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STAG Show 2007
Fellow traders, a host of suppliers (over 80), woodworm, kangaroos, a spare bed, a walking sat-nav, a man with a ball and a glove, a somewhat chilly marquee, a secret weapon of athletes and sports stars, a shock absorbing sports bra, and some chilli con carne – plus a great deal besides (or, in fact, many great deals besides!).
All that and more at this year’s STAG Buying Show 07, held in late November at the Heythrop Park Hotel, Oxfordshire. The printed colour coded floor plan made it easy to find the exhibitors, many of whom had special show deals, which alone would have made it well worth a visit. And the chance to see so many suppliers over the two days, catching up with what's new for 2008, in a relaxed yet businesslike atmosphere, was most welcome. This show must be the nearest possible to what some describe as ‘the good old days’, when the UK had its own annual event. Some may recall the early STAG shows, where retailers passed from stand to stand, in groups, moving on at the blow of a whistle, but this was a far cry from such goings-on.
If one stand stood out then it was surely that of Canterbury, around which there was a real business buzz.. Their Sales Director Joe O’Boyle was on hand and expressed not simply satisfaction with the first day of the show, but of the great progress achieved in sales with STAG members. Coming to the Woodworm cricket stand, I was assured by Richard Vigars, head of sales, that unlikely as the name might suggest, the Woodworm bats are no gimmick. Richard, no stranger to cricket (a one time Lancashire bowler) explained how Joe Sillett who played for a team called ‘Brook’ in the Surrey Championship League, had discovered a bat in the loft, which to his dismay, was infected with woodworm and looked set for fire. However, his dad sanded down the sides, evenly shaped on both sides, and when in his next league game he scored a remarkable ‘142 not out’, well the rest is history. Now used by Andrew Flintoff and Kevin Peterson, the brand is selling through to the tune of some 50,000 this year, and of course, ‘not out’ by a long stop. Top of their ranges are made in the UK while English willow is exported to India for much of the range. Sizes start as little as 1 which shows a commitment to the youngest of players.
Vulcan, who recently became ‘sole’ distributors for Sorbothane, were showing a product new to me, ‘SorboSkin’ a cover-up for blisters on feet or hand, a useful add-on sale, surely, for almost every sports shop. Why let the chemists have the trade which is naturally ours?
On the Mitre stand, being looked after by Peter Cannan, the agent covering Scotland, I found possibly the retailer who had come the furthest, Michael Laurenson (Cee & Jays) of Lerwick in Scotland. His efforts to bring the snow to Oxfordshire were not completely thwarted. A long-standing member who had certainly come a long way, but assured me it was very worthwhile.
‘Alo Alo’ I said to Simone Guest who was wo-manning (to coin a word) the stand of the firm called ‘Alo’ and was showing some very attractive, classic exercise wear in easy care and breathable fabrics, with anti-allergy properties which withstand constant washing. Alo is based in the USA, very new, but their early success had encouraged them to venture into the UK and European markets. Of special interest is the fact that there is absolutely no minimum order. Distribution is by UK Leisurewear plc. Alo has an inviting catalogue and in accord with their whole philosophy of being environmentally friendly, it is produced on ‘post-consumer recycled paper’.
PATRICK SMITH, Sales Manager South East for Burton McCall assured me that I would never lose my way on country walks with the SatMap which, with a RRP of just under £300, would make an ideal present for the one who has everything, and more besides. It is based on the Ordinance Survey Map and has rechargeable batteries which can last for nine hours. And after a nine hour ramble, it must be time to lay down on the new outdoor AeroBed. This was demonstrated to me by Kate and Marina and is competitively priced at £50 for a single or £70 a double. The product had scored 10/10 in the ‘Extreme’ sports magazine and with its auto blow-up mechanism, and fold away in a smallish sack, fully merited the slogan ‘Don’t just bed down – aerobed down.’
On my feet again, I met up with Dave McDonagh. UK Brand Manager of Kanga ROOS who in addition to a colourful range of the famous shoe with a pocket also displayed a new range of what may be aptly described as sensible fashion shoes for everyday wear, particularly suitable for ladies who spend much of the day standing on their feet but for whom trainers are not quite right. This, we agreed, was indeed a brand to ‘put profit into the retailer's pocket’.
It didn't take long for Bob Fidler, UK distributor for Reusch to find a glove with which to hold a football upside down demonstrating how Reusch can defy the laws of gravity. Our picture shows him wearing the new ‘Goaliator Pro’, magically holding the Reusch FSM 100, which comes in sizes 4 and 5.
Only available space prevents me from writing about so many other stands and the many friends with whom I became reunited during my visit. Wholesalers Reydon Sports deserve, and will have, an article devoted to them alone. Their range and service are a legend and well known to the trade in general and STAG members in particular. But it was time to go home. I had enjoyed my chilli con carne at lunchtime and was not feeling in the least tired. Whether or not this could be explained by the secret weapon that I had been wearing round my wrist all day, I cannot say, but I must not conclude without a mention for Paul Hendry, whose Trion-Z Ionic/Magnetic sports and fitness and therapy bracelet and necklaces look set to be all-year-round sellers, with customers buying for both fashion and function. Ivan Lendl is just one of many stars who wear the product and no-one, I was assured, is paid for so doing. I certainly arrived home in one piece.
The stands were not crowded but were doing steady business with both retailers and suppliers generally happy with the outcome of the show. If I have one suggestion which might be helpful, how about some models to demonstrate and show off some of the product? That plus a little sunshine outside would have made this the perfect show. As it was, well, it was very very good, and only those who did not attend were the losers.
