Retail Merchandiser Volume 62, Issue 7

Volume 62 / Issue 7

www.retail-merchandiser.com

Always bigger, always better Specialty retailer DXL Big + Tall understands the needs of its customers, and works hard to ensure that it has stylish and fashionable plus-size outfits available for all occasions

The circumstances brought about by Covid-19 called for a new way of operating, and retail tech is helping supermarkets, stores, bars and restaurants adapt Why it is vital that the fashion industry embraces digitization in the fight against waste – this is not only for its own survival, but for that of the whole world An all-encompassing omnichannel solution that keeps information flowing seamlessly will help retailers to provide better overall customer experiences

Editor’s Letter Chairman - Andrew Schofield Group COO - Joe Woolsgrove Editor - Libbie Hammond libbie@schofieldpublishing.com lhammond@finelight-media.com Staff Writers - Daniel Baksi, Alex Caesari, Danielle Champ, Jessica Olley Editorial Administrator - Amy Gilks Administrator - Ibby Mundhir, Natalie Fletcher Managing Art Editor - Fleur Daniels Art Editor - Paul Gillings Art Editor - David Howard Artwork Administrator Rochelle Broderick-White Sales Director - Alasdair Gamble Operations Director - Philip Monument Operations Manager - Adam Blanch Head of Global Media Programs Mark Cawston mcawston@schofieldpublishing.com Research Managers Natalie Griffiths, Jo-Ann Jeffery, Ben Richell, Kieran Shukri, Laura Thompson Editorial Researchers Victoria Burke, Michelle Fontaine, Joy Francesconi, Jeff Goldenberg, Dan Harrison, Melanie Joyce, James Page, Wendy Russell, Richard Saunders, Basil Sharpe Advertising Sales Johanna Bailey, Mike Berger, James Fuller, Will Gwyther, Alex Hartley, Reid Lingle, Sam Surrell Florida General Manager - Ryan Finn Custom Media Sales - Dan Bess Digital Sales - Mike Psimis Web Sales - web@schofieldpublishing.com Subscriptions - i.kidd@schofieldpublishing.com

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Hello and welcome to the July issue of Retail Merchandiser.

There’s a selection of topics covered in our pages in this issue – packaging, sustainability, logistics... the list goes on! I always do endeavour to pick areas that are interesting and relevant, and with so much on the agenda for retailers and in such an evolving landscape, the choices of subject seem endless. Of course, the effects of Covid-19 are still lingering, and the resulting changes are frequently mentioned – hopefully they are instigated for the good of the customer, but likely provide a challenge to overcome along the way. I hope that there is something in our pages that speaks to you and I am always open to hearing ideas on what is the next trend or topic to cover.

PS: Don’t forget that this issue is also out in hard copy!

Our cover story this month revisits the operations of DXL Big + Tall, and it’s always such a privilege to work with companies again, building up a relationship, hearing their achievements and enjoying their successes. DXL is continuing to maintain its important role as a retailer that addresses the needs of plus-size shoppers, in a dedicated environment, where they feel comfortable and welcome. (Of course, it also offers the ability to shop online, too).

Our interviewee, Harvey Kanter, CEO and President, highlights the importance of inclusivity and diversity to the business and the care that it has for its customers, and the determination to offer them exemplary service, is apparent throughout. It’s a great story, and well worth a read.

Volume 62 / Issue 7

www.retail-merchandiser.com

Always bigger, always better Specialty retailer DXL Big + Tall understands the needs of its customers and works hard to ensure that it has stylish and fashionable plus-size outfits available for all occasions

Boynton Beach, FL 33426

The circumstances brought about by Covid-19 called for a new way of operating and retail tech is helping supermarkets, stores, bars and restaurants adapt

T: 561-778-2396

Why it is vital that the fashion industry embraces digitization in the fight against waste – this is not only for its own survival, but for that of the whole world

Please note: The opinions expressed by contributors and advertisers within this publication do not necessarily coincide with those of the editor and publisher.

Every reasonable effort is made to ensure that the information published is accurate, and correct at time of writing, but no legal responsibility for loss occasioned by the use of such information can be accepted by the publisher. All rights reserved. The contents of the magazine are strictly copyright, the property of Schofield Publishing, and may not be copied, stored in a retrieval system, or reproduced without the prior written permission of the publisher.

An all-encompassing omnichannel solution that keeps information flowing seamlessly will help retailers to provide better overall customer experiences

Libbie Hammond EDITOR

libbie@schofieldpublishing.com

RETAIL-MERCHANDISER.COM

1

INSIDE THIS

ISSUE

28

UPFRONT 6

NATIONAL CANDLE ASSOCIATION

OMNICHANNEL

With an optimized omnichannel strategy, retailers can find the right balance between online and in-store, and provide a unified shopping experience for their customers

8

PAYMENT

36

Paying for your shopping in-app drastically reduces consumer’s exposure to potentially dangerous interactions, eradicating the need to stand in queues or use the tills

10

LOGISTICS

As consumers shifted their purchasing power online during the pandemic, logistics providers were presented with the opportunity to build their businesses

12

EXPERIENCE

In today’s world we can no longer speak of the ‘point of sale’ - from all our thinking and actions we must move to the conscious design of a

KRINGLE CANDLE

‘point of experience’

14

PACKAGING

The role that digital printing can play in creating new opportunities for brands to enrich the customer experience and raise brand awareness

16

42

RETURNS

Returns are an inevitable part of the eCommerce retail model, and the way that they are handled by retailers has to be considered and managed

18

SELF SERVICE

Retail leaders are focusing on the benefits of self service instead of questioning which technology to choose and the options that best fit their model

22

FASHION RETAIL

A garbage truck full of clothes is dumped or burned every second – the fashion industry has acknowledged there are sustainability changes that need to be made

2

RETAIL-MERCHANDISER.COM

LASTMAN’S BAD BOY

32

34

RENEGADE CANDLE COMPANY

SCENTSABILITY CANDLES

40

38

TRAPP FRAGRANCES

YANKEE CANDLE

46

DETWILER’S FARM MARKET RETAIL-MERCHANDISER.COM

3

CONTENTS...CONTINUED COVER STORY

52

DXL BIG + TALL

70

76

ATLANTA FLOORING DESIGN CENTERS INC

VALLARTA SUPERMARKETS

100

94

EVE SLEEP 4

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WILD BIRDS UNLIMITED INC

62

KEVIN’S NATURAL FOODS

82

86

HOMETOWN PHARMACY, INC.

106

MATTRESS WAREHOUSE

BSN SPORTS

114

PARK GARAGE GROUP RETAIL-MERCHANDISER.COM

5

Best of both

Seamless flow of information

Experiential retail: balancing online & in-store for a unified shopping experience. By Jonathan Mauerer

R

and in-store channels is highly reliant on communication between the two. There is little more frustrating than finding a product online, only to discover that the item is out of

etailers who didn’t have a

online shopping provided a breath of

stock once you arrive in-store - and vice versa.

reliable online presence were

fresh air, many missed the experience

Retailers should be looking to provide a flow

quickly forced to adapt during

of physically being in-store, sampling

of information that is completely unhindered,

the Covid-19 pandemic. Left

products, and receiving an in-person

from point-of-sale (POS) systems right

customer experience.

through to their websites.

with no option to physically welcome customers, many stores had to begin or

6

The ability to effectively blend online

Fast forward to 2022. The pandemic

To deliver a truly great customer

enhance their digital channels. For some,

is almost behind us and stores are open

experience, information between channels

this meant relying on an eCommerce

once again. Retailers are now facing a new

has to flow seamlessly without any silos.

platform that was underprepared for

challenge: providing the best possible service

This includes everything between physical

an online-only approach. Worse still for

to customers who want the convenience

and digital channels, event digital marketing

others, they had to create one from scratch.

of online shopping, but the high-quality

strategy and customer service. Everything

Retailers were immediately put on the

experience of in-store shopping. With an

must be aligned and communicated

back foot, and their ability to deliver a

optimized omnichannel strategy, retailers

effectively to ensure that customers have the

high-quality customer experience suffered

can find the right balance between online

most accurate and up-to-date information

as a result. However, from a consumer

and in-store, and provide a unified shopping

around product availability, delivery or pick-up

perspective, while the convenience of

experience for their customers.

slots, and even ongoing deals and promotions.

RETAIL-MERCHANDISER.COM

Omnichannel

collection service as ‘always’ or ‘very often’

than those who had previously operated with

important. Before the pandemic, these

a limited eCommerce offering, let alone the

additional services were seen as a ‘nice to

retailers that had relied solely on a rigid in-

have’. Today they are essential.

store only approach.

In order to achieve this, retailers need an

The pandemic may be nearly in the past,

all-encompassing omnichannel solution,

but with an omnichannel approach, retailers

which includes POS, order management,

can not only remain agile and competitive

inventory control and customer relationship

in the short term, they can use the latest

management (CRM) to ensure a consistent

technology to ensure long-term business

and streamlined experience, regardless of

sustainability. Retailers need to know their

channel and stage of sales process.

customers on an individual basis. They

With an omnichannel POS Software,

need to understand how they like to shop,

retailers can ensure that their customers have

where they want to do it, how they want to

a consistent shopping experience regardless

be marketed towards and even approached

of where they buy from or how they interact

in-store.

An all-encompassing omnichannel solution

with the brand.

Today’s customers shop on their terms. If a

Remaining agile

experience will be, and the more likely they

retailer cannot meet their demands, they

The last few years have proven to the retail

will be to return. This can only be achieved

will find one that can. The key to not only

sector that flexibility is integral to long-

with an all-encompassing omnichannel

growing a customer base, but perhaps more

term business success and sustainability.

solution that keeps a seamless flow of

importantly, retaining existing customers,

Those who were able to shift quickly to the

information across all channels. v

is to give consumers a range of purchasing

requirements of the pandemic and resulting

options that fit their needs.

lockdowns in 2020 benefited much more

In a post-pandemic environment, with many professionals being given much more flexibility in their working hours, their

The more retailers can cater towards their customers, the better the overall customer

For a list of the sources used in this article, please contact the editor.

Jonathan Mauerer

shopping habits are changing significantly.

Jonathan Mauerer is VP Operations at Teamwork Commerce,

They are at home more often, able to take

a leading Omnichannel Solution, providing retailers with Point-of

deliveries more easily. However, they also

Sale, Order Management, Inventory Control, CRM, and Analytics. It

have the freedom to buy online and pick-up

also boasts an ecosystem of integrations with top solutions making

in-store if they want to.

unified commerce a seamless activity. Teamwork works closely with

According to eMarketer, buyers will spend $95.87 billion via click and collect this year, a 19.4 percent increase year over year (YoY).

Furthermore, PWC also finds that more than half of shoppers view an efficient delivery or

its partners to ensure it utilizes cutting-edge technology to meet the needs of the ever-changing retail landscape. Top retailers in over 20 countries globally use Teamwork Commerce to take the friction out of retail, providing their customers with the best possible experience. www.teamworkcommerce.com

RETAIL-MERCHANDISER.COM

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Going app Will Broome takes a look at how retail technology can help stores be more hygienic

S

ince the outbreak of the

greater integration. According to research

pandemic, one of the key

and safety concerns which destroyed

data from buy now, pay later (BNPL) giant

questions being asked by retailers

consumer confidence, it also highlighted a

Klarna, 80 percent of UK consumers believe

is that of wider technology

number of pre-existing problems with the

retailers need to invest in new technology.

implemented into physical stores, and the

shopping experience in Britain, and now a

The findings of the report unveiled that

speed at which it is installed. Rather than

huge proportion of us feel that their shopping

UK shoppers are looking to integrate new

incremental gains, we’ve seen a decade’s

experience is outdated. While consumers

technologies in their shopping experience,

worth of technological advancement

returning to supermarkets over the last six

both online and in-store, with flexible

ushered into stores across just two years.

months may feel like they have returned to

payments and comparison services on top of

National headlines have been dominated

a pre-Covid normal, the question that faced

their wish list.

by the major supermarkets racing to open

retailers over the past two years was not

their respective till-less concept store, each

‘when will things go back to normal’ but rather

Covid-19 have clearly called for a new way

launching with various success. However,

‘how can we adapt to succeed and serve

of doing things and retail tech will help

across the convenience and grocery sector -

customers in a post-Covid-19 world?’

supermarkets, stores, bars and restaurants

the industry that accounts for 90 percent of

8

Whilst the Coronavirus raised huge hygiene

Consumers have en-masse responded

The circumstances brought about by

to do just that. Widespread and continual

Britain’s food shopping - this transformation

to the question of retail technology,

implementation of technology has helped the

has been just as prevalent.

seemingly to be in overwhelming favor of

sector do away with time-consuming queues,

RETAIL-MERCHANDISER.COM

Payment if retailers are willing to implement retail technology, we could make the weekly shop far safer and more hygienic for everybody in the UK. Therefore, in the period of time required for autonomous retail models to become refined and affordable, there is an opportunity for retailers to benefit from a frictionless model through proven, low cost, high quality ‘Scan, Pay, Go’ (SPG) solutions. Successful deployment of SPG is largely dependent on the retailers’ ability to convince customers to download and use their app, as opposed to any practical barriers linked to the technology.

It also demands ongoing commitment in making that customer’s app experience as rewarding as possible so they continue to use it but, once this is achieved, statistics show a 92 percent repeat user rate.

For the widescale implementation of SPG to be a success, basic functionality must be robust and must work flawlessly. Registration must be fast, simple and ideally a one-off task while the app needs to be intuitive with minimal touchpoints. Scanning must be simple and seamless, payment must be integral, flexible, till-less, compatible with POS systems and payment gateways and with affordable gateway/transaction fees.

The shopping list should be automatic and interactive too, i.e. items recognized and crossed off as you scan.

While the major supermarkets are currently trialing their futuristic unmanned concept stores, the cost of implementation is still extremely high. For example, Aldi’s ‘just walk out’ store in Greenwich has cost a reputed £1.8 million to install. For smaller grocers and unhygienic checkouts, complicated store

over 20 million people want their shopping

convenience stores that house the majority

layouts and confusion about where products

experience to require as little human

of our shopping, these budgets are not

are and whether they are in stock.

interaction as possible.

available. During a cost-of-living crisis that has

The benefit of implementing retail

Paying for your shopping in-app drastically

wider implications for the operational costs

technology also means that retailers are more

reduces consumer’s exposure to potentially

of businesses, a good app will reduce the

likely to be flexible in adapting to the evolving

dangerous interactions, eradicating the need

amount of hardware you need in-store and all

needs of their customers. We have seen

to stand in queues or use the tills. Ultimately,

the associated costs. v

across the industry that the implementation of end-to-end tech solutions are sure to help supermarkets streamline and modernize the shopping experience in keeping with the constantly changing retail landscape. Indeed, national research from Ubamarket has shown

Will Broome Will Broome is Founder and CEO of retail tech pioneers Ubamarket. Ubamarket provides retailers with their own white label ‘scan and go’ in-store app. A high-tech, low-cost solution that’s simple

that the traditional means of shopping has

to implement and revolutionizes the shopping experience.

been rendered obsolete. The data unveiled

International Patents Pending.

that 50 percent of Brits have not used cash since the start of the pandemic, and now,

https://ubamarket.com

RETAIL-MERCHANDISER.COM

9

Creating experiences Kamran Iqbal identifies some trends in retail logistics

I

f anything defined the last two years of online retail, it would be shortages and opportunities. Shortages in raw materials, parts, goods, and labor,

combined with the Covid-fueled growth of online retail, helped create a perfect storm that the industry is still struggling to weather. And yet, as consumers shifted their purchasing power online, logistics providers were presented with the opportunity to build their businesses.

So, what can online retailers do to keep their heads above water and focus on growth as they navigate this turbulent landscape in 2022 when resources are tighter than ever?

For those taking steps to implement the right strategies, this year is actually one of opportunity.

Shifting labor and consumer expectations

delivery, or have the order shipped to their

First of all, it helps to define the challenges.

‘Amazon Effect.’ Consumers expect to order

home doesn’t matter; the expectation is a

In the last two years, the pandemic forced

something online and have it in their hands

unified and efficient experience regardless of

many people indoors with little to spend their

the next day - without paying for shipping!

delivery method.

money on other than bills and online retail

Amazon’s large network of fulfillment

stores. Thus, we saw a massive increase in

centers around the country makes this

back-end operations, i.e. storage, packaging,

the number of online orders to fulfill.

possible by getting products closer to the

inventory management, etc. While

consumer. But most online retailers and

technology can help to improve efficiency

their customers - and themselves - that they

brands don’t have those resources, nor can

and integration, it alone will not meet

could ramp up their business, this coincided

they leverage the Amazon delivery network

increasing consumer expectations. Someone

with a massive shift in the labor market.

unless they want to give a significant portion

still has to do the physical logistics, get

Employees’ expectations have evolved

of their revenues, and data, to the retail

products into consumers’ hands and provide

significantly through the pandemic and,

behemoth.

customer support. This is where Third Party

And while many online retailers proved to

though the labor shortage may be easing,

10

We also have to contend with the

Consumers are now used to ordering

All of this has placed great stress on

Logistics (3PLs) providers are stepping in,

options for employment have expanded.

everything online, from milk to toilet paper to

helping retailers leverage their assets to

The result? An extremely competitive labor

lipstick to yoga pants. Whether they plan to

meet and exceed consumer expectations

market.

pick up curbside or in-store, opt for same-day

despite the challenging circumstances.

RETAIL-MERCHANDISER.COM

Logistics faster fulfillment and equips customers with access to alternative delivery methods such as curbside pick-up, pick up in-store and shipfrom-store.

By utilizing a multi-node fulfillment approach and DOM technology, brands and retailers can compete with two-day and same-day delivery, optimize their inventory, ensure business continuity, and operate fulfillment practices in a sustainable manner.

The latter is no small thing: Consumers are increasingly aware of the environmental impact of their purchasing choices. Even before the pandemic, 74 percent of US millennials said they were more likely to purchase from brands that support the social issues they care about. In getting products closer to the consumer, multi-node fulfillment is one way brands reduce their carbon footprint by shortening last-mile delivery.

Now, none of this is easy by any means. It costs money and time to think through your strategies and find ways to integrate technology into your process, leverage and repurpose your existing real estate, and find and retain skilled labor throughout the business. But, the return on investment is worth it - when done right, a multi-node fulfillment solution, powered

by DOM technology, equips retailers to create exceptional omnichannel customer experiences that encourage loyalty. v For a list of the sources used in this article, please contact the editor.

Can a multi-node approach solve these challenges and more?

and store inventory. Using a DOM, retailers can

One solution for retailers is to enable them

centers, e.g., West and East Coast distribution

to embrace a hybrid model combining online

centers, as well as micro-fulfillment centers,

and brick-and-mortar stores. Many retailers

dark stores and temporary pop-up distribution

have made use of their empty brick-and-

centers. This multi-node approach enables

mortar locations by converting them to micro-fulfillment centers in support of online orders. Utilizing these ‘dark stores’ has proven a powerful strategy to keep their workforce employed, avoid sitting inventory, leverage existing physical space and handle the massive influx of digital transactions.

A distributed order management (DOM) empowers retailers to route orders across multiple fulfillment points depending on

support fulfillment from multiple distribution

Kamran Iqbal Kamran Iqbal is a Commerce Strategist at PFS, the business unit of PFSweb, Inc., a premier eCommerce order fulfilment provider. It facilitates each operational step of an eCommerce order in support of DTC and B2B retail brands and specializes in health & beauty, fashion & apparel, jewelry, and consumer packaged goods. Its scalable solutions support customized pick/pack/ship services that deliver on brand ethos with each order. With 20+ years as an industry leader, PFS is the BPO of choice for brand-centric companies and household brand names, such as L’Oréal USA, Champion, Pandora, Shiseido Americas, Kendra Scott, the United States Mint, and many more. www.pfscommerce.com

delivery preferences, shipping time and costs,

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Retail in hypercompetition Business models with a new holistic mindset - down to the last detail.

By Professor Dr Wolfgang Merkle

F

or a long time, brick-and-mortar

appeal of the former formula for success

retailing has been one of the

has weakened considerably. This is because

40 percent of all retail sales are now made

economic sectors that are meant

new competition has developed on the

via online-based business models - and the

to have a special ability to adapt

internet through the establishment of highly

trend is rising. While even before the Covid

to the respective competitive situation and

successful online stores, entire marketplaces

pandemic there were speculations that brick-

the changing expectations of its customers.

or much-used price comparison portals, which

and-mortar retail was in danger of becoming

The expression ‘retail is change’ is a phrase

present the range of products very clearly in a

a victim of digitization, the consequences of

associated with this - for decades, highly

virtual environment. They’re available not just

the lockdowns have significantly intensified

successful and industry-defining forms

‘24/7’ around the clock and on weekends from

this development: a large number of studies

of operation such as department stores,

home, but also through smartphones from

show how strongly and permanently

supermarkets and discount stores or

any location on the road. And while these

shopping habits have changed as a result

shopping and outlet centers have been

new shopping options with their search term

of the pandemic - with even more intensive

created in this way.

logic initially tended to serve only targeted

use of online offers and even more critical

shoppers, the new possibilities of social

questioning of one’s own consumer behavior.

