p16-17 Trade talk 6/16/08 12:33 PM Page 16
TRADE TALK - Sports Retail
SGB
www.sgb-sports.comSports and Outdoor
Jack meets…An Englishman
in French women's clothing
“Anyone for tennis?” Jack Lynes last met Neil Stacey at the Hurlingham Club at a pre-Wimbledon tennis
party. This month, many years later, he tracked him down and despite the many changes that the trade
has seen, found very little had altered in his philosophy, “Select right, Sell right, Serve right, and
Succeed.”
B
orn into a sporty family in 1963, Neil’s
Neil Stacey
back to Neil, who believed that the time was ripe to
schooldays were possibly more sport than become an agent and do his own thing.
study. He scored well as captain of the football
team at Bentley St. Paul’s (not ‘the’ St. Paul’s, With the benefit of a good relationship built up with
this was Bentley, Brentwood). Aged just eight, he his customers, he took to the road, and it was strictly
played for the Great Danes, and if this is a name with sports-related items that he carried. This was the start of
which you are not familiar, read on, you will find Stacey Sports Agencies. Now we do all know how
others too. He went on to Ongar School, playing important exercise is to the nation’s health and the
soccer, making his mark as a ‘sweeper’ on the field. He important role that sport can play in a person’s wellbeing.
also enjoyed rugby and cricket. Subject-wise, he was no But every coin has two sides and statistics (yes, I know
mean mathematician, engaged in Geography and they can prove anything) reliably inform one that most
Physics, and took a particular interest in Art and injuries are caused by those engaged in physical activity.
Design. While as a ‘gentleman on the road’ (those with At that time, apart from first aid boxes on the field, strains
long memories or avid readers of commercial history and muscle stresses usually meant a visit to the chemist.
may recall the breed) figures are doubtless a Thanks to the Staceys of this world, sports shops were
worthwhile accomplishment, his appreciation of beginning to realise that at least some injury money could
aspects of design have frequently been useful to him. which time he looked after and successfully sold product find its way into their tills. Sports support came – and still
At Loughton’s Art and Design College in Essex he to customers in East Anglia, London and the South-East. come – in a variety of grades and prices. It is indicative of
studied Graphic Design, Fine Art and the History of The Jonah Barrington squash racket – wooden of course – Neil’s philosophy that he chose to represent one of the
Art, and having passed his ‘A’ levels in the first year of being a firm favourite and an early example of name Rolls Royces of sports supports, namely Vulcan, which
what should have been a two year course, he set out to dropping by those engaged in marketing. Ascot’s have stood the test of time. It was a good ‘in’ to any sports
make his fortune. Or perhaps more accurately, to earn acquisition of the selling rights of Yonex (then, if I recall shop no matter what the season. And he had the support
an honest crust. rightly, Yoneyama, which was considered too complicated too, of his wife Katie, herself much into netball, athletics
for the UK market) was quite a feather in their cap, but and hurdling. True, supports may not have been a major
He started, aged 18, (he has still to reach the fifties) the spread of selling their footwear ranges to shoe shops, part of his life, nor are they likely to represent a major part
working for Hussey and Greaves, printers and gained his proved too much for many of the traditional sports shops, of a retailer’s turnover. But – and it is a big but – they do
first experience as a traveller cold calling, selling, or even though, one has to admit, this might have been a constantly turn over, they do bring in the punter who may
attempting to sell, photocopiers. This was certainly the commercial decision that proved beneficial to their cash be attracted to other items or when coming for something
sharp edge and tough, as anyone will confirm who has flow. Indeed, Mr. Seth faced with the choice between else may add on the support. And for Neil, there was
been involved with door-to-door selling will confirm. staying with the sports trade and seeking to exploit the always the chance to pop in and take stock with a view to
There was a carrot, and that carrot was a car, but Neil wider market possibly made the right decision. What was a fill-up.
soon came to realise that this was not for him and true, and remains the case today for retailer, manufacturer
responded to an ad in the local press, wrote to Ascot who or distributor, is that decisions as to direction have to be And a chance to introduce other lines to make it all
were looking for a rep to sell their range of footwear and made and there are many reasons why it is well nigh worth while. Hopefully, I am getting over the close
rackets. He was with them for six years until 1990, during impossible to ride two horses in the same race. So, it is connection between the way a ‘Free Agent’ can earn a
16 JUNE 2008
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