BMM May/June 2019

THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 25 | MAY/JUNE 2019

A recipe for

success Tom Carter and Alison Hobbs reveal how Potters of Hockley reinvigorated its business by adding cookwares to its hardware offer

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Comment

Time to engage with innovation On his travels CEO Andrew Goodacre has been inspired by new ideas OVER THE PAST couple of months I have been trying to visit as many members as possible, often at branch meetings, to better understand the challenges and opportunities faced by our independent retailer community.

Common themes have emerged: diversity, plus innovation to engage with the shopping public. The world of retail has always been fastpaced and technology has added completely new dimensions, changing the way we shop and our retail experiences. It is difficult to imagine a successful independent retail business today not being creative with either its marketing or its product range.

TRADE NEWS On pages 14-17 we profile Potters of Hockley.

This business was founded in 1909 and is still going strong, but it is a very different business today from its ironmongery roots. It has successfully diversified by adding cookwares and has established a great reputation for quality products and service in this sector.

The hard work of the management and staff are evident its success and PottersL STArecently FF, PROMOTIONA

represented the UK among the world’s best Borders Sarah Thomson has taken a creative cookshops at the International Home + approach to engaging her target market by organising fashion shows and activities to Housewares Show in Chicago.

Coffee roaster Stewarts of Trent Bridge attract local shoppers. By creating theatre and represents a different kind of diversification. an uplifting shopping experience, the business has succeeded where many Established in the 1980s, others have foundered. A focus roasting and selling coffee on ensuring an enhanced beans to trade and public, experience in-store will be under new owners it is now An enhanced selling coffee machines and experience in-store crucial for all bricks-andmortar retailers in the future. barista training to people Finally, as this is the last serious about coffee. The will be crucial for edition of Bira magazine business has grown to such an all bricks-andbefore our AGM, I would extent it is now a supplier for mortar retailers in like to thank Surinder Josan Bira Direct. This is great news the future for being a great national for Bira as we need to reach out to the increasing number of coffee shops on the president over the past 12 months. We have high streets. Service retailing is still a buoyant spent a lot of time together and I have been impressed by Surinder’s commitment to Bira area and one that we will focus on even more.

Fashion is one of the most challenging and its members while managing his own areas for independent retailers because of the business. We will have Howard Pullen as our huge rise of internet shopping in this area from new president in June and I am sure that he will continue in the same vein as Surinder. selling.

As p28, inhitthe responses 53%Scottish and 54% 2018 vs we 2017:report on

Cover photography: Ian Macaulay

Staff and promotions lift housewares indies in 2018

Meet your new president

ACTIVITY, new customers and diversification beyond housewares were the main positive factors enjoyed by houseware independents in 2018.

Lower footfall, competitive websites, the UK economy and uncertainty plus price rises following the Brexit vote were the four most detrimental factors to trade last year, according to the 14th Retail Barometer organised

by Bira in conjunction with Progressive Housewares and HousewaresNews.net Some 26% of respondents reported improved trade between 2017 and 2018, while 28% said trade was the same.

How has your business fared over the last year?

26% 46%

■ Better ■ Same ■ Worse

respectively.

Despite the evidence that retailers are getting used to the tough trading environment, business continues to be challenging. At the start of 2018, 39% of respondents were hoping for “marginal growth”, but only 26% achieved growth. Only 26% had anticipated decline but in reality almost double that saw sales drop.

Some indies bucked the trend: those enjoying growth reported Working the increases of at leastat 10% forheart 2018. ofRetail government The Barometer 2018 survey was open to all independHow Bira pushes on the ent cookshops and housewares issues that affect stockists.

The full report can be

28% Howard Pullen, Bira’s incoming national president, is looking forward to meeting members from different Trade news & views Although 46% admitted trade business during his year in office, Birainmembers was for worse 2018 against which commences in June. the previous year, this was an The first member of the BAGMA How Bira Bank lends improvement over the results in division to head up Bira since its money as well asthe a “worse” 2017 and 2016, when formation in xxxx, Howard has ISSUE hand to members. Plus members with lawmakers spent his 40-year career working in 25 2019 the farm machinery sector. MAY/JUNE Today housewares report 2018. at Westminster he has a consultancy selling used machinery to export markets, mainly in Europe.

RETAIL VETERAN NIGEL Blow is the new chief tured its senior management team and I believe we “The volatility of the exchange executive of Morleys Department Stores, succeeding now have the right people in place to support the rate is affecting my business and business going forward.

David Hordle, who spent five years in the role.

I know the weak pound has meant “David has made a significant contribution to the Nigel, who previously has been chief executive that many Bira members have had of department stores Brown Thomas and Arnotts business, leading the acquisition and store developto put up their prices. It’s not an in Ireland and chief merchant of Harrods, has been ment of Camp Hopson in Newbury, and the deliveasy time for retailers and I am a non-executive director of Morleys since October ery of major capital investment projects across the looking forward to learning how 2016. He took over on 18 March. At the same time, group, in particular the transformation of Elys in Bira members are dealing with the Morleys’ owner Bernard Dreesmann relinquished Wimbledon. David was also responsible for estabsituation.” his position as executive chairman to focus on his lishing Morleys in Bexleyheath, and the closure of Howard succeeds Surinder Bodgers in Ilford in a manner that showed proper role as chairman of the wider group.

Josan, who looks back on his presiconsideration towards the aff ected employees.

On the departure of David, who was featured Cooking up a Windows on the dential year on pages 11 and 13. would also like to recognise David’s focus on on the cover of our last issue, Bernard said: “In the for“I recipe success world in York

IN THIS EDITION

2

7

Head for Dept store changes xxxxxx

It’s easy to share your news, views and ideas with the entire Bira community. Simply contact the team via 14 editorial@bira.co.uk.

Vision and cookwares All contributions will be gave 110-year-old retailer Potters of Hockley an Bira Direct adds diverse suppliers exciting new lease of life gratefully received. last 18 months the business has successfully restruc-

IMPULSE BUYS ARE a over 30 new suppliers , with key way to maximise sales 24 of these dedicated to giftin any business. Through ing and lifestyle products.

Buying expert Suzanne Bira Direct, members can C hapm a n say s: ‘ ’ W it h purchase MAY/JUNE products that2019 tempt customers to make increased competition from u npl a n ne d pu r c h a s e s , online retailers, bricks-and-

evant, up-to-date and what the customer wants.’’

Reflecting the boom in interest in fine coffee, one new Bira Direct supplier is artisan roaster Stewarts of Trent Bridge, which also runs

to go from 8Coffee Stewarts' roaster

reveals 11 Surinder his chain of events

The revitalised coffee specialist in Nottingham is now a member and a supplier via Bira Direct

National president Surinder Josan reviews the retail landscape and his hectic year in office

18

time to ask Last Word: 21 It’stough questions 28 The Sarah Thomson

We visit York to find some window display and merchandising ideas for the sunny springtime

Michelle Jarrold says it’s time to interrogate your business to ensure you are still on the right path

modernising the people agenda, and overall cul-

An influx of rugby union fans is always welcome at this fashion shop in Melrose in the Borders

1

TRADE NEWS

Staff and promotions lift housewares indies in 2018 Meet your new president Howard Pullen, Bira’s incoming national president, is looking forward to meeting members from different businesses during his year in office, which commences in June.

The first member of the BAGMA division to head up Bira since its formation in 2012, Howard has spent his 40-year career working in the farm machinery sector. Today he has a consultancy selling used machinery to export markets, mainly in Europe.

“The volatility of the exchange rate is affecting my business and I know the weak pound has meant that many Bira members have had to put up their prices. It’s not an easy time for retailers and I am looking forward to learning how Bira members are dealing with the situation.”

Howard succeeds Surinder Josan, who looks back on his presidential year on pages 11 and 13.

STA FF, PROMOTIONA L ACTIVITY, new customers and diversification beyond housewares were the main positive factors enjoyed by houseware independents in 2018.

Lower footfall, competitive websites, the UK economy and uncertainty plus price rises following the Brexit vote were the four most detrimental factors to trade last year, according to the 14th Retail Barometer organised

by Bira in conjunction with Progressive Housewares and HousewaresNews.net.

Some 26% of respondents reported improved trade between 2017 and 2018, while 28% said trade was the same.

2018 vs 2017: How has your business fared over the last year?

26% 46%

n Better n Same n Worse 28%

Although 46% admitted trade was worse in 2018 against the previous year, this was an improvement over the results in 2017 and 2016, when the “worse”

New boss at Morleys as rival store closes RETAIL VETERAN NIGEL Blow is the new chief executive of Morleys Department Stores, succeeding David Hordle, who spent five years in the role.

Nigel, who has been chief executive of department stores Brown Thomas and Arnotts in Ireland and chief merchant of Harrods, has been a nonexecutive director of Morleys since October 2016.

He started his new role on 18 March. At the same time, Morleys’ owner Bernard Dreesmann relinquished his position as executive chairman to focus on his role as chairman of the wider group.

On the departure of David, who was featured on the cover of our last issue, Bernard said: “In the last 18 months the business has successfully restruc-

Bira Direct adds diverse suppliers IMPULSE BUYS ARE a key way to maximise sales in any business. Through Bira Direct, members can purchase products that tempt customers to make u npl a n ne d pu r c h a s e s , whether gifting for a loved one or buying for themselves.

