FALL 2015
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contents
inStore VOL. 02/NO. 01
35
THIS ISSUE
FALL 2015
22
inSight DEPARTMENT 5 Mailbox Readers tell us what they think about InStore! 7 Hello!
inStock
inStyle
DEPARTMENT
FEATURE
8 Spice of Life New entertaining items
34 Trend Flash
10 Bathing Beauties Beautiful new bathroom décor and personal care 12 Scent Symphony Fresh scents and shimmering candlelight 14 Feather Their Nest Lovely home décor pieces FEATURE
38 Budding Beauties
A crop of fresh new fashions for spring
Three emerging home décor looks
22 Shop Profile Weird, wacky and a wee bit whimsical, sums up the goods on offer at Oscar & Libby’s in Victoria, B.C. 47 Driving Fourth-Quarter Sales Retail expert and business coach Barbara Crowhurst on how to maximize profits during the holiday season 48 The Last Word After 24 years at the Canadian Gift Association, Margo Warren has developed a reputation for staging exceptional events FEATURE
inForm DEPARTMENT 17 News & Notes New lines, launches, industry goings-on and upcoming trade shows
FEATURE
28 Dream Weaver How to romance your window displays By Leslie Groves
32 Inside Out How to host successful in-store events By Claire Sykes
42 Colour Decoded The basics of colour theory and how to use colour to create chic product displays By Leslie Groves
inStore. Fall 2015
3
inSpire. inForm
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
instoremagazine.ca
Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Design & Layout JM Design Contributing Editors Barbara Crowhurst, Leslie Groves
Dedicated to helping The Independent Retailer to grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design
Advertising Inquiries advertising@instoremagazine.ca Editorial Submissions editorial@instoremagazine.ca Mailing Address 103 Niska Drive Waterdown, ON L0R 2H3 Contibutors Barbara Crowhurst, Will Fournier, Leslie Groves, Castlerock Studios, Claire Sykes
Dedicated to helping Independent Retailers grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design
Barbara Crowhurst, CEO Retail Makeover
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inStore. Fall 2015
Barbara_winter2014.indd 1
North America’s Leading Retail Store Designer + Business Coach Office Line: 905.686.8898 Mobile Line: 416.522.8169 Email: retailmakeoverca@gmail.com www.retailmakeover.ca Blog: www.retailmakeoverblog.com Web Design Services: www.retailmakeoverweb.com
2014-12-16 12:56 PM
InStore is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florists. © 2015 InStore Magazine. The contents of this publication are the property of InStore. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein. Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine, 103 Niska Drive, Waterdown ON L0R 2H3. Email editorial@instoremagazine.ca
SUMMER 2015
inSight
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
instoremagazine.ca
Mailbox
HOLIDAY
ADVERTISING SMARTS
TELL US WHAT YOU THINK! Thank you to everyone who took the time to write to us. If you have something you’d like to share, email editor Erica Kirkland at ekirkland@ instoremagazine.ca.
PRICING STRATEGIES PROFITBOOSTING CUSTOMER SERVICE
The
DECORATING
TRENDS, MAGICAL MANTLES & MORE!
Holly
Days
Advertising Works
What An Issue
I just saw the digital edition of the Summer 2015 issue. What an issue - so well done.
We had a really good response from the ad, with about 20 requests for more information and four sales so far.
Theresa Paul Hides In Hand Rockwood, Ont.
Norm Eady Lighten Up Candles Neebing, Ont.
Information Source
Fabulous
Love the issue. Looks fabulous! Pamela Arora The Turquoise Palace Toronto, Ont.
Even though I haven’t been with the company for an extended period of time, I have found InStore a wonderful source of information! Katilin Robertson Nature’s Expression Richmond, B.C.
Great Magazine
Thanks for the digital edition. Great magazine!
Larry Neary Ganz Woodbridge, Ont.
You have a great magazine! Isabelle Carriere Trudeau Corporation Boucherville, Que.
Stolen Property
I found a copy of InStore in one of our supplier’s waiting rooms, and stole it! As a small gift shop, I only attend the Toronto show in January, and I’m always on the lookout for tips and information on Canadian suppliers. Carol Dixon Hospital Gift Shops, Providence Health Care Vancouver, B.C.
Photography by Will Fournier Styling by Leslie Groves
Mixed Metals It’s no longer a faux pas to combine different metals in your fashion wardrobe and on your Christmas tree!
Ornaments of Desire Holiday Decorating Trends
Welcome mat, Bovi Home, 800-361-6695, www.bonavistafabrics.com; Plastic leaf ornament (centre), small gold balls, Canfloyd, 800-263-3551, www.canfloyd.com; Silver beaded ornament (top left), gold orb-shaped ornament (bottom left), shiny black pinecone and acorn ornaments with gold glitter, Candym, 800-263-3551, www.candym.com; Gold (middle) and silver ball ornaments (top left) with delicate patterns, large gold deco ball (centre), The Pine Centre, 800-691-2166, www.pinecentre.ca; Large gold glass ornament with leather strap (top left), Indaba Trading, 800-746-3222, www.indabatrading.com
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inStore. inStore. Summer Winter 2015
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inStore. Fall 2015
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my fav...
inSight Hello
‘Tis the Season For most retailers the fourth quarter is a make-it-or-break-it season, the time of year when retailers rack up most of their sales. It’s never too late to add a few more weapons to your arsenal, so we’ve peppered this issue with lots of advice for a very merry season. Whether you’ll be hosting your first holiday event or your 15th, hone your skills by reading Inside Out, Claire Sykes’ article on the ins and outs of successful in-store promotions (page 32). Looking to bolster your sales? Read resident retail coach Barbara Crowhurst’s column on driving fourth-quarter profits (page 47). For fail-safe colour combinations that will win over customers this season and for many more to come, Leslie Groves explains the importance of colour and how to create show-stopping combinations in Colour Decoded (page 42). By now you’ve likely got the store shelves stacked with great gifts for the holidays, so our product focus for this issue is on beautiful new products for spring. Once the whirlwind of the fourth quarter is over, this issue will help you jump right into the next season. Be sure to check out our article (page 28) on how to install a simple window display that can be changed out quickly and inexpensively.
