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Full Page AD - ETO Show
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ETO Show Preview
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FIRST TIME VISITORS WHAT IS THE ETO SHOW? It’s the UK’s only dedicated trade event for the adult sector. Exhibiting will be all the UK’s major wholesalers along with a wide variety of specialist suppliers from the UK and overseas. Expect to see everything from lingerie and costumes to sex toys and even erotic literature publishers. The ETO Show is a strictly trade-only event. IS IT WORTH ME ATTENDING? Yes, if you are involved in adult retail in any capacity, be it on the web, High Street or through party plan. This is the only event of its kind in the UK. You will be able to source new suppliers, see new product ranges and take advantage of exclusive special offers. WHERE AND WHEN IS IT? It’s held in The Pavilion, at the NEC, in the midlands. The NEC is a purpose-built exhibition complex which was chosen for its central location and ease of access from anywhere in the country just leave the M42 at Junction 6 and its entrance is on the roundabout at the end of the slip road. If you need a map or more detailed directions please visit www.thenec.co.uk. The ETO Show takes place on Sunday 24th and Monday 25th June and the opening hours are 10.30am - 5.00pm on the Sunday and 10.30pm - 4.30pm on the Monday. The NEC has provision for parking 22,000 vehicles. WHAT IF I DON’T WANT TO DRIVE? The NEC benefits from fantastic rail and air links (visit www.thenec.co.uk for more details). HOW MUCH DOES IT COST TO ATTEND? Nothing at all. All we ask is that your line of business is the adult industry. [Please note that the NEC does charge for parking though.] CAN I BRING MY STAFF? You are most welcome to and it will help your business if they are fully up to date with the latest products and developments in the marketplace. Please note that the ETO Show is a licensed event and no persons under 18 can be admitted. OKAY, I WANT TO COME - WHAT DO I DO NOW? Visit www.etoshow.com, click on the Register tab at the top of the page, fill in a few details and you will then be sent a free entry badge through the post, giving you fast-track admission. I HAVEN’T GOT INTERNET ACCESS. CAN I JUST TURN UP ON THE DAY? Yes you can, but please be aware that your details will need to be taken before you can get in, so you will have to queue a little longer.
Erotic Trade Only June 2012
DO I NEED TO DO ANYTHING ELSE? Bring a business card or letterhead with you - even if you have an entry badge, you will still need additional proof of trade status to gain admittance.
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WHAT IF I WANT TO STAY OVER? There are many hotels within a mile or so of the NEC although most people will be staying at the Crowne Plaza, located right alongside the NEC, which is also where the 2012 ETO Awards Dinner will be taking place on the Sunday evening. I’VE GOT ANOTHER QUESTION... If you need any additional information visit www.etoshow.com or email show organiser Jonathan Kirk via jonathan@etoshow.com
ingenious device, also called Celebrator, that turns ordinary electric toothbrushes into sex toys. Since that product was launched the firm has added Celebrator Complete, which is almost a reinvention of the electric toothbrush motor unit, with the aim of making it more suitable as a sex toy. Celebrator Complete is therefore a lot quieter, waterproof and it now offers two speeds of intensity. And perhaps best of all, the bright pink Celebrator Complete will also accept toothbrush heads, so it remains a dual purpose device that can be left in plain sight without fear of embarrassment.
COBECO PHARMA WHOLESALE Cobeco Pharma Wholesale is a regular exhibitor at the ETO Show. The company is a distributor and producer of pharmaceutical products, dietary supplements and cosmetics. It was founded in 1995 and initially focused on food supplements, before adding cosmetic products to its portfolio. It now has its own manufacturing division which boasts state-of-the art production methods, clean rooms, bottling and labelling facilities. Although our print deadlines meant ETO was unable to discover Cobeco Pharma’s plans for the ETO Show prior to going to press, visitors can expect to see a wide variety of sexual enhancement products. In previous years the company has showcased lines such as Chocoline, a chocolate lust enhancer, Star White lightening cream for sensitive areas and ViaTight vagina tightening cream.
