denby. The tableware ranges are supplemented with complementary cookware, cast iron, glass and accessories, as well as successful licensed properties (Monsoon Home by Denby and James Martin) appealing to a wide, modern audience.
DIY products HARRIS
The new online ordering portal, Independent Street, will be a central feature of the Harris stand (10C40), opposite the bira village at Spring Fair. A massive investment for the painting products supplier, the portal was launched in August to enable independent stockists to place orders directly with Harris for speedier delivery times, live stock availability and marketing support, 24 hours a day. A new product range for 2017 and a woodcare range will also be on show.
STAX
What’s new at Spring Fair THIS SEASON’S SPRING Fair sees the debut of its new DIY and Home Improvement section in Hall 10, a welcome addition to the huge array of gifts, accessories, homewares, housewares, cookware and much besides that will be on show at the NEC on 5-9 February. NB The DIY and Volume Gift & Home sections open a day earlier, on 4 February.
MEYER GROUP
The innovative cookware supplier will be showcasing its Ruffoni, Anolon, Circulon and Prestige brands at Spring Fair (Hall 9, Stand F44-G25). Highlights will include the unveiling of the new Prism range from Prestige (left) and a bakeware product demonstration every day of the show. Featuring all the Meyer brands, the presentation will provide an opportunity for visitors to understand the features and benefits of the bakeware ranges.
HORWOOD
Radiant and Seal & Store by Judge will be unveiled by Horwood at Spring Fair (Hall 9.0, Stand A24-B25), alongside the extension of the Stellar Rocktanium range. Radiant (right) is a dynamic cookware range, the first to be manufactured by the parent company. It’s super-efficient, has Teflon’s latest “Radiant” nonstick with iron particles and it’s suitable for all hobs while being exceptional on induction hobs. To find out why it is more suitable for dishwashers, you will have to visit the stand. Seal & Store is Judge’s new freezerto-oven, microwave- and dishwasher-safe storage system, made from borosilicate glass. Air- and watertight, it is perfect for storing and reheating meals for customers who do not like to use plastic. JANUARY 2017
Stax, the country’s leading non-food multichannel wholesaler, supplies more than 50,000 retailers and merchants nationwide. It will be among the suppliers in the new dedicated DIY section at Spring Fair (Stand 10C30). On view will be selections from more than 40,000 lines from over 1,000-plus trusted brands. Stax departments include hardware, tools, DIY, plumbing, kitchens, bathrooms, gardening, electrical, homewares and seasonal products. Stax’s comprehensive selection of own-brand ranges, including Picardy, Ambassador, Supa and Glenwear, are designed to give retailers quality products with healthy margins.
GRIPIT FIXINGS
Joining the new DIY section at Spring Fair is GripIt Fixings (Stand 10A51). Billed as “the world’s ultimate plasterboard fixing”, GripIts (right) hold up to 330kg and are excellent for DIYers and tradesmen to helping hang boilers, TV brackets, kitchen cupboards, mirrors, shelves and much more. The fixings are available in 15mm, 18mm, 20mm and 25mm sizes, offered in different packs and kits with added accessories to help with the job.
CHAIN PRODUCTS
A comprehensive range of chain, rope, fittings, paintbrushes and hardware will be presented by Chain Products (Stand 10A50), with the emphasis on quality, competitive pricing and a low carriage-paid order level. The product range includes welded link, plastic, decorative and security chains, associated fittings, ironmongery, ropes, twines, cords, washing lines and Arden paintbrushes. All are packaged ready for retail. The firm also supplies “free on loan” merchandisers loaded with the fastest moving-lines.
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the show 10 – 14. 2. 2017 Interaction between idea and realisation, design and craft, concept and market. At the world’s most important consumer goods trade fair. Information and tickets at ambiente.messefrankfurt.com Tel. +44 (0) 14 83 48 39 83 info@uk.messefrankfurt.com
63574-001_AM_allg_Handel_BiraMembers_210x297 • 210x297 mm • FOGRA 39 • CMYK • tg: 20.09.2016
Living
DU: 13.09.2016
GB
bira activities
Access all areas Exclusive access to top retailers is one of the often-overlooked benefits of bira membership. Who else but bira could get you behind the scenes at Selfridges and Lords?
Above: Jacqui Bennett, Cooks of Trentham, Stoke, in
Lords: “It is always interesting to see close-up what another independent is doing.”
Top left: Rachna Patel of Lords shares her insights with
Matt Fendall of Essentials in Hazlemere, Bucks, Holly West of Prep Cookshop in Stoke Newington and bira’s Sarah Golden and Kate Godber.
Top right: Yona Christodoulou, menswear manager at
Selfridges (second left) shows one of the personal shopping suites to Bruce McLaren of Dalziel Kingsize Menswear in
Woking and Fiona and William Coe from Coes of Ipswich.
JANUARY 2017
NEXT TIME YOU are setting your staff sales targets, bear in mind that the top sales person in Selfridges brings in about £8m a year in revenue. This was one of the most remarkable facts a group of bira members learned during a special tour of the Oxford Street store in November. The sales man (yes, he is a male) looks after high net worth clients via Selfridges’ personal shopping service, acting as their point of contact for every department in the store. Michelle Jarrold, director of independent department store Jarrolds in Norwich, was impressed by what she saw and learned on the visit: “It was so inspiring to see how heavily Selfridges has invested in its personal shopping service for both men and women. They have beautiful separate personal shopping areas and a tax-free service for non-EU customers. It was interesting for all of us who are seeing fewer people in our stores to consider how well we are looking after our loyal customers, especially the high-spending ones. “I was impressed by the store’s heritage area, which celebrates the past while still looking forward. We do a little of that (Jarrolds was founded in 1770), but it is minute by comparison. What came over strongly is how essential the work of the store’s creative team is to everything they do. They are obviously looking around for what’s new the whole time, which allows Selfridges to reinvent itself and keep ahead of the game. That vision really drives the business forward.” Bruce McLaren, bira past president and owner of Dalziel Kingsize Menswear in Woking, Surrey, “stole” a very practical idea from the visit. “From now on, we, like Selfridges, will be having a selfie stick in the changing rooms so that customers can send an image to partners and friends for an opinion of what they are thinking of buying.”
