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Giving the independent a voice
When was this shop established?
We opened on the 15th September 2006.
How would you describe your store?
We are London's largest running specialist sport shop.We are passionate about running and the product you can buy for running.
Talk us through your products. We stock all the major running brands but we're always on the look out for new product that performs well but with a point of difference. I often say that if there's a running related problem then someone's developed a solution.We try and stock those solutions.
What has trade been like so far this year?
Good. The first 3 months after we opened were really tough (October to December 06) but since January 2nd it's been much busier and growing strongly. Last month was our best yet and I think this month will beat that.
What are your busiest months and why?
Offices surround us, so that's where a lot of our trade has come from initially. Therefore we've been busier in nonholiday periods. Secondly,when the weather gets better we benefit, as more people are inspired to get healthy.
Do you have any marketing strategies in place?
We have tried from the beginning to get to know local sports injury clinics, gyms and running clubs.We facilitated a number of special offers and promotional days, such as visiting a local gym and giving free video gait analysis to members.
Do you belong to any buying groups?
Yes STAG. I use this mostly for access to those companies with whom I would do a smaller level of business with (eg because they make accessories), yet I can still get a discount and see the product (at the buying group’s own show) from these companies. Secondly there are other benefits of the greater buying power, for example cheaper credit card processing rates.
Has the growth of online retail impacted on your sales?
Yes it has but shop based sales are critical to the consumer. Shoes in particular need to be tried on. There is a risk of buying some product online unless you know exactly what you want, but you will take a different size in different brands and updated models will often be a different shape, which you may or may not get on with.
What about the might of the multiples, just how do you compete?
Our customers will come to us for advice as well as to make a purchase. Some of our product will have useful features and benefits that the multiple retailers will not recognise. Our first consideration on product will not be price - for clothing, factors such as fabrics, the use of panelling, cut, feel, and features such as zipped pockets on a singlet come as a higher consideration.
What sets the independent sports retailer apart from the rest?
Quality service from knowledgeable staff, established relationships with customers, schools, sports clubs etc, a greater selection within their specialised field.