I can’t believe that a whole year has gone by since the first issue (Fall 2014) of InStore was in your hands. It’s certainly been a whirlwind adventure. Thankfully the pace has slowed down from absolutely frenetic to slow and steady. Now, I’m looking forward to all the information and products InStore will be sharing with you in 2016.
in this issue Fresh Finds for Spring While the how-to articles in this issue focus on providing helpful information on driving fourth-quarter sales, the product focus is on fresh finds for spring. In our onepage product features in the
front of the magazine, we vetted hundreds of products to create an edited selection of items in the areas of personal care and bathroom décor (page 10), entertaining (page 8), candles (page 12) and home
décor (page 14). I particularly love the brass Weiner dog from Design Home Gift & Paper. Be sure to check out Lampe Berger’s brand new product line in the candle section. In the middle of the
book, you’ll find a threepage feature on fashions, accessories and jewellery for spring (page 38) along with a look at emerging home décor trends (page 34). inStore. Fall 2015
7
inStock What We’re Loving 2
spice of life
Gather around the table for a sneak peek at new items for entertaining
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1/ Canine-adorned boxed mugs from Magpie & Jay. Distributed by David Youngson & Associates, 800-370-4857, www.youngson.com
2/ A go-with-anything grey runner from Canfloyd, made in Canada. $45 retail, 800-263-3551, www.canfloyd.com 3/ Prevent microwave splatters with a knockdown cover from Ventures International Products. $12.99 retail, 800-663-0088,
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www.venturesintl.com
4/ A hot dip mix from Orange Crate’s Cottage Living collection boasts the flavours of pizza. $7.49 retail, 800-387-1282, www.orange-crate.com
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5/ New Ooey Gooey brownie mixes from Gourmet du Village include traditional chocolate along with a Salted Caramel Blondie and classic Gingerbread. $8 retail, 800-668-2314, www.gourmetduvillage.com
6/ A mesmerizing magnetic hourglass from Kikkerland creates stalagmite formations right before your very eyes. Distributed by David Youngson & Associates, $25.50 retail, 800370-4857, www.youngson.com 7/ Keep wine and other beverages cool with a cement wine cooler from Abbott. $12 retail, 800-263-2955,
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inStore. Fall 2015
www.abbottcollection.com
BONAVISTA BOVI HOME 8515 Place Devonshire, suite 100, Mont-Royal, Qc H4P 2K1 514 273 6300 / 1 800 361 6695 • info@bovihome.com • www.bovihome.com
NOW BOOKING SPRING 2016
bathing beauties
inStock What We’re Loving 2 1
Beautiful new bathroom decorations and personal care
1. Look-like hide bath mats from Kikkerland are made from an ultra-soft and absorbent synthetic with a non-slip bottom. Distributed by David Youngson & Associates. $16.50 retail, 800-370-4857, www.youngson.com
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2. The warm scent of vanilla oozes from this rich and creamy body lotion from Thymes. Distributed by Design Home Gift & Paper. $29 retail, 800-663-9950, www.designhome.ca
3. Glass soap dispenser with a marble finish. $30 retail, Canfloyd, 800-263-3551, www.canfloyd.com
4. This decorative plate from Bovi Home is perfect for storing jewellery in the bathroom. $16 retail, 800-361-6695, www.bovihome.com
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5. Heavy Duty hand cream for men. Part of Happy Hippo’s Manly line of made-in-Canada personal care. Crueltyfree (tested on husbands)! $14.95 retail, 403-887-7177, www.happyhippobath.com
6. Massage stones from Nature’s Expression. $55 retail, 800-723-6403, www.naturesexpression.com
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inStore. Fall 2015
inStock What We’re Loving
scent symphony
2
Fresh scents and shimmering candlelight
1
1/ Lampe Berger Canada is expanding its collection with a range of delicate, detailed ceramic fragrance diffusers that gradually, yet continuously, diffuse scent. 800-305-4428, www.lampeberger.ca 2/ Plastic and glass lanterns from Abbott are ideal for the outdoors as they won’t rust. $30 each, 800-263-2955, www.abbottcollection.com 3/ New LED candles from Abbott feature push-button technology. Remote controls sold separately. $25 retail for 3 x 6 candle, 800-263-2955, www.abbottcollection.com
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5/ The Cabinet De Curiosities Candle Jar from Zodax comes packaged in an elegant box. $72 retail, distributed by Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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inStore. Fall 2015
4/ A bark-patterned ceramic jar candle with a forest-fresh scent. $52.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
6/ Seductivley scented glass jar candles from Bovi Home come packaged in elegant, giftable boxes. $30 retail, 800-361-6695, www.bovihome.com
inStock
feather their nest
2
What We’re Loving
Help customers beautify their abode with lovely new home dĂŠcor pieces
1
1/ Woof! Woof! An adorable cast dog with a brass finish from Creative Co-op. $50 retail, distributed by Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Elegant wire-framed decorative vase from Bovi Home, $70 retail, 800-361-6695, www.bovihome.com
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3/ Selenite candleholders from 18 Karat are made from naturally energized stones rumoured to remove negative energy from a room. $215 retail, 888-849-8811, www.eighteenkarat.com 4/ An elegant and understated horn and resin motif photo frame from Creative Co-op. $47.50 retail, distributed by Design Home Gift & Paper, 800-663-9950, www.designhome.ca 5/ Faux succulents from Abbott. $15 retail each, 800-263-2955, www.abbottcollection.com 6/ A warm welcome home. Coir and PVC doormat from Bovi Home. $32 retail, 800-361-6695, www.bovihome.com
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inStore. Fall 2015
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inForm News & Notes
News & Notes THE GOODS
Inside Track NEWS IN BRIEF Toronto Gift Fair Shifts Back to Five Days Stickers splashed across the cover of the Fall 2015 Toronto Gift Fair buyers’ guide announced that the winter show would be reduced from five days to four. According to the association, the show was shortened based on the results of a member survey. In making the decision, the association said that the effect of severe winter weather on show traffic, conflicts with other shows like NYNow, and the quality and amount of order writing done by major buyers on the last day was not considered. These issues, and more, were brought to their attention during the August show, in part by a contingent of exhibitors who petitioned the decision. According to a press release from the association, “Upon further review, the board weighed several factors many members admitted they had not considered when initially completing the survey. Ultimately the board decided to maintain the five-day pattern for the January 2016 show.”