CREATIVE CONCEPTIONS Creative Conceptions will be featuring all of its wellknown and award-winning brands and ranges, including ID Lubricants, Screaming O, Skins Condoms, Sportsheets, Sex and Mischief, Monogamy, Ball and Chain and Kheper Games, as well as showcasing exciting new products that are only just available. In addition, since the last ETO Show, Creative Conceptions has partnered with the very popular Lover’s Choice brand, Moodzz and Tease & Please. Visit stand A15 to see the full ranges and also the beautiful new packaging that is sure to enhance the sales of the already successful 52 Weeks products from Lover’s Choice. New products making
their UK debuts include: Stick a Dick - Geek Edition, the follow up to Stick a Dick - Hunk Edition; Studio Collection from Screaming O, the multi-function range of intimate toys which takes its inspiration from couture fashion and high quality cosmetics; ID Frutopia, an all-natural fruit flavoured lubricant in six flavours; ID Velvet, the luxurious new silicone lubricant which also serves as a skin conditioner and moisturiser; Kama Poker, the new game in which the worlds of poker and Kama Sutra meet and combine; I O U A Night to Remember Invitation Panties from Ball & Chain Games and the Game of Compromising Positions from Kheper Games, a large game that is meant to be spread out on top of a bed or in front of a fireplace. A Show promotion will focus on Skins Condoms and Creative’s Sam Rigby said: “The key to any consumable product is the fact that the experience with the product is so good that your customer will need to keep coming back to you for more. Repeat sales on Skins Condoms are very high with customers remarking on their crystal clear look when worn, their comfort and ease of use due to the extra lubrication, their natural feel and also the fact that they do not have the tell-tale smell of latex that can often be associated with condoms. We know from customer feedback, that when people try Skins, they will come back for more so our Show offer this year will be a very special Buy One Get one Free offer on all 12 Skins and 4 Skins packs. This will be supported by free instore marketing back up for retailers to promote this offer, allowing them to offer their customers great value and more importantly securing repeat custom in the future.”
CYREX Cyrex will be showing its full range of ElectraStim and She-Stim electro sex toys. The latest addition to its range is the Tadpole electro stimulation egg. This is intended for use while out clubbing or at a more daring dinner party and is ideal for use with the Cyrex remote controlled stimulator. It has a soft silicone tail to ensure comfort and can be used for anal or vaginal insertion. New customers will be offered a 5% discount plus a free retail POS display bundle.
DARKER ENTERPRISES The wholesale arm of the UK’s leading chain of licensed stores will be promoting all the brands it distributes including Hott Products, System Jo, Wet lubricants, Blush Products, Evolved Novelties, Man
ETO Show Preview
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HOTEL INFORMATION CROWNE PLAZA NEC Complex, Pendigo Way, Birmingham B40 1PS Tel: +44 (0) 870 400 9160 Fax: +44 (0) 121 781 4321 This is the designated Show hotel for the 2012 ETO Show. The Crowne Plaza is situated next to the NEC. Within an hour of the NEC there are also around 82,000 other hotel bed spaces available at hotels and other types of accommodation. Hotels located less than two miles from the NEC include the following:
HILTON METROPOLE NEC Complex, Birmingham B40 1PP Tel: 0121 780 4242 Fax: 0121 780 3923 0.1 miles from The NEC
PREMIER TRAVEL INN Bickenhill Parkway, NEC Complex, Birmingham B40 1QA Tel: 0870 990 6326 Fax: 0870 990 6327 0.5 miles from The NEC
THE ARDEN HOTEL Coventry Road, Bickenhill, Solihull B92 0EH Tel: 01675 443 221 0.6 miles from The NEC
TRI STAR HOTEL Coventry Road, Elmdon, Birmingham B26 3QR Tel: 0121 782 1010 Fax: 0121 782 6131 0.8 miles from The NEC
HEATH LODGE HOTEL 117 Coleshill Road, Marston Green, Birmingham B37 7HT Tel: 0121 779 2218 Fax: 0121 770 5648 0.8 miles from The NEC
