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What's snooker bringing to the retail table?
It’s certainly become a very clear market that’s for sure. Today, you can count the manufacturers you need to be talking to on one hand.
This does not include importers of tables that dominate the internet or the number of individual craftsmen producing specialist cues, at a premium. Serious players will not even consider using an imported cue and whilst there are those who are willing to pay for hand crafted kit, it is not a realistic option for many players, so creating an opening for smaller retailers to profit from the demand for higher quality English made cues.
A company that is making constant global impact and reinforcing its potential for the retailer is Peradon, who cater for the whole of the cue market by offering both our own highest quality Peradon English made cues as well as a low cost range of Cannon Cues manufactured overseas.
Whilst they may not be considered craftsmanship, the Cannon range of cues is still made to exacting specifications and enables the retailer to offer a £15.00 price point. Unsurprisingly sales of this range have been constant as the consumer focus on bargain hunting continues apace. Demand for the more expensive Peradon English Made cues is changing quite rapidly in comparison, with demand notably increasing and retailers who have been bold enough to stock a selection of slightly more expensive cues are reaping the rewards.
Peradon are careful to protect their retail base, despite the growing number of direct retail outlets in many product sectors. “Our customer consists of independent sports shops and snooker specialists, unlike many of our competitors we do not sell our cue ranges on a direct basis. The existing system works well for us and we believe that players receive a good service when purchasing from our stockists.” Comments Sales Director, Mike Eggington. Only specially made cues can be ordered on-line (www.cuewizard.com ), however Peradon still work with their stockists and offer commission or discounts on these orders depending on how they are handled.
You don’t tend to think of technological development in snooker and given that Peradon started in 1885 and created the first hand spliced cues, it stands to reason that there is a certain amount of tradition involved in production. In order to maintain quality their cue makers still use most of the traditional methods of manufacture, but the company still takes an innovative approach. They are launching the new Lazer cue, which is the first to feature a hand spliced 'Ebonex' butt - a new composition material which Peradon have developed over a number of years to improve cue performance.
Consider that Peradon have distributors in over 40 countries this is not a “small corner” of English sports trade potential. Ironically, demand for English made Peradon cues is currently strong in China and Germany is also strong with good current television coverage boosting the popularity of the sport. Although that sport is snooker, when it comes to producing cues strictly speaking its a billiard cue that is used for the game of billiards and snooker. Most English 8 Ball pool players use snooker cues which they often have shortened and the tip size reduced to suit the smaller cue ball. The new Peradon range includes a selection of fourteen cues designed specifically for 8 Ball pool, these cues feature innovative methods of reducing the cue length for playing those awkward shots within a restricted space. The 9 Ball American Pool game is catered for by with the new MacMorran range of cues which feature, Kiln dried hard rock Maple shafts, thick wall stainless steel joints and genuine Irish Lines wraps.
Today playing Pool is very much a part of the trendy table set and sales of cues for pool have been increasing. But this has not been at the expense of snooker cue sales. Joe Davis, probably the game's most famous player, favoured a Peradon cue and gave the company sole rights to use his name and the Joe Davis cue is still one of their most popular products. It seems that even snooker players realise that vintage product has a certain…kudos.