While he admits Selfridges and he are trading in very different sectors, he is enthusiastic about the benefits of these exclusive retail tours. “As independents, we can all become a little isolated and insular, so it’s good to get out of the shop to meet with other independents. You cannot fail to be impressed by the attention to detail of these big retailers. While we don’t have the resources they do, you can still pick up ideas from their display and their visual merchandising – and their changing rooms.” Tricia Kelleher , deputy store director at Selfridges, revealed some of its sales training initiatives to the 25 or so fashion retailers from bira’s fashion division on the visit. William Coe of Coes of Ipswich valued the insight to one of the UK’s best-performing retailers: “We are always interested in what others are doing as we want to benchmark our own performance against theirs. I am surprised more bira members don’t join these visits.” Also in London in November, a smaller group of cookshop owners combined a meeting of bira’s cookshop and homewares division with a visit to the Westbourne Grove branch of Lords, the award-winning cookshop, hosted by director and buyer Rachna Patel. Jacqui Bennett of Cooks of Trentham in Stoke found the trip to London very worthwhile: “It’s always interesting to see close-up what another independent is doing. Lords is a very different shop to mine and they are impressively focused on what they do. One thing I did take away from them is their excellent use of lighting in the shop.” Like all participants, Bennett stresses that the interaction with other retailers is very useful. “Another good thing I got from the Lords trip was a tip from one of the other bira members to buy in some mobile phone chargers as a Christmas line. They are selling very well!”
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Shine bright. You’re innovative. You had a great idea, achieved something great and you stood out from the crowd. Now it’s time to shine.
Enter the bira awards bira.co.uk/conference17
Monday 8th May 2017 Bristol Marriott Royal Hotel
conference and awards
bira Awards 2017
Taking part is just as important as winning The bira Awards 2017 are now open for entries. Here recent past winners and finalists reveal the benefits taking part brought to their businesses, their staff, their customers and themselves A PRESTIGIOUS ACCOLADE from your retailing peers. A fillip for your staff. Reassurance for your customers. Increased credibility with your suppliers. A brilliant exercise for closely analysing your business. These are among the many benefits that can flow from entering the annual bira Awards. Are you ready to put your business to the test in 2017? “We won the 2015 Retailer of the Year award six days after the birth of my twin grandsons, so you could say it was a good week for me,” a jubilant Chris Beards of Mantons Cards in Port Erin, Isle of Man, recalls. “Then I was really pleased to get the Local Hero award in 2016 in recognition of all the work we do for local charities. We donated the £1,000 prize to Crossroads Care, which assists, in particular, young carers. “What’s great about the bira Awards is that it is a national competition that means something far beyond the Isle of Man. Filling in the application form is in itself a very useful exercise to examine yourself and flag up where you need to improve.” Also recognised for his work in the community was Alan Wolstencroft of Fashion Fabrics in Banbury, who was named Charitable Champion in 2015. He also took a Silver Award in 2014 and a Highly Commended in 2016. “I am something of a reluctant hero, so I didn’t like the idea of nominating myself, but a bira staff member persuaded me to enter and I am glad they did. It is all good publicity for a small independent.” Wolstencroft’s victory was thanks to his indefatigable work raising money for educational programmes in Sierra Leone, a cause he has been supporting for more than 11 years. Underlying the variety of retailers celebrated every year, a 2015 winner – also from Banbury – was One Man Band, a music shop run by David Cooper. He picked up the Unique Achievement JANUARY 2017
Susan Dronfield
Chris Beards of
Nursery Centre
Isle of Man
of Baby Barn
Entering is a great opportunity to analyse your business, to stand back and confirm what you have done well Susan Dronfield, Baby Barn Nursery Centre
Award for his work on promoting his music lessons via YouTube. Entry to the awards is open to any and all bira members. Susana Coop and daughter Adriana Green have run the fashion shop Scarecrow Boutique in Crouch End, north London for 16 years but have been in bira for only a year. Nevertheless, they entered last year’s competition and were named as a finalist in the Business of the Year category. “We have the framed certificate in our window,” says Green. “It was quite easy to fill out the entry form. This is a recognised national award, decided upon by the trade, and it is a great platform from which to promote our business to suppliers and to customers.” Susan Dronfield of Baby Barn Nursery Centre in Rugby stresses the importance of analysing one’s own business and getting the
Mantons Cards,
staff involved in the process. The business won the Team of the Year award in 2016, as well as being a finalist in the Business of the Year category. “We have done awards in the past in the nursery sector, but the bira Awards puts you up against all types of independent retailers nationally. Entering is a great opportunity to analyse the business, to stand back and confirm what you have done well and identify where improvements can be made. It would have been worth doing even if we had not done well, but to win was a great acknowledgement for the 100% effort we make as a small family business.” Baby Barn, which was set up 23 years ago, is run by Susan and husband Ian with three staff – the team of the year 2016. “The interaction with the customers was very good when they learned of our win. They were so pleased for us,” she says. Entering the bira Awards can become addictive. Chris Beards of Mantons Cards is all set to try again in 2017 (for details of how to enter, visit bira.co.uk/conference17). A bira member for only three years, he is convinced of the benefits the awards can bring: “There are six of us in the business and we were thrilled to be named as a finalist in the Team of the Year category in 2016. In 2017, that is the one I really want to win. I’ll definitely be entering again.” The black-tie bira Awards ceremony will be held on the evening of 8 May as the finale to the bira National Conference in Bristol.
