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"Trade Talk..."
JACK LYNES braved torrential storms to visit NISTEX, the National Independent Sports Trade Exhibition, held in Solihull on 22nd June. Whilst praising the organiser’s initiative, and finding a good deal of enthusiasm on the stands, he pulls no punches when it comes to some constructive criticism...
NOBODY CAN BE BLAMED for the weather. Perhaps had there been just a glimpse of blue sky early in the morning, just a week away from the longest day of the year, a few more folk might have made the effort to journey to Solihull. Had they done so, their SatNav would have come in very handy as they searched for Cranmore Park.The locals, for sure,were adamant that no such place existed.When, however, they did find it, they discovered a modern exhibition complex,with car park. Within the two halls, some 50 exhibits – perhaps somewhat more so than usually with a sports trade show – rather neatly, and in some instances, even clinically, displayed.But the welcome tidiness and professional presentation, which applied as much to those in attendance as to the merchandise itself, did not deter from the nearly 100% excellent demeanour and usually welcoming approach of the exhibitors. This may have been partly due to the better than normal food on offer in the on-site restaurant, which – like the admission itself – was ‘on the house’.
BREAKING ALL THE RULES of journalistic reporting, in this, only the second paragraph, I find it necessary to jump to late afternoon.Well, not that late really. To be precise, and I know this because by sheer coincidence, I had just shown up at the ASSIST stand to look at a revolutionary piece of equipment by TIMEX, when an announcement was broadcast stating that the exhibition would be closing in ten minutes, at 4 o’clock True, it was Friday, and as one exhibitor told me (and I will indeed keep my promise of anonymity) many publicans would be wondering where their regulars were on this Friday afternoon, but for any serious buying show to be open for so few hours does raise a question and many eyebrows too. To do justice to what there was to see, and there was plenty, even another two hours would have fallen short of the ideal, and as so many exhibitors have often said that, great as it may be to make new contacts and meet old friends, at the end of the day, success is largely to be counted by the value of orders placed, and this end of day came too soon. Probably a two day mid-week show with some reasonable local accommodation would pay dividends both to the sellers and the buyers. Perhaps too, a social event on the first night, maybe with some presentations for ‘Best Stand’ and/or ‘Most innovative product’ and/or ‘Best British Product’ could be introduced. If the old timers declare that is a step back in time, then so be it. I do wish that I could have spared the time to let Steve Raven,Assist’s managing director, to do what he was itching to do, and explain to me some of the innovations in the ranges of fitness monitors and measuring equipment that is their forte. Please pardon the pun, but it will have to wait until another time.
IT IS NOT OFTEN that I sing the praises of Adidas (have they dropped the lower case ‘a’ these days?) or Nike, or Umbro, or Reebok, The fact that they were at the show, was surely significant and indicative that the independent trader is relevant to their business. I did find time to visit Puma’s stand and found Tom Kavanagh, who had good reason to be smiling.Many may associate Puma with football but they have come a long way with their range of running shoes.With him on the stand was the lovely Lorna Vyse, their specialist running account manager, an experienced runner,well qualified to speak from her own experience of the virtues of the product. Oh yes, the shoes were good too. Asics too had a stand, and not to be out done, had their own special attraction in the form of an athlete, one Charlotte Browning, a middle distance runner, who had come quite a long distance to meet me, (well, not just me, if the truth be told!) all the way from her University in Las Vegas. And while on the subject of shoes, forget the idea that HiTec is simply a brand producing lookalikes. Their current collection is competitively priced and they are still strong in the squash footwear which has been the case since their early days, but they are not lacking on the technical side as was apparent when I looked at a £120.00 golf shoe. Glen Bennington showed it to me with pride and explained that they are now number two in the market. And more footwear adorned the stand of NOMIS, whose boots and clothing offer a good deal to those who may feel threatened by some of the giants on our High Streets. Steve Lee happily explained the technical attributes but I am still a little puzzled by the upside down ‘Simon’ that distinguishes the brand.