Eco Parade’s Newest Lines Specialising in quality product lines for children, Markham-based distributor Eco Parade has added to its lineup with three new collections: Goodwood Deconstruction Blocks, Lanco and Varis. Precisely crafted from sustainably harvested rubber wood, Goodwood Deconstruction Blocks (shown here) allow for building outwards in every dimension and for the creation of structures that are both architecturally and geometrically interesting, as well as visually pleasing. The blocks are designed by education specialist and play advocate Matthew Hiebert, and to date the blocks have received numerous awards. A pioneer in natural latex products, Lanco offers a range of safe, colourful bath toys, teethers and toys handmade from latex derived from the Hevea Brasiliensis tree, sustainably harvested without pesticides. Since 1988, family-owned company Varis Toys has been manufacturing wooden products and is known for highly innovative children’s construction toys. 888-344-8456, www.ecoparade.com
Over the next few months, the association will be working with an independent research company who will contact each member and solicit their views on the length of future January shows. Additionally, retailers will be surveyed to obtain their views on the subject. The upcoming Spring 2016 Toronto Gift Fair will operate from January 31 to February 4, 2016. www.cangift.org
inStore. Summer 2015
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inForm
THE GOODS
News & Notes
Inside Track NEWS IN BRIEF
Josee Tom Announces New Venture After 15 years at the helm of Pottery Lane, Josee Tom is closing her operations. With businesses in five countries, changes in foreign ownership laws, combined with poor market conditions and devalued currencies, pushed Tom in a new direction. Pottery Lane was founded in 1999 after Tom visited Guadalajara. With a $35,000 order of Mexican pottery and wooden wall frames, she opened up shop. Shortly after, she jumped into the wholesale trade show circuit, exhibiting in Montreal and Edmonton before landing space at the Toronto show. Tom was no stranger to business start-ups. By the age of 17 she was living on her own, attending high school and working 32 hours a week selling fur coats for a local entrepreneur. During her second year of university, she received a government grant to open a food concession at her local arena, where she had worked since she was 12, keeping time for $5 a game. A few years into operation, Pottery Lane’s collection veered to modern and clean lines. Pottery Lane quickly became a destination for trendy home décor and fashion. In recent years, the product shifted entirely to fashion – handbags, jewellery and clothing. “The issue with fashion is that you have one shot, one season to sell,” said Tom. “So I opened a wholesale business in Australia. It extended my season and doubled my opportunity.” Tom moved her distribution centre to China and opened another wholesale division in New Zealand. When overstocks accumulated, she set up stores in the United States to move the excess goods. Then the perfect storm hit: the Canadian, Australian and New Zealand currencies were devalued against the United States dollar, increasing Tom’s costs of goods by 35 per cent; Canadians stopped cross-border shopping and sales in the U.S. retail stores dropped. In Canada, buyers started to write smaller orders. Tom had a decision to make. “I can keep the machine going or move on to bigger and better things,” she said of her decision to pursue a new career as a consultant. “I have the knowledge to help people achieve their business goals by thinking outside the box.” In this new role, Tom will combine her experience with business success and personal struggles. Part of the reason Tom decided to jump off the hamster wheel was because she had been using her work as an escape. Since she was a child, Tom has survived one personal tragedy after another. “My life went on autopilot as I struggled through horrific personal events and difficult business circumstances. I became very successful and expanded my business in five countries. I became ‘Pottery Lane’.” When her businesses started to falter, Tom was forced to get off her self-destructive path. “I looked at the big picture and found out who I truly am. I discovered that I’m a survivor, that I have the ability to heal both myself and others.”
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inStore. Fall 2015
Gourmet Du Village Heads to Paris The new Bistro de Paris collection from Gourmet du Village encompasses gourmet food and complementary tableware with European panache. The collection includes some classic recipes including crepes, garlic seasonings and Onion Soup, back by popular demand. The collection is full of authentic tastes, perfect for holiday gifting, complete with matching tableware. 800-668-2314, www.gourmetduvillage.com
Ultimate Foot Care Nestled on the beautiful Sunshine Coast in British Columbia, Finesse Home Fragrances designs and produces a range of natural aromatherapy products. Their newest collection is designed to repair sore feet, along with dry and cracked heals. The line includes lavendar and peppermint scented foot spray, repair cream, balm and a mineral soak. Finesse has built a reputation for supplying pure essential oils for 20 years. They offer an extensive range of rare and exotic oils, coupled with aromatherapy massage oils and products prepared with essential oils.