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14
The big interview
How Coes grows
Photograph: Paul Driver
The future’s bright – if your future’s omnichannel. William Coe outlines why Coes of Ipswich will not stand still in the digital age THE GLOSSY AND imposing Coes flagship store on Norwich Road, Ipswich is not the company’s only physical asset in the vicinity. Looking from the first floor across the car park at the rear of the store, William Coe points out some other industrial buildings a short distance away: “We own those, and the retail unit next door, and another unit a couple of buildings away.” The managing director since 1998, William readily admits that he and Coes benefit from the foresight of his father David, who took over the running of the firm in 1957 at the age of 18 following the sudden death of his own father, also William, who had founded the business in 1928. Officially David is retired, but anyone who knows him can attest he is not the retiring type. William simply smiles and admits, “Yes, Dad does still come in regularly.” If David made shrewd investments at a time when property was king, William, who joined the family firm 20 years ago after spending four years as a chartered accountant, has had to make similar strategic decisions in a very different trading climate. Although for many years Coes has been regarded among the “Premier League” of leading menswear independents as one of the most progressive
and smart operators, until recently it stuck to a manual stock-keeping system. But EPOS won out eventually and whatever reluctance William might have had in the past has been replaced by the zeal of the converted. “I’d say to any independent of any size, don’t put off installing an EPOS system. The benefits are huge. It took us a long time to get around to it only because every time it almost was started another opportunity for the business presented itself, such as extending the Ipswich store.” The Microsoft Retail Management System (RMS) was implemented by K3. It cost the business £250,000 and took 30 months to implement, which Coe thinks is not too bad a time considering it involved integrating 12
To any independent retailer I’d say, do not put off installing an EPOS system. The benefits are huge
departments in Ipswich alone, plus encompassing the five other stores Coes runs across East Anglia (see information box). “At any time, we might have £3m worth of stock in the business. We have been dabbling with transacting online since 2008, but a transactional business needs an EPOS system. That was the real spur for us to do it. You are very lucky if you are an independent retailer who doesn’t believe you have to be omnichannel. The challenge is to make omnichannel pay.” In the 18 months since the EPOS system has been running, the biggest benefits, says Coe, have been the improvements in customer data and sales analysis. “Some 80% of all our transactions are made through a Coes loyalty card. We have 30,000 loyalty card holders in Ipswich and another 10,000 through our other branches. Like all good retail staff, ours thought they knew their customers, but the statistics and patterns that have been revealed by the EPOS system have really sharpened them up. “On the product side, we now can look at the detailed cost of every item. On branded fashions, which comprise our core lines, we are looking for 75% pre-Sale sell-through and 85%95% post-Sale sell-through. Sell-through
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The big interview
analysis by supplier is done every bi -weekly, sell-through by shop is done once a month. The result of the analysis is that we have reduced our buying. We now buy better.” Like many larger independents, Coes is wrestling with how to re-define the roles of the shop staff in the digital era. The EPOS system is assisting greatly in that analysis. “The nature of consumers’ demands is constant and speedy,” says Coe. “Change has been happening over the past 10 years, driven by the rise of ecommerce. So today productivity of the workforce is another challenge. Roles and responsibilities have changed due to what the EPOS system has told us and the increase in the use of social media. Sales staff still have to look after their customers but that includes replying to emails and using Facebook, blogging and other social media. It’s obvious that we will be running the shops with fewer people in future.” Currently the business is run on traditional lines, with each of 12 departments run by a manager who is also the principal buyer. From its traditional core of menswear, Coes has branched out into womenswear, maintains a healthy schoolwear business, runs a related sportswear and sports equipment department, and has an increasingly busy hirewear section. For William Coe, these all play their part in attracting a welldefined matrix of consumers. The real strength of the business is in its customers aged 50-plus. “Typically, men come in to shop with us two or three times a year and spend
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heavily. They are hugely loyal to brands. Women are less loyal and it is much harder to analyse and explain their behaviour. As a result, womenswear requires quite a lot of stock, but we are beginning to run it much tighter (thanks to the analysis from the EPOS system). Despite its problems, the womenswear area does make us money. “We deal with 45 schools across a 20-25 mile radius, including the three best schools in Colchester, which is 15 miles away. Our schoolwear begins at age 4. Parents and grandparents shop there; we do it well. The school connection explains the sports department. It is not a great profit generator, but it prevents the parents going elsewhere for the children’s requirements for hockey, tennis, rugby, cricket, swimming and so on. We also sell adults’ sizes but it is mainly a school thing.” Like most family fashion retailers, Coes generally “loses” kids in their teenage years, but there is business do be done in young men’s suits around the age of 16-17 when they (or more likely their parents) will buy a prom suit or one for a first interview. University students are rarely seen in Coes, but youngsters start to return when they are looking for a first job suit
or an outfit for the usually long series of friends’ weddings. That’s where the hire department comes in “Traditional tails are no longer in demand,” says Coe, “but we have to make a much greater investment in stock holding as many more colourful and contemporary options are required. It is worth the effort, however, as it’s not unusual to rent out 500 suits in a weekend during the wedding season.” The customers’ “lifecycle” then restarts when those exstudents return as parents in their 30s for their children to be kitted out with their first school uniform. In addition to the company’s relationship with consumers, Coe has strong ideas about relationships with suppliers. “We stock more than 100 brands and what we want is trust. We watch the activity of brands we stock as we have certain expectations of them. We dropped one of our major men’s tailoring suppliers when it started selling directly to the public at low prices. We are also quite ethical in the way we approach things. We dropped another foreign brand when the parent company treated its UK agent badly,” he says. A significant selection of Coes’ menswear is acquired through the long-established IMC
In our hirewear department, it is not unusual to rent out 500 suits in a weekend during the wedding season
JANUARY 2017
buying group, which brings together about 100 mainstream menswear retailers. They work collectively with suppliers on advantageous deals and often tie up exclusive arrangements with European suppliers that serve only IMC members. Coes is also building up its own-label offer, using four different options – Samuel Golding, Golding Classic, Bortoni and Coes – for suits, jackets, shirts and knitwear. Adding more of these higher-margin and exclusive lines is part of William’s future strategy, but he admits he has yet to find the right name for this business. The growth of own-label is part of the changing relationship with brands, which itself is a result of the increase in online selling, including brands’ own ecommerce sites. “There has been a lot of commoditisation of brands,” says Coe. “Customers know a lot more than they used to about branded products. Retailers like us have to manage that situation, while still being local custodians of the brand. But those brands still have to make us money.” Returning to the subject of omnichannel retailing for independents, he adds: “Indies are known for having a breadth of offer, but not a deep offer. The business has traditionally been about having variety and individualism, but to run that model online is too expensive and timeconsuming.” Like any sensible independent, Coes tries desperately not to discount outside fixed Sales periods. It wants to entice people in with addedvalue service, not with money off. It likes quirky JANUARY 2017
stunts, like giving Christmas puddings away, as it did last Christmas or Champagne when it launched its Loyalty card. The programme called The Wardrobe Card enables customers to earn 2 points per £1 spent. Each point is worth 1p and twice a year the balance is translated into Coes loyalty vouchers. This all contributes to Coes’ 36,000sq ft store being a destination with a sizable catchment area. Its impressive modern appearance – the result of a major refurbishment and extension in 2011 – is in bold contrast to neighbouring businesses such as a halal butcher and a Polish supermarket, which indicate how Norwich Road has changed as a shopping district. “As a destination, we compete with retailers in a lot of better-off areas like Bury St Edmunds, Woodbridge, Colchester, Newmarket and Cambridge. But our biggest competitors are the other options for our customers’ disposable income. There are lots of other things to spend their money on,” Coe observes. He is convinced that independents will continue to close, but sees that as an opportunity for those, like Coes, that remain: “We make money as a retailer by doing 100s of little things really well. We follow a certain culture of service as an organisation. But the list of what we have to do is getting bigger all the time as customers expect so much more. Looking forward, independent businesses won’t exist on a lot of high streets, but that presents us with a huge opportunity to be a decent independent, including trading online.”