To increase the potential these last-minute purchases can have on your overall sales, Bira Direct has welcomed

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responses hit 53% and 54% respectively.

Despite the evidence that retailers are getting used to the tough trading environment, business continues to be challenging. At the start of 2018, 39% of respondents were hoping for “marginal growth”, but only 26% achieved growth.

Only 26% had anticipated decline but in reality almost double that saw sales drop.

Some indies bucked the trend: those enjoying growth reported increases of at least 10% for 2018.

The full version of the Retail Barometer 2018 on independent cookshop retailers can be viewed on housewaresnews.net.

over 30 new suppliers, with 24 of these dedicated to gifting and lifestyle products.

Buying expert Suzanne C h apm a n s ay s: " W it h increased competition from online retailers, bricks-andmortar independents need to diversify their product ranges. Keeping on top of trends and being aware of product launches is a key way of ensuring your mix is rel-

evant, up-to-date and what the customer wants.’’

Reflecting the boom in interest in fine coffee, one new Bira Direct supplier is artisan roaster Stewarts of Trent Bridge (see pages 8-9).

To join Bira Direct and gain access to over 180 suppliers and 2,000 brands, all with preferential terms, visit biradirect.co.uk/#switch or call 0121 446 6688.

tured its senior management team and I believe we now have the right people in place to support the business going forward." l After 106 years of trading the Tudor Williams department store in New Malden, Surrey is to shut on 29 June. A Closing Down Sale starts on 17 May. John Morris, group managing director of the business and Bira honorary treasurer, said: “Despite the tremendous effort by our New Malden management and staff and the extensive refurbishment, the store has unfortunately not seen the necessary improvement in sales.”

Tudor Williams’ Dorking store and its Elphicks of Farnham store will continue to trade as normal.

Beefayre, producer of health and body care ranges, is a new Bira Direct supplier.

MAY/JUNE 2019

TRADE NEWS

No-fuss Bira Bank loans are much in demand “WE DON’T BOTHER to shop around for other what looks to be a good deal is not so good because of deals now because we know Bira Bank will have the all the extra charges that are added. The great thing best one for us,” says Paul Cox, director of Innes, a about Bira is there are no extra charges.” commercial photography firm in Hessle, near Hull.

Recent deals for Tony Cook have included pickPaul is just one of many members who find that up trucks, which vary from £15,000 to £20,000, access to the efficient and friendly Bira Bank is one and a Range Rover that involved a £20,000 loan. of the biggest benefits of membership. Loans for “We always get three quotes – one from the dealpurchase of equipment, especially vehicles, are at er, one from Bira and one from another bank – and an all-time high as Bira Bank shows the major banks almost always Bira’s is the best. They are so very easy what customer service is all about. to deal with. I have been here for eight years and “I deal with David Pears, a I have never met them personally, director at Bira Bank, by email or but I feel like I know David and We always phone and he is always so helpFrank Burton because I have been get three ful,” Paul explains. “When there in touch with them so often,” says quotes for vehicle is paperwork to sort out with the Ray, who is business and finance vehicle dealer, I know I can rely on loans and almost manager for the company. always Bira Bank’s David to do everything.”

The origins of Bira Bank go Recent transactions for Innes is the best back to the 1950s when it was set have included a £23,000 loan to Ray Hardy, Tony Cook Group up by the British Hardware Fedpurchase a Volkswagen Roc T car eration, a precursor to the modern and, a couple of years ago, a £15,000 deal to acquire association. John Collins, managing director of professional photographic equipment.

Bira Bank, commented: “Among trade bodies, we Also on North Humberside, Ray Hardy of the are unique in having our own bank. Many memTony Cook Group at Skirlaugh, whose diverse bers are doing well, expanding and investing in their interests range from fencing contracting to install- businesses, and we are here to help. Currently, we ing septic tanks and running an aquatic centre and are offering the lowest equipment loan rates in our a garden centre, almost always turns to Bira Bank history for items like computers, machinery, air conwhen a new vehicle is required. ditioning units and entire shop refits.”

He says: “We have a fleet of about 34 vehicles and most have been financed through Bira. Very occa- To find out more about Bira Bank equipment loans, sionally a dealer might have an interest-free deal, head to birabank.co.uk/loans/equipment-loans/ which I don’t expect Bira to match, but too often or contact David or Frank on 0121 446 6688.

Bira CEO Andrew Goodacre was on hand to see retired Bira member Trevor Draper (right) succeed Declan Butler of Butler & Sweatman (left) as the president of the Three Counties branch on 9 April.

The splendid sword has been in use for 40-plus years. At the event in Ledbury, Trevor said: “I will work very hard to ensure that this branch grows and prospers over the next year. We have a loyal group of members and I will look to involve new bira members in the area.” Trevor’s business was The Billericay Cookshop. The branch covers Gloucestershire, Herefordshire and Worcestershire.

MAY/JUNE 2019

New look for Oxford Summer School TO MARK ITS 90th Academy, Oxford Summer School, now known as OSS Retail, has unveiled a fresh look and a revamped website, ossretail.co.uk.

Dominic Prendergast, MD of OSS Retail, commented: “Retail is evolving quicker than ever before and to stay at the forefront of transformational leadership development OSS Retail must change with it.

“For example, for our 90th Academy programme we’ve added a focus on wellbeing throughout the week and evolved our legendary ‘business exercise’ into the ‘omnichannel exercise’. This will further test our delegates and reflect the shift in the retail landscape. We’ve added an interactive Q&A with two former delegates who are now senior leaders at pure-play retailers Thread and The Protein Works respectively.”

The first Oxford Summer School was held in 1923 and only the Second World War has interrupted the sequence of annual educational gatherings since.

Dominic added: “The update to our brand recognises the continuous development of our programmes while paying tribute to our heritage. Since 1923 over 20,000 retailers have attended our unique residential courses.”

The revamped OSS Retail website will feature more videos, resources and useful tools for delegates and businesses who wish to continually develop their skills alongside other leading independent retailers and multinational PLCs. The team has released the first in a series of free e-books that provide a sample of the quality of OSS Retail. The e-book Giving Everyone the Five Star Treatment looks at the link between customer experience and employee experience and offers practical tips to increase customer satisfaction by enhancing employee loyalty.

Remember, Bira members receive an exclusive 25% discount on all OSS Retail programmes.

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TRADE NEWS

Playing safe on our free Bira Legal courses FOLLOWING THE SUCCESS of our first course in October 2018, 16 Bira members passed a complimentary Institute of Occupational Safety & Health (IOSH) course, offered to them by Bira Legal as part of their membership.

Held in March at Bira’s Birmingham office and, for the first time, at Bira Legal’s Glasgow office, the accredited one-day Working Safely course covered the basics of health and safety, looking at how employees’ actions at work contribute to health and safety practices, explained definitions of key terms and advised how to manage safety, health and wellbeing at work.

All participants received a nationally-recognised certificate on completion of the course.

Feedback from attendees has been positive.

Steven O’Hare of Home Hardware (Scotland) commented: “I found the course very informative and I was able to take the knowledge I was given and relate it to my workplace.” Izzy Kirby of Rock Machinery in Lesmahagow, Lanarkshire added: “It was a good, informative day and something we needed. I would definitely recommend it to others.”

Through Bira Legal, members have unlimited access to support and advice on all aspects of employment law & HR advice, commercial & general law advice, tax, VAT & HMRC advice in addition to H&S advice.

Learn more at bira.co.uk/services/bira-legal/.

For details of future training courses, check bira. co.uk/events and our regular email alerts.

Battle on the fairway

Potters represent UK at world's best show TOM CARTER AND Alison Hobbs of Potters Cookshop in Hockley, Essex were among 30 exceptional retailers from around the globe lauded at the gia (Global Innovation Awards) gala in Chicago during The International Home + Housewares Show in March.

The gia programme was created by the International Housewares Association (IHA) and the show to foster innovation and excellence in home and housewares retailing. Tom told Bira Magazine he was inspired by the shops he and Alison saw in Chicago and New York but there was very little innovation in products at the major trade fair.

For more on Potters’ rapid rise in the cookshop sector, see The Big Interview on pages 14-17.

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ON WEDNESDAY 17 July at The Welcombe golf club, Stratford-upon-Avon, Bira and the British Home Enhancement Trade Association (BHETA) will meet in the fourth Tussle on the Turf golf match.

Teams of four are invited to participate in the event.

The independent DIY, hardware and cookshop retail members will battle it out with the DIY, hardware and housewares supplier members of BHETA in this friendly but competitive business and social networking event. The aim is to forge tighter relationships between the two associations' members.

The Welcombe is a par-70, 6,288-yard championship course. A four-ball team will cost £675 + VAT. Included are pre-game and halfway house refreshments, complimentary golf balls, post-game drinks reception and three-course dinner.

To book your team place, contact Michael Dark of MDA Associates on mda.mail@virgin.net.

Knife law update A plan to ban the delivery of knives to residential addresses has been overturned in the House of Commons via an amendment to The Offensive Weapons Bill, which was approved on 26 March.

Retailers who sell kitchen equipment and DIY tools online will now be able deliver knives to homes as long as they firstly have systems in place to check the purchaser is over 18, and secondly that the delivery is made by a recognised “Over 18” delivery service.