However, with the digitalization of the

12

economy and the associated emergence

shopping also satisfy the need for inspiration

of completely new business models, the

and stimulation while shopping.

RETAIL-MERCHANDISER.COM

As a result, in some industries, more than

An additional potential threat to stationary retailers is the increasing entry of companies

Experience their assortments mostly tucked away on the

If classic retail wants to survive in such an environment, if companies really want people to keep coming to their stores, then the stores must offer more than the competition

shelf without commentary or emotion.

• On the internet, the actual product range is supplemented with meaningful accompanying articles - in many classic business models, the customer ‘stumbles’ across special setups that are obviously selected more from a margin-optimizing

from outside the sector into stationary retail

no longer be solely on cost and efficiency-

by opening their own stores. Under the terms

driven considerations from a one-sided

perspective.

‘direct-to-consumer’ and ‘verticalization’,

company perspective - the actual desires

in the checkout process is constantly

manufacturers are now seeking the direct

and needs of the customer must become the

being optimized in terms of programming

route to the consumer in almost all product

yardstick for evaluation: Only when retailers

to enhance the customer experience,

ranges - bypassing the traditional retail trade.

stop thinking like retailers will they be truly

consumers in classic supermarkets are driven

This is being done via highly professional

innovative in a competitive context and win

at the checkout to pack up their purchases as

specialty stores, excitingly staged flagship

customers over again.

quickly as possible to make room for the next

• While in online retail the click effort

stores or temporary pop-up stores in the best

What is exciting in this context is that

locations. What is also particularly interesting

traditional business models can learn from

customer.

A convincing shopping experience is so

is that more and more former ‘online only’

their competitors online. One of the special

important because it can be firmly anchored

companies are discovering this route for

success factors of online retailing is an

in the consumer’s memory for a long time -

themselves and setting new standards with

unconditional customer and experience

in contrast to marketing measures that are

unusual, attractive shopfitting and staging

orientation of all design aspects and process

often rather impersonal, highly standardized

concepts - and that too in an almost perfect

factors in the realization of the respective

and increasingly perceived as superficial. This

network of the offline and online worlds.

business models. It is not just that Amazon

makes it clear that in today’s world we can no

With the consequences of digitization

founder, Jeff Bezos, is reported to attribute

longer speak of the ‘point of sale’ - from all

and changing values, with the parallel

his great success to the uncompromising

our thinking and actions we must move to the

strengthening self-confidence of the industry

orientation of all processes down to the last

conscious design of a ‘point of experience’.

and now also with the consequences of

detail, to his customers wishes. Tarek Müller,

Holistically, from the customer’s point of view

Covid and the accompanying lockdowns,

the founder of the German online store

across all design and process levels down to

a competition that used to be just about

AboutYou, which is still quite young but now

the smallest detail, is the only way to make

predictable for the traditional companies

listed on the stock exchange and has won

customer centricity a direct experience. v

of stationary retail, has developed into a

many awards, also attributes the rapid rise of

competition that is more multifaceted than

his business model to a strict orientation of

ever before. With an enormous breadth and an

the entire concept to his customers’ requests

increasingly professional appearance, highly

and an outstanding quality of experience

exciting shopping alternatives are opening up

compared with their competition.

at a threatening speed - a phenomenon that has developed into a ‘hypercompetition’.

If classic retail wants to survive in such an

When it comes to designing the shopping experience, online providers are not content with just offering a range of products tailored

environment, if companies really want people

to the customer, but also incorporate all

to keep coming to their stores, then the stores

operating and handling processes down to

must offer more than the competition, not

the smallest detail:

less. They can do with even more exciting

• In the case of online providers,

assortments and inspiring merchandise

individual products are provided with even

presentations, relevant services and

more information through the integration

convincing advice, an inviting atmosphere and

of exciting tutorials, lively moving image

smooth, consistent processes that are in line

sequences or helpful experiences of other

with the assortment concept.

customers, while most classic providers have

At the same time, a move away from business models that all too often tend to focus only on optimizing internal processes.

If brick-and-mortar retailers want to continue to inspire their customers, then they must also adopt this customer perspective in the evaluation of their own business model and the accompanying processes. The focus must

Professor Dr Wolfgang Merkle Professor Dr Wolfgang Merkle is Professor of Marketing & Management at UE - University of Europe for Applied Sciences in Hamburg and owner of ‘Merkle. Speaking. Sparring. Consulting.’ Prior to this, he spent over 25 years as CMO, divisional board member, managing director and director at Tchibo, Galeria Kaufhof, ZARA, Massimo Dutti and Otto. https://www.ue-germany.com/

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13

Delivering the unboxing experience E

Commerce has proven itself as the saving grace for many

The new eCommerce consumer differential

brands during the Covid-19 pandemic. Along with various

digitalization programs, eCommerce enabled companies to continue to operate and provide for consumers during the height of the pandemic.

Today, as businesses consider the next steps within eCommerce, one area that is garnering particular attention is packaging – and in particular how brands can use their eCommerce packaging to delight consumers, and provide a differential shopping experience that drives engagement and long-term brand loyalty.

Ben Ginesi explains the role of digital printing in creating new opportunities for brands to develop creative and visually engaging eCommerce packaging, that enriches the consumer experience, and supports wider brand awareness and marketing initiatives.

The changing eCommerce market

research suggests that online growth in

to deliver a positive brand experience that

Through the pandemic, eCommerce proved

digital sales will continue to accelerate,

drives reviews, recommendations, and repeat

itself as one of the most formidable sales

accounting for over half of the absolute value

sales. The point at which the consumer takes

channels for retailers, with global online

growth of the global retail sector from 2020

delivery of the product they have bought

product sales growing by 26 percent in 2020,

to 2025, equating to $1.36 trillion.

becomes the crucial moment they will

according to research from Euromonitor

14

While eCommerce sales are increasing

remember; and the moment they will share

International. The most significant growth

overall, competition between brands is

with their contacts on social media platforms

was seen in the food and drink sector, which

fierce, as they seek to capitalize on the

like Facebook, Instagram, and YouTube.

grew by 53 percent, with absolute value

opportunity. This raises questions about how

growth totaling more than $80 billion. The

to differentiate and engage with consumers

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There was a time when the sole purpose of the corrugated box in packaging was to move

Packaging a product from A to B undamaged; but, times

Forest Brewery, located in the New Forest

have changed, and packaging for eCommerce

National Park in the UK, embraced digital

now provides a new way for brands to

printing to create a limited edition gift pack

differentiate and interact with consumers.

of beers to celebrate its tenth anniversary –

Engaging, consumer-focused packaging

the packaging developed was attractive and

can now be used to provide an unboxing

colorful, helping to mark the occasion with

experience that amplifies a brand’s story;

creativity and flair.

supports wider marketing campaigns; and

Digital printing also opens up the

delivers a modern, personalized consumer

opportunity to create a more personalized

experience at the point of product delivery.

experience for the recipient. For example,

been delivered to consumers inside a plain

PostmanPooch offers mail delivery of gift

brown box for logistics – now the traditional

The unboxing experience

boxes for pet dogs which can be personalized

outer brown box can become part of a visually

The idea of providing an impressive,

by breed and occasion (e.g. Christmas

creative unboxing experience and reduce the

sophisticated, and creative unboxing

and birthday). The brand also promotes

amount of non-essential packaging.

experience is not new. Luxury retailers

its shoppers’ unboxing experiences on its

in high-end fashion, jewelry, consumer

website by pointing back to Instagram posts

Conclusion

electronics, and automotive have offered this

and published reviews, highlighting the

Short run, creative, personalized packaging

experience for at least the last decade. Nor is

potential of an unboxing experience.

is no longer the preserve of luxury brands

the idea of recording and sharing an unboxing

Small batch printing facilitated by digital

alone. Digital printing presents a significant

experience online new – the first unboxing

printing allows brands to take control of the

opportunity for direct-to-consumer and

video appeared in 2006 of the Nokia E61 cell

consumer experience – messaging printed

eCommerce brands in all industries, providing

phone on Yahoo Tech. However, the challenge

on boxes can directly invite consumers to

the potential to enrich consumer experience

of the past was that the cost and availability

share their thoughts online, while printed

and connect with consumers at a far more

of the printing technology prevented all but

2D codes on boxes can be used to provide

individualized level.

the most luxury brands from participating.

additional product information, promote

Unboxing and personalization, alongside

Traditionally, flexographic printing

loyalty schemes, and further encourage

creative consumer marketing, engagement,

systems were the only options available

social sharing. You can browse multiple

and packaging strategies have the potential

for printing onto corrugated boxes. This

social media platforms to see this play out as

to drive consumer relationships in a way that

approach is generally more expensive for

consumers document their product unboxing

delivers repeat business, enhances consumer

small batches, because it requires more

experiences – on YouTube there are entire

loyalty, and which builds better brand

resourcing and tooling, with long set-up times

channels dedicated to product reviews and

awareness.

and new plates required when a change in

unboxing.

graphics occurs. As such, flexo is generally

There are also considerable environmental

Digital printing is democratizing this potential for brands – and businesses are

only suitable for high-volume printing – or

bonuses to digital printing. The technology

just now scratching the surface of what is

reserved for high-margin brands willing to

overcomes any issues with excess waste

possible. For those brands that have not yet

absorb the cost of a short print run.

caused by minimum print runs from traditional

considered digital printing for eCommerce

flexographic systems, enabling brands to

packaging, now may be the time to

digital printing technology, smaller brands and

produce smaller print runs as and when

reassess existing consumer experience and

those working within tight margin industries

needed. In addition, creating specific branding

engagement strategies, and ‘go digital’. v

(e.g. food and beverage) can also compete and

for eCommerce packaging can actually reduce

deliver an innovative experience for today’s

the overall packaging used by a brand. In the

For a list of the sources used in this article, please

eCommerce shopper. With digital printing,

past, a retail version of a product may have

contact the editor.

Today, with the growing availability of

the printing approach is flexible, plate-free, and requires minimal set-up time, so former limitations like cost and minimum print runs

Ben Ginesi

are no longer roadblocks to creating engaging

Ben Ginesi is European Sales Manager for Digital Corrugated

packaging for eCommerce.

Packaging at Domino Printing Sciences (Domino). Since 1978,

Technology leads the way

and manufacture of coding, marking and printing technologies,

With digital printing, brands can incorporate seasonality, loyalty, and wider marketing initiatives into their product packaging – with short print runs enabling the production of anything from 100–10,000 pieces of

Domino has established a global reputation for the development as well as its worldwide aftermarket products and customer services. Today, Domino offers one of the most comprehensive portfolios of complete end to end coding solutions spanning primary, secondary and tertiary applications designed to satisfy the compliance and productivity requirements of manufacturers. https://www.domino-printing.com/en-gb/home.aspx

packaging at a competitive price. Vibrant

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15

Returns jeopardy The aspirin that soothes the returns headache

when retailers threw in free returns to make

more returns. And that leads to more cost – in

A

the new concept of buying online attractive,

customer refunds, in reverse logistics and,

customers have been led to expect a free

more often than not, in products that are

re returns the biggest headache

returns option. In a pandemic, they also want

simply never put back on sale.

for online retailers? Returns are

that returns process to be as simple and low

not so great for customers either.

touch as possible.

If retailers are to make the most

disappointment of receiving the wrong or

of the new captive audience, it is time to stop

in eCommerce demand, inadequate returns

broken product or something that has been so

treating returns as an annoying business cost.

processes could derail the business. The

delayed it is well past its best. Then they have

With the right approach, retailers can improve

problem is that the worse the fulfilment

been compelled to repack the item, trudge to

the customer experience, using returns

process is, the higher the number of returns

the post office and sometimes pay the cost of

data to massively reduce the number of

are. As many retailers are finding, as they

return postage themselves. Finally, they then

returned items and inform future buying and

struggle to ramp up in response to new

have no idea what has happened to the item

merchandising strategies, insists James Hyde.

customer orders, inaccurate product picking,

returned, whether it has been received back

ill-judged packaging and badly managed

at the warehouse, and have to wait for weeks

logistics partnerships mean only one thing:

to receive a refund.

Returns are an inevitable part of the eCommerce retail model. From the early days,

16

For retailers grappling with the huge surge

And this is hardly a happy customer experience. Firstly, they endured the

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Returns

An easy returns process is also a critical

information on the website, faulty products or

part of the customer experience. Providing

delivery problems? If products are repeatedly

customers with a branded online returns

returned due to mis-sizing, a company could

portal – rather than a paper slip in the parcel –

opt to suggest customers choose a different

makes a huge difference. From the ease with

size on the web site. It could certainly embark

which they can initiate the returns process,

upon robust discussions with a supplier about

to the ability to track the item all the way

the sizing issue and be far more proactive

back into the warehouse and see the timing

about checking any future deliveries from

of a refund, keeping customers in the loop

that company.

enhances this tricky part of the experience.

There are so many critical business issues that returns information can identify – for

There is absolutely nothing about this experience that is likely to inspire a customer to buy from that retailer again. Something has to change – and that is the way retailers consider

Business understanding

example, if items are repeatedly damaged in

This approach also makes it incredibly easy

transit, is this due to the courier or does the

to capture the customer’s reason for return

packaging need to be overhauled for that

– and that is information that every retailer

product type?

should be all over.

Which products are being returned most frequently? Is this due to incorrect

Returns information is a continuous source of invaluable business data that should be actively consumed by every retailer. v

and manage returns.

James Hyde

Change of attitude

James Hyde is Founder of James and James Fulfilment. James and James Fulfilment provides

Getting the returns process right can reduce

outsourced fulfilment services to online retailers. It stores their products, picks, packs and ships their

cost and waste and actually enhance the brand

orders, and handles any returns. The company was founded by University of Cambridge graduates,

experience. A scalable fulfilment model is the

James Hyde and James Strachan, in 2010, when they could not find a modern fulfilment solution for

start – one that delivers the same quality of accurate picking and packing irrespective of the number of items shipped each day. With this approach, customers will still return products – but not as a result of receiving the wrong item or because the product didn’t arrive on time.

an eCommerce business they worked for. Since then, its proprietary software has won a Queen’s Award for Enterprise in the field of Innovation and it has joined the Fast Track 100 and FT1000 lists of high-growth companies. Headquartered in Northampton, UK, with additional fulfilment centres in Ohio, USA and Venlo, the Netherlands, the company secured an £11m investment from private equity investor, LDC, in March 2020. It won a second Queen’s Award – for International Trade – in April 2020. www.ecommercefulfilment.com

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Are you being served?

Three things to consider when implementing selfservice checkout in retail.

By Brad Fick

18

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M

ost shoppers view

stores shuttered or reduced hours, customers

convenience and efficiency

turned to online channels and eCommerce

as staples of the shopping

for groceries, housewares, fashion and more.

experience, especially

The ability to create the experience shoppers

since the pandemic changed many of our

want is easy online – but in-store, customers

shopping behaviors. When brick-and mortar

are now looking for a similar experience.

Self service

From employing kiosks and price checkers to self-checkout payments systems to meet health and safety concerns to implementing

and eCommerce experience, helping meet

is here to stay. And as retailers continue to

new customer demands.

improve the in-store experience and work to

This need for self-service in brick-and-

create omnichannel sales options, leaders are

omnichannel solutions like buy online, pick

mortar has transformed into a new normal. In

focusing more on the benefits of self-service

up in-store (BOPIS), retailers are starting to

other words, the digital transformation that

instead of questioning which technology to

bridge the gap between the brick-and-mortar

retailers started to make during the pandemic

choose.

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19

Here are three considerations retailers

improvement retailer might not fit the bill for a

your brand whether online or in the store.

should focus on when deploying self-service

business that sells high-end handbags. When

When self-checkout systems first hit the

in retail environments.

implementing self-service, it is essential for

market, retailers had minimal options. Initially,

retailers to think about their own customers’

self-checkout systems came as expensive,

Deploy for your customer and your brand

shopping journeys. For example, does a

one-solution machines that had little to no

traditional self-checkout lane suffice, or

effect on the customer shopping journey.

Customers want a modern, self-service

would customers benefit from a self-service

They didn’t integrate well into store layouts or

payment and checkout experience. Most have

payment option elsewhere within the store to

match individual store brands.

gotten comfortable with – and even prefer – a

help create a more streamlined experience?

cashier-less experience. To stay abreast of

Perhaps a convertible lane that offers

what retail (and consumers) envisioned it

these changes, it is important for retailers

convenient tap-to-pay options while also

to be. Today, self-checkout systems can be

to plan and deploy self-service options

providing a stationary POS checkout system

purchased as modular, dynamic solutions that

accordingly.

could be the line-busting solution to an

can fit into any store format and be highly

otherwise negative experience at checkout.

customized and branded to meet the needs of

However, self-service systems and checkouts are not a one-size-fits-all solution.

A solution that might work well for a home

20

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Additionally, every customer journey should be effortless and feel like it matches

However, self-service has caught up to

any store brands and its customers.

From customizing the self-checkout fixture

Self service store’s customers might primarily deal

if a customer orders something online to pick

with and handle cash. So, deploying a cash

up in the store, employees would work at

management system that offers both cash

the customer service desk to help with the

and card capabilities can help cater to a

checkout process. However, smart lockers

variety of customer needs.

offer a secure location for online orders

However, adding a cash component to

or high-value in-store items to be stored.

a self-checkout solution can come with its

Customers can easily retrieve items without

own set of challenges. Managing cash can be

the need to visit a customer service desk,

very labor-intensive. The machines require

which frees the attention of employees to

specialized employee training, management

focus on other tasks.

oversight, maintenance and extra security

With the help of self-service solutions,

protocols. Because of this, some retailers opt

retailers can distribute teams and labor more

for self-checkouts that only handle cards and

effectively and help employees not feel

have cash customers pay at traditional lanes.

overburdened or burnt out. In other words,

Or enabling just one or two self-checkouts

self-checkout systems allow retailers to

with cash management systems can help

shift employees from check-out to customer

foster customer engagement, while keeping

service roles, which can help employees build

operational costs low.

stronger relationships with customers and

With self-checkout and cash management

upsell to boost the bottom line.

often comes the question of security. Today’s self-service checkout solutions offer come

Future forward

with a variety of solutions to help prevent

Retailers continue to deploy self-service

loss and theft. From mounted personal video

options to keep pace with evolving customer

monitors to providing enhanced lighting and

expectations. This means, as customers

camera options, retailers can implement

continue to request more convenience,

a solution that fits their needs while

flexibility and efficiency, retailers will continue

maintaining an environment that discourages

to update self-service solutions to stay

fraud or theft at the self-checkout.

modern and agile.

Enjoy the labor savings

tools are likely just the first step. Eventually,

The rise of self-service is a benefit not

retailers might move further away from

exclusive to shoppers. While customers have

manned lanes altogether, allocating

become more comfortable with self-checkout,

employees to more skilled customer-facing

retailers have found that they can redeploy

roles in sales, inventory management and loss

employees to focus on critical tasks around

prevention.

Today’s self-service technologies and

the store. This can range from managing

In just a few short years, retailers are

inventory and preventing out-of-stocks to

finding that self-service has finally caught up

fulfilling online orders and working the sales

to what they hoped it could be. Although a

with branded colors to ensuring the interface

floor, helping maximize productivity and

key driver can be accredited to the pandemic,

is identical on all shopper-facing systems,

efficiency.

consumers have been shifting toward self-

kiosks, smart lockers, etc., having a cohesive

BOPIS lockers are a great example of a

service for years. It just took a pandemic

brand helps enhance the shopping experience

self-service option that is helping mitigate the

(and better technology) to offer a compelling

and keeps customers coming back.

challenges of the labor shortage. Traditionally,

reason to embrace it. v

Consider cash, consider the customer, consider loss prevention

Brad Fick

Another consideration retailers should keep

is a nationwide consultant and technology solutions provider for tier-one retail, travel and lodging

in mind is whether to implement a selfcheckout system that has cash management capabilities or a credit/debit card-only machine. To help make this decision, think about the target customers and what the store offers. For example, a chain thrift

Brad Fick is President of Direct Source. Headquartered in Minneapolis, Minnesota, Direct Source industries, with a network of more than 2,500 installation specialists. Direct Source’s hardware procurement, software development and deployment services are designed to help maintain a competitive edge and improve site productivity and customer service. Always vendor-neutral, the company draws upon its innovative and industry-encompassing experience to recommend technologies that help clients operate faster, smarter and more profitably. www.directsource.com

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21

22

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Fashion retail

Time to go digital Marco Vergani takes a look at the fashion industry and asks – is this our last hope?

B

usinesses, governments, and industries need to face up to the impending climate crisis.

