Taking big steps in growth ambitions

The Gardiner Bros Group is aiming to double its turnover during the next five years, driven predominantly by the UK market, but it is looking at other markets which have similar bricks and online retail models.

Europe is a good place to start, as the company has customers in France, Holland and Germany.

“If a retailer is selling 500 pairs, it should buy direct because we add in cost. Accepting this gains us the trust of the retailer and the brand, which means they offer us new brands and we only work where we add value.” In the case of Timberland Pro, Gardiners hasn’t lost out completely, it still distributes some of the brand for Dickies.

You can’t argue with the figures. Over the last five years Gardiners has averaged around 10-15 per cent growth a year.

What the company doesn’t generally sell is high fashion (although I spotted some rather nice zebra-print high heels on its website), because the return rate on some fashion ranges can be high. “We buy the products and take the financial risk. Hence the need to stay predominantly with products that don’t have high writedowns or returns,” said James.

“We are open-minded about how we expand overseas and will be driven by where we find a retailer that we can work with,” said James.

“We could look at a market, do a big appraisal, put in a sales team – or we could do it by finding areas of success and build around it. I think that approach is probably more viable for us.”

The company is also moving to seven day working to keep up with service level agreements.

With some retailers offering customers next day delivery if orders are placed up to 10pm at night, Gardiners must pick and pack later into the evening.

The company has a pretty low staff turnover and James hopes this will continue. “We employ around 150 people and try to treat them properly, not measuring their every step. Our warehouse manager has been with us for 40 years and has supported the changing business.”

Housing the business in one big warehouse will help and the company is currently hunting for a 100,000 sq ft warehouse close to its current location. “We hope to have moved by the end of 2021,” said James.

There seems to be no let-up for this successful business. “We have a tight management team and despite it being a family business there are no secrets and very few politics. Our success is down to the management team as a whole.”