Cricket legend David Gower has written a preface to Unlimited Overs, a humorous look at the amateur cricketing world by Roger Grenville-Morgan, chairman and former CEO of Dexam International, one of Bira Direct’s largest housewares suppliers. At the book’s launch at One Tree Books in Petersfield, Hampshire, David jokingly tried to plug one of his own literary offerings, Half Century, so Roger had to take control.

Treasury select committee to meet at Bira ON 20 MAY Bira HQ in Birmingham will be the venue of a special meeting of the Treasury Committee that is looking into the impact of the business rates system.

CEO Andrew Goodacre hopes that members, whether sole traders, small & medium-sized enterprises or large businesses, will let him know about the impact of business rates on different types of retailer. The information they hear at this event will help to shape their inquiry Andrew said: “This is great news for Bira and it shows that the opinions of our members are being heard and can make a difference. We are delighted to welcome the Treasury select committee to our offices and we are sure that it will be a very productive day.”

For more on the work of Bira’s legal & parliamentary affairs committee (LPAC), see the facing page.

MAY/JUNE 2019

PARLIAMENTARY AFFAIRS

At the heart of government Bira CEO Andrew Goodacre believes the consistent work the association does in lobbying the lawmakers in Westminster on behalf of independent retailers is among the most valuable service it provides to its members. Here he provides an update to live issues BIRA’S LEGAL & Parliamentary Affairs Committee (LPAC) comprises several members from around the country, the incumbent national president, myself as chief executive and Fiona Cuthbertson, our public affairs consultant.

LPAC has a crucial role in developing our campaigns to support independent retail businesses. The core objective is to level the playing field between traditional independent retailers and fast-growing online-only operators.

We also have other concerns and areas of policy, such as business rates, cheap imports, parking policies and regulations relating to the sale of offensive weapons.

The committee meets four times a year and in addition to this Bira meets MPs, senior civil servants and local authorities to press the case for supporting independent retailers.

Business Rates campaign continues Hopefully many Bira members will have seen their rates bill reduced by 30% from April this year. This adjustment, announced by the Chancellor last October, was a direct result of the campaign developed by Bira over several years and officially launched in our rates manifesto at the Houses of Parliament on 11 September 2018. The rates discount will be in place until 2021.

Our work on business rates is not over, however, as we are continuing to ask for reduced rates on a permanent basis. Over the past few weeks we have met with MPs from all parties and senior civil servants, arguing always that even more needs to be done.

A Treasury select committee has launched an enquiry into business rates in an effort to better understand the impact of rates on businesses and possible alternatives.

Small business minister Kelly Tolhurst has invited Bira on to her new retail sector council

MAY/JUNE 2019

We have already submitted a response to the general consultation. Our main points are: Business rates have a disproportionate impact on the smaller retailers as they are a fixed cost and do not adjust in line with sales/profits.

Business rates are no longer fit for purpose as the system is not fair, does not support growth, does not provide certainty and is not coherent.

Bira would still like to see the introduction of a £12,000 rates allowance for all businesses, replacing all other reliefs Consideration should be given to a “green tax” on deliveries and returns. This would level the playing field between shops and the internet, as well as potentially improve the environment by reducing the number of delivery vehicles.

MPs call for rates changes In between debating Brexit, MPs have found time to debate the important issue of business rates and the negative impact they are having on independent retailers.

Encouraged by Bira, Sir Geoffrey Clifton-Brown, Conservative MP for The Cotswolds, called an Adjournment Debate to discuss business rates on 9 October last year. Many MPs contributed to the debate and the unanimous opinion was that the business rates system has to change and be reduced in order to support small independent retail businesses and give them the opportunity to prosper and grow.

As CEO of Bira, I am delighted that MPs have found time to support our call for

Sir Geoffrey Clifton-Brown, Tory MP for The Cotswolds, hosted the launch of Bira's rates manifesto launch at the Houses of Parliament last year

changes to business rates. Bira has been advocating a business rates allowance for those retailers with a rateable value below £51,000 and the comments of the many MPs during this debate confirm that we are making a good proposal that will be considered by the Treasury. This is linked to our contributions to the new Treasury select committee enquiry into business rates as we look to change this system for the better for all retailers.

Bira to join the Retail Sector Council Recently I had a very productive meeting with Kelly Tollhurst, the minister for small business, consumers and corporate responsibility. After discussing several topics with her I was invited to join the Retail Sector Council established some months ago. This council is attended by key organisations such as the British Retail Consortium and is focused on an overarching theme of “Productivity and growth”, covering the following areas of interest: l Business Costs l Skills and lifelong learning l Employment l Circular economy l Consumer protection l Industrial Strategy The invitation to join the council is further evidence of our improved awareness and profile at Westminster. Bira is becoming the true voice of independent retail businesses and the high street. On the sector council Bira will ensure that the needs of our members are not forgotten.

What issues should Bira’s LPAC consider taking up with government and the various departments at Westminster? Let us know by emailing andrew.goodacre@bira.co.uk

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TRADE NEWS

Brush up your VM and B&M skills with Bira Training IN MAY A couple of one-day courses at Bira’s head office in Birmingham will allow members to improve their window dressing approach and their buying & merchandising skills.

Visual Merchandising for Windows will be held on 21 May and will focus on how to make “the silent salesperson”, aka your window display, work better for you. The principles of visual merchandising will be revisited, while practical tips and techniques when designing window displays will be considered.

Aimed at owners, managers and visual merchandisers, the course will consider why first impressions are so important and explain how to dress a window, whether enclosed or open-backed. The knack of selecting appropriate products and maximising sight lines will be covered, along with how to dress

busts or other props and to use accessories.

Using promotional signage and collateral will also be covered, as well as creating impactful Christmas windows.

All course materials, lunch and refreshments will be provided. The course fee £215 + VAT (Non-Bira members pay £245 + VAT) Buying & Merchandising will be held on 22 May. It will encourage participants to think about what and how they buy. Improving return on investment by minimising markdowns, improving sales and enhancing stock turn is the intention of this interactive course.

For owners, managers, buyers and merchandisers, the course will revisit the principles of selecting which products to buy, including styles and quantity. Analysing

A bold display at Browns of York. For more spring ideas, see pages 18-19.

buying and sales history and trends, reviewing different buying strategies, creating sales and range plans to boost sales and minimise markdowns, and choosing suppliers and building effective relationships will all be covered.

All course materials, lunch and refreshments will be provided. The course fee is £185 + VAT (Non-Bira members pay £220 + VAT)

All roads lead to Birmingham The venue for both courses is Bira's head office at 225a Bristol Road, Edgbaston, Birmingham, B5 7UB. To book your places and for any more information, contact Neil Moss on 0121 446 6688 or via neil.moss@ bira.co.uk.

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BUSINESS PROFILE

Coffee to go

Photography: Eric Musgrave

The UK coffee market continues to grow and so artisan roaster Stewarts of Trent Bridge intends to get its share of what's brewing THE TEAM AT Stewarts of Trent Bridge have a simple mission for the business: they aim to get good coffee out to as many people as possible, including coffee shops, bars and Bira members.

The fact that this artisan coffee roaster is a happy Bira member too is evidence of the diversity of the association and the vitality of the independent business sector. Although Stewarts may be somewhat different from the traditional stalwarts of Bira, its owners display a trait very common to the community – a passion for what they do.

For Nathan Barton, his wife Monika and their fellow director Mark Whittaker, Stewarts is more than just a job. They are coffee evangelists and they really enjoy coming to work every day.

The base for the multi-faceted enterprise is Sneinton Market, a short walk from central Nottingham. A former fruit and veg wholesale complex built in 1938, the area was derelict and somewhere to avoid for many years, but since 2013 the local council has revived it as a new creative quarter, which suited Stewarts just fine. The company moved in at the beginning of 2017, installing a gas supply and a chimney for their roasting machine.

The coffee roasting operation is in a large unit adjacent to Blend, the company’s rather cool coffee shop, where, unsurprisingly enough, the only coffee beans they use are their own. A relatively small business, Stewarts, like many other independents, does several things simultaneously. As well as the wholesale business selling coffee, the trio sells coffee direct to consumers via their website, they run the coffee shop and also sell, service and maintain professional coffee machines produced by Conti, a small specialist maker based in the south of France.

The machines cost between £3,500 and £10,000 depending on the specification.

These various strands of activity are, of course, complementary and synergetic, all feeding into and

8

benefiting from the nation’s increased interest in drinking – and preparing – good coffee.

“As we see it, the coffee market is like the wine market was a while ago,” says Mark. “People want to trade up, to pay more for a better product. We are trying to supply better products. We want our coffee going to nice places, where it is served properly.”

As Bira Magazine pointed out in special features in the October 2018 and October 2017 issues, consumers’ obsession with coffee offers plenty of opportunities for sellers of machines, tableware and other accessories, plus, of course, the coffee itself. Stewarts recently became a supplier to the Bira Direct buying group, so other members can now buy the products at advantageous rates.

Nathan has a clear view of where the business sits in what is a crowded and competitive market: “There are a lot of coffee roasters about. Some consumers look primarily for the convenience of a local supplier. Others want very, very specialist flavours and very high quality and are willing to pay what that costs. Stewarts wants to find a place between these two extremes, offering very good coffee without being too exclusive. Depending on the roast, prices range from £16 to £22 for a kilo of coffee.