Italy
Partner coun
try
Ambiente 20
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DU: 10.10.2015
www.christmasworld.messefrankfurt.com www.paperworld.messefrankfurt.com www.creativeworld.messefrankfurt.com info@canada.messefrankfurt.com Tel. 905-824-5017
29. 1 – 2. 2. 2016 61373-002_PCC_allgemein_InStore_90_5x234 • 99 x 210 CD-Rom • ISO 39 • CMYK • cp: 31.08.2015
Tel. 905-824-5017 info@canada.messefrankfurt.com
Make the most of the perfect combination of three strong trade fairs right at the start of the season. Christmasworld, Paperworld and Creativeworld present three product worlds that are coming ever closer together: decorations, stationery and crafts. Experience an incomparably diverse offering of inspiration and information. Discover top trends and new ideas to expand your product assortment and boost your sales. Triple the benefit of your visit to Frankfurt – one ticket, three fairs, limitless diversity.
Kanada
Kanada Information and tickets at ambiente.messefrankfurt.com
DU: 26.10.2015
Spot on: Ambiente 2016 offers unique insights into the international market. Find out at the world’s most important consumer goods trade fair which changes can be expected next business year. Discover the future and be inspired by a fascinating product diversity to put together your successful portfolio.
61311-016_AM_allg_InStoreMagazine_90_5x234 • CD-Rom • ISO 39 • CMYK • tg: 08.09.2015
12 – 16. 2. 2016
Optimal synergies for outstanding business
30. 1 – 2. 2. 2016 30. 1 – 2. 2. 2016
inStore. Summer 2015
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inForm
THE GOODS
News & Notes
Inside Track NEWS IN BRIEF
Enesco Announces Management Changes Enesco Canada recently announced that Grace Kiss has been promoted from senior vice-president and general manager to president following the retirement of long-time company president Craig Cameron. The Camerons have operated the business (previously known as N.C. Cameron and Sons) for the past 60 years. Craig has worked at the company for 37 years, for the past 30 as president or chairperson. Kiss has been at Enesco Canada for over 35 years, running day-today operations since December 2013. In her new role, she will provide leadership to grow Enesco Canada’s top and bottom lines. Kiss also serves on the board of directors of the Canadian Gift Association. Michael Sanscartier, previously vice-president of sales, has been promoted to the position of senior vice-president of sales and marketing. Sanscartier has been with Enesco Canada for over 25 years, rising through the ranks of the sales organization. He also plays a key role in selecting the product offerings. 800-263-7095, www.enescocanada.com
Linda Kafka Promoted to Managing Director Linda Kafka was recently promoted to managing director of the Source of Furniture and Accessories (SOFA) at the International Centre. As the managing director, Kafka will direct and control SOFA’s operations and give strategic guidance and direction to ensure that SOFA achieves its mission and objectives. Kafka joined the International Centre in late 2009 and has represented SOFA as the director of marketing and tenant relations. According to the International Centre’s CEO, Michael Prescott, the change in her title is “well deserved and applauded by the senior management team.” Kafka has overseen the metamorphosis of over 200,000 square feet into 40 inspiring trade-only designer and décor showrooms. “SOFA is the place where the design community connects, communicates and collaborates,” said Kafka. Her plans for SOFA include the implementation of various productfocused seminars, workshops and events, along with the creation of an industry conference to strengthen the Canadian design community. Kafka is well known and regarded in the design community. She serves on the board of directors of the Canadian Decorating Association, has a seat on the Canadian Furniture Show advisory committee and is a volunteer organizer of the Furniture Bank’s annual Chair Affair fundraising gala.
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604-885-5494, www.finesseoils.com Chewable Bling for Babies Handmade silicone necklaces from Posh Puff were designed for babies to chew while teething. Either mom or baby can wear the soft, safe and sensory ChewBling jewellery. It’s non-toxic, BPAfree and free of plastic and phthalates. A breakaway clasp is added for safety, and the necklaces are waterproof, heat-resistant, anti-bacterial and dishwasher safe. www.poshpuff.com
All Natural Linens Made from natural fibres, these new table linens from Linenway are eco-friendly, recyclable and made in fair trade environments. Designs include a Persian paisley motif and a scroll pattern. The company also stocks a range of double-sided baby alpaca throws with different colours on either side. 905-653-3006, www.linenway.com
Show Calendar JANUARY
Inside Track NEWS IN BRIEF
The Atlanta International Gift & Home Furnishings Market January 12-19, 2016 www.americasmart.com Seattle Gift Show January 22 – 25, 2016 www.seattlegiftshow.com Christmasworld, Paperworld, Creativeworld January 29 – February 2, 2016 www.messefrankfurt.com NY Now January 30 – February 3, 2016 www.nynow.com Toronto Gift Fair January 31 – February 4, 2016 www.torontogiftfair.org FEBRUARY Atlantic Craft Trade Show February 6 – 8, 2016 www.actsshow.ca
Kikkerland Partners with Bergo Design Following the success of Kikkerland’s flagship retail store in New York City, the company partnered with Bergo Designs in Toronto for their first shopwithin-a-shop. Located in the historic Distillery District, the 130-square-foot shop stocks over 300 of Kikkerland’s bestsellers and signature items. The shop, designed by New York-based Dutch designer Jan Habraken and his team, pays homage to Kikkerland’s and Bergo’s industrial design backgrounds. The raw, modern space utilizes custom-made peg board walls to display products. With a hot pink neon sign reading “Be Curious”, visitors to Bergo’s 6000-square-foot store can easily find the shop. Bergo owner Robyn Berman said of the partnership, “I have always enjoyed the experience when visiting the Kikkerland booth at trade shows, and I’m very happy to now offer my customers the same opportunity.” www.kikkerland.com
Ambiente February 12 – 16, 2016 www.ambiente.com Alberta Gift Fair February 21 – 24, 2016 www.albertagiftfair.org Vancouver Gift Expo February 28 – 29, 2016 www.vancouvergiftexpo.com MARCH International Home & Housewares Show March 5 – 8, 2016 www.housewares.org Quebec Gift Fair March 20 – 23, 2016 www.quebecgiftfair.org inStore. Fall 2015