IT REALLY WAS a dash round and it is not possible to do full justice to the people or the products here. From the contacts I made, and the interest shown by those I met in getting their particular message across to you, I should have enough material to keep SGB readers happy for many months to come. Dave Sanderson, Reydon Sports’ national sales manager, is probably the man in the trade who is most fitted to be a barometer of the independent trade.He did admit to there being a small decrease in the overall number of Independents, but judging by the trade he is doing, as I would suggest, the supplier of all manner of product, he was far from pessimistic about either the present or future prospects.He described the Independent as their ‘bread and butter’ and I had a distinct feeling that one could safely add jam to the equation.As distributors for the world’s oldest football club kit (Notts County, formed in 1862, otherwise known as The Magpies, now there’s one for the pub quiz!) they were able to offer it months ahead of schedule. Their ‘Precision Training’ catalogue with such items as tactic training boards, for example, whilst not being a big seller, offers yet further opportunities to the specialist retailer to be seen as such by the serious sports enthusiast.As Graham Taylor comments in a foreword to the catalogue, everyone with a sporting interest now has access to these premium products for the first time. Or, as they proclaim ‘one only has to simply add blood, sweat and tears’.
TRESPASSING
Steve Hubbard of UK Gear was full of good news.His new UK Gear footwear, still a relatively compact selection, but very much ‘fit for purpose’, has now been accepted by the US Air Force Academy, thus strengthening further the bond between our friends ‘over the pond’. Recently moved to a 16th. Century house in Wolston, Warwickshire, this is an independent, serving independents as well as procuring contracts with the forces. They may never win any fashion parades, but for anyone prepared to investigate their make-up, and then to extol their virtues to the punter seeking practical sturdy boots made with attention to detail, surely an opportunity to make a sale without recourse to nilly willy discounting.At the other end of the scale, was Trespass. This was the UK division of a very large scale operation. Trespassing on to their stand, I was greeted by Paul McKean who put me at ease when I confessed to not having previously heard of them. Parent Company, Jacobs and Turner, started in 1938, making work wear and outer garments. The Trespass brand originated in the ski market some 23 years ago but now is committed to offering technical clothing for outdoor leisure activities including hiking and travel. It must have been difficult to decide which items to put on the stand but perhaps the important message to retailers is not to neglect the crossover between the real sports trade and the outdoor and leisure scene. Always assuming that the emphasis is on practicality, durability, comfort, protection and technical know-how, and providing one has or can make sufficient room to do the product justice, this is an area that one neglects in error. Trespass merchandise would seem to fit the bill. Some might suggest that in terms of profit for some it may be more worth while investing here than in the replica market, but this is not the time to go down that rather bendy road. Trespass UK is based in Glasgow, and one does not have to be a canny Scot to share in their success.
I MET SAM LACEY, from BCE who are now teamed up with Riley Snooker.Hopefully, I will be able to spend more time examining their product and perhaps passing on some cherries. Always one for a bargain, I was particularly struck by the deals they had on table soccer. Surely the kids are not going to spend all of Christmas glued to their computers.Am I alone in thinking that this is much more fun and open to more ‘joining in’. There were some too good to miss offers with the added attraction that even if bought to give the kids a treat, dad and indeed all the family,would surely be waiting for a turn at the table. I made a note to check out the whole range soon and hope to report back. It was difficult to concentrate on the brand when I renewed acquaintance with Martin Aynsley and Malcolm Stedman as the clock ticked against us but I did catch a glimpse of the 2007 England Rugby Supporters collection, and was impressed by the quality as well as the excellent design. I hope to look more deeply into their complete licensed ranges and to learn more about their bespoke services and the further opportunities for those retailers with the ‘get up and go’ attitude that will keep them on the up and up. The successful trader today, as ever,must be reactive. But the more successful trader must be proactive and it is shows such as NISTEX that present chances so to be. This was a show of contrasts. Speedo, known throughout the world and presenting its 2008 ranges,with its adult swimwear/apparel catalogue alone running into 123 pages with literally thousands of permutations to a little known company, recently started by Josu Shephard, whose firm,‘Jakabel’ is named after her two children.Yet she has a safety swim product, the Swimsafe Floatsuit, which could well add to the sales of everyone who stocks Speedo swimwear, or for that matter any other brand. I spotted one retailer from Wembley checking the product, and look forward to reporting further.
LIKE THE CLOCK AT SOLIHULL, I must now put this column ‘to bed’ and hope that it has been sufficiently substantial to encourage those not able to ‘make the show’ this time round, to seriously consider coming next time. And sufficiently critical too, to make those responsible for it, to make it even more worthwhile. Here’s to the next time!
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.