“We are riding on the back of the modern coffee movement. Our trade customers and the endconsumers are demanding to know where their coffee is from. Venues shout about their coffee and their suppliers. We want to take a no-nonsense approach, spreading our reputation by word of mouth. We want our wholesale customers to trust in us and to know that they will get consistent, quality coffee, and the service to go with it” The trio used to work together in the restaurant trade around the east Midlands. In 2012, when Stewart Falconer, a Nottingham-based pioneer of coffee roasting who had set up the business as long ago as the 1980s, wanted to retire, Nathan MAY/JUNE 2019

BUSINESS PROFILE

Monika and Nathan Barton with Mark Whittaker around Stewarts’ classic coffee roaster.

Below: Their Blend coffee shop inside and outside.

A trade customer can buy through a cash and carry and get a lower price but that is not our customer Nathan Barton, Stewarts director

MAY/JUNE 2019

and Monika purchased it and invited their former colleague Mark to head up sales.

Monika handles the financial and administration responsibilities, while Nathan is the coffee selector, oversees the shop, and deals with new projects. He also describes himself, tongue-in-cheek, as the firm’s “visionary”, which provokes some amusement from his co-directors.

Nathan admits that some investment was lacking in the first years of their ownership, but things have been moving forward at pace since 2015. The move from their original base in Trent Bridge to Sneinton allowed them to open Blend and hit the accelerator on coffee production. In 2016-17 sales of coffee grew by 20%, in 2017-18 by 32%, and this year they are hoping for 35%.

Although they have been selling directly to consumers online since 2017, some 85%-90% of their sales is B2B and this is where the emphasis will continue. Trade sales are also made via the site. Although Stewarts' customers are concentrated in the East Midlands, the company is developing a national network of stockists and users, helped by the website.

In Blend on-trend drink options like beetroot latte and turmeric latte are on the menu, but the bulk of the Stewarts business is done with around seven staple roasts, with a couple of new coffees appearing each season. These guest-roasts attract new online customers, and also allow wholesale customers to offer different, interesting varieties in their cafes.

Beans, rather than ground coffee, comprise most of the sales. The bulk of the purchases of green beans (coffee in its raw unroasted state) are made through just two importers, with contracts being signed for a year. The German-built machine that Stewart Falconer purchased 30-plus years ago is used for roasting, which is handled by head-roaster Lee McIrvine.

Each roast of 9kg (c 20lb) of coffee beans takes 10-12 minutes and there is a 20% weight loss during the process. Roasting three or four days a week, weekly production is about 250-300kg (550-660lb).

Early on, Nathan took the decision not to be too price-sensitive: “Of course a trade customer can buy through a cash and carry and get a lower price, but that is not our customer. They won’t be getting our quality and service, and we are sure that people want to pay a bit extra for something a lot better.”

Given the demographics of their target customer, Sneinton Market is an appropriate location for Blend, which attracts people aged 25-45, including students, young creatives on laptops and groups of mothers with children in pushchairs. Their neighbours in the Art Deco-flavoured buildings include micro-breweries, web designers, a greetings card company, a gin producer, and a macaroon business.

Despite its proximity to the city centre, general footfall at the start of trading was unpredictable, so the Stewarts-Blend team is active in promoting the market with some witty activities, such as an openair cinema with a big screen for last year’s World Cup matches. Last October they organised a Latte Art

Throwdown, a competition for 16 local baristas to display their coffee-making talents. It was an imaginative way to engage with their own community. They also hire out Blend, which has a licence to sell alcohol, for private parties.

In another clever angle, head barista Aaron Pritty hosts 2-hour training sessions for professionals and amateur coffee-lovers. Gift tokens are available for sessions.

The business joined Bira after Monika met membership executive Joanne Arthur at an HSBC event in Nottingham. She was impressed with the immediate saving of 30% she made on her banking fees and the wide range of back-up services, such as the employment law helpline, Bira provides.

Growing the business is the name of the game and one way to increase demand for Stewarts’ coffee would be to open more branches of Blend.

“We could become our own biggest customer,” says Nathan. “When moving to our new site within Nottingham, we thought long and hard about whether to drop the name Stewarts of Trent Bridge, but we felt that there was too much heritage behind the name. However, we picked Blend as a name for the coffee shop because it is more fluid and doesn’t tie us to our city of origin – it would work in Leicester or Manchester.”

For now, the most recent investment has been at the Stewarts unit where £15,000 has been spent on installing a mezzanine level to give more storage and office space above the roasting area. The team are convinced that the potential in the coffee-related sector is considerable and they want their share.

Says Nathan: “You only have to go into a store like John Lewis to see the huge selection of coffee appliances, machines and related gadgets. And let’s not forget coffee is an addictive substance too! All we want is our small piece of that big pie.”

STEWARTS OF TRENT BRIDGE & BLEND Units 31 and 30 Avenue C, Sneinton Market, Nottingham NG1 1DW Stewarts was founded in the 1980s. It has been under new ownership since 2012.

Blend opened: 2017.

Size of cafe: 1600sq ft sales area, Stewarts staff: 3 directors, + roaster & barista Blend staff: 4 full-timers, 5 part-timers Stewarts annual sales : £320,000 Blend annual sales: £350,000 bira member since: October 2018  stewartscoffees.co.uk  @Stewartscoffees @Stewartscoffeesuk  Blendnottingham.co.uk  @blendnottingham @blendnottingham

9

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THE PRESIDENTIAL YEAR

Chain of events As his year as national president draws to a close, Surinder Josan of All Seasons DIY, Smethwick, reviews the retail scene and what he has experienced over the past 12 months

OUR BUSINESS JOINED the British Hardware Federation (BHF) nearly 40 years and I’ve watched the organisation grow over the years via various mergers and acquisitions to become the modern Bira. It’s been a pleasure and an honour to hold the position of national president since June last year.

Across the UK many members in our regional branches regularly come together to share and compare notes. I’ve really enjoyed travelling up and down the country getting to know how different each branch is.

The trips have underlined how diverse our membership of independent businesses is, stretching from clothing retailers to DIY shops, from cookshops to coffee shops, and from micro-shops to sizeable independent department stores.

I foresee we could be poised ideally to foster greater ties with other leading trade bodies My year in office has been marked by a continuing harsh retail environment. At my shop I asked a visiting rep what it’s like out there and he replied: “Dire. It seems as if nobody knows what to do anymore.”

Big retailers are in trouble, with HMV, Homebase, Debenhams, House of Fraser, Poundworld, Evans Cycles, Coast, Patisserie Valerie, L K Bennett, New Look and Mothercare among the casualties or strugglers.

Turmoil on the high street appears to be the norm rather than the exception. Tesco is shifting its emphasis from online back to bricks-and-mortar, while M&S is closing stores to focus on online.

Across the high street, major retailers are streamlining staff, stores and product ranges, while readdressing online versus offline.

MAY/JUNE 2019

So, where does this leave independents? Well I think there’s a huge opportunity for us to maximise our major advantage - customer service, customer service, customer service.

I’m experiencing this in my own shop where customers want to feel and touch the products, and more importantly want to discuss ‘how to’. During my presidential year, All Seasons DIY has grown from strength to strength. We recently acquired the entire contents of a liquidated hardware shop in Chichester, which has given us an unparalleled variety and depth of stock to help serve our increasingly demanding customer base.

During my year I’ve overseen a change of CEO at Bira with Andrew Goodacre succeeding A la n Hawkins. This has coincided with a seismic shift within the association to a more IT-centric business model, ready to lead bira members through the world of evolving tech.

We indies must look out for further disruptive technology as it plays a greater role in our shopping lives. Augmented reality (AR), virtual reality (VR), autonomous travel (aka driverless vehicles), talking bots, artificial intelligence (AI), 3D-printing, wearables and payment systems are all likely to be more common in our personal and business lives.

The beauty of being independent is our decision-making process 

From the top: Surinder checks out the farm machinery at the Royal Highland Show last June; during a meeting of Bira's legal & parliamentary affairs committe (LPAC); with his wife Kiran and MSP John Scott at the Royal Highland Show lunch; on a visit to Austins of Newton Abbott with Bira CEO Andrew Goodacre (right) and the store's Trevor Boobyer and Mary White

11

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THE PRESIDENTIAL YEAR

is far leaner, so we can leapfrog technologies and choose only the ones that are most beneficial to us.

During my year I have been able to learn so much more about Bira’s constituent parts and its myriad activities. I have been fascinated by Bira’s BAGMA division, in particular its industry-leading trading courses for garden agriculture machinery. I have admired Bira Bank’s work in helping members with loans, while updating its compliance responsibilities. Additionally I have seen at close hand the work of Bira Direct, the powerhouse of supply and trading for many members, including myself.

Also dedicated to training Bira members is OSS Retail and I am looking forward to enrolling in its Digital Transformation residential course on 12-13 June, which looks like it will be essential for the retailers of tomorrow.

I very much admire the work done by Bira’s legal & parliamentary affairs committee, of which I have been a member for the past 12 months (see p7 for more on LPAC). The proudest day in my life was 11 September last year when I delivered the keynote speech about business rates in the Houses of Parliament to launch Bira’s manifesto.

This was further compounded when the chancellor heeded our arguments and cut business rates by a third for some businesses.

Parts of my speech sum up my take on being an independent retailer and my hopes for the 

MAY/JUNE 2019

future: “It is almost 45 years ago since my parents started All Seasons DIY as a market stall, before moving into the retail unit we now occupy in Birmingham.

"Being an independent retailer takes a lot of guts and commitment. I am very proud of my work ethic and my part in the local community. I don’t see my shop as just a place where I sell items. I regard it as more of a surgery where people bring their problems.