Coes Ipswich flagship, which has 12 departments, was upgraded and extended in 2011. Adding another floor at the front of the 36,000sq ft unit is a possibility in the future
Coes of East Anglia, 20-28 Norwich Road, Ipswich IP1 2NH Founded: 1928 Size: 36,000sq ft Other branches: Coes in Felixstowe, Lowestoft, Maldon; Goddards of Kings Lynn; Golding of Newmarket Opening hours: Tues-Sat 9-6, except Thurs 9-8. Closed Sunday & Monday Staff across group: c 200, 40% full-timers. Directors: Three family members David, William and (sister) Bridget Coe; three nonfamily Peter Hubka, Matthew Rawlings & Charlotte Rowlands Group sales: £11m; 4% online In bira “Since the MAB days” www.coes.co.uk @CoesIpswich
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Promotion
The new season is a good time to expand your product offer into new areas of profit. bira direct has lots of options for all types of retailers
Could lifestyle and gifts lift your sales?
WHETHER YOU ARE in cookware, hardware or fashion, gifting and lifestyle products are now becoming prevalent product ranges for many businesses. They sell at key gifting times such as Christmas, Mother’s Day, Valentine’s, Father’s Day and so on, as well as being profitable impulse buys in-store. So, have you considered buying into a gifts range? The margins that can be earned on greetings cards and ceramics are often considerably higher than on many mainstream product lines. Due to their relatively low space requirement and small initial stock outlay, they offer exceptional profitable opportunities. The card market alone in the UK is worth in excess of £1.7bn with over 880m single cards sold. The overall gift and lifestyle market is worth over £40bn. This sector is not dominated by any retail channel and, as such, offers all independents, small, medium and large, broad opportunities. bira direct offers a diverse range of giftware
There’s lots of opportunity in the homeware and giftware trade, it just depends what suits your business - that’s where we can help. There’s more than one way to order. Our latest range of homeware, occasional and seasonal lines is on display
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suppliers, ranging from Lesser & Pavey (one of the largest specialist distributors in the UK) to more niche gifting experts like East West, The Really Good Company, Parlane and Enesco. Details of all the firms can found in the bira suppliers guide in the Membership Directory, or via the gifting banner on bira direct’s website. Richard Rowlatt, owner of Rowlatts in Wellingborough, near Northampton, sees gifts as a way to satisfy his customers’ needs and avoid losing business to other retailers. He says: “Gifts are a wonderful addition to our product offer. We specialise in cookware and ironmongery, so giftware gives us that opportunity to ensure a constantly changing range as a point of interest for customers. It also adds focus to different seasons. Sourcing through bira direct gives us access to a huge range of suppliers at great prices without the need to open individual accounts. It just makes everything so much easier and neater.”
View the new gifting, card and lifestyle ranges at Spring Fair (NEC, 5-9 February). This year’s event will be larger than ever and will include a new DIY section, making it a must for any hardware store buyers.
at our Showroom and trade shows like Spring Fair (5-9 Feb, Hall 5 Stand D10-E11), you can meet with a Sales Representative or go to www.leonardo.co.uk We offer full support at head office, Monday to Friday 9-5. Make an enquiry today...