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inSight Shop Profile
UPBEAT AND OFFBEAT Oscar & Libby’s invites locals and visitors inside with an assortment of humorous and quirky novelty items
With two stores in downtown Victoria, residents and tourists alike don’t have to travel far to find cool, creative and crazy stuff
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inStore. Fall 2015
Oscar & Libby’s Weird, wacky and a wee bit whimsical, sums up the goods on offer at Teri Hustins’ and Andrew Millen’s two Victoria, B.C., stores
A
fter 15 years of managing a toy store, Teri Hustins was looking for a new challenge, so she opened Oscar & Libby’s, named after her and husband Andrew’s two cats. Their first store opened on Victoria’s funky Fort Street in 2005. From day one the focus was on gifts for the upbeat and offbeat and Teri accentuated that uniqueness with a focus on humour – in the products and in their marketing. “I used wacky ads to intrigue people and attract them to the shop,” said Teri. “A lot of people sell the same things we do, we just present it in a different way,” she said of the reason they consciously decided to go a different route. Oscar & Libby’s inventory is primarily novelty focused. Greeting cards constitute 10 to 15 per cent of monthly sales at the Fort Street store. Books, games, offbeat socks and a variety of hot sauces are also great sellers. Fashion purses, hats and sunglasses have been great sellers since day one. In 2008, Teri and Andrew opened a second location, an 800-square-foot store in the city’s hip Market Square. Serving the tourist crowd, the store’s
sales are seasonal with high peaks in the summer. “This year, the Market Square store had record-breaking sales.” The Fort Street store’s sales are more consistent month to month, but by the end of the year the two stores’ sales are about the same. Teri relies heavily on her husband and partner Andrew, along with three dedicated staff members: Donna, who oversees all the stores’ graphics and merchandising; Karen, who also helps with merchandising and brings great insight as a former store owner herself, along with Leah, an energetic team player who has been working at the store since she was 16 years old. They all help to run the stores, providing feedback on what’s selling and what products to source. For the past two years, Teri hasn’t travelled to any trade shows to order new products. She used to attend the Toronto Gift Fair religiously, but said, “When I get isolated, I make dumb mistakes.” By isolated, she means away from her crew at Oscar & Libby’s. These days they rely on magazines, knowledgeable reps and a variety of online avenues to source and order
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products. Due to a fire which reduced their storage space to the size of a small closet, the ordering process is constant. That fire was in November 2014, in the restaurant beside Oscar & Libby’s on Fort Street. Because she had a brush with another fire years previously, Teri installed smoke detectors in the store, wired to her alarm system. It was these detectors which alerted her to the fire. Due to the help of a fantastic insurance adjuster, great friends and staff, and her helpful landlord who miraculously had an empty store front available across the street, Oscar & Libby’s was back up and running in a remarkable 10 days. “Two friends who helped put the first store together, came to help,” said Teri of the transformation which occurred over a weekend. Most of her inventory was salvaged by a restoration company that
used a special device to remove the smoke. “It’s a nicer, bigger space but there’s less back space,” said Teri of the new Fort Street location. “It’s a good thing though – we can’t keep too much stock.” One thing the previous and latest fire instilled in Teri was the need to constantly check inventory levels against the amount of insurance to ensure both are in line. Having the support of a great retail neighbourhood hasn’t hurt either. Fort Street offers a vibrant mix of boutiques, shops, antique stores, art galleries, bakeries and restaurants. Anchored at one end by the city’s inner harbour and at the other by the Mosaic Village, in between are six blocks of the city’s oldest and busiest commercial streets. Up and down the street, Teri is warmly greeted by other merchants and business owners.
The stores have banded together to promote themselves as a destination, and are aided in their efforts by the city’s mayor Lisa Helps. Recently their efforts resulted in the installation of a beautiful parklet. Replacing several parallel parking stalls with a patio and seating, the parklet is open to the public, providing people with a place to sit, relax and enjoy the city. The local focus for Teri extends to a dedicated effort to give back to the organizations, associations and groups who make the city’s downtown a healthier and more vibrant place for all. Teri believes in a strong downtown core and is doing her part to promote her fellow store owners. “We all benefit, on a personal, social and business level, if all our neighbouring businesses are vibrant and healthy.” www.oscarandlibbys.com inStore. Fall 2015
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Dream HOW TO
romance your window displays this spring
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Weaver
Bare Bones This spring install a simple window display using three impactful props that can be remerchandised in a snap. Many store owners feel compelled to fill large windows with lots of products, but a narrow focus will draw the attention of passersby more so than an overloaded display. Installation Info 1. Use a dress form, shutters and a chair as the base from which to build a range of window displays suitable to a variety of products 2. Keep the props monochromatic or uniform, so your merchandise stands out and becomes the focus 3. Use floral accents to add movement and draw the eye throughout the display, from the ceiling down to the floor. Sight lines for a window display are completely different. Most often, a client is looking up at the window from a car or across the street. Their eyes see the top one-third of the window most clearly. 4. Flooring is a key display component, creating a foundation for the display. Use texture, pattern and colour to emphasize and support your displays. Add in a carpet, artificial turf, tile or wood planks.
