p10,12 Trade talk OCT 9/19/08 11:26 AM Page 12
TRADE TALK - Sports Retail
SGB
www.sgb-sports.com
Sports and Outdoor
after their daughter Anna, seven years old this October, what Ron and his
Sharon looks after the books for Runnersworld, who now partner, fellow Director
boast six stores including the Asics one. Brian Standen, have
chosen to do, there is
In the store, I met Craig who originally worked in his much to consider. On the
school holidays at the Chadwell Heath shop, close to his negative side, not
home. I heard him explaining pronation, supination, and everyone may want a
the pros and cons of several models of footwear to a specific brand but
newcomer to the running scene, and then watched him as positively, if they are
he gave her a turn on the running machine, to be followed interested in one
by a detailed analysis of her stance on the screen. I knew particular brand how
that he was a run above the ordinary. I discovered that he attractive to find the
was now in his second year at Brunel University reading entire range of that
Sports Science and was himself a middle distance runner. brand with knowledgeable staff to show it to them. In this customer whom Craig had jogging on the running
With people like him to serve, it became obvious that case, if for any reason Asics does not suit the prospective machine earlier in the afternoon was back choosing a
there was no need for discount signs to clutter the shop. buyer, they are only ten minutes away from their Eastcote tracksuit; obviously confident that she was in good hands,
As Phil confirmed, it was the service, the interest, the store, to which they may be directed. Perhaps the most as indeed is the group of Runnersworld shops and the
expertise and the whole ethos of professional retailing that important advantage in running a one-stop Asics store is Asics store.
accounted for the steady year on year progress by the the close relationship that can be built up between
group. As to the recession, there was even a positive side to supplier and retailer. Many companies now promote the Keep running, Phil.
that. Running and keeping fit without a visit to the local idea of a partnership between themselves and the retailer
gym was considerably less expensive for the individual but surely it can only be strengthened when a store is
and the family than gym membership and if folk had a devoted entirely to the one brand. This is probably the key
little extra time on their hands, so much more likely to its success. Living close by, I will be keeping an eye on
Jack welcomes your comments and is always glad to
would they be to benefit from the likes of Runnersworld. its progress. If they have a sudden rush, I will be on call to
discuss your ideas, problems and concerns, either
help out. I am very optimistic that the store will continue
person to person, or in print.
Anima Sana In Corpore Sano translates, in case your to make steady progress. If there is one obstacle that they
If there is anyone you would like him to meet or any
Latin may be a little rusty, as ‘A sound mind in a sound have to overcome it is that bl—dy parking problem,
product to write about please contact
body’ . The concept of an independent retailer devoting which is little short of a nightmare for all concerned. The Editor or Jack (writeawayjack@aol.com).
his entire shop to one brand might question whether
His articles do not necessarily reflect the views of
someone with a sound mind in a sound body would be “We can never say never” said Phil when we talked about
the publishers and are not ‘advertorials’. They are
wise to consider it. Runnersworld are specialist running possible expansion. It would seem that his recipe for
not seen prior to publication by any person or firm to
shops so their offering is already limited to the needs of success means concentrating on what one is doing and
whom they may refer.
runners. Thinking very carefully about the wisdom of doing it the right way. It all sounded good to me – and the
12 SEPTEMBER 2008
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