Web www.leonardo.co.uk Tel +44 (0)1322 279 225 Email sales@leonardo.co.uk
JANUARY 2017
bira services
Easing the pain of business rates Unhappy with your rates assessment? Mark Radford of Savills explains how bira can help you with an appeal RETAILERS WITH LONG memories and a keen interest in taxation matters may remember George Osbourne’s 2014 commitment to make the business rate system fit for purpose. Despite promises of root and branch reform, the Government is introducing a conventional revaluation in April 2107 and the limited changes being proposed are a huge disappointment for retailers. In Scotland and Wales not much will change at all. In England, the reforms amount to little more than a complicated new appeal system and an increased threshold for small business relief. Although the extension of small business relief has been universally welcomed, it will only provide limited benefits for retail. In many high streets, shop assessments remain well above the new rateable value exemption threshold of £12,000, so rates will continue to be paid. In small rural communities, rural rate relief has bee increased from 505 to 1005 for qualifying village shops, post offices, pubs and filling stations. Revaluation In April 2017 all non-domestic properties in England, Scotland and Wales will receive new rateable values which will be effective for five years. The revaluation “resets” rateable values with new assessments reflecting the state of the retail property market in April 2015 (current rateable values were fixed reflecting market conditions of April 2008). Government figures show that the 2017 revaluation will reduce overall business rate liability for the retail sector by around 5%, but there are wide regional and local variations. In some parts of central London retail rate liability is set to increase by up to 400%, but in parts of the north values have dropped by 50%. The situation is further complicated by the introduction of a system of transitional adjustment which will phase in increases and decreases in rate liability annually. Can retailers reduce the rates bill? The first thing to remember is that business rates should never be a burden. If rate bills are an issue JANUARY 2017
they should be checked and, if necessary, challenged. Anyone unhappy with their current or proposed rateable value can check the details on the website of the Valuation Office Agency (VOA) or Scottish Assessors Association (SAA). It is worth remembering that rateable values are an estimate of the rental value of a property and not a valuation of the occupying business. So, if the figures do not reflect the individual characteristics of a shop, or they appear too high in relation to nearby ones, ratepayers can challenge them. In Scotland and Wales the existing appeal procedure will continue, but in England from April 2017 there is a new three-stage system called “Check Challenge Appeal”. At the check stage ratepayers will be asked to check and confirm the accuracy of the facts on which the list entry is based. After checking the facts, ratepayers can then proceed to the challenge stage, when a challenge can be submitted but it must contain: lD etails of the legal grounds for the challenge; lA proposed alternative rateable value; lE vidence or analysis supporting the proposed alternative. If agreement still cannot be reached, ratepayers can then pay to lodge an appeal with the Valuation Tribunal for England. The new system places the burden of proof on the taxpayer and this is a major change. The Government has promised that independent ratepayers will be given assistance from the VOA to help them decide if their new rateable is correct. The Government sees no conflict in
The first thing to remember is that business rates should never be a burden. Rates bills should be checked and if, necessary, challenged
Mark Radford of Savills leads the bira Rating Appeal Service
the tax fixing authority – the Valuation Office – “advising” ratepayers about whether or not to accept their liability. Others think differently. Rating Cowboys Unfortunately, in the last few years we have seen the return of unscrupulous rating cowboys. All bira members should be warned to avoid unsolicited offers of help from rating advisers, especially if they involve promises of reductions or payment of upfront fees . The bira Rating Appeal Service There is help at hand for any bira members who do not wish to take on the new onerous appeal process themselves. In partnership with Savills, bira provides a comprehensive business rate appeal service. The service offers members peace of mind, access to the best advice and protection from rating cowboys. Members with any rating issues can telephone the service to discuss anything affecting them. The service has operated successfully for more than 20 years and it has a track record of delivering significant rate savings. It operates on a no saving, no fee basis, so bira members have nothing to lose.
FIND OUT MORE
Mark Radford, director of rating at Savills, operates the bira Rating Appeal Service. He can be contacted on 0121 634 8492 or 07870 999 164 and via MRadford@savills.com
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Thank you for your support in 2016.
We’re very proud to have helped so many retailers with their plans during 2016. On behalf of John Collins, David Pears & Frank Burton at bira bank.
We’re already looking forward to making this year even better.
Talk to David or Frank
Personal loans Working Capital loans for stock Capital loans - including vehicles and equipment Savings - including ISA’s and deposit accounts Mortgages Foreign exchange Insurance premiums
0121 446 6688 info@birabank.co.uk birabank.co.uk
bira bank, 225 Bristol Road Edgbaston, Birmingham B5 7UB. bira bank limited is authorised by the Prudential Regulation Authority and regulated by the Prudential Regulation Authority and the Financial Conduct Authority (Financial Services register No. 204478).
Photography: Beverley Forrest
bira benefits
At your service No matter how long you have been a member of bira, there is always a chance to find new benefits from the group’s services, as Graham Benn, owner of DIY Solutions, Keighley, discovered IT’S WELL KNOWN that many members join bira simply to be able to enjoy the advantageous terms for card payments, arranged through service partner Global Payments. More surprisingly, many members fail to take advantage of the other unique money-saving deals the association offers through its own bira bank and the bira direct buying group. Smart retailers, however, make sure they are full appraised of what’s available. “To any independent retailer who is not a member of bira, I’d definitely recommend that they have a look at what the association offers,” says independent DIY retailer Graham Benn. “And to any existing member, I’d say, talk to the team to see if you can have a reappraisal to get an even better deal.” Benn has owned DIY Solutions in Keighley, West Yorkshire, for 15 years and has been a bira member for 14 of those years. “The discounts offered by bira direct are what first attracted me,” he says. “I am a one-man band and there is no way I could negotiate the same deal with suppliers. I can’t even spare the time to go to trade shows. Buying from bira direct keeps me competitive.” bira direct isn’t just a buying group – it is a not-for-profit company that puts money back into the independent retail industry through bira. It is a vital membership service, which helps keep independent retailers in business and guarantees suppliers a distribution chain. JANUARY 2017
There are no contracts, hidden costs, or fees – it’s all part of your membership to have access to over 180 suppliers with over 2,000 associated brands. Thanks to bira’s negotiations with suppliers, members receive competitive cost prices, lower carriagepaid thresholds and, in some cases, a preferential rebate package. Central invoicing means you receive a single monthly statement which includes copies of all your relevant invoices. A n a ccount c a n be opened immediately by just quoting your bira membership number. You’ll receive regular updates, offers and special pro-
As a one-man band, I can’t even spare the time to go to trade shows. Buying from bira direct keeps me competitive
motions from suppliers, both directly and via bira direct. The members-only area on www.bira. co.uk provides access to a range of special clearance lines and promotions as well as information on all the preferred suppliers. Almost a decade ago, Benn made use of the special facilities offered by bira bank: “I contacted them for a personal loan. It was all very straightforward and simple. Unlike with highstreet banks, there was no small print to worry about. I paid the loan off ages ago, but I remember it being a good experience.” bira bank offers members a range of lending products specifically aimed at helping develop their business, as well as making treating themselves more affordable. With bira bank’s vehicle loans, for example, members can buy a commercial vehicle, or a sporty little car for the weekend, or even use them as an added incentive for their staff, who are also eligible to enjoy the benefits. bira members can receive an instant quote on the bira website or talk to David Pears or Frank Burton at bira head office on 0121 446 6688. Call centres are not used by bira bank. All loans are subject to bira’s standard terms and conditions, and are subject to approval. In autumn 2016, Benn discovered that talking with the team at bira HQ can prove beneficial. “I’d received a letter from bira telling me that the charges connected with my credit card deal were going up. The letter included a paragraph saying that if I wasn’t happy with the new arrangement, I should call up to discuss it. The bira helpline passed me on to the Global Payments people, who called up my information, and proposed a new deal to suit my transactions. It was all sorted out within seven days and I am told it will save me up to 33% a year on my previous deal. So, it’s definitely worth talking about your current arrangement,” he says. Thanks to the buying power bira’s collective strength gives, members can access card rates usually reserved for businesses of over £30m turnover through Global Payments. Rates can be as low as 0.975% (subject to average transaction value and turnover) and there is a simplified fee matrix unique to bira. There is no authorisation fee or set-up fee and new members qualify for three months’ free terminal rental. Savings like this are vital to the prosperity of the independent retailers bira exists to serve, especially in the current challenging market conditions. Benn is looking forward to 2017 in a positive frame of mind: “Trading has been hard in 2016, but there is light at the end of the tunnel.”