GABLES HOTEL Old Damson Lane, Solihull B92 9ED Tel: 0121 782 1783 Fax: 0121 782 1781 1 mile from The NEC
HOLIDAY INN (Birmingham Airport), Coventry Road, Birmingham B26 3QW Tel: 0870 400 9007 Fax: 0121 782 2467 1 mile from The NEC
Erotic Trade Only June 2012
Note all distances are approximate. For a more detailed list of accommodation close to the NEC visit www.thenec.co.uk
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ETO MAGAZINE Since its launch in July 2003, ETO has become an essential reference source for every company trading in the vibrant, but legally restricted and overregulated, UK adult sector. ETO is a completely independent publication which is published monthly and is available via subscription to qualifying individuals or companies. ETO’s mailed circulation is just over 4,500 requested and individually addressed copies and digital editions of the magazine can also be viewed on its website. Most print copies are circulated within the UK, where it reaches every adult-based store and online trader as well as major adult chains and the buying departments of other retailers with an interest in this market. In addition, ETO also goes to distributors and manufacturers of adult products in the UK, as well as key adult companies operating in Europe, America, Asia and Australia. The whole ETO team will be at the Show at all times but if you would like to make an appointment to discuss advertising or editorial opportunities within future issues of ETO, please email lee@erotictradeonly.com (advertising) or dale@erotictradeonly.com (editorial) in advance of the Show. ETO will be concluding its 100 Pleasure Products promotion at the Show, giving one lucky visitor 100 products of their own each day. For more details visit www.erotictradeonly.com or sign up to our social media platforms.
KEVCO WHOLESALE Lingerie distributor Kevco Wholesale will be promoting all its leading brands at the ETO Show, including Seven til’ Midnight, Rene Rofe, Hustler, Pink Lipstick, Lapdance, Blue Line, Pleaser Shoes & Ellie Shoes. New lingerie styles from Seven til’ Midnight,
Hustler, Rene Rofe and Pink Lipstick will be showcased along with new Bettie Page Collection shoes from Ellie Shoes and a brand new Pleaser Shoes collection called Night and Day. Lapdance is a new brand of clubwear, bodystockings and hosiery which is being seen in the UK for the first time. All orders for lingerie which are placed at the ETO Show will qualify for an additional 10% discount.
KINKY MONKEY Kinky Monkey specialises in quality handmade leather harnesses in a range of colours. Harnesses can be made to bespoke designs and a thigh harness is in development which the firm is hoping will be ready in time for the ETO Show. Kinky Monkey says its products are aimed at those retailers who wish to sell a quality item that lasts, rather than a cheaper harness that is liable to break after a bit of use. Stock can be purchased at the lowest possible trade price at the ETO Show, with no minimum order requirement.
KOIBITO LOVE Although our print deadlines meant ETO was unable to discover Koibito Love’s plans for the ETO Show prior to going to press, the company specialises in sensual gifts, aphrodisiacs and erotic toys.
LITTLE ROOSTER The very latest version of the Little Rooster Pleasure Clock will be launched at the ETO Show. The new Little Rooster is 50% more powerful than the original model and now has a lock feature so it won’t accidentally go off in luggage. It is also said to be nearly-silent at all power levels. Like the previous version it comes in a jewellery-style gift box with a satin storage bag and USB charging cable. It retails at the same £69 price point and is available in white, pink, purple and black. “The Little Rooster created quite a buzz when launched last November,” said inventor and CEO Tony Maggs, “and we’re committed to multiplying that in
To be or not to be licensed - Act 2
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To be or not to be licensed - Act 2 In the second part of this feature, Paul Smith flips the coin to see the up-side of Sex Establishment Licensing and finds out why so many adult retailers are choosing to remain licensed...