And with 85 percent of textiles

thrown out and not recycled each year (UNECE), the fashion and apparel industry need to make big changes. And soon.

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23

When world leaders gathered at COP26

To some, this may seem ridiculous, but just consider: a garbage truck full of clothes

hitting their previous target of a 30 percent

initiatives, the fashion industry was

is dumped or burned every second; and the

reduction by the same deadline.

of particular interest. Because despite

UN predicts that every pair of jeans made

generating revenue equal to the seventh

requires a kilogram of cotton, the production

agreements aren’t just performative. A wide

largest nation-state in the world, it remains

of which uses the equivalent of ten years’

range of fashion brands and organizations

one of the least regulated sectors. This lack

drinking water for one person.

recently penned an open letter to world

of oversight has led the industry to become

But there is hope that the new

leaders, highlighting the role their industry

one of the biggest offenders in terms of CO2

Agreeing change is needed

can play in addressing net zero and

emissions, water pollution, and textile waste.

These figures are unsustainable, and fashion

climate change goals. In it, they stressed

Big Oil is often a more obvious target for

24

brands they evaluated was even close to

to highlight the importance of sustainable

leaders signed new agreements at COP26

the importance of waste elimination and

attack when it comes to carbon emissions.

to halve CO2 emissions by the end of the

increased responsibility and the need for

After all, it is the world’s biggest polluter. But

decade. But Stand.earth analysis ahead of

a closer partnership with the textiles and

the fashion industry ranks second.

the conference found that none of the major

manufacturing industries.

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Fashion retail topped up significantly by the manufacturing process.

K3 research from this year found that

Looop by H&M has brought recycling in-store. For around the equivalent of £10, customers in Stockholm can watch as their

apparel brands see sustainability as primarily

garment is shredded, and the machine knits

a supply chain issue. This awareness is

a new one from the fibers. A double win for

leading change, with emphasis put on

H&M, creating both an engaging customer

ethically run factories producing garments

experience and helping the consumer,

from sustainable materials. The brands are

business, and industry become more

eager to communicate these new operations

sustainable.

to the end consumer, feeding into their desire

And they aren’t alone in finding new ways

for the products they buy to be credibly

to increase sustainability. World-renowned,

sustainable and not greenwashed.

high-end department store chain Selfridges

For these changes to have real effects,

recently launched their Project Earth

brands across the globe need to implement

initiative. This includes Resellfridges – a

new and sustainable business practices.

range of ‘pre-loved’ items – a collaboration

This means proactively searching along the

with clothing rental program Hurr Collective,

supply chain for ways to improve. They must

and a repair concierge service.

work with their manufacturers to invest in renewable energy and improve waste

Cut your losses with tech

treatment, understand the origin and impact

Of course, technology has a huge role to play

of the materials used in garments, and ensure

in helping to reform the fashion industry.

the textile industry is reducing waste.

Optimizing the entire supply chain is a mammoth task, with brands often unaware of

Circling back to a solution

all their suppliers. Technology can help create

There is no denying that waste is ingrained

transparency, with ERP producing meaningful

into the modern-day fashion industry. Almost

insights through corporate data analyses.

an eighth of fibers are left on the factory floor, a quarter of garments remain unsold,

understand where wastage occurs and learn

and fewer than one percent of products are

how to cut it out, whether that’s through the

recycled.

reduction of excess stock or loss in factories.

For the fashion industry to become

ensure sustainable practices along the entire

economy. Through this, a garment has more

supply chain. And critically, they can make

than just a single value. Instead, it is recycled,

sure they are in compliance with regulatory

whether that’s by rental or being sold,

requirements across the globe.

then sold again to continue the cycle.

For obvious reasons, this new model has

With data-led decisions paving the way, and investments in new technologies to streamline processes, retailers will be able

made brands worried. Traditionally, they are

keep up with consumer demand and drive

used to a linear model, where garments are

revenue.

created and sold only once. But the rising tide environmentally aware. According to a

They can support supplier traceability to

sustainable, it must become a circular

repaired and refurbished where needed, and

The public are also becoming more

With the correct solutions, brands can

It is vital that the fashion industry

of public sentiment has pushed brands to

embraces digitization. Not only for its own

think more innovatively.

survival, but for that of the whole world. v

McKinsey survey, 60 percent of consumers now include environmental impact as a top consideration when purchasing new items.

Marco Vergani

This buying power has the influence to

Marco Vergani is CEO at K3 Business Technologies Group. As a Microsoft Cloud for Retail launch

change the industry from the shop floor right

partner, K3 champions but one ideal: to foster an ethical and socially responsible world driven by

through to the top of the supply chain.

sustainable practices. It has innovated retail technology for the last 30 years, but today, it simply aims to empower others to make greener choices – and that starts with its solutions. K3 blends its own

Finding the weakest link Most of the fashion industry’s environmental footprint occurs behind the scenes, away from the public eye. Over half of the sector’s emissions come from material choices alone,

IP with third-party products to create platforms that are truly transformative and enable forwardthinking brands to unlock enduring value and trust from intelligent, agile and sustainable business practices. With purpose and pace, K3 will permanently transform fashion, apparel and select retail markets into a model of good business, transparency, and ethical sustainability. https://www.k3btg.com/

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25

National Candle Association

The leading

light

Ahead of this year’s World Candle Congress, the National Candle Association continues its important role of giving a voice to the US candle industry

F 28

ounded in 1974, the National

Headquartered in Washington, DC, NCA has

Candle Association (NCA) acts as

more than 100 member companies, comprising

quality, safety, and corporate responsibility,

As part of its commitment to product

the collective voice for the candle

both candle manufacturers and suppliers. Not

NCA has played a leading role in the

industry: promoting the safe use

only does it provide a network for companies

development of industry standards for

and enjoyment of candles, monitoring and

with a related interest, the NCA is widely

candles and candle products. “The current

responding to issues impacting the industry,

recognized as the leading technical authority

national industry standards for candles have

and advancing the industry as a whole.

on candle manufacturing, science, and safety.

been developed, balloted, and published

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result was the ASTM Subcommittee on Candle Products, which includes members of NCA, CPSC, fire officials, safety organizations and other interested parties. To date, six ASTM candle standards have been published, two of which are reference standards.”

All companies involved in the candle industry are welcome to join the NCA, which arranges its members into three distinct categories. Regular Members are manufacturers or distributors of candles or candle accessories at the wholesale level in the US and Canada. Associate Members are businesses that provide products or services – such as containers, dyes, fragrances, waxes, and wicks – to wholesale manufacturers or distributors of candles or candle accessories in the US or internationally. Affiliate Members are primarily retailers of candles or candle accessories.

Held every spring, the NCA’s Annual Conference and Expo brings together the US candle industry for several days of networking, educational programming, and an exposition hall with the latest in new products and technologies. It’s just one example among many that underlines the benefits of NCA membership.

“We also hold virtual meetings in between the in-person annual conference, along with a number of other opportunities designed to help members succeed,” Bob notes. “Our NCA Committees ensure that companies’ positions are represented, and provide an opportunity to learn about and act on issues facing the industry. Likewise, our Technical Response Committee (TRC) provides members with direct access to a diverse group of industry experts to answer member questions, and we also conduct quarterly webinars to educate members on timely issues facing the industry.”

Recognized for the vital role that it plays in the long-term health of the candle industry, among NCA’s notable successes over the years was the imposition, and recent continuation, of the Antidumping Duty (AD) Order on petroleum wax candles from China (dumping occurs when a country or company through the ASTM International standards

“NCA’s role in the development of candle

exports a product at a price that is lower in

organization,” says Bob Pignato, Executive

standards dates back to 1997,” he continues.

the foreign importing market than the price

Director at the NCA. “Although ASTM candle

“In response to increased reports of candle

in the exporter’s domestic market, with the

standards are only applicable to the United

fires, the US Consumer Product Safety

biggest advantage of dumping being the

States, they are often referenced or drawn

Commission (CPSC) asked NCA to spearhead

ability to flood a market with product prices

upon internationally by candle organizations

an ASTM subcommittee to develop consensus

that are often considered unfair). The Order,

and regulatory authorities around the globe.

standards for improving candle fire safety. The

which held its fifth sunset review in 2021,

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29

National Candle Association

helps protect US-based manufacturers from

a continuation or recurrence of dumping.

and Europe: the Latin American Candle

injury from subsidized off-shore competitors.

The latter is responsible for determining if

Manufacturers Association (ALAFAVE),

“The industry has invested a tremendous

revocation of an order would likely result in

and the European Candle Manufacturers

effort over the years to gain and maintain

material injury or threat of material injury to

Association (ECMA). “It’s a chance to

this AD Order, which continues to contribute

the domestic industry.”

strengthen our relationship with our global

to the existence and health of the candle

Thankfully, NCA’s appeal was a success.

industry,” Bob states. “In early 2021, NCA

“In July 2021, the Department of Commerce

have built as an organization,” Bob reflects.

filed an entry of appearance for the fifth

indicated that revocation of the tariffs would

“Attendees from around the globe will be

sunset review with both the US Department

likely lead to the recurrence of dumping,” Bob

updated on the latest industry advancements,

of Commerce and the International Trade

comments. “In September 2021, the ITC ruled

trends, and other important topics at targeted

Commission (ITC).

in favor to continue the Antidumping Duty

educational sessions and technical programs.”

“The Department of Commerce and the ITC are required to conduct five-year

30

Order for another five years.”

Continuing the theme of fair competition,

partners, as well as share the success we

A key part of 2022’s event is ‘The Luminaria Project’ – an initiative intended to help the

reviews of the AD Order to determine if it

2022 marks the seventh World Candle

World Candle Congress leave a lasting legacy

should be revoked,” he goes on. “The former

Congress. Held every three years, this year’s

for its host cities. “As part of this year’s

is responsible for determining whether

event is hosted by NCA, together with two

initiative, a portion of all meeting registrations

revocation of an order would likely lead to

leading associations from South America

will be donated to a worthy local organization

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“This study consisted of burning a series of representative candles inside of a sealed test chamber in order to collect and measure the production of potentially hazardous combustion products and other candle emissions such as fragrance,” he explains. “The study demonstrated that with the exception of slight exceedances of the short-term exposure to nitrogen NCA Headquarters

dioxide, typical fragranced candle emissions are below the most conservative safe limits

“With in-person meetings on hold for two

set by regulatory authorities and safety

years, the association members continued

organizations.”

to meet virtually,” he reveals. “We conducted

For Bob, none of NCA’s work would be

several virtual business meetings that

possible without the dedicated efforts

covered all the same information for members

of its experienced and enthusiastic staff.

as an in-person meeting. We also held

“As with most trade associations, the

several interactive virtual social networking

relationship between our employees, the

events, which were a great way to keep the

board of directors, NCA committees, and the

membership engaged. The only NCA Annual

members is key to creating an environment

Conference and Expo that was canceled was

where everyone succeeds,” he confirms.

in 2020, with our members reconvening

“Whether it’s our operations staff, our

in-person in October 2021 in Birmingham,

communications team, or our meetings

Alabama. The importance of NCA staff staying

in support of children,” Bob reveals. “A

department, everyone is actively involved in

connected with NCA members during this

ceremony to present donations and honor the

day-to-day operations. We value their input,

period was invaluable.”

organization chosen was held on the evening

and allow them to succeed, creating a team-

of 17th May 2022. This year’s recipient is the

based environment that helps individuals

underline NCA’s ongoing commitment to

Youth Empowerment Project of New Orleans.”

feel valued, appreciated, and challenged by

its industry. “Our mission is to serve and

their work.”

represent our candle manufacturing members

Outside of the Congress, NCA remains actively engaged in a number of projects to

It’s an attitude that has put NCA in good

Before we conclude, Bob is keen to

of the US and their suppliers, and to promote

drive and maintain high standards throughout

stead throughout the recent Covid-19

safe products and a healthy environment

the candle industry. “In 2021, we completed

pandemic. “We already had a number of

for the industry,” he emphasizes. “We will

the International Fragranced Candle Study,

systems in place internally that allowed

continue to be the leading authority on

an effort to generate reliable data and

our staff to transition quickly to remote

candles and candle manufacturing, and

determine if there are any potential health

working,” Bob indicates. “That included

the only US organization working solely on

risks associated with the use of fragranced

all files in the cloud, Zoom in place, and

behalf of the candle industry. As we continue

candles,” Bob points out. “We, along with the

call forwarding on our office phones. This

to promote candle safety, and educate the

ALAFAVE and ECMA, undertook a major study

allowed staff to continue broadly as normal,

industry, we expect to see more organizations

to measure the exposures to candle emissions

and to connect with each other on a daily

join NCA in the coming year.” v

and determine if they were within safe limits.

basis.

https://candles.org

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31

ScentsAbility Candles

A light in

the dark

S

ScentsAbility Candles is more than just a candlemaking business; this organization is on a mission to provide a purpose-filled life for those living with intellectual and developmental disorders

centsAbility Candles (ScentsAbility)

are extremely limited. For Bonnie and Denise,

began its journey with one goal

this was a daunting and stressful thought for

fragrances, but this developed into something

in mind: to create an environment

two mothers who had ruled out the option

that reflected our mission, and provided a

where people living with an

of sending their children to care homes

product that customers could only get from

intellectual and developmental disability (I/

(an adult day care that would not provide a

ScentsAbility. We realized that because

DD) can lead a purposeful life. Like any mother

purposeful day). “Although both of them have

each of the young adults and artisans that

would, the Co-Founders, Bonnie Schmidt and

medical conditions that need to be monitored

make our candles are so unique, it would be

Denise Anderson, who both have daughters

throughout the day, they also have this

fitting to have our candles represent that

living with an (I/DD), wanted to provide the

incredible energy and desire to contribute to

individuality. This led us to incorporating more

best possibilities for their children. We speak

their community, and do something with their

complex aromas, which is essentially where

with Bonnie about the flame that sparked

lives that we couldn’t just ignore,” she says.

the non-profit meets the business aspect of

ScentsAbility, and how the company is

what we do,” she explains.

changing the livelihoods of the young adults

mix. The multi-sensory experience of creating a

who keep its candle burning.

candle is excellent for keeping those with (I/DD)

mission are Positivity, Gratitude, Potential,

In the United States, children living with

32

This is how candle-making came into the

“We originally started with very basic

The core values that support ScentsAbility’s

engaged in a fun and exciting craft, but Bonnie

Ability and Purpose and the company’s

an intellectual disability are allowed until the

and Denise wanted to take this one step further.

product range of fragrances are thus named

age of 22 to complete their schooling careers.

“We didn’t want just a craft, we wanted a product

accordingly. “Now, the fragrances reflect a

Thereafter, options for a safe, purposeful day

that would be marketable and high-quality.

specific Artisan on our team based on that

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the fragrance is Mystic Garden, which perfectly reflects her,” shares Bonnie. Another example is Purpose, Lexy’s candle. This complex blend of Italian bergamot, citrus, lily and rose also contains notes of amber, cedar, smoky spices, musk and chocolate. “It’s a unisex blend that truly reflects Lexy’s sassiness and personality,” she says. Bonnie also adds that the business is in the process of creating two new candles, and has recently released a Lavendin candle, with a beautiful fragrance created by Symrise, Inc., as part of the company’s seasonal fragrance.

While candle-making is the crux of the company, there is another element to its mission.

Born from ScentsAbility was the IDDeal Foundation, which promotes whole-person solutions, and equips adults living with (I/DD) with the

of our raw materials. IGI donates our wax

opportunities they need to thrive In Work Live

blend, Wick-it donates all of our wicks, and

Play. Bonnie highlights that 100 percent of

we receive our core fragrances from Cosmo

a ScentsAbility product purchase is invested

International Fragrances, Arylessence and

into the foundation to enrich the lives of the

Aroma Knowledge.

young people. For example, one candle, at 30

“In terms of business challenges, we do

dollars, could provide a young person with

the majority of the work ourselves to reduce

a group workout session to help keep them

expenses and our challenge is to increase

active and healthy.

donations and grant income so we can hire

Within the Foundation, Bonnie and Denise

staff. We hope that by continuing with the

have pulled together their best efforts to

momentum we currently have that one day,

create a space where every member feels

we will be in a comfortable position to bring

important, and part of the team. “To really

on full-time employees. Once we reach that

make a difference in the lives of these

level, then I believe there will be more than

young people, we need to find ways to make

enough being donated to into IDDEAL, and

value. For example, I have been told since my

everybody’s disability their strength. With

we can look at expanding this project to reach

daughter, Jessica was a baby that she would

Jessica, who has such a beautiful personality,

even more people.”

never walk or talk, and we were advised to

we’ve made her the greeter, and the one

In drawing our conversation to a close,

put her in an institution, but of course that

who greets customers, and makes people

Bonnie concludes with a poignant message

was never going to happen. Although she

feel warm and welcome when they visit us.

that not only applies to the ethos within the

has spent her whole life going to physical,

In Lexy’s, who has Down Syndrome, case

company, but serves as a lesson for all of us.

Occupational and Speech therapy, she has

she loves to work, so Lexy will put the wicks

“Everyone has dreams and desires; we all

been determined and driven to succeed in

together for thousands of candles in just a

want to thrive, and feel part of a community,

whatever she sets her mind to. Now, she has

couple of hours because she has this fantastic

we want to be fit and eat well, and look after

this flourishing personality and a wonderful

focus,” Bonnie highlights.

ourselves. That isn’t any less true for those

gift of making others feel loved. So, her

As far as the candle-making aspect of the

with an (I/DD); they just need a bit of extra

candle is the Ability Candle, with a fragrance

business goes, the company’s journey has

support. It’s important to respect each other,

that was made and donated by Cosmo

not been easy, but Bonnie takes a moment

and see each other as individuals with hopes

International Fragrances.

to thank the National Candle Association,

to do well. We should help each other with

which has supported their mission “They

that journey, and I think if we can do that, we

her. The scent of this candle is quite feminine

“On the label, you’ll see a small image of

awarded us a free lifetime membership. We

can all accomplish a great deal more than we

and floral, with hints of wild flowers to add

have made connections with many of the

realize.” v

that extra sweetness. The actual name of

vendors who have generously donated many

https://scentsability.org

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33

Renegade Candle Company

Breaking

the mould

With a wealth of industry expertise, candle manufacturer Renegade Candles is facilitating an exciting era for the industry, thanks to a focus on consumer-tailored products

K

athy LaVanier’s first foray into

Kathy acquired the skills and experience

the company its name. Driven by a belief in

the home fragrance and décor

needed to launch her own custom candle

the need for a consumer-driven approach,

industry came in the early part

manufacturing, which she did, in 2010, upon

Renegade is committed to thinking outside

of the 1990s, during stints for

founding the Renegade Candle Company with

the box. That means, pushing for bold and

three other co-conspirator industry experts.

innovative ideas that help deliver the very

the likes of Bath & Body Works, Victoria’s Secret and Wicks n’ Sticks. A move into the

34

Today, Renegade offers customers a fresh

best for its clients.

manufacturing sector followed, working for

approach and meaningful ways to overcome

such brands as Illuminations, Candle-lite, and

obstacles within the marketplace, and it’s this

entrepreneurs get started,” remarks Kathy,

the Fragrant Passage Candle Company. There,

rebellion against corporate culture that gives

CEO of Renegade. “We do have big clients, like

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“At Renegade, we focus on helping

Abercrombie & Fitch, and Estée Lauder. But we also take on small, upstart clients, and help them find out if their new brand will be a success with candles. That’s really our team’s DNA: helping new entrepreneurs have a space where they can go to get their product manufactured, and do so in a safe way.”

“We know how to do that, and we have a strong record of helping small companies, particularly within the cosmetic sector, to extend into candles,” says Jake Snowden, who joined Renegade as Director of Design and Development after previously working for and helping launch two leading candle brands.

Renegade’s vision for the sector is reflective of another upstart industry: craft beer. “In recent years, we’ve seen the rise of local beermakers – who charge more,

L-R: Kathy LaVanier, Shanon Yawkey and Jake Snowden

but who also do something interesting and specialized, tailored to a particular client who enjoys a particular type of product,” Kathy comments. “Candles are very similar; we help clients that are focused on a particular part of the marketplace, and it’s so much fun because our clients don’t live in that corporate box. Instead, they push the envelope, they have fantastic ideas, and they’re excited and prepared to cut to the chase, not waste time on politics and endless meetings.”

For Kathy, part of the appeal of the candle industry for these smaller start-up clients is the protection offered to the industry by the Anti-Dumping Order, which seeks to prevent overseas producers from undercutting US competitors on price. “There was a point

Dumping Duty, and lobbies Congress to keep

competition,” Kathy reflects. “Although we’re

where companies from China were importing

it in place,” she explains. “The NCA also put

independently competitive on price and

candles, and selling them at retail for less

together a committee that created the safety

design skills, we make a product that could

than we could buy the wax, because they

standards for candles, which I’ve been on

potentially be dangerous, and so we pull

were being subsidised by the Chinese

since its inception in 1997. They’re voluntary

together, cooperating as an industry to make

government,” Kathy recalls. “That was driving

standards, but we’ve had plenty of success

sure to the best of our ability the product is

candle companies out of business in the US.

regardless, bringing about reductions in

safe.”