21
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Counterpoint / Marc Upp
Reasons to be cheerful for 2017 Smiling through the tough times, our new columnist Marc Upp spots a few rainbows among the storm clouds WE DON’T SELL New Boots and Panties in our fashion shops, but I have been inspired by Ian Dury’s work in deciding that in 2017 independent retailers will have plenty of Reasons To Be Cheerful. Let’s hold that thought! Obviously over the past few years we all have had to deal with a few, ahem, “minor” irritating cost increases, such as the national living wage, statutory sick pay, auto-enrolment pensions, non-reform of business rates… I could go on, but I don’t want to be thought of as Mr Grumpy. Looking ahead over the next 12 months, the business community we are all part of is overshadowed by the huge uncertainty of our supposed exit from the European Union (if indeed it ever happens). That situation is affecting the economy generally, while specifically the pressure of the exchange rate for sterling means
that all sorts of costs – including, importantly, the price of the imported goods we sell – will have to go up. (Sorry, dear customers!) Tighter margins will be the order of the day in 2017 and beyond. Yet, twirling my rhythm stick of optimism like the late Mr Dury, I still see plenty of positives to sustain us all. Firstly, whichever sector of independent retailing you are part of, we are in a great industry backed by a brilliant trade association. Indies are, for the most part, friendly and supportive of each other. And that goes for most suppliers that have our interests at heart too. Secondly, we love what we do. In our particular case, the family has been at it since 1904. Independent retailing is not so much a profession as a lifestyle choice. We should also take comfort that what-
Check out
ever nonsense is going on in Westminster and beyond regarding Brexit, Donald John Trump is not the leader of our country. As a fashion retailer, I am pleased to report that, despite the well-publicised fall in general clothing sales, nudism has not yet caught on widely, so I am hopeful of selling more than a few garments in 2017. And as for the growth of ecommerce, let us take comfort that if online sales have hit, say, 20%, that means 80% of business is still done in good old-fashioned bricks-and-mortar shops. Long may it continue. Also remember that for millions of men and women shopping is still a precious social activity. People like to go out and spend to cheer themselves up. A recent survey revealed that 67% of the UK population want to see high streets prosper. Let’s hope they vote with their feet and their payment cards and support us ever-cheerful independent retailers. A happy and prosperous new year to all bira members.
suppliers at Spring Fair
Spring Fair (NEC, 5-9 February) is bigger than ever this year. These suppliers are looking forward to showing bira direct customers the latest deals at the fair (NB The new DIY & Home Improvements section and the Volume Gifts area open on 4 February). BHF/DIY Hall Stand
Cookware Hall Stand
Houseware Hall Stand
Chain Products
Hall 10-12
10A50
Amefa
Hall 9-10
9A14-B15
Arthur Price
Hall 9-10
9E44-F45
GripIT
Hall 10-12
10A51
Anniversary House
Hall 9-10
9G50-H51
Blue Canyon
Hall 9-10
9K24-L25
King Cole
Hall 5
Apollo
Hall 9-10
9H10-J11
Bonningtons Plastics
Hall 10-12
LG Harris
Hall 10-12
10C40
Burton McCall
Hall 9-10
9F74-G57
Creative Party
Hall 3-3A
Primaflow
Hall 10-12
10B51
Churchill China
Hall 9-10
9D30-E31
Creative Tops
Hall 9-10
Denby
Hall 9-10
9C10-D11
Heathcote & Ivory
Hall 19-20
Dexam
Hall 9-10
9A40-B41
JVL
Hall 9-10
DKB
Hall 9-10
9D29
Korbond
Hall 10-12
Falcon
Hall 9-10
9D74
Metaltex
Hall 9-10
9G40-H41
George East Housewares
Hall 9-10
9A10
Pendeford Housewares
Hall 9-10
9E74-F75
Gourmet Gadgetry
Hall 9-10
9F64-G65
Portmeirion Group
Hall 9-10
9E30-F31
Heath McCabe
Hall 9-10
9F04
Stax
Hall 10-12
Horwood
Hall 9-10
9A24-B25
Stow Green
Hall 9-10
9F14
Lekue & Emile Henry
Hall 9-10
9B42-C43
Supreme Imports
Hall 10-12
12J18
Meyer
Hall 9-10
9F44-G25
Rayware
Hall 9-10
T&G
Hall 9-10
9F30-G11
Ticc UK
Hall 9-10
9A49
Hardware Hall Stand
Taylor Eye Witness
Hall 9-10
9F40-G21
Tradestock
Hall 9-10
9B12-C13
Fireworks International
DRH
Hall 9-10
9B24-C25
5C61
Gift
Hall Stand
Boxer Grifts
Hall 3-3A
Dartington Crystal
Hall 8
8C11-C13
EastWest
Hall 4
4G30-H31
Lesser & Pavey
Hall 5
5D10-E11
Ling Designs
Hall 3-3A
3Q18-R21
Neat Ideas
Hall 9-10
9J08
Pacific Lifestyle
Hall 1
1D30-C31
Parlane
Hall 8
8C08-D07
Prices Pantent Candles
Hall 4
4E80-F81
JANUARY 2017
Hall 3-3A
3L10-M11
3G31
12A07 3L10-M11 9G10-H11 20E04-F05 9L06-M07 12C34-D35
10C30
9E60-F61
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Business profile
LAWSONS, PLYMOUTH & BRANCHES
A century of service When John Lawson was incapacitated through a leg injury, his daughter Liz seized the chance to make him sort through the family’s photographic archive. After local historian Chris Robinson was called in, the result is a fascinating history of a Plymouth institution – the Lawsons retail stores. “THE BOOK WAS an extension of our 110th was the first of four locations in Plymouth. anniversary in 2014. My father, who will be 80 “I learnt so much from the history, but mainly this year, was the only person we knew who had that there is no secret to staying in business, it’s actually met my great-grandfather, Tom Lawson, always down to hard work, a good team and good the founder of the business in 1904,” says Liz, the luck,” Liz says. “On March 21 & 22 1941 the Lawfourth-generation managing director of Lawsons sons shop was completely destroyed during the since 1998. “Only he had an idea who was in the Blitz. Within three weeks, they had rented a new old photographs, so we set him to work.” store at 7 Compton Street.” The company history – Lawsons The Story In 1952, when the city was completely rebuilt, of a Family Business Since 1904 – was pubLawsons moved to 71 New George Street, which lished in the summer of 2016. As well as tracwas almost exactly on the same site as its original ing the development of Lawsons over a century shop in Frankfort Street. Tom had retired and his of service, Chris