"My entrepreneurial spirit runs deep which is why we are looking to expand. People like me need help. I want to grow my business. I want to see the dream that my parents had all those years ago realised.

"As national president, it’s part of my job to talk to members of bira and all I have gone to see so far have told me of their concerns around the issue of business rates, and that they are not confident in the future as it’s so uncertain.

"A business rates allowance would change this. It would mean that people could take a chance, that they wouldn’t feel they were immediately going to be taxed out of the market as soon as they had any success.

"It would change the mentality of the industry and allow the next generation to feel they can be part of it too, so their efforts won’t crumble into nothing as they fight against an unfair system.”

It’s been a fabulous year for me as your president and I wish my successor Howard Pullen all the best for his term of office.

From the top: Surinder visits his near-neighbour Sat Pal at his ADL Homestores business in Birmingham; with Sam Panton at her Roasters restaurant in Tamworth; meeting Debbie O'Connor Hanling at her Chi Chi gifts shop in Birmingham; at the Posh Paws pet shop in Newton Abbot with Debbie Keeling, her partner Andy Simmons and Andrew Goodacre.

13

THE BIG INTERVIEW

INNOVATION IS NOT the monopoly of ing a garden centre, in July 2010 they added a the newcomer. A mere six years ago Potters of decorating centre, hoping that this would prove Hockley introduced a cookwares area for the an irresistible magnet to local consumers.

“We thought this would make a difference to first time. In March this year the company represented the British cookshop sector in Chicago us even though what was then the biggest B&Q at the gathering of the world’s best retailers at the in the country had just opened nearby in Southend,” Tom recalls with a laugh.

International Home + Housewares Show.

At the same time, he began adding new lines Potters director Tom Carter is amazed and thrilled by the remarkable growth the business into the housewares and cookshop offer in the has experienced since he and third-generation store. By September 2012, with the deco cenowner Clive Potter decided that they needed to tre flatlining, a new direction was chosen and reinvigorate its offer. Founded as a traditional a small dedicated cookwares section, complete with a demonstration area, was ironmonger's in 1909 by Clive’s opened. By the end of the first splendidly-named grandfather day’s trading Tom and Clive Inifer Potter, the shop has been knew they needed it to be biga fixture in the Essex village of ger, such was the positive reacHockley ever since, occupying a tion from customers. prominent position at the main A larger area was opened in junction in the high street.

May 2013 and the impressive “It’s difficult to describe department seen today was exactly what we do,” says Tom, completed in April 2017. For “but I hope locals think of us a small independent, even one as that unique shop in Hockley owning its own freehold, it has that sells everything. The origi- Director Tom Carter been a rapid course of progresnal ironmongery developed into hardware, tools, DIY, garden products and so sion and development.

“We had operated in our original unit since on, which are still a core for us, but the cookshop has become a huge part of the business in the 1909, but we’d also owned and rented out the past six years. It has transformed how people large building next door for years,” says Tom. regard us and has actually helped the hardware “We took back a small slice of it for the deco centre, which we then converted to the cookshop. side.”

The route to selling a huge selection of cook- By the time we opened it in September 2012 I wares was not a direct one. Around 2010, Clive was exhausted as I’d been running the hardware and Tom remember, “the hardware side was business while planning and researching the plodding along nicely even if it wasn’t going any- new side. But we knew we were on to something where”. Faced with that familiar independents’ and needed more space, hence the two expanproblem, falling footfall in their high street, they sions in 2013 and 2017.”

Clive recalls: “We soon realised that we could decided they need a new draw. As their highstreet location and modest size ruled out open- properly specialise as a cookshop and so make a

It's difficult to describe us but I hope locals think of us as that unique shop that sells everything

destination that would attract people from outside the area. The timing was good too because The Great British Bake-Off was pulling in massive viewing figures at the time.”

The complicated task of designing and redesigning the space was handled by interior refurbishment and fit-out contractor Interior Precision, which happens to be based next door to Potters. Tom has plenty of amusing stories – although they probably were not amusing at the time - about trying to operate a shop while a plastic greenhouse tunnel linked different sections of the floor as construction work, rewiring and retrunking continued.

“After we decided to go for the cookshop, I visited many other shops and did loads of research,” says Tom “Especially for the most recent phase, when we added the big electric sign on the back wall, I knew exactly what I wanted and Interior Precision made it happen – below budget and on time.”

Despite its relative newness, the cookshop now dominates the Potters site, but the traditional hardware side is still very important. The original shop itself was upgraded during 20162018. The entire shop works well, projecting confidence and professionalism in all it offers.

The property, including the neat car park to the rear, is maintained to an admirably high standard; the signage alone has been updated three times in seven years.

The overall effect is that Potters is a contemporary retail business that trades with authority.

And it continues to develop.

“This has got to be a big browsing shop,” Tom states. ”In the past 18 months giftware and impulse purchases have grown so much, so now we have candles, gift mugs, cushion’s, women’s scarves… In cookwares itself we 

A recipe for

success Celebrating its 110th anniversary this summer, Potters of Hockley is a fine example of a long-established independent retailer that has reinvented and revived itself

14

MAY/JUNE 2019

Alison Hobbs and Tom Carter in the cookshop area of Potters, which has seen increasing sales of giftwares and fashion

BUSINESS PROFILE

have expanded every area because I don’t want anyone to come in and find something missing. I am obsessive about having a great product choice.

“We have a garlic press at £4.99 and one at £50. We stock a can opener at £1.50 and one at £30. Our frying pans start at £12.99 and go up to £150. We probably sell most frying pans at around £50 but we must have a selection. We want to be affordable but not cheap. There are plenty of large chains like B&M and The Range that do cheap things. We have to be different. We want to remain quality-driven while not alienating people. I do believe more people are realising they get what they pay for.”

He is quick to point out that the refocusing stimulated by the cookshop has had a positive effect on the hardware side of the business: “We have lifted up our level here too. We now sell Farrow & Ball Paints, which would not have considered us as a stockist six years ago. But our customers want beautiful paint to go with the beautiful products we sell in the cookshop.”

So what’s been the result of the shift in direction? More customers, younger customers and customers from further away. But still Tom is not resting easy: “We are still having to fight for footfall. Rayleigh, Basildon, Southend and Chelmsford are all bigger towns near us. The village has lost its large supermarket and all three banks – the last closed four years ago - so I am concerned about Hockley as a retail destination.”

One response to this issue has been Potters’ enthusiastic embrace of online retailing and digital marketing. Having had an information site for Potters of Hockley since 2010, the business went transactional three years ago with a site concentrating on the cookshop. It really took off two years ago with an overhauled site on the Shopify ecommerce platform. In April 2018 the business installed a Vend Epos and stock control system, which works with Shopify, to unify all its stock management. Some 3,000 of Potters’ 19,000 SKUs are offered online and about 25% of total sales come via the internet.

“I can easily see that going to 50% in the next two years,” Tom asserts. “Make no mistake, it’s hard work and I still make more money selling something in the shop, but my average sale online is £50-£60 compared to £16 in the shop.

Our business will grow because we have the right product and the right people. Even online we want to offer service to reflect the experience people have in the shop itself even if the customer is in Scotland or Northern Ireland.

“Pricing is crucial online and so if I cannot compete on price with a product because someone sells it cheaper, I won’t stock it.”

The website and social media feeds for Potters are handled by 21-year-old Brad Burden, who joined the firm two years ago as an apprentice. Tom seems to have an eye for hiring the

Photography: Ian Macauley



16

right people for the job. The excellent displays in the large windows and around the store are the responsibility of Alison Hobbs, who was recruited six years ago. Like many independents, Potters has a loyal core of long-serving staff.

“We do have trouble recruiting the right new people, but if they are right for us, we don’t have trouble keeping them because we are a forwardthinking and growing business. As long as people work hard, there are opportunities for them.”

Tom, 38, is himself a fine example of what a career in retailing can achieve. Having slipped out of the education system at the age of 12 – “I never got on with school” – he started work in retail sales at 15. He joined Potters as a sales assistant in January 2002, aged 21. Three years ago Clive Potter made him a director of the company and Tom is in charge of the day-to-day management as Clive is mainly occupied in running another business, hiring out tools.

Tom buys for cookshop, most homewares and gardening, while Greg Sleebush and Anna Pugh share the buying chores for DIY, paint, ironmongery tools and some housewares.

This excellent business has a core customer base aged 40-65, equally split between the sexes.

The growth of the cookshop has seen consumers in their early 20s coming through the door.

Despite the seemingly high-profile of the store – it has won more than a dozen industry and local business awards since 2012, including twice being named Bira’s Cookshop of the Year – the message needs to get through to new consumers.

“We will be knee-deep in celebrations for our 110th anniversary in October, when Sean Wilson, best-known for playing Martin Platt in Coronation Street for years, will be presenting workshops and tastings for his award-winning cheese business. We have attracted high-profile names to Potters since 2012, including Raymond Blanc, Ken Hom and Bake-Off winner Candace Brown, and the events are very popular, but there is always more to do.”

To illustrate this, Tom relates the story of a woman who has lived just four miles away from Potters for 29 years. She recently came into the shop only to pick up some DIY things at the request of her husband. She had no idea that the six-year-old cookshop existed and immediately went on an impressive spending spree.