“It was the coming together of the industry against that practice that led to the founding

home-candle fires of more than half.”

With the company’s close ties to the NCA,

When Kathy and the team founded Renegade, it was their mission to build a

of the National Candle Association (NCA)

it’s perhaps little surprise that Renegade

company with enthusiasm and passion for

in the 1970s,” she explains. “That saved

itself places a strong emphasis on safety. “We

the industry. That it’s been a success is no

us – unlike the t-shirt business, or the steel

won’t compromise,” says Shanon Yawkey, VP

doubt, and the company’s work continues to

business, and some others that didn’t act in

of R&D who has over 20 years’ experience in

be bolstered by the experience, knowledge,

time. For us to start a candle company in the

the candle industry. “Other companies may be

and ambition of its team. “Everybody who

US, with all of its manufacturing based in the

willing to cut some corners in order to land a

works at Renegade is excited to be here,”

US, and using mostly US raw materials, is all

client, but we will not. The product has to be

Kathy tells us. “It’s like we’re BFFs. We love

possible because of the Anti-Dumping Order.”

safe. That’s an absolute for us.”

working together, and our clients love

Recently having completed a four-year

In driving these higher safety standards,

working with us as a result – because we

stint as President of the NCA, Kathy is vocal

Renegade isn’t alone. “A thing that a lot of

make business enjoyable, and because we

about the importance of the association

us that are in candles like about being in

treat them as partners and as friends.” v

today. “The NCA still maintains that Anti-

candles, is that we’re good friends with the

https://renegadecandles.com

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35

Kringle Candle

Making

scents With bespoke, aromatic candles, Kringle Candle Company is continuing a family tradition that prides itself on creating candles that customers love

S

pring is in the air, and so is the

36

Having been out of the candle making

The history of Kringle cannot be discussed

delicate scent of flowers in bloom,

business for more than ten years, the

without referencing the origins of its roots.

but these aromas of the warmer

Kittredge family name jumped back on

Considering the company’s founder was

seasons don’t only have to be

the scene in 2009. Kittredge originally

raised by the man who brought Yankee Candle

experienced for a short time of the year. At

made it into the candle business

to life, it is unsurprising that Michael Kittredge

Kringle Candle Company (Kringle), customers

following the development of one the

III would take to his father’s craft. In 2008,

can take those fragrances home with them.

biggest names in the US candle making

Michael made his first experimental candle,

From the floral sweetness of a cherry tree, to

business: Yankee Candle Company. Now,

purely out of curiosity. A year later, a college

subtle notes of dragonfruit lemonade, or even

Michael Kittredge III is following in his

project required him to produce and promote

the sugary delight of a Neapolitan sundae,

father’s footsteps as the Founder and

a product of his own choosing, and naturally,

the business prides itself on a variety of

President of his own candle-making

he took to candle production. Working on the

fragrances to match any season or occasion.

business: Kringle.

project brought him a great deal of fulfilment,

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than Michael had anticipated. But his father believed it could be strategically utilized, and serve as an excellent spot for production, packaging, and even retail.

Not long before Christmas of 2009, Kringle Candle was born. Since then, the business has continued to grow through the creation of unique, high-quality candles. The ultrafragrant line brings together the best of his family tradition, with new trends inspired by today’s culture, such as the ‘Boujee range’.

Michael incorporates a more scientific approach that enables his candles to emit the purest, brightest light possible. This has led to the signature white-flame candles that pair perfectly with a selection of backdrops. Above that, these candles are designed to mesh together with any décor, as the company has partnered with the finest perfumers to select an array of robust and realistic candle fragrances.

More recently, in 2017, Kringle Candle proudly expanded its product line by introducing the Country Candle brand of multicolour scented candles. Then, in 2019, Michael brought in the three-wick soy blends candles. The environmentally friendly concept has continued to be expanded upon and the business is now transitioning its large and medium jars to be 100 percent soy.

As with its white paraffin and multicolor wax, over the last five years, a significant amount of testing has been invested to create and manufacture candles made entirely from soybeans for a selection of editions to allow for clean-burning, yet highly fragrant aroma experiences. Now the business is excited to offer customers a personal choice in jar styles, wax, blend or 100 percent soy wax candles.

Whether you are after softer scents that and reconnected him to the heritage that

more eager to bring the project to fruition. He

take you to the depths of the Alpine forests,

his father had lain before him. Once the

began to investigate properties on the market

or whether you are more interested in the

project was completed, he wanted to take his

that would make an excellent fit to host the

sweet and cosy aromas of a coffee shop on

ambition one step further, and who better to

manufacturing of his product.

a Sunday morning, Kringle offers fragrant

help lift the business off the ground than his father?

Next on the journey of milestones was

candles designed to transport you to your

the purchase of a production facility in

escape. As the business continues to push for

Bernardston, Massachusetts. Father and son

expansive growth, it is clear that regardless of

aesthetic, and his father’s extensive

came across a building for sale that used to

how this journey takes shape, it is determined

expertise, the dynamic duo spent days

house the operations for GBI Marketing. It also

to push itself to create innovative and beloved

discussing the possibility of continuing the

turned out that the owner was a former client

candles to which its customers will keep

family legacy. As the two began to realise

of Mike Kittredge. With over 18,000-square-

returning. v

the potential of the company, Michael grew

feet of possibility, the space was much larger

www.kringlecandle.com

With a fresh concept for his company’s

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37

Trapp Fragrances

T

rapp Fragrances was founded in

impressive fragrance performance and quality.”

Kansas City, Missouri, in the early

Though the world has changed a lot since

well as the research and development unit to

1990s by Bob Trapp, a renowned

Trapp’s founding, the way in which the

guarantee our products will always be of the

local interior and floral designer. By

company carries out its meticulous process

uppermost quality, especially when adding

1994, the company had been making strong

of scent creation hasn’t. “Throughout the

new merchandise to the Trapp line.”

moves in the domestic candle market and was

decades, our philosophy has remained the

consequently acquired by Faultless Brands, a

same,” asserts Kelsey. “We’re set apart from

For Trapp, 2022 has been a time of exciting

family-owned company also located in Kansas

the competition by our use of only the highest

and promising development. “After more than

City.

quality ingredients across an unmatched range

25 years, Trapp introduced a complete brand

of fragrance types.

refresh, including a new logo, brand identity,

Since then, Trapp continues to promote Bob’s founding affection for the olfactory with

38

In turn, they work with our product team as

“At Trapp, we guarantee that every product

However, change is ultimately inevitable.

and tagline,” says Kelsey.

an ever-growing, dynamic product line. “Trapp

will fill the room with fragrance in minutes,

is one of the original luxury fragrance brands in

creating an environment that feels like home

packaging designs, new products, and new

the specialty market,” begins Kelsey Anderson,

every day. We have a talented team at our

fragrances. Trapp’s staple seven-ounce

Product Manager at Trapp Fragrances. “The

laboratory that rigorously work to ensure

candle is now available in both our signature

brand has built a loyal following due to its

that our products perform to high standards.

packaging and a re-imagined house box. Other

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“Our brand refresh features updated

featured products include room sprays, reed

boxes, which include a wide range of gifts

diffusers, and new ultrasonic diffuser oils,” she

such as soft cuddly toys, candy, loose leaf

adds.

teas, and (of course) candles, are a great way

Amber & Bergamot, Ginger Sage, Patchouli

of celebrating a variety of occasions for a

Sandalwood, Lemon Leaf & Basil, and Amalfi

multitude of recipients. “We’re really grateful

Citron. These are, among a throng of others,

for this partnership, not least because it has

the well-loved aromas that Trapp invites its

afforded us some exposure in a new consumer

customers to welcome into their homes. Each

category,” says Kelsey.

one, the company’s new tagline tells us, is ‘Full of Life’.

Part of that imbued love stems from

“We are also very excited about upcoming product launches, most notably our ultrasonic diffusers, which are due to be released

the physical processes that surround the

this summer,” she adds. “Our diffusers use

development of Trapp’s extensive range of

ultrasonic technology to energize your space

candles, diffusers, fragrance mists, and wax

and inspire wellness. With three designs to

melts. As Kelsey explains, however, the arrival

choose from, our customers can decide which

of the Covid-19 pandemic threatened to

one fits their lifestyle: USB Travel, Signature,

disrupt these processes: “Last year, we made

or Smart App-Driven. We also launched our

the decision to bring some processes internal

ultrasonic diffuser oils, which are available in

to increase efficiency and flexibility. By doing

several of our best-selling fragrances. These

so, we’ve been able to increase efficiency and

allow you to experience Trapp fragrances in

better manage our materials. We look forward

a new way, adjusting the fragrance intensity

to continuing this growth.”

by adding more or less drops of oil to your

Though the deft decision to move key

ultrasonic diffuser. Similarly fresh off the

processes in-house mitigated many issues

production line is our new melt warmer, which

induced by the pandemic, life after Covid-19

features an easy-to-clean, flexible silicone

has not been entirely easy. “Like most in

dish, enabling hassle-free swapping between

the industry, we’ve experienced the drastic

multiple fragrances.”

effects that the pandemic has had on the

Trapp’s future is certainly burning bright and

supply chain, including lead times for materials

contains various notes of success. Kelsey is the

and logistics delays,” Kelsey observes. “Our

first to champion this sentiment: “In the future,

purchasing team has worked incredibly hard

while home fragrance will always be at the

to navigate these changes, allowing us to

core of our brand, we plan to delve into other

produce our goods as efficiently and timely as

categories, bringing our customers a variety of

possible.

products that are, indeed, Full of Life!” v

“The team at Trapp is small, and consequently many of our employees ‘wear a lot of hats’ and move at a fast pace. We place a strong emphasis on innovation and constant improvement, while keeping our people our priority. Trapp has employees with decades of experience in the home fragrance category; we use that to our advantage as we continue to evolve and grow as a brand,” she adds.

More recently, the brand has seen some exciting partnerships form. One that stands out in particular is with Build-A-Bear’s HeartBox. The carefully curated

RETAIL-MERCHANDISER.COM

39

Yankee Candle

Warm memories,

beautiful moments For more than 50 years, the Yankee Candle Company has been single-handedly dominating the home fragrance market with its signature scents and iconic candle jar design

I

f you haven’t heard of the Yankee

crayons, string, and a used milk carton. In other

They are the reason for the company’s

smelled one. Whether it’s the lush

unmatched history of creating long-lasting

freshness of the floral range, the

scented candles, each one evoking an

impressed, offered to buy it, providing a

vibrant sweetness of the fruity range, or

ambience tailored to the atmosphere the

sixteen-year-old Mike with enough money to

the smoky warmth of the woody range, the

lighter of the candle desires.

words, whatever Mike could get his hands on.

buy more materials to create further candles.

A neighbor saw the candle and, evidently

Yankee Candle Company has come to define

Since they are significant, let us return to

the well-known scents and classic aromas of

them. More specifically, let us return to a few

began to change: designing and handcrafting

the home fragrance market.

days before Christmas, 1969. Mike Kittredge,

candles in his family’s kitchen led to a small

who would later go on to found the Yankee

retail shop, which led to larger stores, and the

consumer products company, Yankee Candle’s

Candle Company, was just 16 years old. He

rest is history.

small and humble origins almost seem like a

needed a present for his mom but, being a

distant memory. Indeed, its iconic products

student, he had little money – and Christmas

offers much more than its name initially

are sold in thousands of mass and specialty

was quickly approaching. The answer? A

suggests, including personalized gifts, wax

retailers and the company employs over 6000

completely unique and personal gift: a candle,

melts, ultrasonic diffusers, and scented plug-in

people worldwide.

made lovingly by hand from household wax,

air fresheners.

Owned by Newell Brands, a global

40

Those origins, however, are significant.

Candle, you’ll almost certainly have

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Following his Christmas success, Mike’s life

Half a century later, Yankee Candle now

To provide an insight into the current state of the company, we sat down with John Cagle, Director of Research and Development at Yankee Candle. “With thanks to our consumer insights, market research, state-of-theart laboratory, design team, and fragrance experts, Yankee Candle is able to create world-class products that consumers love,” he begins.

“Our home fragrance business operates out of two areas: North America and Europe, the Middle East, and Africa (EMEA),” John adds.

“We have various North American locations, with a corporate office, manufacturing facility, and research laboratory in western Massachusetts. Furthermore, we have impressive manufacturing and distribution facilities in Virginia and Ohio, as well as a network of over 300 retail stores spread across the US and Canada. In EMEA, our distribution and manufacturing facilities operate out of the UK, Italy, and the Czech Republic. However, we also have colleagues in France and Germany, and distribution partners across the Asia-Pacific (APAC) region.”

Yankee Candle utilizes a variety of technologies to ensure high standards of quality across its range of home fragrance products. “We use computer-controlled systems to automatically measure and ensure that we are accurately batching and blending to the right formulas,” explains John, focusing

products time after time. At the end of

in on the meticulous methodologies for which

our manufacturing process, we use some

standards in terms of both performance

the brand has become synonymous. “Systems

of the latest technologies to complete

and aesthetics, with close monitoring and

like these provide us with feedback that can

final inspections of our products. But we

maintenance through auditing key raw

be documented and audited by our quality

don’t stop there. At Yankee Candle, we

materials and production lines, in-process

processes. In addition, our components

constantly strive to research the latest

inspections, and the initiation of process

are maintained to high benchmarks

technologies which will drive the future of

improvement teams to resolve quality concerns

through accurate process controls to avoid

candle manufacturing.”

as they arise,” John adds. “We’ve also been

degradation of the raw materials that we use.”

Technology is undoubtedly important.

“Recently, we revamped our product quality

further aligning ourselves with our four core

Our increasingly automated world will

values – truth, transparency, teamwork, and

make it even more so. Yet, it’s also

trust – serving our ambition to be a force for

essential to create a premium-grade candle.

important to highlight the fact that

good in the world.”

The finest and most versatile ingredients

technology is ultimately enhanced and

are the starting point for all Yankee Candle

optimized by the employees operating

the move, always looking to innovate and

products: paraffin wax of the highest

it. First to champion this statement is

improve, and it’s clear that the popular candle

quality allows for a clean, consistent burn;

John: “Quality assurance is upheld by a

manufacturer shows no signs of slowing down.

ingredients derived from premium sources

talented team of managers, engineers,

The premium products and collections offered

offer distinctive, true-to-life scents; and a

and associates dedicated to multiple

by Yankee Candle, including the Signature,

wick made from all-natural fibers guarantees

areas,” he elaborates. These areas, driven

Studio, and Well Living ranges, are at the

a burn-time of at least 110 hours.

by our technology but controlled by our

forefront of the home fragrance market for a

The processes that John describes are

As John informs us: “Our wicking and

Evidently, Yankee Candle is constantly on

employees, includes the following: new

reason. As John has made known, the reason is

filling processes use automation which

product development quality, supplier

one full of warm memories, beautiful moments,

controls accuracy to ensure our customers

quality, and manufacturing quality. With

and immaculate manufacturing methods. v

get consistent, safe, and high-quality

us, as you can see, it’s all about quality.

https://www.yankeecandle.co.uk/

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41

Lastman’s Bad Boy

T 42

he story of Lastman’s Bad

through a series of creative publicity

Boy (Bad Boy) began in 1955,

stunts, including selling two-dollar bills

In 1972, he turned his attention to politics,

But that wasn’t the end of Mel’s ambition.

when Mel Lastman opened his

for one dollar – dubbed ‘the best two-for-

running for the position of Mayor of the

first Bad Boy store on Weston

one deal you could find.’ It wasn’t before

City of North York. He won – and by 1975,

Road. Billed as ‘the place to shop’ because

long that Bad Boy had blossomed into a

Mel decided it was time to sell his beloved

of its great prices and excellent service,

well-known chain, with over 40 locations

furniture, appliance, and electronics empire,

Mel forged a name for himself in Toronto

throughout Canada.

and focus solely on serving his city.

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Proudly

Canadian

Specializing in high-quality, affordable Canadian goods, Lastman’s Bad Boy is entering a new chapter with the launch of its new ecommerce site

“Not many people know, but Bad Boy didn’t

Today, Bad Boy provides products across

when touched and felt, have a very distinct

exist from then, right through until 1991,” says

furniture, appliances, electronics, and

level of craftsmanship.” Yet, despite this

Sam Lastman, Vice President at Bad Boy, and

mattresses, comprising both locally sourced

emphasis, the company retains a reputation

granddaughter to Mel. It wasn’t until Sam’s

goods, and products shipped from overseas.

for impressive value. “High-quality doesn’t

father, Blayne Lastman, decided to resurrect the

“On the furniture side in particular, a lot of

mean a $10,000 sofa,” Sam adds. “That’s not

chain that it returned, opening its first store for

what we sell is made in Canada,” Sam reveals.

the business we are in, and we don’t try to

the second time in 1991, on Kennedy Road.

“We specialize in high-quality items that,

compete in that arena. Instead, our target

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Lastman’s Bad Boy

customers are those who are looking for an affordable product. That’s the niche we’re trying to carve.

“We work with a number of major suppliers, including Whirlpool, GE, Frigidaire, Electrolux, Panasonic, Bosch, Samsung, LG, Décor Rest, Ashley Furniture, Sony and several other big names, across a total of 12 retail stores,” Sam tells us. “It’s a footprint that ranges from Ottawa in the east, to London in the west. We also have our wholesale business, through which we sell to developers of condos, highrises, and similar residential projects.”

Asked what sets Bad Boy apart from its competition, Sam is quick to highlight the company’s reputation for impeccable customer service and flexibility. “We really go above and beyond,” she says, a practice that Sam believes is rooted in Bad Boy’s origins as a family business. “If someone needs a fridge by tomorrow, we’ll get it for them – it’s an essential good. It’s about making magic happen.”

To that end, the company has been hard at work introducing a number of customer service innovations. The recent launch of a sales hotline provides those of Bad Boy’s customers who aren’t as familiar with online purchases with an avenue to discuss potential orders, while a delivery hotline allows customers to track their purchases and monitor expected arrival times. As Sam puts

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it: “All of these additions allow our customers to keep in touch with Bad Boy in a different way.”

It’s been a challenging few years for businesses across the retail sector. The arrival of Covid-19 ushered in prolonged shop closures nationwide, forcing shoppers online.

But Bad Boy wasn’t prepared to let them go.

Pivoting its focus, the company rolled out a new, more sophisticated ecommerce website, capable of handling a significant spike in transaction volumes.

As Sam says, “The demand for fridges doesn’t just go down because of the pandemic. Although our retail stores suffered, one of the few positives to come out of Covid-19 is the way in which we and others

discussions with our managers regularly, where we try to understand things better. We also listen closely to our customers in order to try and meet their needs.

“Beyond that, we do have a growth strategy, and although we don’t have a specific date or location at this point in time, we tend to add a store every couple of years,” Sam concludes.

“However, we remain the type of company that takes things one step at a time, and with everything that happened regarding Covid-19, we’re still jumping back into our plan.

Regardless, we are looking to build out within each of our existing stores.” v

https://www.badboy.ca learned how to operate a much larger-scale website.” It’s a business segment that Bad Boy has high hopes for in the future. “People still like to touch and feel their furniture,” Sam continues. “That said, it’s unlikely that the retail landscape will return to its preCovid shape for a while to come.”

With the worst of the pandemic seemingly behind us, all of Bad Boy’s retail stores have since returned to normal operating hours. Now, the company is refocusing its efforts, placing yet more emphasis on ecommerce and business growth. “We’re always in the habit of trying to revisit things and identify improvements,” Sam comments. “We have round table

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Detwiler’s Farm Market

A family working

together

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g

Detwiler’s Farm Market believes that great things happen when family comes together. The fresh produce grocer has lived by this ethos since its inception, and continues to be a go-to store for customers across Florida

T

he story of Detwiler’s Farm Market’s (Detwiler’s) success is one rooted in humble beginnings. Henry and Natalie

Detwiler, with the help of their young family, began selling produce, Amish barns and outdoor furniture in the late 90s in Virginia, but the story starts back a couple generations in Franconia, Pennsylvania where Henry’s grandparents owned a butcher shop / grocery store. Grandpa Landis taught him early to treat others like you want to be treated and the value of hard work.

Every Sunday was a day of worship and time for family and community instead of working, a tradition that is still valued today.

Speaking with Sam Detwiler, the President, and his father, Henry, who also serves as the company’s CEO, we learn more about the core values propelling Detwiler’s to be a leading fresh food grocer. “Great things happen when a family can come together,” Sam begins. “We wouldn’t be where we are today if all of us hadn’t worked together to make this business happen. We were determined to go against the biggest retailers without a fear of failing, and I think that courage has served us well.”