Personal Connection Mannequins and dress forms help bring garments, jewellery and fashion accessories to life, while the shape provides a human connection. We dressed our mannequin by pinning, gathering and folding a swath of fabric. You could also use designer papers and wallpaper, and, of course, actual garments.
Styling and text by Leslie Groves Photography by Will Fournier inStore. Fall 2015
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Standing Tall Shutters are inexpensive and easy to install. Paint them to suit your display and use the slats to hang products. Attach items from hooks or slide flat items, like greeting cards and linen, through the slats.
Have a Seat Chairs make wonderful risers and tables. Place them on the floor, stack them on a table or hang them from walls and ceilings. Purchase a few inexpensive wooden chairs from a flea market or second-hand store and repaint them to match your display.
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6860 Pacific Circle, Mississauga, ON L5T 1N8 www.stargazeroriginals.com 905.670.3346
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Inside Out How to host successful in-store events By Claire Sykes
F
rom a private midnight sale to weekly workshops, the possibilities for in-store events are endless and make great business sense. If your store is small, don’t let size deter you. An event needn’t take up more than countertop and floor space. If you’ve shied away from in-store events because of expense, they needn’t cost a small fortune. You can pull one off with very little money, especially when you plan ahead, advertise, take advantage of assistance from vendors, and invite other retailers and organizations to co-host.
THE BENEFITS
Whether you’ve owned your store for years or have just opened up, you and your customers will benefit from instore events. A successful event: • Enhances your store’s image. A successful event speaks volumes about your business in the most positive ways. • Generates excitement. The festive atmosphere of an event feeds everyone’s enthusiasm. • Attracts customers. An event gives loyal customers and first-time shoppers one more reason to visit. • Motivates employees. Inspired by the special occasion, staff feel charged to give the best service they can. • Develops customer rapport. The 32
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sociable nature of an event invites conversation between customers and staff. • Boosts business. An event incites people to buy, during the promotion and for weeks and months afterwards. • Builds your reputation. Customers fondly remember fun events, adding to their favourable impression of your store. • Sets you apart. A creative and unique event can distinguish your store from the competition.
CHOOSE YOUR METHOD
Before you tackle the “what” of your event, be clear with yourself about the “why.” Make sure everything from your advertising and signage to decorations and sale items reflect the purpose of the event, so shoppers will be prepared to buy. For example, suppose you want to roll out your latest shipment of teapots and accessories. You could schedule a Saturday afternoon tea party. Be sure to get those cookies from the bakery down the street, and hire a local music duo. Coordinating efforts with other local businesses is great for business and could potentially lesson your costs. For example, invite a florist to display their creations in your store during the event. Your store will be beautifully adorned while the florist
receives exposure. Certainly, anything you do to create excitement is of value to your customers and your business. Take note of promotional events other stores hold, and keep thinking about new promotional ideas that generate excitement.
BUDGET YOUR TIME AND EXPENSES For a first-time event, plan months ahead. You want to give yourself, your vendors and your staff plenty of time to prepare. Newspaper ads and articles come with deadlines. Manufacturer demonstrators and other outside participants have their own busy schedules. Staff needs notice of any rescheduling should you require extra hands or extra hours. Plan your event in line with your budget, as well as buying trends, community goings-on and holidays. Capitalize on high-traffic times such as weekends and holidays.
GET THE WORD OUT
Word-of-mouth will always draw new customers, but to make sure that everyone knows about your event, notify shoppers well in advance. Spark their interest and increase anticipation by giving customers something to look forward to.
Whether via addressed invitations, emails or flyers, announce the event formally. Put the information on your website, blog and social media; and strike up conversations about it with customers. Make sure newspaper ads include a photo or sketch of at least one of the event’s promoted products. Send press releases out to local newspapers, television and radio stations. Put out your own store newsletter to herald the event. Outside your store, attract customers with attention-grabbing signage. Once inside, let them know where the action is with well-appointed signage and décor.
INVOLVE YOUR VENDORS Check out which of your vendors would be willing to provide coop dollars to help pay for media advertising. There are many promotional expenses that you don’t
have to cover by yourself, when you look at your event as a partnership with your vendors. They have a vested interest in the success of your in-store event, and many are more than willing to share the costs.
MEASURING RESULTS How many new and existing
customers did your event attract? For each event, place a guest book by the door or the cash register for customers to sign, and collect names for a future drawing. Not only will you get a rough count of visitors, but you can also use the information when phoning, mailing or emailing announcements for your next event. Keep track of dollar amounts, then compare your receipts with the actual expense of the event. If you spent more than you made, figure out why, then adjust accordingly next time.
Run a tally sheet, kept by the register, to track which items sold well and which didn’t. At your next event, you may want to choose and emphasize different products. Evaluating your results will assist you in planning even more effective future events. The most important ingredient of any successful event is your strategic plan. Next, is your creativity at dreaming up how you’re going to make it all happen. Do what you’re comfortable with, but dare to be adventurous. It doesn’t hurt to experiment, just to see how something will work. You certainly don’t know until you try. Anymore it isn’t enough just to sell products; you also have to entertain people. This may take extra effort, but, when it comes to a successful event, nothing could be more worthwhile. inStore. Fall 2015
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Trend
FLASH
Three emerging home dĂŠcor looks
Bohemian Rhapsody
Jewel tones are softer and more subtle this season. Rock this colour story with sophisticated shades of orange and pink, bursts of blue and emerald green and a few neutral pieces for grounding.