Although he is pleased with the reach of the website, its fortnightly email newsletter and Potters’ daily social media feeds, Tom is reviving a printed catalogue this year after a break of a couple of years: “We have got to keep shouting about what we do, so we are producing a 30-page magazine and catalogue that will include vouchers, recipes, events dates and lots of products. We are hand-delivering 40,000 copies in an eight-mile radius of the store.”

Old methods and new ideas work well together at Potters.

We have to be different.

We want to remain quality-driven while not alientaing people.

I do believe more people are realising they get what they pay for

POTTERS OF HOCKLEY 2-8 Main Road, Hockley, Essex, SS5 4QS Founded: 1909 Staff: 5 full-timers, 8 part-timers Opening hours: Mon-Sat 8.30-5.30 Closed on Sunday Major brands include: Addis, Brabantia, Dulux, Farrow & Ball, Joseph Joseph, Kenwood/Delonghi, KitchenAid, Le Creuset, Stellar, Wrendale bira member since: 1952  potterscookshop.co.uk @potterscookshop  @PottersCookshop  @potterscookshop @ potterscookshop

MAY/JUNE 2019

THE BIG INTERVIEW

Attention to detail is important at Potters: the signage on the corner site has been updated three times in seven years

Alison Hobbs is in charge of visual merchandising and the window displays; Tom Carter concentrates on product and operations across the store

Tom Carter admits he is obsessed with having a great product choice across Potters

MAY/JUNE 2019

17

VISUAL MERCHANDISING

Windows on the

BARE

Photography: Eric Musgrave

In keeping with its restrained logo, babywear and homewares retailer Bare goes for a restrained display in its open-backed window that allows the viewer to see right through into the shop itself.

FRANKIE & JOHNNY’S

Another brightly-painted shopfront that lends itself as a background for a display of brightly-coloured products around the door. Putting (inexpensive) goods outside the shop is an effective marketing ploy.

18

COSTELLO’S GOOD FOOD SHOP

The designs on the window illustrate the type of products sold, but the bold blue frontage is what makes this organic food shop stand out. We like the well-kept window boxes and the blackboards.

DEBBIE’S FLOWERS

It looks like the shop is waiting for the return of its sun blind, but we like the fact it is strongly promoting is sustainability credentials with its large “96% plastic free” logos on both windows.

MAY/JUNE 2019

VISUAL MERCHANDISING

world

An attractive shopfront is still the best form of advertising for many retailers. On a sunny day in early April, we popped along to the independents’ haven of Bishopthorpe Road, York to see how local firms were presenting their best face to the world.

OLIVE’S NEST

Using live trees as a frame for the shop window is a bold idea and one that fits in with the organic leanings of this gift shop, but it's one that will require regular pruning, we think.

WALTER AND MAY

A “garland” of foliage makes for a seasonal doorframe at this gifts and homewares shop. Its corner location makes open-backed windows the obvious choice as all the interior can be seen.

MAY/JUNE 2019

PEXTONS HARDWARE

Large items like bins and colourful products like plants are obvious candidates to be shown outside a hardware shop, while the blackboard highlights what’s inside, such as batteries and keys.

THE BISHY WEIGH

The words on the glass permanently list the main attractions of this organic food shop, while the brightly-coloured flasks in the window make a punchy line-up against the restrained pale shopfront.

19

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COUNTERPOINT / MICHELLE JARROLD

Time to ask the tough questions If you want to get to the right answers, you’ve got to pose the right questions, says Michelle Jarrold of Jarrold in Norwich

IN THESE UNCERTAIN times it can be easy to feel buffeted by circumstances outside of our control and unable to see a clear way forward. It is at times like these that it becomes even more important to “define our destiny”, as one ex-CEO once said with vigour to me in a time of great challenge.

Firstly we need to know which destination we are heading for. Where are we aiming to be in three years’ time and is everything we are doing heading in the right direction? Sometimes brave decisions have to be made in challenging times, to give a sense of momentum, not predictability. Customers want reliability, but also newness and surprises.

Then, what is our point of difference? Are we really sending a clear message to our customers that they understand? Smaller retailers can really stand out from the crowd when larger, more formulaic retailers can appear bland and uninteresting. How can we get our unique personality across in an affordable and compelling way that resonates with customers, who can, after all, buy pretty much everything we sell at the click of a button? Stocking some local brands and finding exclusive arrangements with true partners is a great way to be different, while retaining some control on pricing and markdowns.

Are we consistent right across the business and making sure that we don’t continue to sell something that is really out of tune with our proposition? We have had to make some very tough decisions to move on from brands that may still be taking the money but are way out of tune with our more fashion-forward customers. Quite a few of those brands have since gone bust, so we controlled our destiny ahead of being controlled by events!

In a world of too much choice are we overwhelming our customers? Or guiding them on their shopping journey by providing a carefully edited selection to choose from? If you want to be inundated with options, then you’ll choose Amazon over the high street, so maybe we need to provide just the opposite experience, to edit the offer right down, and to excite our customers at the same time with fabulous merchandise.

Now is the time to be really tough on those range plans, to abandon the “spray and pray” mentality that purports to be giving the customers all the choice they want (when actually they really want a bit less choice). We have to get the basic offer right, but as we and our customers become more interested in sustainability, isn’t it a good idea to plan even more carefully, to have less stock, fewer markdowns, less wastage?

Then on to service: how are we really looking after our customers? We probably think we are doing the best job in town – but are we?

How do we know that is true? And do we give our customers those additional services that feel personalised to them, that can’t be bought online, to make them feel special? Holding regular customer forums on specific topics or just to get general feedback is a great way to ensure we really know what our customers are thinking, and it doesn’t have to cost more than time, some coffee, a big plate of some (very posh) biscuits and a shopping voucher. What is not to like?

Is the last point of contact with the customer the very best it could be? Do those of us delivering to our customers follow up with a questionnaire or a phone call to make sure the last touch point was a great one? Our customers are our greatest advertisers and in the world of sharing on social media any terrible experiences, we have to make sure that our final impression was an outstanding one.

Which brings me on to our colleagues. In these cash-strapped times, and with the constant challenge of meeting living wage targets, while retaining differentials (right to do, of course, but so tricky to achieve), how can we continue to offer the best service with perhaps lower staffing levels. Maybe the secret lies in ensuring the team is happy first and foremost.

Happy and respected colleagues will give their very best service levels and give their very best back to our businesses.

There are, of course, so many ways we can choose to define our destiny that do not have to involve spending more money, just perhaps a bit more time thinking, planning, executing and communicating.

How often do we retailers follow the customer journey and see how it feels?

Have your say Would you like to share your views and experiences with the Bira community? We welcome contributions like Michelle Jarrold's. You can write under your own name or under a pseudonym. You can contribute regularly or occasionally. If you are interested, please email editorial@bira.co.uk

MAY/JUNE 2019

21

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24 New gifting and lifestyle suppliers every business could benefit from.

beefayre inspired by nature

“Understanding who your customer is and what they “Understanding who your customer is and what they want to buy, is vital want to buy, is vital to the to the success of any business as are the decisions you make on what success of any business.

The decisions make, on product to list.you Keeping on top of trends and being aware of new product what product to list, will launches in the market is a key way of ensuring your product mix is relevant, determine the success of your up Keeping to date, on and business. topmost of importantly, what the customer wants.” trends and being aware on new product launches on Suzanne Chapman, the market is a key way of Gifting Expert ensuring your product mix is relevant, up to date, and most importantly, what the customer wants. The thing about gifting, is that many things can be regarded as a gift. Whether it is true gifting item, or a cushion, a candle, a nice throw, or even a door stop. Each customers perception of a gift will be different to someone else’s. The key is to offer something for everyone, that will encourage not only We’ve also gained new houseware, cookshop, DIY and Hardware suppliers. that special gift purchase, Find youra exclusive discounts and terms in our online directory. but also potential self biradirect.co.uk/suppliers purchase.’’

Product news May/ June

Would Bira members like your products?

CONTACT SIMONE ADAMS ON 0121 446 6688 EXT 259 OR EMAIL SIMONE.ADAMS@BIRA.CO.UK

Sweet deals from Price’s Candles

Peppa Pig messy play items by Enesco

Price’s Candles has been in business since 1830 and its promise to produce the finest quality long-lasting candles remains the same. Among its vast selection of home fragrance products are fragranced candle jars and tins, scented and unscented tealights, fragrant reed diffusers, the citronella garden range, pillar, beeswax and dinner candles, Christmas candles and diffusers, plus the best-selling odour-eliminating collection. Exclusive deals are available to Bira members in addition to 22% off trade prices. There is no minimum order and the carriage-paid order limit is £250.

Designed for arty fun and messy play, Enesco’s new licensed Peppa Pig collection includes a tabard, bib, apron and drawstring bag. With a fun print of Peppa Pig and her friends set against a teal background, each item is genderneutral, ideal for girls and boys. The tabard, bib and apron are made of PU fabric, making them easily wipeable and perfect for protecting children’s clothing. The drawstring bag is cotton. Retail prices range from £4.95 for the bib to £12 for the bag. All items can be bought via the website.

01234 264500 / sales@prices-candles.co.uk prices-candles.co.uk @PricesCandlesUK

Grind & Brew with Melitta Melitta’s AromaFresh Grind & Brew filter coffee machine delivers outstanding drinks thanks to its easily adjustable integrated grinder.