In terms of the company’s produce, Detwiler’s takes advantage of South Florida’s excellent weather, especially in the summer when customer favorites are in season. “We work very closely with local farms in the area to offer the best of their crops and harvests.

We believe that the closer to home we can purchase produce, the easier they are to restock, and the higher the quality. South Florida is an excellent producer of great fruits and vegetables and has an extended growing season that starts in December and ends in May. On our shelves, customers can find peaches, watermelon, blueberries, but we also have some of the more tropical ones like mangoes, papaya, starfruit and jackfruit.

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Detwiler’s Farm Market

couldn’t afford it, so now we make sure that at the end of their shopping experience, there’s always a fully stocked ice cream display. On my 58th birthday, we sold cones for 58 cents,” says Henry.

As Sam mentioned earlier, the Detwiler family has an extensive history in the retail industry, owing to their heritage. However, according to Henry, these years and years of experience have solidified the importance of the company’s ethos and its best practices.

“We have two generations before us that lay down the groundwork for our current success. Working with family in some ways is a great way to practice those values that we like to extend to our customers, and we’ve So, we have been so blessed with our Florida

passionate about because my mum taught

had years and years of experience with that,”

location as it has provided us with loads of

me to bake when I was just a kid. My wife

says Henry.

diverse produce that adds a uniqueness to

and I worked hard to get that going, and now

our catalogue,” Sam highlights.

it brings me great joy that our daughters

for us, and we want to make sure we’re

The company aims to create a fun

48

“We hold very closely what God has done

have taken over, and they are doing great

able to extend that to our customers and,

shopping experience, too. In addition to

work with it. We also ensure we always have

especially, our employees. If someone is

delicious produce, customers can also find

ice cream in stock as that’s another family

going through a challenging time in their

a bakery at the farm market, as well as

favorite - we all love ice cream. Because

life, we want to help in whatever way we

signs of the family’s affinity to ice cream.

I come from such a big family, we didn’t

can. We also recognize the importance of

“That project is something that I am very

often go out and buy ice cream because we

improvement, and accordingly, we believe

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in honesty and transparency. We know that caring for our employees means walking alongside them, and supporting them through the ups and the downs, but we also want to push them to grow in their careers.”

Sam shares the sentiments of his father, adding: “We don’t view ourselves as better than those who work for us, and so early on in our journey, we wanted our employees to feel like they’re part of the family. To serve thousands of customers a week take lots of good attitudes and lots of work. We want them to become part of the team, “the family if you will”. A couple years ago we started a quarterly bonus program so that anyone who works over 1000 hours annually gets to share in our pot of benefits.”

Both father and son agree that there is a unique difference to the way the business

challenges of the last two years. “Our supply

be honest with our suppliers, because we

operates, which circles back to the core

chain partners have been pivotal in keeping

never know what challenges lay ahead or

values that are intrinsic to the company’s

the business going. This is why we always

when we’re going to need to lean on each

name. Tying in with this, Henry and Sam

want to do our best to look after them

other. There might be situations where the

believe in maintaining fair and lasting

and demonstrate that their relationships

commodities might not look like they’re

relationships with their suppliers, who

with us are so important. We want to work

supposed to, or they might not be the best

have been incremental in navigating the

closely with each other, and so we strive to

quality for different reasons, and we have

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Detwiler’s Farm Market

to look at how we can negotiate that. Being able to work together with our farmers to create the best solutions has served us well so far, and I know it will continue to do so,” says Sam. Speaking of the pandemic, Sam shares how the business took on a fantastic opportunity during Covid-19, by introducing a drive-through for its main store to improve efficiency. “We offered between 100 and 125 items, and we had a sheet of paper with everything in numerical order so we could pick out orders

Congratulations Detwiler’s Farm Market on your

20 year anniversary!

extremely fast, and we got our IT department to perfect our methods for boxing the orders.

It was wonderful to see an idea grow into an operation that served about 600 cars a day,” says Sam. Now, looking towards the future, Sam and Henry express that they are excited about potential expansions for the business, but only when the opportunities arise. For the father and son duo, it is crucial to grow the business with strategy and precision to ensure the quality remains as trustworthy as it has been all these years. “In the next five years, we want to centralize to one distribution center, which is the largest part of our business. Because we run our own trucking company, I see a lot of potential to increase that aspect, which will help us hugely.

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Sutter’s Quality Foods Sutter’s Quality Foods has a longstanding relationship with Detwiler’s Farm Market that goes beyond business. Together, we understand the value of people, and the importance of making a positive impact on the communities we operate in. Whether you are buying a carton of Sutter’s eggs, or a half-gallon of Yoder’s Southern Creamery ice cream, our hope is that you have a positive experience when you buy our products at a Detwiler’s Farm Market store.

“In addition to that, I believe that we will also look to open a few more stores to keep serving the community, but we are in challenging times, so we do need to be cautious and keep moving forward, as long as the time is right,” Henry shares.

From speaking with Sam and Henry, it is clear that Detwiler’s is a business that believes in its community. It is also passionate about giving back to the customer and the community: “In the last couple of years with the prices going up, we have been trying to hold prices down, until we see our bottom line getting too tight, and work out whether we are going to have to increase our prices accordingly. Having said that, our slogan, ‘eat fresh for less’, it isn’t just a slogan, it’s the passion that really started this journey. We are so inspired to make sure people can afford good, organic food from a name that they can trust. With everything that has happened over the last two years, our customers are looking at what they spend, which is why we are doing all that we can to take care of them, as well as our employees.

We are continually working to create a winning combination that makes Detwiler’s a fantastic place to work and an even better place to shop.

If we can keep this up, I believe that will be one of the qualities that separates our name from the crowd, and I would love to see us continue to do so for a very long time,” Sam concludes. v

https://detwilermarket.com

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51

DXL Big + Tall

Always bigger,

always better

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Putting fit and customer experience first, DXL Big + Tall aims to engender inclusivity and diversity by making an underserved market feel fantastic

H

eadquartered in Canton, Massachusetts, DXL Big + Tall (DXL) has more than 250 retail stores across the US. That

means, wherever you’re based, there’s a DXL store ready to welcome you in, regardless of your shape or size.

“I was in a store about six months ago with a very tenured manager,” says Harvey Kanter, CEO and President at DXL Big + Tall.

“That store manager actually knew most of the customers by name, and I happened to witness a very telling conversation between herself and someone shopping at DXL for the first time. It’s worth repeating, but to cut a long story short: the man told our manager that he had stopped shopping at his usual clothing store because, after nearly ten minutes of trying to find someone to help him, he was told that they didn’t stock sizes big enough for his body type.”

That can be a crushing experience. As Harvey is keen to highlight, the pandemic changed the lives of many – and not necessarily in the first way that springs to mind.

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53

DXL Big + Tall

“We often talk about the ‘Freshman

54

out of luck. Thankfully, he found DXL.

Fortunately, at DXL, respect and

15.’ When kids go to college, they

But he has every right to shop wherever

inclusivity are woven into the fabric of

can typically gain around 15 pounds

he wants, and he should be supported

its customer experience. In its brick-and-

in their first year,” he explains. “This

in that. Respect should be universal, not

mortar stores, on its e-commerce website,

customer said he was experiencing the

predicated upon one’s body size. I doubt

and throughout its mobile app, the industry

‘Covid 15.’ Prior to the pandemic, he

this would have been a one-off event,

leader is proud to stock one of the world’s

was a 2XL. Now he’s verging on 4XL.

either: over the pandemic, the average

most extensive collections of plus-sized

In normal circumstances, he would be

American male gained 37 pounds.”

clothing and shoes.

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DXL Big + Tall

From value-priced offerings like its Harbor

Sometimes, he will come out of that fitting

whom vary greatly in terms of weight and

Bay range to high-end, designer labels such

room and begin to cry. When we ask him

height. That’s something we’ve listened to:

as Polo Ralph Lauren, Lacoste, Levi’s, and

what’s wrong, he says: ‘I didn’t think I could

appropriate representation. Unlike others, our

Reebok, DXL has you covered – and feeling

look this good.’ It’s remarkable: we have the

models accurately represent our consumer

valued. A broad variety of sizes are offered as

power to transform how people think and

base. Website visitors are greeted with a great

standard: waists range from 38-to-70 inches,

feel about themselves – for the better. That

deal of inclusivity and diversity – that’s our

shirts from 1XL-to-8XL, and shoes from 10-

authenticity makes us unique.”

calling card and, more recently, we’ve begun

to-18, with widths of up to 5E available.

Putting together an outfit that makes you

enacted an evolution of sorts. Intent on

to lean into it.”

Indeed, DXL has even gone so far as to

feel confident and valued has never been

celebrating all body types and all sizes, the big

host its own ‘Big + Tall Month.’ Celebrating

easier, especially with the aid of DXL’s in-

and tall retailer is in the process of creating

plus-sized people in this way has not gone

house Fit Experts, who are always on hand to

and building more relationships with its

unnoticed within the industry. Inclusivity has,

create an unrivalled, custom fit.

shoppers, fine-tuning the experience from

ironically, brought with it the opposite: DXL

“We offer customers a unique space,”

the ground up. As Harvey explains in more

has become the exclusive retailer for a range

Harvey notes. “But that’s because we’re

detail: “Like I mentioned, we really aim to do

of brands, offering iconic apparel in sizes

unique ourselves: we have power, and we

things uniquely at DXL,” he says. “We’re talking

that include all. In some cases, Harvey notes,

have purpose. That purpose is felt in our

to consumers about what they want and why

DXL has actually worked to influence and

corporate office, stores, and across the DXL

they want it. To that end, our online website

help recreate national brand specifications,

employee network. Workers are empowered

features nearly a dozen gentlemen, all of

spreading its key message of inclusivity in

because they can help an underserved customer. Often, a customer walks in and you get the sense he’s not terribly confident.

DXL understands his needs. We want to help.

Unlike other stores, we typically offer two or more alternative outfits for the customer.

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Since we last spoke in 2021, DXL has

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Peerless Clothing Peerless Clothing is a proud DXL partner. With the industry’s best value in tailored menswear for over 100 years, the company services its customers with a portfolio of over 20 designer brands and end-to-end supply chain solutions.

DXL Big + Tall

58

the process. Peter Stratton, Executive Vice

its distribution of big and tall products from

Psycho Bunny

President and CFO at DXL, breaks it down for

all retailers in North America – except for DXL.

us: “Brands – and I’m talking about aspirational

That means, excluding Nautica’s own retail

lifestyle brands – have become much more

channels, we’re the only retailer to stock its

comfortable with us,” he explains. “They

big and tall sizes in sportswear.

Psycho Bunny is for those who saturate the world with personality. We make classics, re-imagined. Classics made for self-expression. Made to empower the most expressive, free, and boldest version of you. When you wear the Bunny, it’s a reminder that your story and your unique perspective deserve to be seen.

understand that we’re not only the market

“vineyard vines went even further,”

leader, but that we’re also the place to build

he adds. “They recognized the inherent

a business. For example, Nautica sportswear

challenges of managing the assortment,

has heavily engaged in our mission, pulling

engaging with consumers, responding

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uniquely and separately to them, within the big

difficult; there are too many other customers

retailers,” asserts Harvey. “They might be

and tall market, and, in turn, they understood

who are not necessarily big and tall, and we

happy with a one-to-two percent growth rate;

that we’re leading the charge in our industry

want to interact with them.’ That’s a real shame:

however, we believe that our comparable DXL

niche. As a result, vineyard vines has pulled

we want to foster an inclusive and diverse

stores should show growth of three-to-four

its big and tall size range from all distributors,

model of distribution, catering to all sizes and

percent at a minimum. Moreover, in terms

including itself, meaning we’re literally the

engaging with underserved consumers.”

of direct-to-consumer online retail, most

only place to purchase its big and tall clothing.

Nevertheless, going forward, DXL intends to

companies would talk about a rate of growth

Consequently, I believe we’re the largest, purely

absorb even more market share – and quickly.

between ten-and-15 percent. But, once again,

big and tall specialty retailer in the world, in

Like its apparel, the Massachusetts-based

by drawing new-to-file customers who have

terms of only servicing and interacting with a

retailer aims to be bigger than average. “We

become disenfranchised with the general

core customer base.”

expect to grow our stores faster than the

apparel industry, we believe that we should be

standard rate of growth experienced by most

growing faster than average.

As Harvey informs us, this feat is made ever more impressive when we factor in the challenges faced by retailers operating within

Robert Graham

the big and tall market, stuck in the middle of

Over the last 15 years, Robert Graham has proudly provided DXL with the largest

what we might call an industrial impasse.

assortment of big and tall shirts and knits - some exclusively designed for DXL - with fit and

“We stock over 100 brands in total,” he notes.

“Ralph Lauren, Lacoste, and Psycho Bunny, to

personality in perfect sync.

Robert Graham offers the modern man one-of-a-kind designs that embody the luxury

name a few. Yet, in spite of our constant pursuit

and style of American eclectic. Inspiring brand “Collectors” since 2001, Robert Graham is

to work with more brands, curating a network of

well known for #WearableArt that makes a statement. Centered around its motto, “be the

names in order to inspire individual customers, we’re quite often met with the same response.

It goes a little like this: ‘We would love to do this with you, and we respect and understand what you do, but this is way too hard and way too

shout, not the echo”, its Collector can tune up or down the color and details for a custom expression of his individual style.

The company looks forward to many more years serving the DXL community of Robert Graham Collectors expert craftsmanship and exquisite attention-to-detail. Onward and upward with RG x DXL.

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59

DXL Big + Tall negative growth of between five-and-ten percent, DXL expects to grow this year. As Peter elaborates: “I’m really excited about where we are in terms of our market position,” he says. “Coming out of the Covid-19 pandemic, we finished in the strongest financial position that the company has seen in the last 20 years. Indeed, in 2021, DXL surpassed half-a-billion dollars in revenue for the first time ever – with an EBITDA margin “DXL finds itself compelled to consider the

in excess of 15 percent. As a result, we were

following: Why can’t we have a ten or 15 percent

mobile integration, offering customers more

able to reposition the brand to focus more

market share? Why can’t be become a billion-

access to special events, reviews and rewards,

on full-price selling, as opposed to discount

dollar organization? Sure, last year’s revenue

or by utilizing its personalized, predictive

selling, and restructure the majority of our

of $505 million is a long way off that, but if we

marketing program, DXL is set on doing more

store lease portfolio. That enabled us to drive

successfully enact the plan we have authored,

and doing better in the very near future. That

up a cash flow level which we had never seen

then the billion-dollar question stands, especially

way, the clothing retailer can reach more

before: DXL found itself with over $70 million

when we consider that other apparel retailers are

prospective customers who, like the man in

in free cash flow last year, allowing us to pay

less focused on the big and tall cause. Ironically,

Harvey’s story, may not have felt valued at

off all our debt. As we look towards the future

they host a small section for big and tall men.

other, less inclusive apparel retailers.

from the vantage point of our strongest

Whereas, DXL engages the consumer, compels

60

Whether by improving its loyalty program’s

The result of all this? DXL now finds itself

financial position ever, we are confident that

them, and ultimately offers them a unique fit. At

in a mightier and more financially buoyant

DXL will grow even bigger, as it continues to

DXL, our big and tall section isn’t a section – it’s

situation than it has experienced previously.

fund these strategies for success.” v

the entire store,” he adds.

Indeed, while other retailers are forecasting

https://www.dxl.com

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WELCOME TO THE GOOD LIFE Congratulations to DXL for over 45 years as a premier retailer of men’s big and tall clothing. We’re proud to work together to bring the Good Life to so many.

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61

Kevin’s Natural Foods

Rooting for

healthier diets

Kevin’s Natural Foods is passionate about healthy lifestyles, and, with the help of one of the highest trending food diets, the company is dedicated to providing greattasting meals that support clean eating

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63

Kevin’s Natural Foods

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K

evin’s Natural Food’s journey began when an autoimmune disorder swiftly took over Kevin McCray’s life in his early 20s. His

incurable illness resulted in frequent trips to the hospital for about five years. “Everything became about trying to mitigate these flare-ups I would have, and it became quite disruptive to my daily routine,” Kevin begins.

He then came across the Paleo diet. Also known as the Paleolithic diet, the trending lifestyle diet is structured on research that encourages eating the types of foods presumed to have been consumed by early humans. The diet consists mainly of meat, fish, vegetables and fruit, and excludes dairy, grains

All American Label

and processed food. “After incorporating the

Our partnership with Kevin’s Natural Foods has been both an exciting and rewarding

diet, I had no more stints to the hospital, I was

journey. Working with Kevin McCray and his team has allowed us to contribute to their rapid

able to ween off all the medication I was on,

growth as a valued supplier, and we all get to eat healthier along the way! The diverse

and in general, the quality of my life improved

capabilities at All American Label and Packaging make us a great fit for a company like

drastically,” he says.

Kevin’s. With the ability to provide the folded carton sleeves for their ‘Heat and Eat’ entrees,

About ten years later, Kevin found himself struggling to juggle marriage, raising children and managing a demanding career, while strictly maintaining his diet to avoid those

as well as the pressure-sensitive labels and shrink sleeves for their sauce and seasoning bottles, we can add value as a single source supplier. Also, by utilizing our multiple printing capabilities, which include flexographic, digital and offset printing, we are able to provide the flexibility required to meet all of their printing needs.

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Kevin’s Natural Foods

nasty flare-ups. “It was essential for me to eat

and ultimately, we found sous-vide, which

on the center of the plate. When we were

is a process of vacuum-sealing the protein

pulling it off. It made me realize that for folks

developing the brand and products, we would

and heating it in water at a very precise

who don’t have as big a reason to change their

hold focus groups, and we found that one of

temperature. It is the only cooking method

diet, it was incredibly tricky to just eat clean

the biggest problems customers faced was

that we could find that fully-cooks the food

and adopt good nutrition habits,” he says. This

deciding what to cook, and how to cook it.

for the consumer, while simultaneously

difficulty, according to Kevin, is not a result of

Once you know what your main protein is,

improving the quality.

a lack of information. We all know that leading

the subsequent additions to the plate revolve

a healthy lifestyle can decrease the chances

around that. We felt that we needed to figure

fueled the launch of our protein-based

of contracting chronic illnesses such as heart

out the main ingredient because that’s what

entrées, starting with chicken breast. At

disease, diabetes and cancer. The issue really

anchors the whole dinner,” he says.

this same time, we established the strict

lies in taking time out to ensure a nutritious

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“From the get-go, we wanted to hone in

a certain way, but I was still having a hard time

Through rigorous research, the company

“It was a big breakthrough for us, and

trim standards that Kevin’s is known for. Our

diet is adhered to, despite the demands of

then put together a product menu packed

internal motto became “no based bites.” It

daily life. This is why Kevin’s Natural Foods is

with healthy, delicious food that was easy for

was critical to us that there was no gristle

built around trying to make the journey easier

customers to cook at home. “To prepare our

in our entrées. Thanks to these processes,

for its customers.

items, we investigated many different paths

the chicken breast essentially served as the

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on offer. “We formulated them to exclude

production facility, and brought onboard a

refined sugar, soy and dairy, and we then

dedicated team of experts who work closely

continued to expand that list. We’ve added

with customer trends. The combination of

more sauces, more proteins, and we have

these two factors enabled Kevin’s Natural

even been able to launch into vegetables as

Foods to stand apart from other names in

well,” he shares.

the industry. “Our goal from the start, was to

To make the menu possible, the company invested substantially in a state-of-the-art

create wide-spread dietary change. In order to accomplish this, we needed to deliver

perfect canvas for the wonderful sauces we went on to create.

“Ultimately, we developed a line of dinner kits that consisted of a sous-vide meat paired with sauce pouches. At home, the consumer would have the ability to pansear the protein and simmer it in a sauce (deglazing the pan with the sauce), which achieved a nice browning on this beautifully tender sous-vide chicken. Thus, our whole cooking method was born,” shares Kevin.