Erotic Trade Only June 2012
Friends, retailers, countrymen, lend me your eyes. I come to praise licensing, not to bury it... Last month’s downbeat article needed balancing and for this summer’s ETO Show edition that balance arrives in the shape of this sunnier look at the state of the nation’s adult shops. One man with a foot in both camps is Tim Richardson, boss of licensed Taboo stores in Brighton and Hove, plus Brighton’s unlicensed Lust shop. He told me: “We chose to go unlicensed for Lust, initially because some people are still shy of going into a blatantly licensed shop. Because of Brighton Council’s regulations, with the frosted windows and so on, I understood from friends of mine that they’d not walk into a sex shop. I felt that we were losing business to the likes of Ann Summers because of that, with their open shop fronts. So it was that, plus we could get into a more central location with an unlicensed shop. The local council here would only licence shops in secondary positions, not main shopping streets so that was a factor. You can get away with so much more as far as window displays are concerned with an unlicensed shop. For retail, the shop front is really important and when you’re restricted to blank windows, two doors to get inside - it’s all really limiting. By going unlicensed you take that out of the equation, gain a lot of flexibility and only have the percentage of ‘sex stock’ to worry about. Here in Brighton that’s 25-30%; the council’s quite generous although they do include the likes of bondage cuffs as a sex article. It’s so grey as to what’s an acceptable percentage, and what constitutes a sex product. Lust does get checked by the local council, to see what our display areas are.” Focusing his attention on
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films, Richardson explained: “The slow decline of the R18 market has also been a factor. When I opened Lust - it’ll be five years this year - the tube sites had already started up and everyone was saying ‘well, that’s it. The DVD market will be gone in five years’ - which it hasn’t. It’s contracted but that’s now levelled off. For a while it did look like the market might implode altogether - anything could happen -
but thanks to lower prices to the consumer, as well to the retailer, it’s stayed... palatable to purchase a movie on DVD. Some DVD disties have gone to the wall in the last few years and at the end of the day that’s the main reason to have a licence - to sell R18. As that business has shrunk considerably, is the market more in sex
toys and clothing?” Asked if he were to open up another shop, would he go licensed or unlicensed, Tim replied: “It’s a difficult question to answer. Probably unlicensed, now, I think, but it all comes down to what the licence fee is. If it was three grand, I’d go licensed. £8,000? Probably. It’d still be financially viable
Inside View DVM
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Inside DVM Enterprises View
Burton upon Trent was almost Burton under Trent last month when ETO visited DVM Enterprises and its Heelz shop - located between Carp Tackle and Computer Repair; both stores that might welcome widespread flooding. Fortunately the trip wasn’t a washout...
Erotic Trade Only June 2012
After the wettest April on record, and a month’s worth of rain falling in the first ten days of May, we were delighted to find Heelz, DVM Enterprises’ adult store, on high ground in the riverside town of Burton upon Trent. Opened in 2011 by brothers Dave and Mike McGee, the shop’s an unlicensed, edge-of-town store, on a small industrial estate that’s actually mostly given over to retail, thanks to off-road parking and its location facing houses. Mike and Dave will be familiar faces to ETO Show
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visitors as they’ve been regular exhibitors there since 2005. The brothers are back again in 2012 and are looking forward to the expo, as Mike told us: “The good thing about doing the ETO Show is we make contact with shop owners who aren’t licensed and might not be aware we do more than just R18 DVDs. It’s a good place to pick up new toy customers, as well as see people we supply films to. It’s worked well for us over the years and last time we got three or four good customers who aren’t licensed but are taking
toys and tablets off us. Before we did toys, they’d not even step onto the stand to say hello - they had no reason to. We’re sorted with a stand this year, showing the toys and DVDs, but we’re showcasing tablets too.” In Heelz’s back room, Mike pointed out a UK map with dots showing the position of customers visited on a regular basis. “We deliver across England and Wales, as far north as Newcastle, and as far west as Dorset. Beyond those we do mail order.” We stepped into the shop area and he continued:
Mike McGee: “We’ve had a couple of shops over the years but this one brings together everything we’ve learned. It’s in a good location and does what we want it to do.”