The size of the grind can be altered to create great-tasting filter coffee flavours, but the grinder can be switched off if readyground coffee is preferred.

The practical timer feature, including a clock with LCD display, allows users to set a coffee break in advance. The AromaFresh 01952 671077 Grind & Brew melitta.co.uk retails from See Melitta UK at £164.99.

Exclusively Electrical, Stand EE28

MAY/JUNE 2019

01228 404022 / uksales@enesco.co.uk/ enesco.co.uk

Frothed milk and more from Melitta The Solo® Perfect Milk from Melitta makes excellent coffee from a velvety crema to a delicious latte macchiato topped with light and airy milk foam. The compact design of the AutoCappuccinatore makes easy work of preparing warm milk, hot water and naturally light frothed milk, while a pre-brewing feature moistens freshlyground coffee with water to release the flavours into the coffee. Working with a free app, the machine can make two cups of coffee or espresso simultaneously at the touch of a button.

Available in silver/black and black, it retails at £499.99.

23

Ordering Bona floor care products just got easier!

Thanks to a new strategic retail partnership between Stax and wood floor experts, Bona, Bira members can now place their initial orders for the Bona floor care stand deal through Bira Direct or Stax. Plus, all Bona floor care products will now be available through Stax for re-purchase at the same re-order pricing as Bira Direct – with no manufacturer minimum carriage paid. What a fantastic opportunity for your retail business!

For more information please contact your local Stax representative or Bona’s Liam Walsh (liam.walsh@bona.com / 07903 230 169).

The small 47cm x 38 cm

Featuring a refillable cartridge of cleaner, the Bona Spray Mop is quick and easy to use and gives a beautiful streak free clean to all hard floor surfaces.

All Bona cleaners are GREENGUARD certified as safe, low emission formulations.

Bona Limited 6 Thornton Chase, Linford Wood, Milton Keynes MK14 6FD Liam Walsh Direct line: 07903 230 169 UK office tel: 01908 525 150 UK order email: uk.orders@bona.com

footprint stand transforms dead space into extra revenue and includes Bona Spray Mop, refill packs of cleaner, spare Microfibre pads, polishes and refreshers.

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24

10/04/2019 15:51

MAY/JUNE 2019

Product news May/ June

A new look for Everflex sealants The Everflex range of professional sealants has had a make-over, incorporating the same great performance your customers expect from Sika Everbuild with a fresh new design that looks great on the shelf. With professional trade-quality products to suit almost any application including sanitary, glazing, roofline and interior finishing, the new-look Everflex range is backed by an array of merchant support and POS, plus a full media campaign and a promotional animated video for in-store display.

0113 240 3456 / everbuild.co.uk/everflex

Perfect pointing with Sika Fastfix All Weather Providing the ideal solution to perfect pointing on paving, paths and patios, Sika® FastFix All Weather is a new self-setting paving jointing compound from Sika Everbuild. Containing unique Active Resin Technology for advanced durability, it is supplied ready to use, is easy to apply in all weathers (even rain) and it will not shrink or crack over time. It is suitable for use on all joints from just 20mm deep. Once opened, the compound can be stored in water and reused to reduce waste. The launch is supported by a display stand complete with an applied product sample, in-store display boards and an online and print media campaign.

0113 240 3456 / everbuild.co.uk/FastFix

Centenary edition catalogue from Draper Tools Some 928 pages of tools and equipment are in the centenary edition catalogue from Draper Tools, which has an improved structure and order to make finding the right products easier. Marking the company’s 100th anniversary, its biggest-ever catalogue includes new highlights such as the D20 power tools range and new storage chests and cabinets. Draper

Tools has invested heavily in its ever-growing professional automotive range with new equipment such as a digital wheel alignern and a series of pneumatic jacks. Established in 1919 by Bert Draper, Draper Tools is run by the fourth generation. To view the Draper Tools centenary catalogue online or request a copy, visit drapertools.com.

02380 494258

Snickers shorts for cool summer comfort As usual with Snickers Workwear, the fabric, functionality and fit of the new FlexiWork Stretch Shorts for men and women really set these garments apart. With superior flexibility and comfort, the warm-weather lightweight work shorts have a hi-tech body-mapping design and are made from a self-ventilating stretch fabric with Cordura reinforcements for all-round mobility and durability. Street-smart in men’s and women’s designs, they’re packed with practical comfort.

01484 854788 / snickersworkwear.co.uk

MAY/JUNE 2019

25

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MAY/JUNE 2019

BIRA NOTICES

You are welcome to attend the Bira AGM 2019 The membership magazine of the British Independent Retailers Association Published 6 times a year by Bira Publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com Senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 0121 446 6688 Ext 259 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Stephens & George, Merthyr Tydfil, Wales

Bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk Bira national president 2018-19 Surinder Josan, All Seasons DIY, Smethwick CEO Andrew Goodacre Finance director Beverley Long Commercial director Jeff Moody

Bira member magazine incorporates bira alert, Hardware Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from Bira member magazine, please contact the editorial team for permission.

While every effort is made to ensure the accuracy of the material we publish, Bira Publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors. Unless specifically stated, goods or services mentioned are not formally endorsed by Bira. Views of the contributors are not necessarily those of Bira.

All rights reserved. © 2019

MAY/JUNE 2019

ALL BIRA MEMBERS are invited to attend this year’s annual general meeting, which will be held at Bira’s offices on 20 May at 225 Bristol Road, Birmingham B5 7UB, commencing at 2pm.

This important meeting will focus on the election of officers to carry Bira forward. Proceedings will involve an en-bloc election of the board of management listed here on a show of hands.

At the AGM, BAGMA member Howard Pullen of Howard Pullen Machinery in Sussex will succeed Surinder Josan, owner of All Seasons DIY, Smethwick, as national president of Bira. He will be accompanied by members of the board.

Vice presidents will also be elected, along with the honorary treasurer, who will detail and comment on the accounts for the 2018 financial year.

Attendance at the AGM is free for members and it would be great to see a good turnout.

To attend, please email sue.howe@bira.co.uk.

POSITION

NOMINEES

President

Howard Pullen

1st Vice President

William Coe

2nd Vice President

Guy Lachlan

Immediate Past President

Surinder Josan

Honorary Treasurer

John Morris

Divisional Chair - BHF

Guy Lachlan

Divisional Chair - CHA

Under review

Divisional Chair - PPRA

Under review

Divisional Chair - BAGMA

Brian Sangster

Divisional Chair - FAB

Michael Hughes

Board of Management elected representatives x2

Chris Patterson Richard Rowlett

Membership elected representatives

Duncan Mackay Cheryl Thallon

Chief executive officer

Andrew Goodacre

Executive directors

Jeff Moody Beverley Long

Welcome the newest members to our Bira community A M Machinery, Belfast; Abrahams Jewellers, Bristol; Acle Garden Machinery, Acle, Norfolk; Alohomora, Stratford-upon-Avon; Alva Hardware, Alva, Clackmannanshire; Amelia Art Glass, Maidstone; Babiroo The Organic Baby Clothing Co, Ivybridge, Devon; Balsbury Grocer, Shepton Mallet; Barracuda Fisheries, Horbury, Yorks; Beefayre, East Farndon, Leics; Beeston Jewellers, Nottingham; Best Choice Cash & Carry, Stoke-on-Trent; Bliss & Company, Chester; Brandwell, Ballycoolin, Co Dublin; Bronllys Stores, Brecon; Butterfly Fashion, Whitechapel, London; C E Davis & Co, Chippenham; Café Au Chocolat, Tewkesbury; Cheeky Chompers, Roslin, Lothian; Classic Carpets (Border Counties), Hereford; Clifton Village Jewellers, Bristol; Cochranes Of Ayr; Coz-E-Living, Worsley, Greater Manchester; Cozy Time, Kempsey, Worcs; D & G Sales, Rayleigh; Damside, Laurencekirk, Aberdeenshire; Dante Tiling and Flooring, Telford; Davenports of Congleton; David Glensiter Beds & Flooring, East Grinstead; Dettagli, Tarporley; Divertimenti, Greater London; Donny Dyson, Doncaster; Doors and Doors, Spalding; Dr of Chiropractic, Newcastle-upon-Tyne; Eco Chic, Greater London; Electrical Store, Greater London; Eliza Tinsley Furniture, Wednesbury; Ellu Amour, East Moseley; Emma’s Florist, Ipswich; Empire Appliances, Cannock; Escape Spa and Massage, Worcester; Fackelmann Brands UK, Burntwood, Staffs; FFT Holdings, Kingstonupon-Thames; Fifi’s Fancy Furniture, Bradley Stoke, Glos; Five Ways, Torquay; Florelle Import Company, Hudderfield; Florence Leather Collection, Sherborne; Gammies Groundcare, Forfar, Angus; Gem Bazaar, Canterbury; Gem Imports, Barnsley; Gill News & Off Licence, Leicester; Good to Grow Hydro, Derby; Goring Road Pet Supplies, Worthing; Grampound Road Post Office and Stores, Bude; Griffins Yard, South Molton, Devon; Halligan Raby, Birmingham; Hatch Hardware, Belfast; Heaphys of Warwick; Hickins Hamper Van, Alston, Cumbria; Holland Hydroponics & Horticulture, Burnley; Homecare & Hardware, Glasgow; Hyslop Hardware, Moffat, Dumfriesshire; Independent Pet Co, Weston-SuperMare; Interdogs, Dereham, Norfolk; J & K Henderson Enterprises, Bolton; J B Gaynan & Son, Ledbury; J W Mortimer, Whitby; Jacs, Amersham; Jim’s DIY,