Robinson wove son Francis was in charge. Toys and around it the history of Plymouth cutlery were added. in the same period. “Local people In 1971 John Lawson, son of have really enjoyed and I have had Francis, came into the business plenty of other family businesses with his wife Jennifer and their four from all over the country calling children, including Liz. Jennifer’s me, wanting to see a copy,” says Liz. interest in cake decoration added Today the business runs five another dimension to Lawsons. shops, in Plymouth, Totnes, TavisIn 1979 a shop in Totnes was tock, plus two in Ivybridge, and a acquired, followed in 1992 by one transactional website, all operatin Tavistock. In 1994 Liz joined the ing under the slogan “Essentials business as manager of Tavistock. for home living”. While the mix of Four years later she succeeded her product differs between locations, The Lawsons story father as managing director and across the group kitchenware is available from introduced linens to the mix. By account for 50% of sales, with Lawsons stores or its 2000 Lawsons was trading online. hardware and DIY the next larg- website for £7.99 In 2003 Lawsons moved to 13 est category at 30%. The balance Cornwall Street, in a new shopping is made up of products ranging from school unidevelopment in Plymouth. Lawsons bought a forms to household linens to pet food. two-store hardware business in Ivybridge in Today’s incarnation is just the latest adapta2006. tion of the original business founded in the third In 2014, the 110th year of trading for Lawyear of King Edward VII’s reign by F T B (Tom) son, John received a Lifetime Achievement Lawson, who was born in the Caicos Islands Award from Plymouth. In 2015 its website was in the Caribbean, where his father was a misupgraded, ready for more years of service to the sionary. After serving an apprenticeship as an community in Plymouth and beyond. ironmonger in Preston and a shop manager in “Our history has shown that being an indeNewcastle, he moved to the Royal Navy port of pendent retailer is all about resilience and ingePlymouth to marry Louise Leale from Guernsey. nuity. Back in the 1980s my father had to change Supported by her, he opened a tool merchant’s the emphasis from tools to cookware when the store at 13 Frankfort Street, Plymouth in Novemcity pedestrianised the street, which meant his ber 1904 to supply the dockyard and apprentice trade customers could not park outside. He lost craftsmen. Within three years he was productheir trade virtually overnight. More recently, we ing an annual tool catalogue – the Edwardian have had to adapt to the age of the internet. For version of a website – for his customers. In 1923 us, the major challenge is always, what more can Louise bought the freehold of the shop, which we sell?” JANUARY 2017
Liz Lawson (far right) with some Ivybridge
staff and (above) the changing face of Lawsons
Lawsons, 13 Cornwall Street, Plymouth, Devon PL1 1NL, and branches in Tavistock, Totnes and Ivybridge. Business founded: 1904 Size of stores: 3,000sq ft to 6,500sq ft Staff: 20 full-time, 48 part-time Opening hours: 9-5.30. 7-day trading only in Plymouth & Tavistock Turnover: £2.9m In bira since: “1970-ish” www.lawsonshop.co.uk TW@LawsonsLtd FB @lawsonshop
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THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 01 | OCTOBER 2016
THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 02 | NOV/DEC 2016
Mr President
Pride of York
Keeping it simple is the approach at Tool Shop, the central London mini-chain run by bira president Vin Vara. In an extensive interview, he reveals the secrets of his winning formula for success
OFC Cover READY.indd 1
21/09/2016 17:12
With 120 years of trading behind it, Barnitts is being prepared for success in the age of ecommerce. Paul Thompson sheds light on the strategy for his award-winning department store
BIRA02_FULL ISSUE Eric edit.indd 1
24/10/2016 15:39
For all advertising enquiries, please contact Simone Adams on 01295 713329 or simone.adams@bira.com
THE WHOLESALE PACKAGE
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CALL 0800 035 6421 VISIT STAXTRADECENTRES.CO.UK 48840.004 Stax Spring Fair Ad_HALF.indd 1
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02/12/2016 11:06
JANUARY 2017
bira notices
The membership magazine of the British Independent Retailers Association Published 10 times a year by bira publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com Multimedia sales executive Simone Adams 01295 713329 simone.adams@bira.co.uk Publishing director Sarah Golden 0121 446 6888 sarah.golden@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Buxton Press bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk bira national president 2016-17 Vin Vara, Tool Shop, London CEO Alan Hawkins Finance director John Collins Marketing, membership & publishing director Sarah Golden Commercial director Jeff Moody Professional services & special projects director Bob Jarrett bira membership magazine incorporates bira alert, Hardware Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from bira member magazine, please contact the editorial team for permission. While every effort is made to ensure the accuracy of the material we publish, bira publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors. Unless specifically stated, goods or services mentioned are not formally endorsed by bira. Views of the contributors are not necessarily those of bira. All rights reserved. © 2017
Oxford Summer School 2017 Oxford Summer School offers retail-specific management development programmes run by retailers, for retailers. Here are its dates for 2017 Masters, 27 February – 2 March, Saïd Business School, Oxford The structure of the Masters programme encourages delegates to look at things in a different way, to find their own creative solutions to high-level strategic issues during the week. Delegates have full access to the respected industry leaders and retail professionals who are on hand to advise. Through this course, by looking at how to protect their business from threats and how to profit from opportunities, senior managers will become more effective.