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Rugs (on wall and floor), glass candleholders, glass lantern, wire vases, Bovi Home, 800-361-6695, www.bovihome.com; Cushions and bowl, Canfloyd, 800-263-3551, www.canfloyd.com; Gold vase, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Pattern Play
Cushions, throw and vases, Bovi Home, 800-361-6695, www.bovihome.com
New geometric shapes are giving tribal styles a more modern look. Mustard, coral and deep grey add to the contemporary nature of this trend.
Trend Alert! Modern tribal style
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Cream of the Crop
The latest incarnation of neutrals includes shades of white, ivory, grey and blush pink. Tone-on-tone patterns, knits and subtle details bring warmth to this soothing palette. Add in marble accents for a truly trendy look.
Trend Alert! Fabrics with lots of texture
Knit cushion (rectangle), Abbott, 800-263-2955, www.abbottcollection.com; Knit cushion (square) and applique cushion, Bovi Home, 800-361-6695, www.bovihome.com; Blush pink velvet throw, Canfloyd, 800-263-3551, www.canfloyd.com
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Natural, Eco-Friendly Toys and Gifts 905-910-1558 • EcoParade.com CustomerService@EcoParade.com
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Budding bea A crop of fresh new fashion finds for spring
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Fashion & Jewellery 1/ Green Horn Bangles from Creative Co-op, $22 retail, distributed by Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Tangerine sheer scarf, $18 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 3/ House of Koopslie cuff, made in Canada from fish leather, $29.99 retail, 780-937-8035, www.houseofkoopslie.com 4/ Bamboo headbands, $19.99 each, House of Koopslie, 780-937-8035, www.houseofkoopslie.com 5/ Pendant necklace made from fish leather, $29.99 retail, House of Koopslie, 780-937-8035, www.houseofkoopslie.com
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6/ Gold and ivory tassel necklace, $24.99 retail, Sheerwater Accessories, 800-745-4501, www.sheerwateraccessories.com
3
7/ Super soft tee, $49 retail, Baba Imports, 647-389-4503 8/ Scarf, $30 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 9/ Turquoise silver necklace, from $27.50 retail, Sheerwater Accessories, 800-745-4501, www.sheerwateraccessories.com 10/ Three-piece set, includes vest, tunic and scarf, $109 retail, Baba Imports, 647-389-4503
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eauties 5
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1
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Purse Parade 1/ Canvas weekender bag, $80 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 2/ Olivia cross-body bag from Shiraleah, distributed by David Youngson & Associates, 800-370-4857, www.youngson.com
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3/ Polyurethane bag with gold hardware, $92 retail, Louenhide Canada, 866-338-6924, www.louenhide.ca 4/ Bag with multiple pockets, $108 retail, Louenhide Canada, 866-338-6924, www.louenhide.ca 5/ Microfiber tote, $30 retail, Cabrelli, 800-784-4750, www.cabrelli.net
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1.800.663.7713
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By Leslie Groves
Colour
Decoded The basics of colour theory and how to use colour to create chic product displays
C
olour is one of the strongest non-verbal means of communication. It’s a silent seller, working overtime to visually attract your customer’s attention, convey a message about your products and establish your store’s image. If your customers aren’t positively stimulated by your displays, they won’t be motivated to open their wallets and make a purchase. Thankfully, all it takes to use colour to your advantage is a basic understanding of colour theory.
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THE COLOUR FAMILIES Primary
Red, yellow and blue
These colours can’t be formed by combining any other colours, and all colours are derived from these three hues
Secondary
Orange, green and purple
These are the colours formed by combining two primary colours together
Tertiary
Teal, chartreuse, coral, etc.
These shades are formed by mixing one primary and one secondary colour
Neutrals
White, black, grey and brown
Also referred to as achromatic or monotone. Black is technically not a colour and white is created by combining all the colours. Combine white and black to create grey and combine all the primary colours to make brown.
COLOUR SCHEMES
Created by Sir Isaac Newton in 1666, the colour wheel makes creating killer colour combinations a breeze, and has been aiding novices and veterans alike for literally hundreds of years.
Complementary
A display concocted with any two colours directly opposite each other on the colour wheel. For example, red and green. The intense contrast of a complementary colour scheme results in a very vibrant story, so use complementary schemes sparingly.
Split Complementary
Take one colour and pair it with the two colours adjacent to its complement on the colour wheel. For example, blue accented with two shades of orange. This scheme produces the same visual contrast as complementary, but it’s not as intense. 44
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Triadic
Place an imaginary triangle over the colour wheel and the three colours at each tip will combine for a triadic colour scheme. For example, green, purple and orange. This is a pretty intense scheme as well, so again choose a dominant colour and use the other two hues as accents.
Analogous
An analogous scheme is created be using any three colours which are side by side on a 12-part colour wheel. Most often identified in nature, this type of scheme results in a very well-balanced composition.
Tetradic
Also referred to as rectangle because if you place an imaginary rectangle over the colour wheel you’ll create a tetradic scheme. For example, green, blue, orange and red. In other words, two complementary pairs.
Square
Similar to tetradic, but using a square instead of a rectangle draw an invisable square on the wheel. As a general rule of thumb, with any of these schemes it’s best to choose one colour as your dominant colour and use the others as accents. Also, keep in mind how various displays will look like next to each other when planning your floor layout.
Merchandising with Colour • Give small products, and products lacking in colour, a boost by using bold, contrasting backdrops • Use colour to connect unrelated product lines • Get customers used to trendy hues by using them in backdrops and props before introducing them in products. The more comfortable customers are with the “new” hue, the more apt they’ll be to buy product once it arrives.