Inside View DVM
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“As a business, we do it all. Distribution of toys and R18 DVDs into licensed stores - which is what most people know us for - but we’ve also moved into herbal tablets and do magazine sales too. On the retail side, we do a lot online. Our own-produced films are available for download, as they have been for eight or nine years now. That business has been hit by the Tube sites, which is hard to fight, but we do what we can. We also sell footwear through SexyShoesBoots.co.uk, as a more mainstream offering. The site’s name says what it is. It also carries some of our clothing ranges. We recently launched an adult retail toy site too, which is something we’ve not done before - Love-SexToys.co.uk. That was earlier this year so it’s still getting established. Although we’ve been in this game many years, you’ve got to keep exploring new things. The shrinking DVD market made us look at tablet and herbal products. We’ve had a couple of shops over the years but this one brings together everything we’ve learned. It’s in a good location and does what we want it to do. It’s not a full-on licensed shop because the market’s moving away from that.” Mike explained why the firm returned to retail: “We had a shop in Derby but we had problems with the council there - this was five years ago - and we’d tried to get licensed, but that hadn’t worked out. So we moved back to Burton and the present site. It’s bigger than what we had before, but the primary attraction was the location on this busy road. The problem with Derby is a lot of the properties there are a lot larger and a lot more money. We didn’t need a site that large. It’s unusual to find compact units of this size that can take a mix of retail and warehousing. When this became available it was ideal for us. There are 12 units in this row, and every one of them, bar the taxi rank, has got a retail front as well as the industrial estate side to their business too. It’s an ideal spot. Derby’s properties might be bigger, and perhaps the council is more flexible over licensing now, but there are issues over using industrial space for retail. Here it’s not frowned upon as such.”
shopping, but we make sure we’ve some larger sizes out so chaps know we do the bigger ones too. You’ll see we have some 10s and 11s on display and as soon as we see those being the guy’s focus, we make a point of saying we’ve all the designs in larger sizes and if they want to try anything on they should just ask. We’ve lots more out the back. Same with the boots we tend to stock those in larger sizes as, if anything, boots are more popular with trannies than the highheeled shoes.” Fetish and BDSM gear came next and we asked if that market was still growing. Mike replied: “It’s a good one for this area. There are quite a few Dominatrixes and dungeons - a bit of an underground scene - which we didn’t know about before opening the shop. They put us onto the Birmingham Bizarre Bazaar, and we’ve had a couple in from Sudbury, just down the road, who have their own dungeon in the garage. So we do well with masks, ball-gags, restraints and it is something we’ve gotten more of. The fetish
and tranny market can’t be ignored but I’d say most of our business is still straight, average couples who’re looking to spice things up.” Spicy is one word to describe some of Heelz’s outfits and Mike held some out for us to get a better look at. “We sell a lot of this sort of dance and clubwear to the younger women, but we also see a lot of couples who go swinging, and they’re always looking for something eye-catching. So we sell a lot of short dresses, open-style, halter-neck, slit-to-the-thigh sort of things. We’ve designs for the girl who wants to be daring but not go as far as to put everything on display.” SIZE MATTERS Heelz ensures that its clothing is available in a variety of sizes, as Mike explained: “When a bigger woman comes in, they often find this sort of shop only caters for the size 8-12 lady, whereas they’re looking for 14,
DOWN AT HEELZ
Mike McGee: “We make sure we’ve some larger sizes out so chaps know we do the bigger ones too.”
Erotic Trade Only June 2012
Consumables in Heelz included lubes from ID and OK from Cupid, male enhancement tablets Herbal V Extra, Dynamite and All Night, and the female version called Siren, Durex condoms, aromas and adult magazines. Mike explained: “We get them on Sale Or Return and it’s a 50/50 split on everything we sell. There is still a market for magazines, especially the gay, shemale and transvestite ones.” Which brought us to shoes and boots, which as Mike explained, drew more than ladies into the shop. “It’s a surprisingly large part of our market,” he began. “We get these from Brian at Erosella and he knows that marketplace well. The Chloes, the Slinkies we stock in larger sizes because we know those designs are particularly popular with our crossdressing customers. Don’t get me wrong, we also see a lot of couples and lone women in, shoe and boot
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Inside View DVM
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Erotic Trade Only June 2012