Lisburn, Co Antrim; Jojo Boutique, Cuckfield; Just Pets, Stroud; Keys Homecare, Lisburn, Co Antrim; Kilnford Farm Retail, Dumfries; Kingfisher, Horbury, Yorks; Kinross 4x4 Centre, Kinross; Knicker Knocker Glory, Plymouth; Knillco, Llandrindod Wells, Powys; Lantic Gallery, Tiverton; Larne Lock & Key, Larne, Co Antrim; Littlewoods, Marylebone, London; London’s Pride, Liverpool; Lords at Home, London; Lothian Tractors, Tranent, Lothian; Mad Beauty, Edgware, London; Magpie & Crow, Haddington, East Lothian; Marina B Designs, Leicester; Maybe*, Market Drayton, Shropshire; Mimi, Greater London; Miss Louise Jewellers, Stourbridge; More For Your Store, Greater London; Morgans DIY, Preston; Motorwork Supplies, Wigan; Mowtastic, Newington, Kent; Nickel & Dime, Arbroath, Angus; Noisette Cafe & Health Shop, Dorking; Nucoat, Castlewellan, Co Down; Nu-Wave Medi Spa, Greater London; Old Station Holiday Park, Ripon; One Stop Timber Merchant, Northampton; Out and About, Suffolk; Personally Yours, Tamworth; Philip James, Hinckley; Piha, Bradford-on-Avon; Pups and Pets, Deeside; Q & R (Launceston), Cornwall; R W Stokes & Sons, Lincoln; Real Gift, Liverpool; Rebel Blue Boutique, Ruislip; Rivers, Alton, Hants; Rococo Coffee House, Liverpool; Royal County Products, Stamullen, Co Meath; Salamander, Wimborne; Samuel Daw & Co, Barnstaple; Sass & Belle, Greater London; Satterthwaites Bakehouse, Liverpool; Silver And Love, Birmingham; Sooraj, Greater London; Springkerse Auto Centre, Stirling; Stewarts of Trent Bridge, Nottingham; The Cleobury Curiosity Shop, Rockcross, Worcs; The Lovely Room, Colwyn Bay; The Mainstreet Trading Company, St Boswells, Scottish Borders; The Retreat, Bodale, Yorks; The Tea Barn, Middlesbrough; The Tidybirds, Aston-on-Trent, Denbighshire; The Watch Lab Holdings, Preston; The Water Witch, Lancaster; The Wedding Centre (Nuneaton); The Wee Crafty Owl, Greenock; Thorncliffs, Grantham; Tom Taylor ATV, Wiggington, Yorks; UTek Appliances, Brighouse; V & A Flooring, Trowbridge; Village, Clifton, Bristol; W G Grinters, Street, Somerset; Whitburn Post Office, Whitburn, West Lothian; William Kerr Tractors, Ayr; Williams (WTS), North Harrow; Willow, Shaftesbury, Dorset; Xpressions 4 U, Hayes, Greater London; Zero Vaping, Tamworth.

27

THE LAST WORD Springtime inspires bright displays in the large windows of Sarah Thomson’s womenswear shop on the main street of Melrose, an independents’ haven.

Q

Sarah Thomson MELROSE, SCOTTISH BORDERS

A springtime influx of rugby fanatics gives Sarah Thomson’s womenswear shop an annual boost and during the rest of the year she is always looking for ways to increase footfall.

Q

Tell us about Melrose It’s a lovely town in the Scottish Borders, geographically between Newcastle and Edinburgh, each of which is only about an hour or so away. It’s a busy tourist destination, attracting a lot of people for fishing and shooting, and for attractions like nearby Abbotsbury, the former home of Sir Walter Scott. It’s a centre for independents – we haven’t got a single national chain here. And it’s generally a wealthy area too. Even our charity shop is quite upmarket!

Q

Photography: Eric Musgrave

How does rugby help your business?

On the second Saturday in April the Melrose Sevens, the oldest rugby sevens competition in the world, dating back to 1883, is held in the town. It brings in more than 10,000 people, many of whom stay for the whole weekend. A lot of shops in the town close, but we stay open and have a bumper time. We also do well in the summer when the Borders Book Festival brings in more visitors. We support the event with a small ad in its brochure.

Q

How else do you promote Sarah Thomson?

I have always done fashion shows, linked to raising money for a local charity. It’s good publicity for the shop of course, but I believe as a local business

28

we have an obligation to assist our community.

I get four mates along as my models. Some have been doing it with me for almost 20 years. For the past couple of years I have also been organising a “ladies’ lunch” in March and November. The latter is a rubbish month for trade usually, so it helps stimulate interest and again we will raise funds for a local charity. Once a year, we hold a “Brax Day” in the shop, when Anne-Lydia Halewood, who is in charge of the German brand in the UK, comes up to tell my customers about the new collection. Brax accounts for about 70% of my sales throughout the year, although it’s less in the autumn, when I sell a lot of Irish knitwear.

Personally speaking Hobbies: Reading, yoga, catching up with friends.

Fave music: Currently loving Jack Savoretti!

Fave film: Any of the Bridget Jones films.

Fave food: Christmas lunch Fave drink: Gin and Tonic Fave gadget: Babyliss Big Wave Best holiday: Beach holiday everytime!

Business or life hero: My mum Best bit of advice ever received: Keep looking for inspiration and new ideas.

Life motto: Remember yesterday, live today, dream of tomorrow.

Describe your customers We attract some customers in their mid30s, but mainly they are in their late 40s-plus and are stylish. I serve great local customers as well as a lot of visitors, many who visit the area several times a year and make a point of dropping in. They want to shop with an independent, not a chain store. When I started my business 20 years ago I was stocking younger, less expensive Danish labels like B Young and Jackpot. About six years ago I reviewed what I was doing and decided to carry fewer collections and to concentrate on a slightly better level. Hence my increased business with Brax – I am now one of its biggest stockists across the north of England and the whole of Scotland.

Q

How do you view the future for independent retailers?

We must have about 30 independents in Melrose, including two butchers and a greengrocer. I have been here 13 years, during which time about six other fashion shops have come and gone. It’s down to us independent retailers to convince consumers that we are important. We need to get kids to start to appreciate shopping in shops instead of online. My customers like the fact that I have done the buying and I can talk to them about the garments. They enjoy benefiting from my knowledge. Despite the growth in online sales, I can’t see why independents shouldn’t continue to work. I love running my shop.

Q

How will you develop your business?

In my early days I worked for Phase Eight and Escada in Edinburgh. In April 1998 I opened my first tiny shop in Kelso. Three years later, I added another branch in Berwick-upon-Tweed.

In 2006 I decided to concentrate on this shop in Melrose alone to fit in with being a wife and the mother of three. We live about 20 minutes’ drive away. The big move this year has been the installation of an Epos system – I have been handwriting receipts for 20 years! – and the creation of my first website, for marketing, not selling. I am good at selling fashion, but I admit to being a technological dinosaur.

Q

You were a late-comer to Bira too…

As a business owner, you are on your own quite a lot. When I heard of Bira, it seemed a sincere organisation and I liked the sound of it, so I joined last year. Being a member has been very helpful already as I had a lot of questions about installing an Epos system, for instance. Savings on costs like insurance have been welcome too.

Sarah Thomson, High Street, Melrose, Scottish Borders TD6 9PB MAY/JUNE 2019

Exposé Travel is the official UK travel partner for many of the exhibitions listed below.

We provide you hotels where the rates have been specially negotiated for exhibitors and attendees.

We offer extremely competitive air fares, available in all classes of travel and can save you up to 60% on the regular fares offered by the airlines themselves, depending on your dates of travel.

Special reductions are available for members of Trade Associations, such as BIRA, BHETA and LIMA. On many of the exhibitions abroad we offer special delegation leader rates as well as other.

If you are considering exhibiting at or attending any of the following exhibitions call us and we will offer you some great rates for flights and hotels.

INTERNATIONAL HOME & HOUSEWARES SHOW, CHICAGO 2nd to 5th March 2019 Immediate confirmation at the Show Hotels and flights with major airlines out of the UK. HONG KONG HOUSEWARES FAIR 20th to 23rd April 2019 We offer great flight and hotel rates to Hong Kong.

CANTON FAIR, PHASE 1 & 2, GUANGZHOU 23rd to 27th April & 1st to 5th May 2019 & 23rd to 27th October & 31st October to 4th November 2019 Why not combine the trip with the Hong Kong Fair?

NATIONAL HARDWARE SHOW, LAS VEGAS 7th to 9th May 2019 Excellent flight fares savings and specially negotiated hotel rates.

LICENCING EXPO, LAS VEGAS 4th to 6th June 2019 – Mandalay Bay Convention Centre Save up to 60% on cheapest regular fares on direct flights from London and Manchester to Las Vegas.

Excellent hotel rates.

BRAND LICENSING EUROPE 1st to 3rd October 2019 – Excel Books rooms at the hotels located next to Excel at specially negotiated rates for attendees and exhibitors.

For these and many more, please contact us at ExposéTravel, 82 Whyteleafe Road, Caterham, Surrey. CR3 5EF. Telephone: 01883 349576 or email your request to paul@exposetravel.uk

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