The business then expanded this menu of sauces to include cuisines from around the world; Thai-coconut, Korean barbeque, tikka masala, and peppercorn are only samples of the melting pot Kevin’s Natural Foods has

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Kevin’s Natural Foods

our products at a value. With that in mind,

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We then move on to discuss the company

Costa, are at the factory on a daily basis. We

we decided early on that we needed to

culture, a topic that Kevin feels immensely

also work to get to know our people, and take

produce the food and source the ingredients

passionate about. The foundation of Kevin’s

time to actively show our appreciation for

ourselves, not only for quality and supply

Natural Foods is built on the mantra of

them. For example, we recently celebrated

chain transparency, but also to make sure

‘humble and hungry’ because no matter how

Cinco De Maya and Dan spent all day cooking

we were watching every single penny in our

quickly the company continues to grow, Kevin

fajitas for 175 employees.

costs. This would allow our products to be

wants to ensure that the reason for why it

more affordable, and more accessible for

exists in the first place is never forgotten. “We

people who are physically involved in the

consumers to incorporate healthier choices

are helping change lives. We look for people

process are acknowledged and celebrated at

into their busy lives. So, we opened up a

who are engaged, and are in it for the right

our company. Above that, everybody here is a

warehouse out here in Stockton, California,

reasons. We try to remain very accessible

share-holder, which I think gives everyone an

about an hour from San Francisco, which

and are a relatively flat company, because

added incentive to be part of the business’s

is a beautiful spot. We are surrounded by

we don’t like to have layers of management

growth,” he shares.

agricultural land, and we have a fantastic

where those who are actually doing the work

workforce that is eager and motivated to see

can’t get to the leadership team for extra

topic of the future. Looking ahead, Kevin is

the company succeed,” Kevin informs us.

support. So, either myself or our CEO, Dan

excited about the opportunities the company

RETAIL-MERCHANDISER.COM

“So, we have worked to ensure that the

Our conversation draws to a close on the

the United States, one dinner plate at a time.

the country, if you will. For anyone who is

“We have the world’s first Paleo-certified

trying to improve their lifestyle habits and

pasta entrees rolling out here soon, which

how they prep their meals, we want to be

is very exciting. They are also gluten free,

the go-to brand for that. I believe that in

and will be accompanied by a line of Paleo-

order to achieve that, we have to continue

certified pasta sauces. This is our first foray

to innovate inside our wheelhouse to find

into the world of pasta, which we think is

creative ways that eases the planning

really exciting, because it’s a complete meal,

process of making dinner. If we just hang on

and delivers great value for money. So, we’re

to that game plan, I feel that we will quickly

going to focus in on expanding our menu.

become a resource for the majority of the

“On a longer-term scale, we would like

folks in the country and, hopefully, beyond,”

to be a household name in the sector of

he concludes. v

culinary short-cuts; the sous-chef for

www.kevinsnaturalfoods.com

Lone Cypress Logistics Inc Lone Cypress Logistics Inc offers clients a solutions-oriented and dedicated strong service, which comes from a unique blend of experience within many segments of the industry. These include transportation, logistics, produce and food, shipping and receiving, warehousing, forecasting and replenishment, and more. We understand Kevin’s mission, and work closely with their talented and motivated staff to achieve their goals. We work

is yet to take on, and he shares that these range from the launch of the new Paleocertified pasta, to reaching broader markets.

Each new venture will serve as an attempt to improve the general health of those living in

with Kevin’s to help provide the best service possible for their company, their retail and club customers, and most importantly, the consumers who count on Kevin’s to always have their high-quality products available on store shelves. Lone Cypress Logistics Inc fully stands by Kevin’s as they continue to grow their business, and work to bring healthy and great tasting food to their customers.

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Vallarta Supermarkets

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All about

community

For more than 35 years, Vallarta Supermarkets has been on a decidedly simple mission: to bring families and friends together over fresh, authentic, and nutritious food

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71

Vallarta Supermarkets

T

here’s no mistaking that Vallarta

the adventure truly began, and a humble

Supermarkets (Vallarta) has

the 1960s, the Gonzalez family was thankful

carnicería in Van Nuys quickly turned into a

indeed become a success. The

to stake their claim in the US, a place they

fully-fledged supermarket chain.

popular supermarket chain, which

saw as a land of opportunity and prospects.

The family worked together as a close-

caters to local Latin populations by focusing

Almost immediately, the five Gonzalez

knit team to build Vallarta’s reputation for

on an authentic range of Mexican food and

brothers began to work in restaurants, either

excellence and unrivalled customer service.

beverages, now boasts 53 full-service stores

as short-order cooks or waiting on tables.

The Gonzalez brothers believed that the key

across California.

Yet, the story behind the recognizable brand

In 1985, after working in the hospitality

to the chain’s success would be in providing

sector from the bottom rung up, Enrique

affordable but authentic Mexican products

begins in a different location entirely: the tiny

decided to boldly enter the grocery business.

for the growing local Hispanic community,

town of Jalostotitlán, to be exact, itself found

In a 1000-square-foot market store

whose needs were not being addressed by

in the northeast corner of the state of Jalisco,

located in Van Nuys, California, he opened

larger chain stores.

Mexico. Raised on a small farm there, Enrique

Carnicería Vallarta. The butcher shop was an

Gonzalez Sr., who would later go on to establish

immediate hit.

the food-selling giant, and his four brothers

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When the opportunity arose to immigrate in

Their belief turned into a reality. By serving Hispanic families with authentic,

Enrique soon expanded the business to a

traditional foods, and fresh produce,

learned the importance of family and formed a

second location and brought his four brothers

Vallarta continued to grow. Since its

strong work ethic from a very young age.

into the burgeoning company. From there

inception, the grocery business separated

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While other stores might overlook Latin-

that have come to America but still appreciate

style meats (including ranchera, diesmillo, and

the authentic, fresh products we provide.

lomo de res), beautiful spices, and fresh pan

Also, as general market consumers become

dulce, Vallarta has always remained true to

more adventurous in their eating and cooking,

its cultural heritage. More recently, the chain

our ability to deliver authentic items has

has expanded its already extensive range of

become attractive to a broader range of

offerings to now include a juice and aguas

customers. After all, no matter what ethnicity

frescas bar, tortilleria, bakery (or panadería),

you identify with, nothing beats a great carne

and pescadería.

asada – and that’s what we are known for.”

“At Vallarta’s core will always be authentic

You can see and feel the original intentions

Latin foods,” says Andrew. “Our customer

and founding principles of the Gonzalez family

base now stretches over multiple generations

in every Vallarta Supermarket. These include

itself from stiff competition by offering fresh and traditional Mexican fare, as well as foods from Central and South America.

“From these humble origins, Vallarta has grown to 53 full-service grocery stores,” explains Andrew Lewis, Vice President of Marketing at Vallarta. “The last decade has seen a lot of new product offerings, store formats, and innovations across the board. A few highlights include our new store décor, which works to emphasize our fresh offerings, as well as a branding refresh, a new self-checkout, and a bigger range of organic produce. All these changes are focused on providing our customers with a great shopping experience.”

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Vallarta Supermarkets

building integrity and trust between Vallarta

continue serving customers and vendors,

with rare and hard-to-find cuts of meat like

and its customers, and a non-negotiable

many of whom have been with us from the

ranchera, a thinly sliced flank steak available

sense of respect shown to all.

beginning, with integrity.”

unseasoned or marinated in a secret spice

For Andrew, that sense of respect was

With 53 stores dotted throughout

blend.

incredibly important during the Covid-19

California, you might think that attempting to

Vallarta’s passion for produce doesn’t stop

pandemic. “The safety of our team members,

maintain a sense of thematic cohesion across

there. In terms of fresh fruit and vegetables,

customers, and suppliers was paramount.

the board would be a fool’s errand. However,

the supermarket chain intends on making its

So, naturally, we enhanced our cleaning and

regardless of the store one visits, Vallarta

mark by sourcing only the freshest produce

sanitizing procedures, had special shopping

always makes sure there is a celebration of

from a list of local growers across the US,

hours for the most vulnerable members of

the food, colors, textures, flavors, and vibrant

as well as its wider network of suppliers in

our communities, set and communicated

energy of Mexico and Latin America.

Mexico, Chile, Canada, Peru, Guatemala, and

masking and social distancing requirements,

The success experienced by Enrique and

New Zealand.

installed plexiglass partitions for our clerks,

the entire Vallarta team is a testament to the

and made many more adjustments to be as

high-quality food and drink offered under

Latin favorites like mamey, chayote, mango,

safe as possible. Furthermore, we launched

its iconic brand name. It’s the reason why

dragon fruit, and chilli peppers. With its

e-commerce services for our customers, who

Vallarta has come to be known as the home

extensive stock of Mexican fare, Vallarta

began asking for online shopping, indicating

of the original carne asada. When visiting the

is recognized as the one-stop-shop for

how we’ve worked to satisfy their needs.

carnicería, you can almost guarantee it will

authentic Latin produce. “Our made-to-order

We’re proud of the fact that we’re able to

be busy, bustling with activity, and stocked

guacamole is incredibly popular,” Andrew

Expect the best of the season, including

notes. “We use 100 per cent Hass avocadoes and make the guacamole in-store and to the customer’s taste. Therefore, if you like it with a bit more spice, we have you covered. We also create beautiful fresh juices and agua frescas in a variety of new seasonal flavors.”

Vallarta is also serious about sustainability. Frankly, it needs to be. When transporting food and other produce all over the globe, it’s no secret that there’s an added environmental cost. Fortunately, over the last few years, the supermarket chain has taken part in an energy efficiency program, leading to a 15 percent reduction in electricity usage across most of its stores.

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RETAIL-MERCHANDISER.COM

Eager to continue its green efforts, Vallarta has begun a company-wide, zero-waste program with the goal of diverting a third of its waste to composting and recycling sites. The program has, thus far, saved over 4,800 tons of waste from going to landfill.

While perusing the shelves, shoppers are likely to spot some of Vallarta’s sustainability initiatives, including LED lighting and more heat-efficient windows and doors.

However, many more exist that aren’t readily seen. For instance, Vallarta has introduced a range of smart technologies to control kitchen exhaust fans, interior and exterior lighting, and heating and cooling systems, lowering the amount of power they use. Energy-efficient EC motors drive these new technologies, further reducing their impact on the environment. “New equipment and technology have made us more efficient, but they have also allowed us to serve our customers better,” adds Steve Netherton, CIO at Vallarta. “Technology has been a major focus recently and we’ve implemented mobile technology such as a recipe management application, enabling us to offer more personal services to our customers.”

More recently, Vallarta has announced the opening of a new store in a familiar location: Van Nuys. Harkening back to its humble roots, the Latin-owned supermarket will open just a few miles from its original 1985 carnicería.

“We’re really excited to be back in Van Nuys,” states Andrew. “This is the neighborhood where Enrique Gonzalez founded Vallarta, and therefore being back here 37 years later, with all our latest enhancements, is very special.

“Of course, we’ll have our incredible carnicería, abundant fresh fruits and vegetables, and an in-store tortilleria and panadería,” he adds. “Also, we’ll be including our newest offerings such as a fresh-cut fruit station, handmade juices and wellness shots, and a made-to-order guacamole station.”

Putting all of this together, there’s no doubt that Vallarta will change your mind about what a grocery market should be. With its impeccably clean stores, friendly staff, and long list of Latin American staples all under one roof, it’s surely the real deal. “Whether we’re thinking five or 15 years ahead, Vallarta will continue to focus on our customers,” Andrew concludes. “This approach has served us well so far, and it will continue to do so as we constantly grow and innovate. Exciting times are ahead!” v

https://vallartasupermarkets.com

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75

Atlanta Flooring Design Centers Inc

Built to be

better

76

RETAIL-MERCHANDISER.COM

e

With expertise for finely crafted flooring, and a heart for contemporary creativity, Atlanta Flooring Design Centers Inc is one of the best names in the industry

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77

Atlanta Flooring Design Centers Inc

F

rom dark and rich colors, to

1000-square-foot humble beginnings in

we added various builder selection centers

rugged and versatile tactile,

downtown Duluth, Georgia, over the next

in order to better serve our customers,”

Atlanta Flooring Design Centers

few years, locations grew, as did the number

begins Company Founder and President

Inc (Atlanta Flooring) is a

of employees. The business also began

Donny. “Atlanta Flooring expanded across the

leading commercial and residential flooring

expanding into commercial and single-family

Carolinas, Alabama, and most recently Florida,

contractor in the Southeast. As today’s floor

home sales.

with additional retail locations in Chattanooga,

covering market becomes more competitive

Tennessee and Buford, Georgia.”

than ever, customers are developing even

Donny Phillips. Frank, who now serves as

higher expectations, and Atlanta Flooring is

the company’s Vice-President, brought a

reputation for reliability and exquisite taste.

determined to provide even greater accurate,

wealth of technical and operational ideas

“Our professional installers are available seven

on-time service. Its reputation with the most

that allowed the company to move forward

days a week to complete the job correctly

prominent national and regional builders helps

beyond the Gwinnett County market. In 2007,

and on time. For projects that require special

it serve much of Georgia, North Carolina, South

the company now known as Atlanta Flooring

scheduling, we will work with you or your

Carolina, Alabama, Tennessee, Florida, and

Design Centers moved into its new corporate

company to accommodate your project needs.

surrounding states.

location in Suwanee, Georgia. Over the next

With daily deliveries from our suppliers,

several years, the space grew to include more

we have the capability to ensure that your

as Atlanta Carpet, the business was built

retail showroom space, builder facilities and

material is ordered and installed efficiently,”

on service and relationships. From its

an office warehouse complex. “Additionally,

he shares.

Established by Donny Phillips in 1985

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In 1997, Frank Winter partnered with

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Now, the company has established itself a

The company’s sales and design staff stay on top of all the flooring trends, which allows the business to offer whatever fits the clients’ needs, while being driven by long-standing moral values. These include listening to its customers’ needs, then professionally providing service and material at a great value. “Honoring God and always treating others as we wish to be treated, is our mission statement. That includes our relationships with suppliers, by operating on mutual respect, we are able to evaluate product and work to assure the right application for the products is followed. Also, working with suppliers, we can better navigate through some of the uncertainties and challenges of the supply chains in today’s times.

“Our retail, custom builder, and commercial

Cosmo Cabinets Cosmo Cabinets is a client-focused manufacturer, providing high quality products with maximum value. Its guiding principles are teamwork, collaboration and respect. These values apply to customer partnerships as well. Partners are valued and are an integral part of the product development process. As a growing company, Cosmo is agile and able to

sales and design teams work with retail

adapt to changes in the marketplace, respond to customer requests, and make innovations

customers, facilities management, assisted

with end users in mind.

living facilities, end users and architects to find products to meet their respective needs and budgets. Our staff of onsite quality management professionals assure that projects go smoothly and problems are

Cosmo Cabinets is a proud partner of Atlanta Flooring Design Center. Together, the companies have been able to execute on the strategic sourcing vision of the talented and accomplished Atlanta Flooring leadership team. Atlanta Flooring’s kitchen and bath program provides high value to the marketplace and demonstrates their commitment to providing customers with greater accurate, on-time service.

RETAIL-MERCHANDISER.COM

79

Atlanta Flooring Design Centers Inc

reported on the front end to avoid delays and

every room in your home needs hardwood

need a partner who can service national

report any concerns quickly,” he highlights.

flooring to improve in value, it does need to

accounts in multiple areas,” Donny explains.

Donny then goes on to discuss a few of

The company’s relationship with suppliers

will walk away from houses with a clutter of

gives it opportunities to partner in the

there is a return to favour laminates, which

different flooring styles, especially if they’re

development, testing and purchasing of

is a fascinating product development. The

all visible in the main areas, like the living

product. “The ability to be involved in the color

cycle of the flooring business to ‘race to the

room and halls.

and construction process early on allows us

bottom’ has in many cases hurt categories

On the technology front, Atlanta Flooring

the first look at the product. The interaction

that if a product has the right construction,

is working on projects to standardize its

with our customers is also very helpful in

it will perform well,” he says. According to

showroom pricing based on bar coding as

trying to identify voids in product offerings.

Donny, the new generation of RevWood type

well as inventory management and sales

Where we see an opportunity, we reach out to

products are the height of today’s trends and

processes at its outlet. “We are also updating

suppliers for ideas and opportunities.”

offer great value.

our online presence and working for greater

Keeping in tune with the topic of variety,

80

be consistent, as prospective homebuyers

the business’s specialisms. “At the moment,

A further example of how Atlanta Flooring

exposure of stocking products for online

helps its customers is through a cabinet

Atlanta Flooring is also well-versed in the

sales. Multiple locations allow inventory and

program that it has introduced with Cosmo

ways in which a home’s value can be improved

selections to be available to our national

Cabinets. The business recently expanded its

through flooring renovations, with hardwood

partners. Our footprint also opens up

cabinet inventory to better supply customers

being one of the top contenders. While not

opportunities with its suppliers when they

who had been struggling with supply issues

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and lack of availability. The commitment to

Atlanta Flooring is in a solid position

inventory should pay huge dividends in this

to move forward with promise and great

make fantastic growth happen, and we look

new opportunity.

potential. Despite the impressive 37 years

forward to catching up with the business in a

behind it, the opportunity for another

few years’ time to see how this time enabled

the business’s success rests 100 percent on

37-year run lies in smart growth and

Atlanta Flooring to grow from strength-to-

its people. “If our culture does not promote

excellent relationships. Together with

strength. v

a strong desire to serve our customers,

its employees, customers and suppliers,

https://atlantaflooringdesign.com

On the people side, Donny shares that

Donny is adamant that the company will

suppliers and each other, we cannot be successful. Understanding the many outstanding traits that make up the company, we work to recognize the effort they invest into their work and try to be sure that each person is placed in a position to maximize their talents. A hire for one position may find opportunity in a different area and recognizing that is a challenge, but also an opportunity for growth,” he shares.

During the pandemic, this attitude towards a people-centric culture proved vital to ensure the longevity of the business. “We offered opportunities for at-home working and found some of the departments were able to thrive in this. Now, as we return to a new normal, some positions will have more flexibility moving forward, and, added to that, we found that the cash-and-carry business is an area we see strong growth in as customers have been spending more time at home.”

Now, looking towards the future, Donny is excited for what lies in store for 2022. “The economy is experiencing some changes that, in the long run, could have a negative impact on certain parts of the business, which is why, overall, we are looking at business areas, such as multi-family where we have not been actively involved, as well as looking at locations that make sense to explore so we can manage our growth in a reasonable way.”

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81

HomeTown Pharmacy, Inc.

Here for you Now running a network of 35 retail and five LTC pharmacies, plus two infusion operations, what unites the efforts of HomeTown Pharmacy is a genuine care for its communities

W

hen Retail Merchandiser

(RM) first reported on the operations of HomeTown Pharmacy (HomeTown),

it noted how the business was founded in 1996 by two brothers – Tim and Fred Grice, Jr. Second-generation pharmacists, the Grice’s

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Jonathan Grice - President

say we are large enough to have some scale and strength but also small enough to be nimble and agile when needed, and Covid-19 certainly put this to the test. Can we meet daily and some times hourly to make decisions and communicate those out to everybody?

We found that we can, but it takes a lot of attention and focus for our team to get it right and to do it for months at a time. Our main focus was to take care of our people and our customers; in some cases such as long-term care this was extra hard, where they often had strict requirements at times – it was a case of us being as solid and steady as we could, reliably delivering what they needed.

We operated day in and day out, doing whatever we had to so that we could keep delivering on time.”

Exemplary service is imperative to HomeTown Pharmacy, and Jonathan notes that the pandemic highlighted the importance of personal, face-to-face contact with customers and the value this still holds even in today’s digital world. “Local still matters,” he confirms. “Virtual is good and it enables business to get done more easily, but there is no replacement for that personal relationship and you still have to build it.

“We are so local to our customers that our relationships with them are established intention was to provide the highest level of

current company President, Jonathan Grice, to

naturally, and that helped our retail stores

service and quality products to its customers,

get an update on how HomeTown Pharmacy

weather that storm, because familiarity was

communities and co-workers. Their work

operated through the most challenging health

already in place going into Covid and it turns

to continuously expand operations in order

environment in living memory.

out that this still matters to people.”

to provide value, while maintaining a focus

“It has been an incredible time of learning

He also notes that the benefits of a close

on providing real service has remained an

ourselves again and adapting to a constantly

rapport go both ways – staff value it, too.

inspiration, and RM was delighted to speak to

evolving situation,” he begins. “We like to

“Some people thrived working from home,

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83

HomeTown Pharmacy, Inc.

but there are others who need more human

something we couldn’t have

interaction and contact, and we’ve discovered

got done in any other 12-month

that to be an important facet of our business,

period, I think,” Jonathan reveals.

to the extent that we haven’t had the turnover,

medication delivery system – in Jonathan’s

that some pharmacies have had. We’ve seen the

words it is ‘a easy-to-use way of organizing

and we are building in technology such as

effects of ‘The Great Resignation’ but as I look

and packaging up medications’! “It puts the

health consults and a better patient portal,

at the whole picture I would say that we had

right administration times together, so you

but I think the real niche is our local presence,

something that saw us through Covid better than

get one pack for morning meds and one for

because it enables the relationship to grow

our competitors, and it was those relationships.

afternoon, and that really saves the nurses’

so naturally.”

We became somewhat of a rock for our

time; they don’t have to be popping drugs out

Jonathan goes onto highlight delivery

communities, as we were an essential business

of ten different blister cards all in one pass. It

as another area where innovation is being

that remained open, and people realized how

also gives caregivers peace of mind that meds

embraced, in order to address customer

much they relied on us, and also came to us

are being given correctly, whether they are in a

demands for meds to be automatically

for items that previously they may have got

field-assisted location or independent living on

delivered to their door, in a reliable way.

elsewhere.”

their own.