16 or larger. They like that we cater for everyone. Bigger girls and, again, the tranny market, mean we stock a good range of XL and XXL stuff. We sell the sort of diaphanous babydoll thing to guys of 6ft - that sort of negligee seems to be what they like as it’s not just how it looks, it’s how it feels. Same with the shoes. It’s as much about the sensation of how they feel to wear as it is how they look. We’ve also got Roxana and Sven O underwear for guys. They’ve sold well we’re looking to source some other designs. Some of what they want wouldn’t keep you warm in a snow storm, but we try to respond to customers’ needs. Certainly, in the fetishy, something-a-bit-different end of that market, we’ve found male underwear a good seller. With the gloves, we find the black and white ones sell to women - and men - looking for a sexy look, but the neon fishnet ones, those are mostly for the club scene.” Moving on to novelties and costumes, Mike handed us a sexy ladybird outfit and said: “Hen and stag novelties were an obvious route to go down, without upsetting the council. Some of these are ‘Gadget Shop’ items rather than sex shop lines. There’s a good following for party items. We get the Saturday Night girls who want something to mess about with on a big night out. Same with the dolls we do. We had an inflated one ‘guarding’ the back door and some delivery guys bought one because they were going out for the weekend and wanted one for a laugh. That was their story anyway!” He continued: “Our customer split is roughly 50/50. The women we see say they feel comfortable here because it’s unlicensed, bright, clean and tidy. We keep on top of that, ensuring it’s a nice experience when anyone visits and welcoming. We pride ourselves on being helpful too. If trying ten pairs of shoes on is what it takes to make a sale, we’ll happily help them do that. The change of sign, from just Heelz to Heelz
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Adult Store has also brought more people in.” As an unlicensed shop, the toy range was compact and bijou. “The mini-wands are doing very well for us,” said Mike. “They’re like a miniature version of the Hitatchi, which people like. They’re a good price for a multi-speed vibe. We can’t go too mad with what stock we display. We can’t push the council too far as the change of name from just Heelz to Heelz Adult Store worried them a bit. Those issues seem to have gone away at the moment but we don’t want to draw their interest, so what we do with the toys is pretty low key. It’s true of the whole store actually. We’ve limited space, giving an intimate feel, so the last thing we want to do is over-stock and make it feel overcrowded, overwhelming and with so much choice customers don’t know which way to go. If it turns out we don’t have what they want, we might direct them to the website. Every customer gets a flyer in their bag - that’s the rule - which tells them about the website, shop details, opening times and parking.” BROTHERS IN-STORE Mike joined the adult industry after owning a gym in Derby which - due to council issues - closed down in the late nineties. He was left with some money and plenty of time and decided to make a new business out of a hobby which, in his case, included dabbling in contact magazines and amateur porn. The All Amateurs DVD label was formed and in 2003 it released Homemade/Amateur Housewives and Girlfriends 1, which is now up to volume 10. DVM has released over 50 DVDs since that first title and older titles still sell, as Mike explained: “The genuine amateur niche isn’t an overly exploited one. Because they’re ‘the real deal’, they’ve always done well. They’re genuine UK girls and couples, and we do a bit of a ‘home town’ thing on the DVDs, so you get a feel
for who they are. In the early days, when we did Midland Shaggers say, there’d be landmarks and road signs from around Leicester, and those would be flying off the shelves in and around Leicester then.” Brother Dave joined the business soon after it started and the McGees financed the production of the early films from their savings. The workload tends to be split between Mike overseeing wholesale and Dave having a focus on the toys, shoes, websites and shop. “That said, we help each other out with anything that needs doing, so there are no clear lines. When it’s a shared business, you can’t really turn around and say, ‘that’s your job’ when it’s our job. That’s how it works and it works well.” THESE ARE THE VOYAGES OF DVM ENTERPRISES... The company visits its customers on a regular basis, as Mike explained: “We used to have a couple of days a week out in a van, delivering, but with the way things are for the industry as a whole, we’ve needed to change our routes to get to see more people. Some have gone unlicensed or have moved away from certain product areas so we have to carry a much wider range of stock for them. Not just the DVDs on the van, but a mix. We constantly have to change lines around so when we make our deliveries, we’ve always got something new on board to show and talk about. We have six or seven runs around the country, travelling out one day and seeing customers on the way up, and the following day we’ll come back down the other side of the country, to cover as many people as we can on one trip. I suppose we could drop customer visits and just post everything out - which we do for customers needing stock in a hurry, if we’ll not be seeing them for a few days - but the philosophy behind spending money on fuel and a hotel is twofold. Partly, the carriers charge so much, so as long
Full Page AD - Net 1on1
17/4/12
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Full Page AD - Pipedream 3
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Full Page AD - Pipedream 4
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