• Change your colour combinations regularly to initiate new connections. The more colour combinations you show, the more connections you’ll make. For example, not everyone is keen on a brown–turquoise combo, so mix it up by showing a brown-pink scheme and then brown-lime green. • Use colour combinations to suggest a connection to a season or holiday even when the product isn’t designed for that purpose. For example, use red tulips in a Christmas display.
Colours evoke emotions, create connections, attract attention and subtly implicate value. But each colour conveys something different. What do your colour choices say about your shop? RED Exciting, energizing and passionate BLUE Reliable, confident and conservative YELLOW Lively, cheerful and intense GREEN Natural, refreshing and soothing PURPLE Regal, spiritual and sensual ORANGE Enthusiastic, whimsical and friendly BROWN Earthy, durable and protective BLACK Strong, elegant and mysterious WHITE Innocent and pure NEUTRALS Classic, dependable and expensive
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inStore. Fall 2015
LEAD THE WAY TO YOUR BOOTH BOOKING DEADLINE: December 4, 2015 MAIL DATE: January 8, 2016 Erica Kirkland, Publisher & Editor ekirkland@instoremagazine.ca 905-690-0492
inSight Barbara Crowhurst
Driving Fourth-Quarter Sales
P
lanning for success encompasses many elements, from reviewing financials and executing an effective marketing plan to increasing foot traffic and sales. The seven-step action plan detailed here is designed to help you maximize profits during the holiday season.
During peak hours, get on the show floor and play an active role. STEP 1: Run a profit and loss report from the last
fourth quarter. Add 20 per cent to last year’s average sale to establish a new daily sales goals. STEP 2: Talk up these goals with staff. Be their coach.
Walk around the store with them every day, pointing out what’s selling and what isn’t. Role play customer interactions and get them pumped for peak traffic hours.
STEP 3: During peak hours, get on the show floor and
play an active role. Your staff and customers will love it, and it will make a significant difference to your daily sales. STEP 4: Focus on gift giving in well merchandised
feature displays in every department and section. Effective feature displays speak to lifestyle and effectively tell multiple purchase stories with signage and cross merchandising. Train staff to use displays during their interactions with customers.
‘TIS THE SEASON TO BE SUCCESSFUL A seven-step action plan to help maximize profits during the fourth quarter
STEP 5: Schedule a minimum of four events, not sales,
each month in November and December to increase foot traffic. Launch the season with a bang with a special invitation to a customer appreciation evening. Run a 12 days of Christmas promo. Each day for 12 days leading up to Christmas offer an item for sale at a great price. Merchandise, sign and promote the item. Send weekly emails telling customers about the products and promotions.
STEP 6: Make sure you have the right people working
for you, focused on the customer. Hire employees with people skills and great attitudes who can pick up information and direction from you quickly and who enjoy the pace of a retail environment. STEP 7: Do whatever it takes to keep customers in
the store longer. Offer hands-free shopping and be intuitive to their needs. Engage their senses through great merchandise, great store displays and happy staff. Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.com
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inSight The Last Word
Class Act After 24 years at the Canadian Gift Association, Margo Warren has developed a reputation for staging exceptional events
M
argo Warren, the longtime special events manager for the Canadian Gift Association, is equally at home schlepping boxes in steel-toe boots at gift shows as she is getting gussied up for one of her infamous galas. When this industry veteran resigned from the association in August, she had logged 24 years and 11 months, over 48 Toronto shows and convened well over 500 events. In fact, she is the association’s longest-serving employee, having started with the group in 1990 as the executive assistant to founding executive director Yvonne Bridgman. “The mandate I was given when I was hired was to ‘give back to the membership’, says Margo. That entailed planning, organizing and producing a massive range of events from annual golf tournaments across the country and multiple seminars at the Toronto show to annual galas. All were a means for the association’s members (wholesalers, distributors and manufacturers in the broad giftware industry) to network and build relationships with their retail partners. As the association gradually took over ownership of the CGTA Gift Show (now the Toronto Gift Fair), Margo’s job grew and expanded to that of special events manager for the show as well as the association. In this expanded role, Margo sourced a range of speakers for a
variety of seminars, demonstrations Centre supervisor. She’s been with me and round tables. She also coordinated for over 20 years, and also continues to and produced special displays of work part time at the Canadian Gift new products and feature areas to Association.” demonstrate merchandising techniques Moving on from this action-packed and emerging trends. schedule, Margo now intends to Many wholesale and retail attendees get involved with companies and observed her hard at work as the organizations closer to her home north organizer of over-the-top gala events of Toronto. “Whether that be staging where big-name speakers like David homes, working freelance production Suzuki and Michael Pinball Clemons at an event company or participating in held court or when a Beatles or ABBA some way at Gilda’s Club.” cover band brought the house down. She will, of course, continue to All of these events, particularly the pursue her love of travel. “There are a multiple seminars and feature areas number of speakers and retail experts presented at the trade shows, required that have given me an open invitation the efforts of a lot of people, many of to visit them in their home towns across whom have been helping Margo from Canada and the United States. I plan to day one. take them up on the offer.” “Over the years, I’ve created a show family,” says Margo. “Temporary staff became true friends. They would take a working vacation from their other jobs to work the shows. All my staff work long hours behind the scenes to ‘put on the show’; no one lasts if they’re aren’t willing to give their all in a seriously compressed time frame. “Kate McMullen, my International Centre supervisor, has been my friend and temporary coand (far left) cMullen worker for over 25 years. Lynn M te a K (centre), left) Warren Maisonneuve is my Congress d from Margo e (secon
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