“People are discovering mail order doesn’t

While HomeTown Pharmacy may pride

84

Right Pack is a multi-dose, strip packaging,

the attrition and the massive staff overhaul

“As more of our locations get onto the

“We know the world is going more digital,

work or is complicated and time consuming

itself on ‘old-school’ customer service, modern

system we will see more benefits – we don’t

to organize with insurance companies.

approaches and new ways of thinking are always

have it fully deployed, as it is complex and has

Customers want the confidence that the

being considered, as long as they still uphold the

to integrate with our pharmacy management

meds will be in the right packaging and

levels of quality for which the business always

and billing systems, so it’s not a straightforward

delivered on time, but also the reassurance

strives. During the pandemic, the business took

implementation that can just drop in and be

that they are from a local pharmacy that is

some time to look at what it was doing internally

expected to work straight away. We are making

there when they need it.”

and introduce some innovation into its processes.

it available and also keeping the old style

“We launched a system called Right Pack across

packaging for those locations that aren’t ready

HomeTown is adopting as ‘Goldilocks’ – in that

all long-term care pharmacies and that is

to switch yet.

it will be ‘just right’ for a certain demographic.

RETAIL-MERCHANDISER.COM

Jonathan describes the approach that

“We have a unique blend of skills that make

on expanding the Right Pack roll out and

run way to look at!” he concludes. “We intend

us the perfect fit for that patient who is

looking out for the perfect stores to add to

to stay family-owned, running community-

ageing into their retirement years, and while

the current portfolio. He has no intention

focused pharmacies, and taking care of the

they do need some higher level touches from

of slowing down and he and the Grice

current customer base and growing in a

their pharmacy they are not quite ready to

family remain committed to pharmacy and

sensible way. We will expand our horizons,

move into an assisted living environment.

continuing the mission established by its

but never lose sight of the important role we

original founders. “I am 37 and keep telling

hold in caring for our communities.” v

everyone around here I have at least 20 years

www.hometownpharmacy.com

“Our experience in running retail and long-term care means we already have a few hybrid programs in place that are delivering some of the things that the industry heads are talking about around longer-term caring for patients at home. This has never had its own definition, and isn’t quite true LTC, but it’s a middle ground where we assist a patient that needs some longer-term chronic medication care, who feels stuck between a massive generic pharmacy or an assisted living facility. They come to HomeTown because we have been taking care of that customer the right way because of our blend of knowledge across both areas.”

It is clear from how Jonathan describes the approach of HomeTown Pharmacy why it remains such a firm favorite with customers in Michigan, Indiana, and Ohio and also how this friendly, reliable, customerfocused philosophy would translate successfully in further locations across the US. “We are always looking for good stores and communities that would welcome a HomeTown Pharmacy,” he admits. “We are the buyer of choice for that independent pharmacist who is ready to pass on their store to someone that they know will take care of the community and keep their legacy going.”

As HomeTown’s Covid-19 efforts continue with further booster shots, Jonathan and his team have their attention focused

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85

BSN SPORTS

Investing

in service With a track record of successful growth, leading sports apparel and equipment distributor BSN SPORTS hopes that new investments in automation can help secure warehouse accuracy and efficiency, and faster delivery for its customers

I

86

t’s been four years since Adam

BSN SPORTS’ product range encompasses

the demand and expectations of both BSN

Reynolds made the decision to

everything from soccer goals and football

SPORTS’ customers and the employees

join sports apparel and equipment

goal posts, the bleachers the fans sit in, the

serving them.

distributor BSN SPORTS. But for the

uniforms the players wear all the way down

“Sixty percent of the products we sell

now Executive Vice President, Supply Chain

to the hot dog carousel for the concession

are decorated,” Adam points out. “So, think

& Customer Service of the company, it was

stand for high schools, colleges, and clubs

about a uniform on an athlete and coaches’

an easy call. “Before my arrival, BSN SPORTS

all across the US. Decorated apparel is by far

practice wear, or the moms and dads sitting

had demonstrated a deep bond with its

the most sought-after product BSN SPORTS

in the stands wearing their son or daughter’s

growing customer base, thanks largely

offers and certainly the one that adds the

name and number on the back – all requiring

to really strong relationships between its

most complexity. For Adam, the focus of his

detailed customization. One of the main

over 1100-person field sales force and the

tenure at the company has been to refine

areas of focus for BSN SPORTS has been to

communities they live in,” he reflects.

supply chain management, to better satisfy

structure our teams in a way that enables us

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87

BSN SPORTS

to be consistent across sales teams, multiple

sure that we’re bringing the correct amount

we’ve expanded our capabilities by building

plants and support departments in terms of

and selection of inventory in at precisely the

teams focused on engineering, continuous

both process and results.

right time.

improvement and training. These systems

“A key step in achieving that consistency

have to work with us, not just us working ‘in’

includes standardizing our use of data and

our growing customer base, and being able to

systems across our plants, as opposed to

service it in an efficient way with our internal

having unique or varying set-ups,” he says.

plants and amazing vendor partners,” he

efforts, ultimately, is the customer. “We are

“For example, that could mean introducing

summarizes. “We don’t have to suddenly build

undoubtedly customer-centric,” Adam agrees.

the same turn-time goals in order to ensure

another plant in the next two years. Instead,

“Predominately, that means focusing all of

that all our products reach the hands of our

we can use effective planning on the front

our efforts on enhancing the purchasing

customer as promised. We’ve then brought

end to increase the efficiency of the facilities

experience of coaches, athletic directors and

in the people, processes, and technology we

we already have.” While the carousels

principals. However, we never lose sight of

need to facilitate that, whether it is for our

and vertical lift modules give a jolt to BSN

the opportunity we have to create memorable

internal plants or for our over 700 vendor

SPORTS’ throughput capabilities, it requires

experiences for students, athletes and

partners who we are connected with.” Adam

a more sophisticated team dynamic. Adam

parents. Often, we like to talk about the

expands on that ongoing journey, and BSN

explains that “automation alone isn’t enough,

experience of a student who’s opening their

SPORTS’ long road ahead to fully realizing these goals for its customers.

At its Indianapolis and Texas plants, BSN SPORTS has made significant investments in Receiving, Pick, Pack and Ship automation. For Adam, it’s an example of how the company

them.”

The primary focus of BSN SPORTS’

Streamline Integrated Technologies Streamline Integrated Technologies is an expert in providing “right sized” goods-to-person fulfillment solutions. It has a variety of goods-to-person high density fulfillment solutions, so it can select the solution that best fits your requirements, while providing the best return on investment. Most systems have at least a two-year return on investment, minimally

is seeking to retain its position as the most

double productivity, improve storage space utilization, improve order, and inventory

consumer-centric team sporting goods

accuracy. However, Streamline Integrated Technologies’ SRT™ Warehouse Execution

distributor. “Nobody else in our industry

System (WES), provides the glue to coordinate the automated and traditional material

houses the volume of inventory that we do,”

handling solutions to provide a Streamlined solution. If you’re ready to compete in the

he notes. “Automating the plants will enable

global market, improve productivity, maximize labor and space, and get a handling on your

us to keep up with the high demand for our services, which continues to accelerate with the resurgence of team sports. We then combine our automation with our sales and operations planning model in order to make

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“It’s all about keeping up with the pace of

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inventory, give Streamline Integrated Technologies a call for your free initial site survey, and Streamline-it™. www.streamlineit.com sales@streamlineit.com Ph: 877-310-3334

RETAIL-MERCHANDISER.COM

xx

BSN SPORTS

shifting sport seasons and quickly supporting

became a pressing growth driver, meaning

of that moment is unrivalled, whether they’re

delivery of new products like masks, PPE

getting carousels to achieve full capacity is

M

receiving a bat, a baseball helmet, or a

and signage sought by schools. For our

key to enabling the heartbeat of the company

Y

complete uniform with their name printed on

employees, the pandemic highlighted the

(our people) to focus on the higher touch

CM

the back.

impact of team sports in uniting communities

tasks this business demands.”

MY

“The experience we provide needs to

and that continually positioned our mission

Continuing to keep automation at the

match the significance of that moment –

at the forefront for employees. Regardless, it

forefront, Adam explains, “We’re also

and not only because it’s something the

has been a trying labor environment, and our

adding capability in the form of robotic

athlete is engaged in and enjoys, but also

warehouses and production spaces weren’t

processing automation (RPA). Historically,

because we’ve studied that when students

immune to turnover. Warehouse automation

a new order required the touchpoints of

are participating in such activities at school, they excel in the classroom and in life. They graduate at higher rates, feel more involved and tend to feel an overall greater happiness.

Therefore, we have a responsibility to contribute to that experience. Everything we do is driven by our desire to enable coaches to spend as much time on the field or court with

DM Transportation Barter 101. I bet you’re probably thinking right now, “Barter with… trade credits? What’s that?” Don’t worry, I hear it all the time. Bartering has been around since about 6,000 BC, and modern bartering using trade credits may be bigger than you realize. IRTA estimates the annual volume of corporate barter to be in the range of $12 billion-14 billion. This form of barter with trade credits is a successful way to increase the value of inventories, whilst lowering the cost of operations. Think back to your days in school during lunch. Your parent

their athletes, because that’s where the real

packed celery as a snack, but your friend had your favorite cookies. You asked your friend to

impact occurs, not worrying about equipment

trade, expecting them to say no, but lo and behold, they say yes! You scored the much more

and uniforms. It’s a culture that resonates

valued cookies, and gave away your unwanted celery. That’s what you’re doing with barter;

throughout our sales force, our customer

taking inventory you’re looking to liquidate and instead of getting, for example $.10 on the

service teams and our production teammates

dollar, you can get a greater return of $.25 or more. The right partner can help you navigate

who are the last touchpoint before a customer receives their order.”

Like all businesses, the last few years for BSN SPORTS haven’t been without challenges. “We tried to keep our mission at the heart of what we do,” Adam reflects. “For clubs, schools, and players, it’s been a tough couple of years. While battling supply chain challenges, our warehouse teams stayed busy throughout the pandemic by accommodating

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uniform for their first game. The excitement

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using higher value trade credits to pay for goods and services, like logistics, with companies that participate.

One perfect example of a successful transaction is a client who had discontinued boots.

Their contract with the military had expired which left them with $1,000,000 (retail cost) of boots. Attempting to liquidate, they found they could only get $75,000 in cash, resulting in a write-off of $925,000. Luckily, they discovered an experienced partner to facilitate a barter, liquidating the boots for $300,000 in trade credits. Thanks to their logistics partner, they were able to utilize $100,000 in trade credits a year to lower the cash cost of their logistics.

So, the next time you’re looking to liquidate, explore barter as the alternative and get yourself a better cookie ;)

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BSN SPORTS

By engaging our teammates to realize and appreciate their lasting impact, it will enable them to bring an even greater level of energy and excitement to their role

we onboard fulfill a need for our customers, and it’s through their eyes that we assess the vendors we have and consider how new vendors might fit into our models.

For instance, does a vendor require us to undertake inventory positioning ourselves?

Are they willing to hold the inventory, and to have a connection through our web services

several employees across multiple days to

improvements in speed and accuracy to begin

so we can maintain transparency with our

start the movement of product. With the

the production process and ultimately get

customers and sales teams?

implementation of RPA, the system can

product in the hands of the customer faster.

execute these tasks and make any necessary

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“Looking externally with our vendor

“We look at all of our relationships through a multi-layered lens, whether through the

changes within minutes instead of days.

partners, we’re looking to grow deeper

financials of any relationship – be it cost, or

These little steps cumulate to massive

connections,” he goes on. “All the vendors

things like rebates, returns, or credits – or

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how quickly are they able to deliver for our

As BSN SPORTS looks to the future, its

that for the company to achieve its goals, it

customers. But enabling transparency in

attention is turned very much towards building

relies upon the hard work and dedication of its

information is the most important priority

an enhanced customer experience. “Within

employees. Therefore, committing to increase

of all in this fast-paced time,” Adam

five years’ time, it’s my hope that we’ll have

their satisfaction is another key objective for the

emphasizes. “It’s our duty to ensure our sales

been able to achieve a sustained delivery of

years ahead.

professionals are empowered to make the

products in which best-in-class dependability

best decisions for the customer. Particularly

and transparency are a feature of every order

and potential to add real, tangible value to a

given the current fragmentation of the

placed at BSN SPORTS,” Adam tells us. “We want

child’s life,” Adam concludes. “By engaging our

supply chain, that knowledge is crucial for

to be more reliable, and to be more predictable

teammates to realize and appreciate their lasting

coaches who have committed themselves

than anybody else when it comes to delivering

impact, it will enable them to bring an even

to serving their communities. Improving that

unique, customized product – and we want to do

greater level of energy and excitement to their

transparency throughout our internal teams

it faster.”

role. That in turn will bring benefits to the coaches

and sales teams is a big focus for 2022 and beyond.”

Despite BSN SPORTS’ customer-centric approach to business, Adam understands

“What they do from day-to-day has the power

who are impacting kids’ lives every day.” v

www.bsnsports.com

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eve sleep

Rest

better

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e

ve sleep began as the first ‘bed in a box’ company in the UK, after the founders had seen the initial success

of brands such as Casper in the US. eve sleep was born from a combination of product understanding that high quality mattresses could be delivered directly to clients without the additional cost of mattress retailers, and brand insight that an amazing mattress is not so much about the sleep you get, but how you feel the morning after. The business went through a period of very high growth, entering a number of international markets, but incurred more losses than it was able to manage with such sustained high growth.

As a result, it reset to focus on a few core markets, specifically in the UK, France and Ireland. It broadened its positioning to become a sleep wellness business, and now it operates in eight categories, allowing it to make much more value of its customer data and direct customer relationships.

Speaking with the company’s CEO, Cheryl Calverley, we learn about eve sleep’s sixmattress on-site offering, with a further two available exclusively through Argos. “These mattresses are all incredibly well designed - thanks to our amazing in-house designer, who knows more about mattresses than you’ve had hot dinners - and high performing products that we’ve put together with quality materials and excellent production partners. Whether it’s the active heat removal properties of our premium hybrid and premium foam models, or the unique contour zones you’ll find in our original foam and original hybrid models, every mattress works to maximize the quality of sleep you can enjoy,” she says.

The business uses unique ‘open cell’ breathable foams, full sized springs, and all of its mattresses have washable, removable covers. According to Cheryl, it takes a hefty amount of small ingredients to make the perfect mattress, and eve sleep believes it has reached the perfect balance. “Handily, Which?

As the UK’s leading sleep retailer, eve sleep is proud of the specialisms it has incorporated into its unique mattresses. With an expert team and an uncompromising vision, the business is excelling in offering quality sleep to its customers

agrees that three of its top five mattresses are eve sleep mattresses,” Cheryl emphasizes.

Above this, eve sleep is always looking to expand its range, and knows that it takes more than just a great mattress to help customers sleep well. “We have an expansive range of bedframes that are flying off the shelves, some new ‘fluffable feather’ pillow and duvet products that are hot off the press, and for those nights where unexpected

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eve sleep guests arrive, our new sleepover range of pack-away beds is incredibly popular.

However, we frequently hear from customers that the main thing keeping them up at night is a whirring mind, and so we’ve recently moved into CBD as a product to help tackle this, and are seeing some early success. We believe there’s lots more to come in the world of ‘sleep consumables’ so watch this space!”

Cheryl exclaims.

In addition to the company’s specialisms, Cheryl also discusses a recent retail partnership with DFS, which is proving highly beneficial to the sustained success of the company. “We are a sleep wellness business, and our priority is getting brilliant products to people that help them sleep better, wherever they may choose to shop. Lots of people prefer to buy their mattress alongside their bedframe, and prefer to buy a bedframe they can see in person. DFS is a fantastic business and the ideal partner for us, with its focus on comfort, and a high-quality shopping experience, with stores laid out to encourage browsing and linger time, and a curated set of partner brands that are aspirational and innovative,” she shares.

Complementing this venture, Cheryl goes on to highlight the importance of the company’s suppliers and production partners, alongside the business’s passion for innovation in the sleep industry. “We work with a number of partners across Europe – our mattress for the UK are produced here,

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eve sleep

and for France, they’re in Belgium, with other

rescue remedy, three spirit, yuyu and eym,

its impressive trajectory moving forward. “The

products produced from Portugal to Lithuania

from products as wide ranging as hot water

business saw a 19 percent increase in growth

via Poland. We don’t own our own production

bottles and candles, through to sleep aids.”

in 2020’s second half. This was partly a

facilities, which gives us the freedom to

For Cheryl, people are all a business is,

result of the pandemic acceleration affect, as

partner with the best in the game at every

and this is especially true for any young and

customers invested in the home, rather than

stage of the process.

scaling company. “We work incredibly hard to

their holidays. It was also an efficiency effect

define and build a culture that we’re all proud

as our key media channels became more cost

day, every day on what it takes to sleep better.

of here at eve sleep, and we were recently

effective. Additionally, there was a business

We work incredibly hard to make sure our core

awarded Campaign Magazine’s ‘great place to

effect as lots of the work we’d put in, from

products, from mattresses and bedframes, to

work’ award in acknowledgement of this. It’s

improving our product set to launching new

pillows and duvets are best-in-class, and help

hard to navigate building a culture that’s right

delivery services, began to pay off.

tackle the enemies of sleep our customers

for our people, but is also right for the sort

identify. More broadly, we’re always seeking

of business and growth we need to achieve.

2022 has been tough, with big year-on-year

new products to develop, or new branded

However, we have a fabulous team who are

comparators, the cost of living crisis, and the

partners to work with that tackle enemies of

incredibly good at it,” she shares.

return of consumer spending on holidays over

“On the innovation side, our team focus all

sleep beyond the core, which is why we’ve partnered with brands such as Morphee,

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She then reflects on more recent successes, and divulges how eve sleep plans to continue

“I think all retailers will confirm that Q1 of

the home. But we have made some big moves early in the year, from moving to a one year at

new digital services that we’re beginning to

sleep’. Except eve sleep. At the moment that

explore, helping eve become genuinely the

feels like a twinkle in the eye, but the sleep

incredible sleep wellness business we set out

economy is growing rapidly, and we’re doing

to create.

all we can to set eve up to be right at the

“There is no sleep retailer in the UK. No one place you can go to solve a need for ‘better

heart of it,” she concludes. v

https://www.evesleep.co.uk/

home trial for all direct customers of evesleep. co.uk to the launch of the DFS partnership and a sponsorship of late nights on Channel 4, all of which will begin to drive stronger growth momentum over the remainder of the year,” she shares.

From what we’ve heard, eve sleep is a truly exciting business, and Cheryl is determined to see the business achieve its full potential in the coming years. “We will further strengthen and differentiate our physical comfort range.

Our additional product range will widen as we step more fully into the broader sleep environment. You’ll see more moves into helping people wind down for sleep, and that mental comfort, which is such a huge, unmet need in consumers. Within that will be some

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Wild Birds Unlimited Inc

Look no

feather P 100

aul Pickett, the Chief Development

franchise retail stores for birds in the US. “It all

loved it because of the little oasis he created.

Officer/EVP of Franchising of Wild

started with Jim Carpenter, our Founder/CEO,”

He put smiles on everyone’s face, and he

Birds Unlimited Inc. (Wild Birds

he says. “He started up his first Wild Birds

thoroughly enjoyed helping people engage

Unlimited), is proud of what this

Unlimited store in 1981, with 800-square-

with nature.”

company has become, and he shares the

feet of space, in a northside neighborhood in

story of how it grew into one of the largest

Indianapolis. It was very simple, but people

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Since then, the company’s name has spread its wings to encompass a total of 355

Since its inception, Wild Birds Unlimited Inc has been determined to create an environment of education and peace for its bird-watching customers

locations, with another 12 signed franchise

to grow throughout all these years, and

for customers to feel as though Wild Birds

agreements on the way. At the time of

now we have over 50 people on our support

Unlimited is an escape from the bustle of

interviewing Paul, which was the end of April

center team, so it’s really quite an amazing

daily life. “When you walk into our stores,

2022, he divulged that an additional location

achievement,” he states.

you’ll typically hear bird sounds or soft music

was being confirmed that week, with two more to be cemented. “We have continued

In describing the atmosphere of the stores, Paul highlights that each shop is designed

playing. It’s clean, it’s calming, and there are loads of pictures of birds and nature

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101

Wild Birds Unlimited Inc

throughout the vicinity. We have an amazing

we want to do the same for those working

Birds Unlimited is one of their favorite places

Store Design and Planning Manager, who has

behind the counters. This is why we have

to visit when they’re feeling stressed.

designed our look and feel to make it helpful

accentuated the atmosphere for a bright

and educational for the customers. This then

and beautiful aesthetic that feels as though

two years, Wild Birds Unlimited’s supply chain

enables them to choose the right products

you have stepped into the great outdoors

has experienced unprecedented challenges.

and easily maneuver through the stores.

when you visit us, because it also makes a

However, Paul highlights that the company’s

wonderful place for our franchisees and sales

franchisees and suppliers have responded

considering the amount of effort we put into

associates to work in,” Paul shares, adding

exceptionally, and deserve a great deal of

creating an excellent customer experience,

that customers have often shared that Wild

credit for their efforts to ensure customer

“At the same time, it is still a retail store, and

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Like many retail businesses over the last

needs are seen to. “As you can imagine, it has been difficult, but we have always felt that having a strong connection between the supplier of the product and the franchise store owner is very important to ensure that we keep going. Our franchisees purchase their product directly from our approved suppliers, so we do not get in the middle of that relationship.

