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Jack meets......The Chelsea Set
Described as ‘the best place to see all sports merchandise suppliers' with a front page header proclaiming ‘The exhibition is the only meeting place for the entire industry', Jack Lynes, our man about the sports trade, commissioned to report on the 10th anniversary of the Sports Merchandise Industry event, was a little less than sure if, hand on heart, this was really his scene, or more to the point, the place to be to find new opportunities for our readers. Disproving the adage that first impressions are always to be relied upon, he put prejudice to the wind, opened his mind, and concluded that those prepared to do likewise might find some useful ideas to improve their bottom line.
Chelsea FC's Great Hall, the venue for the annual event of this one-day show, was certainly buzzing. Stands, some hundred or so, somewhat close together (the term ‘terrace' rather than ‘semi' or even ‘detached' comes to mind), which considering the site is surely appropriate, in long lines with rather narrow corridors between them, showed a plethora of wares ranging from towels and tee shirts to mobile phone accessories, cleaning wipes, and even removable tattoos. Hardly, I thought, a turn-on for our beloved sports trade. And even though I am a firm believer in encouraging publicity, in making the voice of the independent heard loud and clear in the community, I will only refer this once to the clap banner, a noise maker which would surely be the ideal present to give to your most hated neighbour's offspring. On second thoughts, make sure the neighbour is not too close.
Even though the primary targets of this exhibition may be the football and other clubs and corporate business, there was much to attract the enterprising pro-active retailer, who while not necessarily in the big time league, is still able to seek out local business to supplement the regular ‘counter trade' and customary sales. This may be the right moment to issue a Wealth Warning. However much you might enjoy reading my monthly column, if you are perfectly happy with your turnover and your returns on capital employed and time plus energy expended, I suggest you skip the rest of these ramblings. It would have been time to make for the exit. Still reading? Well, I did not turn away but chose to spend a little while with half a dozen exhibitors to see if I might find some worthwhile nuggets to share with you. With stormy weather forecast for retailers, where better to stop that at the Creative Brollies umbrella stand, where I spoke to Sales Manager Bob Sharman. Many sports retailers stock and sell umbrellas. They are usually sold for golfers and often relatively inexpensive, made abroad, and not particularly interesting. Probably ordered in mixed colour ways, one feature that might appeal is their ability to withstand the wind and if they are resistant to lightning, well that is a bonus and a good sales pitch. But have you considered rethinking your brolly business? That need not mean stopping your current supplier but could you be missing out on the chance to go upmarket by offering an all-British product with a design exclusively produced for a local club or firm? Fox frames, with a heritage exceeding 150 years but right up to date with their product, were one of just a few to stand out at the show making the Hoyland Sports Umbrella well worthy of consideration. Like their parasols, they offer the chance to present a product guaranteed not to be available anywhere else; a product to which you contribute to its looks and make-up. Why wait for a rainy day? Prices? They retail from £15 to £30. Like several the other products I saw, the wide-awake retailer will quickly conjure up ways of creating new sales opportunities away from the store, and even more excitedly, the add-ons are like an ongoing serial story.
Let me think aloud in print - see if you can follow my train of thought. Order for three dozen brollies from local Estate Agent. Personalized golf balls for Christmas. Tournament. Shirts and sweaters and caps with logos. Competition. Cups and shields. Engraving. Customers calling in shop to collect. More sales? Of course. Footwear? Certainly Sir. Yes, we have a choice for ladies too. Wife plays Bridge? We can organise bespoke playing cards for her club. Tables? Yes, those too. You play for a darts team? The pub? Flights to order. The brewery will pay and will want new boards too. Yes, we can supply the latest electric scorers and mats. Two weeks later. "So you won. Well done!" The Captain called in and now they want us to supply them. His son's football team have just found a sponsor. OK, you can carry the story on and on and on. I hope you can see where an umbrella can get you as well as keeping one dry when it's not raining. That is the only time the friendly Bank Manager will usually lend you one, isn't it?
