O-p13 Result profile 11/17/08 12:14 PM Page 13
www.sgb-sports.com
SGB Outdoor Retail - Result
Sports and Outdoor
A great Result
SGB recently caught up with Result Performance's Myron Shafee, to find out how the company's first year
of trading has gone, what challenges they've overcome and to learn a little about the new product lines
for 2009 TECHPerformance & Ruckjack
W
e've been shouting about Result need to sell X amount per week to cover what's on the investment piece, and I
Performance quite a lot in SGB, partly shop floor; that's partly why we're explaining to retailers don't think people are
because we think they produce good quality that there is very little outlay required for them to take willing to pay £80 for a
apparel and partly because of their business on Result Performance. We really can remove the stock jacket from a relatively
model, which means the retailer does not have to make gamble and with a small investment can give the new brand. They're more
a massive bulk order (and therefore a huge financial stockist a much greater return than maybe they would likely to go for a better-
commitment) in advance, rather they can replenish recieve through a traditional buying process. known name at that sort
stock as they require. When times are hard – like now! of price. We have to be
– what could be more attractive to a retailer? As SGB: Your lines have expanded beyond recognition in the
Result's Myron Shafee explains, things haven't been last year too, how has it changed?
plain sailing – but she's justifiably excited about their MS: We started off with just under 40 lines and we've
new lines and future of the business. listened to what people require – bearing in mind we
_ are mid-range, mid-market – we've brought in far more
SGB: As a company, you've had huge success in fleece items, and on the technical side, we've reduced
promotional clothing, but it's taking time to establish the weight of many products, and improved
yourself in the outdoor arena… breathability and a lot more. careful to produce
Myron Shafee: It's a new brand, so people have been That brings us on to TECHPerformance, which is quality pieces, be
slightly more cautious with it. If you don't know our launching in January for SS09. There's eight pieces in attractive to the
background and the strength of our company, I can the TECHPerformance range at the moment. The range consumer in terms of
understand that to an extent. We are extending our 15- has greater breathability and price and
year lead in the promotional market into the retail they're much lighter, as give the retailer a decent margin too.
sector. mentioned. We’ve aimed at
specific activities in some cases for SGB: You're a stockholding company, which
SGB: How has the first year been for you? example the Extreme Soft Shell, is must make you attractive to retailers. How does
MS: We've had an uptake in retailers, certainly, and primarily for skiers and the company setup benefit the retailer?
things are going from strength to strength. We're also snowboarders. MS: We're a UK-based company, we have a full
getting far more exposure in the national consumer We really listened to what showroom within our business, so customers
press, which is thanks to the PR company we're now retailers and customers wanted, can either come to see us or we can visit them.
working with, MCS. Journalists are taking Result and the TECHPerformance line is But in terms of the service we
Performance product seriously, which really helps the the answer. offer, everything you see
exposure and it means consumer confidence and RuckJack is a new range for us on our show stands
interest is heightened. Of course, that means consumers we were approached by the brand's German designer to is a stocked line Once
are asking for the brand more in a retail environment work on and help with the production of the range. It's product is sold through,
which has been a major turnaround for us. a great looking technical jacket which is both and they're happy with the
waterproof and breathable, which can be turned – very product and the margin,
SGB: How many stockists do you have now? quickly and easily – into a working rucksack. It suits all and we're happy with the
MS: 40 we've doubled our outlets and it's purely down target markets, from people enjoying sports to a mum retailer, they can re-order
to the services we offer and the development of the out for the day with their children. and it will usually be with
product range. People are starting to understand the them within 24 hours.
principles behind the business and that there is absolute SGB: RuckJack is a very good technical jacket even without We can replenish almost on a
minimal risk for the retailer in taking the brand; they the novelty of the rucksack element. The one we saw at daily basis if needs be and we offer free delivery on
don't have to pre-order, they could take, for example, OTS is retailing at a fraction over £50 – do you think you orders over £250, which is a nice incentive to order.
two lines, two in each size, and when it sells through might be underpricing and We offer a very good product, exceptional service,
they can re-order. We can usually supply within 24 suffering perhaps from good margins and great delivery and we can supply
hours. perceived value by retailers? stock all year round.
We've found from the stockist's traditional point of MS: It has to be at the right
view, they're very much reliant on their current brands. price point to attract the
Their margin is based on how much square footage they consumer to try something
have and what they can sell through; they sometimes new. If you take it well over
feel they don't have room for a new brand because they £50 it becomes an
NOVEMBER 2008 13
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