“One of the reasons as to why we have overcome certain supply challenges is because we have an excellent product and supply department that negotiates our purchasing deals, and develops proprietary products for our suppliers. The team there works very closely with our vendors to gather information so that we can keep our franchisees well informed.

“During the first year of the pandemic, although we were not hit as hard as other retailers, it soon became quite difficult.

As a result, we turned to education, communication and working closely with our suppliers to help them find additional places to source some of the product, which is why we have remained successful. I feel as though we have done a great job of helping our franchisees come together by giving them

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103

Wild Birds Unlimited Inc

the tools to explain to their customer that if something is not available, there are always alternatives that would be just as good,” Paul says.

Fortunately, the company’s franchise owners are both nature and people lovers, and, according to Paul, have all subscribed to the business’s mission to bring those two passions together. “Throughout the last two years, they have been so patient, wonderful and supportive, and I think that is a combination of the environment they work in, and the love they have for this particular

UNIVERSAL SIGNS AD

niche. They have pushed us to support them, which has established this collaborative project that we have been very grateful to learn from,” he expresses.

With that in mind, Wild Birds Unlimited is not letting the challenges of the last two years prevent it from embarking on an excellent journey in 2022. “We have a fantastic growth trajectory to look forward to this year. Our goal is to add ten stores per year, which is pretty much the sweet spot for our franchises.

“A lot of our development is internal, so we have a few existing franchisees who are adding more stores under their ownership, and that has been a result of working with our current stores to manage, train and

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It’s an absolute pleasure to see our customers so happy to have a place where their hobby is taken seriously

provide them with the resources necessary to expand,” Paul shares.

Furthermore, he highlights that the business’s united and supportive company culture has played a significant role in its growth as well. As some of the team prepare for retirement, Paul explains how Wild Birds Unlimited is determined to look after those who have dedicated their careers to the retailer, as well as encourage those who are just starting out. “We are spending loads of time helping our franchises that will be leaving us soon, so that when they go, they receive a great exit package. In addition to that, we are bringing new people on board who have focus and excitement, and will contribute a more vibrant energy the stores,” he shares.

Keeping this information in mind, Paul brings our discussion to an end by stating that Wild Birds Unlimited’s secret ingredient has always been its customers. “It’s an absolute pleasure to see our customers so happy to have a place where their hobby is taken seriously. At the moment, the spring migration is underway and the hummingbirds are back, and it’s really fulfilling to see how excited everyone is; even more so for us to be a part of that. It is a true reflection of the relationships we have created with our staff and our customers. Those moments of joy they experience because of what we do makes all the hard work worth it,” he concludes. v

https://www.wbu.com

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Mattress Warehouse

Where sleep

happens Since 1989, Mattress Warehouse has provided customers with a comfortable, supportive and affordable range of bedding that is guaranteed to leave them sleeping soundly

A

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s a nationally recognized brand

how sleep affects health and well-being,

“The company was founded in 1989 in

with over 300 stores, Mattress

Mattress Warehouse has seen enduring

Frederick, Maryland, by John Ahern. He

Warehouse offers a wide variety

success and rapid growth across the US.

started out with the first store, which he ran

of mattresses and bedding

Since its start, Mattress Warehouse has

along with his wife.

to enable customers to improve their lives

been an industry-leading retailer with a

through better quality sleep. The company

diverse range of products to solve any

unloading the trucks, to stocking shelves

has been serving guests for over 30 years,

sleep problem. The company’s long history

and selling to customers, to delivering the

using cutting-edge technology to match

provides it with a strong foundation for

product to customers’ homes. He built strong

customers with the ideal mattress for them.

success, as company President and Chief

connections with vendors, customers and

Thanks to its enhanced understanding of

Executive Officer, Bill Papettas, discusses:

eventually team members as he grew.

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“John did everything, from ordering and

“He saw a lot of success with his first store,

“The company reached its 100-store

been able to keep the company growing for

and soon began adding new locations. He

milestone about ten years later. In 2012, we

opened a second store in Rockville, Maryland,

reached 150 stores, and since then we have

Being a customer-centric operation has

and then began expanding outside of his local

doubled our store count. Today, we operate

maintained Mattress Warehouse’s success

region, with stores in Pennsylvania, Washington

over 300 stores across the US.

over 30 years. As Bill confirms: “Our customers

DC, Virginia, West Virginia, New Jersey, Delaware,

“We are now the second largest

years.”

are absolutely key to the success of Mattress

North Carolina and South Carolina. He took

independent bedding retailer in the country.

Warehouse. Our mission is to improve our

his time expanding the Mattress Warehouse

The company continues to grow; it really is

guests lives, and that is something not every

footprint, choosing locations carefully and

just a tremendous success story. Our founder

retailer can say. When you look at the pillars

working with the teams there to ensure success.

hired a really great team of people, who have

of good health and well-being, they always

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Mattress Warehouse

include a good diet, lots of exercise and

Sealy, Stearns & Foster, Serta, Beautyrest

often customers feel themselves getting

plenty of sleep. We provide one of those three

and Kingsdown as well as Casper, Purple

confused or overwhelmed by all the different

incredibly important things to our guests.

and Nectar. We pride ourselves in not only

options.

“We deliver a product that people are

“We wanted to take the guesswork out

going to spend a third of their life on, and so

to try before they buy, but also in the fact that

of that process, and give customers the

getting it right is absolutely critical. Sleep is

the vast majority of the products we carry

absolute best option for their personal needs.

a necessary component of your health and

are sourced locally. We value our relationships

That’s why we have introduced a new kind of

well-being, and we know getting good sleep

with our manufacturing partners and believe

technology to all of our stores that actually

can help to prevent many diseases

these partnerships allow us to provide

analyzes the customers body and evaluates

superior products to our guests.

what kind of mattress will work best for them.

“We provide our team with extensive training around the importance of sleep and

“As you would expect from a warehouse,

“bedMATCH® is incredibly accurate. It takes

the ways it can improve guests’ lives. All of our

we provide our guests with the best value

18 measurements of the customer’s body

new team members go through 160 hours

at every price point. Our guests know they

to create a profile that is then matched with

of training to prepare them in assisting our

will get the best price from us, but we also

the best mattresses for their body. Using

guests.

re-enforce that confidence with our one-year

this information, we can narrow down our

price guarantee.”

standard in-store selection, which is between

“In addition, our stores are larger than is standard for our industry, which allows us

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providing these major brands for our guests

Because of its dedication to customer

60 and 70 mattresses, to about six or seven

to show more beds on the showroom floor

service, Mattress Warehouse believes in

for consumers to try. We ultimately want to

matching the customer to the right mattress

live up to what our brand name suggests,

based on their individual sleep needs. They

right the first time, so that our guests aren’t

by carrying an incredibly wide assortment

use the latest in sleep technology with

put through the hassle of having to exchange

of mattresses that will suit the needs of

their renowned bedMATCH® system. As Bill

the product. We have invested heavily in

any and every customer. Customers will find

explains: “Buying the right mattress can be

the technology necessary to ensure we are

well-known brands such as Tempur-Pedic,

difficult. It can require a lot of research and

giving customers the best possible solution

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models that would be ideal for the customer.

“It’s really important for us that we get it

DEMAND FOR PREMIUM BEDDING REACHES A NEW PEAK Tempur Sealy products can help you maximize opportunity.

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Tempur Sealy is a world-class mattress provider. Not only do we develop, design, and manufacture mattresses and other sleep-related products, but we also become your partner in driving traffic and sales.

Understanding the consumer journey is an essential part of driving traffic and sales, but that can be difficult to do when the shopper landscape is constantly shifting. When you partner with us, you will receive insights, tools, proven best practices, and our three-step process for winning with your premium bedding consumers:

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Mattress Warehouse addition to this training, every year we bring all of our associates into a sleep seminar so they can stay up-to-date on the latest science on sleep and sleep innovation. This ensures that they are able to give our customers the best experience.

“I think a lot of our success comes down to the wealth of knowledge that we have built throughout our different teams. We understand that our role as a retailer is to solve a problem for the customer. People often come in because they haven’t been sleeping through the night. They might be in pain, sleeping hot, tossing and turning or waking up several times throughout the night.

We want to make sure that our team is well every time.” These investments in the latest

“We invest heavily in training. Our instructor

versed in sleep science and how a mattress

technology show just how dedicated Mattress

to associate ratio is pretty remarkable

Warehouse is to providing its customers with

with one instructor available for every 15

might help to solve these sleep problems.”

an effective and informed experience.

associates, and those training managers are

shared purpose within the company meant

Bill affirms, this belief in providing the

there in addition to our field leadership team.

that Mattress Warehouse was able to

best experience is an important part of the

“It’s important that we provide our team

Maintaining such a strong sense of

continue growing, and developing its brand,

company’s culture: “Team members are the

with all the tools they need so they can

throughout the Covid-19 pandemic. “The

most important element when it comes to the

properly take care of our guests. A typical

pandemic was an unexpected challenge for

success of Mattress Warehouse.

associate is in training for about a month. In

the company, but we managed it well.

Beautyrest is a proud partner of Mattress Warehouse!

Proud to be a Mattress Warehouse partner — from the beginning to store 300.

www.beautyrest.com ©2022 Simmons Bedding Company, LLC. All rights reserved.

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© 2022 Serta, Inc.

that time, despite the stores being closed.

Looking forward to the company’s future,

we partnered with Tracy Jones, our Chief

“At the beginning of the lockdowns,

The lockdown period also gave us the

Bill comments: “In 2022, we will continue to

Marketing Officer and began working on a

opportunity to talk to a number of landlords

grow and strengthen the core capabilities

new concept store. We really leaned into

regarding new locations for our stores. We

of our brand. We are making a lot of

the idea of using the warehouse brand to

built up a lot of strong connections that way,

investments into our future this year, and in

give it a more industrial look. It was a really

which has been really helpful as the store

a few years’ time I expect us to be well north

exciting venture that has moved our brand

footprint continues to grow,” states Bill.

of 500 stores. I expect to see our footprint

forward.

Having emerged from the pandemic

growing into the North and South of the

“We also remained active in other

with a renewed sense of brand identity,

country organically, and, in turn, that will

areas. For example, with the leadership

Mattress Warehouse continues to thrive.

enhance our omnichannel abilities.

of Tom McFadden, our Vice President of Merchandising, our supply chain team secured materials and products for the company in anticipation of longer lead times. We also improved our digital

Kingsdown Luxury Mattresses Since 1904, the Kingsdown name has been synonymous with unprecedented quality. Every detail is considered, and it ensures superior material selection and perfection, right down to the last stitch of its renowned tailoring. Handcrafted in the United States, each mattress

marketing strategy helping us get in front

is tested and certified before it leaves the factory to ensure accurate, refined comfort and

of and serve more customers. In the end,

support.

those months in lockdown really helped us

What truly sets Kingsdown apart is its dedication to healthy, restorative sleep and

solidify the Mattress Warehouse brand, and,

matching customers to the right mattresses. The solution is bedMATCH®. Since 2014,

since we have re-opened, things have been

Kingsdown has proudly partnered with Mattress Warehouse to deliver this patented

incredibly busy.

technology that removes the guesswork from the mattress buying process. bedMATCH®

“We opened a new location in New Jersey just two weeks after the lockdown ended, which really shows how much the company kept moving forward during

measures the body and uses 1,000 calculations and statistical measurements to recommend the sleep surfaces that fit best. This technology is integrated across the retail floor, and to date, over two million Mattress Warehouse customers have used this technology to find their perfect match.

RETAIL-MERCHANDISER.COM

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Mattress Warehouse Resident Mattress Warehouse was the first major brick and mortar retail partner for Nectar back in 2019, bringing Resident’s memory foam mattresses into 250 stores on the east coast. The company had the foresight to recognize how direct-toconsumer brands and retail can have a mutually beneficial relationship.

Mattress Warehouse was a powerful springboard for Nectar to expand into retail and reach more customers.

“We’re grateful for the opportunities it provided to Resident, as the team’s dedication to our brand helped fuel our company’s growth,” Managing Director of Retail Bob McCarthy says. Resident is looking forward to continued collaboration and success with Mattress Warehouse, and what it can dream up next with market leading retailers and sleep specialty stores.

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“We want to be able to meet our customers wherever they are, whether that’s online or

Bedgear

in-store. An important part of that is building

BEDGEAR® is the brand of Performance® that provides innovative bedding by focusing

up a national presence, but we want to grow

on an active lifestyle and well-being. BEDGEAR®’s sleep solutions are engineered

carefully, so that we don’t lose our ability to

with fabrics that are moisture-wicking, instant-cooling and maximize airflow to allow

connect and communicate effectively with

the body to naturally regulate its temperature. BEDGEAR® has redefined the way

customers. We have put several new services

people sleep by developing interactive in-store experiences and breathable bedding

in place, including the option to pick up online

products that are personally fit to a consumer based on body type, sleep position and

purchases in store.

temperature preference.

“Our goal for this year is really just to make sure that customers receive a seamless experience, whichever way they choose to shop. We plan on elevating our use of

Synchrony

technology to make bedMATCH® even more

Synchrony, a premier consumer financing services company, are a proud partner of Mattress

effective, and we will also be updating our

Warehouse. Since 2011, Mattress Warehouse has been part of our Synchrony HOMETM Credit

online space to be more informative. There is a lot of research happening right now, and it’s important that we stay at the cutting edge,” he concludes.

It’s clear that Mattress Warehouse’s success is due to its prioritization of its guests and its team members. Its constant pursuit for innovation

Card program, a way for customers to finance home-related purchases such as electronics, appliances, furniture, mattresses, flooring and more. We offer: • Financing products • Intuitive digital technologies • E-commerce tools • Expertise and insights • A dedicated service and support team Combined, we can help you better serve your customers and boost your bottom line. Find

and process improvement will ensure it remains

out how to transform your business with Synchrony by visiting synchronybusiness.com/

the dominant specialty retailer in its category. v

home.

https://mattresswarehouse.com

RETAIL-MERCHANDISER.COM

113

Park Garage Group

On-the-go

excellence Leading UK operator of petrol stations and forecourts, Park Garage Group, sees enduring success as it teams up with major retailers and suppliers

F

ounded in 1975, Park Garage

Originally being founded by Mr. and Mrs.

decided to take on a new venture, opening up

Group (Park Garage) is a family

Tandon, in Canning Town, East London, the

the Park Café and Park Valet later that year.

run business driven by a desire to

company soon expanded its footprint, moving

provide great customer service,

to a freehold site near Croydon in 1996. That

outlets and service options, continued to

and an unparalleled retail experience. The

same year, under the watchful eye of Balraj

ensure Park Garage Group’s success, as it won

company works with a number of the UK’s

and Sunil Tandon, Park Garage Group became

numerous awards, and became one of the

leading retailers and suppliers, in order to

a PLC, and won a Forecourt Trader Award for

UK’s top 50 independent retailers. Soon, the

provide its customers with the best possible

‘Best Small Site’.

company established its renowned Park and

service. Park Garage Group is a major

Shop model, which turned the experience of

player in the petrol station and forecourt

grow. It opened its first off-license store in

stopping for rest and fuel into an opportunity

industry, having rolled out its extended retail

April 2003, at Feltham. The site marked the

for leisure and fun. By 2009, the model was so

experience, known as the Park and Shop

beginning of a new chapter for Park Garage

revered within the industry that a prominent

program, in petrol stations all across the

Group, and won it another Forecourt Trader

member of Park Garage Group’s management

nation.

Award, this time for the ‘Best Use of Retail

team, Miles Harvey, was invited to speak at

Technology’. Riding high off this wave of

the Institute of Grocery Distribution on how to

success, the people behind Park Garage Group

meet customer needs through Park and Shop.

Throughout its 46-year history, Park Garage Group has grown and developed exponentially.

114

Since then, the company has continued to

Diversifying the company, with new retail

RETAIL-MERCHANDISER.COM

the world’s leading suppliers in this category,

on-trend health food provider, known for its

offering innovative solutions for all aspects of

bite-sized snacks and innovative, good-for-

car, van and motorcycle washing. Available on

you alternatives. Epicurium also supports

most Park Garage Group sites, the WashTec

Park Garage Group by providing insight into

system combines jet washing with air,

the latest snack trends, offering informed

water and vacuum machinery to provide a

category advice to site managers across the

comprehensive clean.

UK.

Encouraged by the success of its partnerships with WashTec and Texaco, Park

Group’s brand partnership portfolio are

Garage Group continued to pursue strong

BP and Shell. These companies provide a

working relationships with other retailers

comprehensive selection of fuels to suit the

throughout the 2010s. In 2017, the company

needs of all Park Garage Group customers,

signed an exclusive deal with Seattle’s Best

regardless of their vehicle needs. BP is the

Coffee and Aryzta Food Solutions, ensuring its

company’s primary supplier of graded fuel,

locations could provide coffee and on-the-go

including its new BP Ultimate range. The

food to travelers.

partnership also allows customers to use their

The following year, Park Garage Group was able to add eight sites to its petrol station and

Dedicated to continuous innovation,

Two of the biggest names in Park Garage

nectar card at any Park Garage Group location.

Shell has been a reliable partner of Park

forecourt network. This impressive expansion

Garage Group since its inception in 1975.

encouraged Ginsters to partner with the

The company supplies Park Garage locations

group on a range of delicious pastries and

with V-Power, Nitro Plus and Fuel-Save fuel,

Park Garage Group went on to launch its

sandwiches, and saw it nominated for a

alongside the opportunity for customers to

commission operator model in 2012. This

Specialist Achievement Award by Forecourt

collect reward points using the Shell Drivers’

program was a success, and it was rolled

Trader.

Club Card.

out across all Park Garage Group sites by the

Today, Park Garage Group is one of the

It is clear that Park Garage Group is an

start of 2014. From here, the group’s success

Petrol Retailers Association’s longest-

informed and strategic company, with a

was catalyzed by a high-profile partnership

standing members, and an active member of

keen insight into the process of making

with Texaco, which allowed the company

communities all across the UK. It has achieved

effective and long-lasting brand partnerships.

to introduce Park and Shop radio to 23 sites

ISO 9001:2008 registered accreditation for

By providing its customers with a diverse

across England.

the operation of fuel and convenience store

range of retail and hospitality options, as

forecourts, and won the Grocer Gold Award for

well as industry-leading car cleaning and

Best Independent Retailer.

maintenance services, the group has not only

Making effective use of the industry’s most cutting-edge technology, Park Garage Group made a £1 million investment in WashTec,

The company has continued to grow

secured its success, but supported travellers

an advanced, total-vehicle washing system.

over recent years thanks to a number of

Since Park Garage Group’s investment in

key partnerships. Amongst Park Garage

and commuters all across the UK. As a customer-centric organization, Park

October 2016, WashTec has become one of

Group’s partner brands is Epicurium, an

Garage Group responded effectively to the

RETAIL-MERCHANDISER.COM

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Park Garage Group In addition to its practical manoeuvres, which ensured the physical safety of customers and staff alike, Park Garage Group committed to donating £30 per site to the NHS for every week that the UK was in lockdown. Today the company’s total donation stands at an amazing £20,000, a generous and unparalleled contribution to the overall health of the UK. In light of Park Garage Group’s impressive philanthropic efforts, it comes as no surprise that its Group Director, Balraj Tandon, recently received an MBE from Prince Charles. This incredibly high honour recognizes Park Garage Group’s contribution to the NHS, and its involvement with communities across south London.

As of today, Park Garage Group remains a proud family business, with three generations still active within the operation. The company Covid-19 pandemic. Starting in March

gloves and masks, Park Garage ensured

will no doubt continue its long legacy of

2020, the company acted swiftly in order

more regular pump cleaning, regular radio

innovation and customer service, as it plans

to protect its customers and adhere to

announcements, and the introduction of

to extend its retail offering, and make major

government guidelines. Alongside the

social distancing at every Park and Shop

acquisitions in the coming year. v

addition of Perspex counter guards,

location.

https://www.parkandshop.co.uk

Supporting Park Garage Group With Forecourt Consumables Since 2012 EPOS & Back Office Supplies

Shop Supplies

Cleaning & Hygiene

Catering Supplies

General Forecourts

Car Wash Supplies

Business Supplies Specialists

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RETAIL-MERCHANDISER.COM

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