Now, hopefully, you have the drift of the way my mind was working, let's get back to and on with the show. There are plenty of trophy suppliers, many of whom seem to be in direct competition with us for the business that should come the way of the bona fide retailer. Let's admit it. Some of the trophies awarded to winners are rather naff and cost more to engrave than their actual value. It could be argued that some of the performances do not merit anything better and regrettably lack of funds often comes in to the equation. But there are occasions when it is possible to push the boat out and when this does happen, if you have the right source, easy access to pictures on the internet, and perhaps have ventured into stocking just a small selection of quality items, there could be a profitable prize in the offing for you too. JB Silverware have an outstanding choice of quality silver and silver plated cups and plates, figurines, trophies and presentational gifts. These are not items that will fly off the shelves, but, as I know from experience, one good order can turn a somewhat dull trading week into one that shines bright like the cups themselves. Change the order of the words in those I have ‘thought aloud' above and don't run away from the quality. JB Silverware, a fourth generation company operating out of their prestigious premises in London's New Bond Street, are a helpful company and are keen to be ‘taken advantage of'; but don't get too excited - as Elliot Bull, their Sales Manager explained, they do work on Pro Forma Invoices for new customers, which, incidentally, both he and I would strongly recommend as a hint for us all when doing this sort of business. Hand or machine engraving is also up for grabs.
And now for something completely different. My prize (why are there no prizes at this show for the most anything?) for the most innovative show piece would go to Tim Warner of Stadico Ltd. Here is a product that you will not find in the Multiples. When he watched his son playing with a Lego castle and pondered on how stadiums are themselves the iconic castles of football clubs, he seems suddenly to have become inspired. Five years in the making and born just three months ago, a mere 2,500 pieces to put together in about fifteen hours, lo and behold, a replica of Man.U's very own stadium, erected by children who will have been forced to accept the help of parents and probably grandparents. A challenge to the whole family and if, as is so often stated, football is the modern religion, this game certainly fits the slightly amended slogan, viz: ‘Families that play together, stay together.' My photo does less than justice to the wonder of this amazing structure. As near as damn it , each model comes close to scale and has the actual stadium layout. Tim describes the finished product as a ‘Theatre of Dreams'. With a rrp of £149.99, I would imagine it to be a sure seller to fans of every age. The finished models (Chelsea FC's Stamford Bridge is number two to be born and it seems to be a case of ‘watch this space' for Wembley which hopefully will not suffer the problems associated with the actual) measure 82x63x21cm weighing a whopping 7kg. At last, I thought, something to compete with computer games, and long overdue.
From the new to the older established. On the prominent Homewin stand it was hard to concentrate on the display due to the large screen showing their wonder website. Using touch screen I was able to experience everything that a web site should be with updated news by the hour. I commend this site to anyone who already has or is contemplating launching their own website. But Homewin's new range of gnomes did attract my attention, making me smile and will doubtless bring more smiles to stockists of these lovely characters. Like most of their merchandise, the majority of Premiership teams are represented with Celtic being the most popular name among the gnomes. MD Paul Hodgson told me that the gnomes would enhance many gardens this coming year, find a place on may window sills, and will turn up in many unlikely places. My personal observation is that the one place that they are not likely to stay for long is on the shop shelf.
Bags are making the headlines with calls to ban them. The implications of such a ban have not, perhaps, been carefully evaluated. Even though I empathise with those who want to save the world and reduce the carbon footprint, I am not sure if the argument for banning bags is the answer. Sujoy Bose, of Cardinal Packaging, based in Ebbw Vale, Gwent, was concerned more with plastic drinks bottles although some bias must be presumed. Cardinal supply the British Council, not to mention making bags for Maltesers and Mars Bars. Their bags come in either polythene or paper and are supplied from as few as a thousand to millions. They are equally happy to go into fine detail about what may suit ‘the small man' or the big corporation and welcome enquiries. Their bags might also interest the small man with a big corporation, but that is another story.
And that just about packs up my efforts for another month. Time to leave. Talking of time, I did pass by some attractive timepieces (watches, to be exact) but my efforts to find out about them, and the single cases of fine Australian wines on offer were rudely rejected by the ignorant salesperson on the stand who, despite my firm assurance, was convinced that I wanted to sell to him and told me to go away in no uncertain terms. Maybe I should change my aftershave. So it was home without any watch story, and into my rather ancient slippers and a footnote. How pleasant to meet Steve Drake of Bafiz, a name derived from the Scottish term for slippers. He kindly modelled a pair and told me that they feet-ure (couldn't resist that one) all major Premiership clubs and can sell into and out of shops. Surely a nice little Christmas earner with sizes ranging from Baby at £8.00 to adults with a RRP £10-£12. No, I won't change my aftershave, after all.
Jack welcomes your comments and is always glad to discuss your ideas, problems and concerns, either person to person, or in print.
If there is anyone you would like him to meet or any product to write about please contact
The Editor or Jack (writeawayjack@aol.com).
His articles do not necessarily reflect the views of the publishers and are not ‘advertorials'. They are not seen prior to publication by any person or firm to whom they may refer.