Scholarships In partnership with retailRIGHT, Oxford Summer School offers both full and 50%funded retail management training and development scholarships for their programmes.
Academy, 19 – 25 August, Keble College, Oxford The Academy exposes retail managers to problems, decisions and challenges outside their normal function, developing them as “complete managers”, not just specific commercial specialists. The school concentrates on enhancing the delegate’s understanding and management of five key retail resources, exposing them to the wider technical skills essential to manage effectively at a higher level.
Great leaders are continuously learning about themselves. They want to understand their roles and the skills they need to take their team with them toward outstanding and sustained business performance. The purpose of the Foundation programme is to enable such leadership learning and to build confidence and competence in the retail manager. The Foundation will be moving to St Hugh’s College for 2017.
TO REGISTER YOUR INTEREST
Please contact the Oxford Summer School team on 01295 713391. More details can be found on www. oxfordsummerschool.co.uk
Foundation, 26 – 30 June, St Hugh’s College, Oxford
We welcome our latest new members Uplift Forklifts, Coldstream; Assured Services Yorkshire, York; Prashars Hardware & Gas Supplies, Birmingham; Blackburn DIY, Blackburn; Plastic & Hardware, Birmingham; Allisons Services & Supplies, Castleford; Queensgate Ironmonger, Huddersfield; Bunces Home Hardware, Worthing; Housebrite, Leigh on Sea; The Bake House Salcombe, Salcombe; JSS Retail, Newton Le Willows; Telegraph Inn, Bridlington; Felldale Retail, Ambleside; R A & S Coward, Frodsham; Ink Bar Tattoo Studio, Middlesbrough; North Park Carpets, Aintree; Morrells Stores (Ironmongery), London W1; Roche Convenience Store, St Austell; Mungham, North Yorkshire; Sarah’s Shop, Birmingham; Plum Source, Reading; Dr Jekylls, Leeds; Jackdaw Menswear, Dorking; K Shop, Skipton; Hammond Weddings, Bedford; Exclusive Pet Foods, Crowborough. JANUARY 2017
27
The last word
Philip Gerrish PETMANIA, WESTON-SUPER-MARE
Swapping the rat race for selling rats and other pets seemed a good idea to Philip Gerrish. With his wife Claire, he’s now the proud owner of a 20-year-old business. He’s discoved that many locals are finding Petmania for the first time.
Claire and Philip Gerrish showcase their various animal customers on a very popular pets’ wall
Q
What were you doing before you bought Petmania in June 2016? I spent 20 years as a corporate manager in engineering. I wanted a lifestyle change to get away from a world where money was the most important thing to too many people. Our three children are in their 20s, so it was a good time to do it.
Q
What retail experience did you have? Many years ago, I was the youngest-ever manager of the outdoor shop Millets in Weston-super-Mare, which is my home town. Back then I didn’t fancy a career in retail as my weekends were too important to me for socialising. Claire had been running her own business as a beautician, so at least we had that experience to draw on. And I knew I could sell.
Q
Why a pet shop? We looked at a couple of other businesses, but it needed to be the right size and in the right location for us. That was more important than the type of business. But we do love our animals. We already had two rescue dogs – Chrissie, a Staffy / Jack Russell cross, and Belle, a Boxer cross puppy, but since we have had the shop we have acquired Henry, a chocolate Lab, which a customer was trying to re-house. Claire also has three rabbits and we have a large fish tank, so pets was a good choice for us. We acquired the business from Rob Ellis, who had owned it for 20 years.
Q
How have you found the pets trade? We were told it is a friendly sector, but we have been surprised at how nice everyone is. We love pets and it is great to deal with other people who feel the same every day. Even our suppliers are nice – most definitely when I compare them to the engineering suppliers I used to deal with. In September we joined bira at the PATS Telford show for the expert advice and the money-saving deals.
28
Q
How have you changed Petmania in your first six months? We are in a 2,000sq ft unit on an industrial estate. We have reorganised the layout of the shop and opened up the warehouse at the back to make room for more custom-built hutches. Understandably, stock levels were very low when we took it over and we have increased buying by at least 50%. We have brought in a lot of new lines, like the Julius-K9 harnesses from Germany, which sell at £20-£40. Dog products are our main business, followed by cat items and then things for small animals like rabbits and guinea pigs. We are concentrating on more specialised food, not the basics, and one of our staff, Mike Cox, who was with the business, is very knowledgeable. Our stock ranges from 6p treats to £300 bantam chicken systems.
Q
What’s the best thing you’ve done? Marketed the business, mainly through Facebook, which I update, usually in the evening. We have had a massive uplift in awareness. So many locals have said they didn’t know the shop was here. We have also introduced a pets’ wall, which has about 80 pictures on it. Some people send in shots, but we take most of the photos in the shop. People love bringing in their pets to be photographed; the weirdest one so far has been a ferret. It’s been great to create a community around the shop.
Marketing mainly through Facebook, we have had a massive uplift in awareness of Petmania
Personally speaking
Activity when not working? Family & pet time
Favourite place in the world Wherever friends & family are Favourite food Chinese
Favourite drink Cider (I’m West Country!) Favourite movie The Avengers
Best holiday Toronto, visiting family
Petmania, 8 Coker Road, Worle, Weston-super-Mare, Somerset BS22 6BX
www.petmaniaworle.co.uk
JANUARY 2017
We’ve got you covered Get the right protection for your business We understand that all businesses are different, so our specialist team tailor our retail insurance specifically to your needs. Get a quote from bira insurance today on 0330 123 5939
bira insurance and Towergate are trading names of Towergate Underwriting Group Limited. Registered in England No. 4043759 Registered Address: Towergate House, Eclipse Park, Sittingbourne Road, Maidstone, Kent ME14 3EN. Authorised and regulated by the Financial Conduct Authority.
Unmissable
for independent innovators like you Find out why at bira.co.uk/conference17
Monday 8th May 2017 Bristol Marriott Royal Hotel
conference and awards