Berkley Brewer 33
Investment level:
£8970
Website:
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h
www.berkleybrewerfranchise.co.uk
Email:
a
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recruitment@berkleybrewer.co.uk
Phone:
0845 130 2899
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w

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Franchise classification:
Menswear sales
Berkley Brewer is a resounding success.
We’re also going against the grain in the
sense that we only want 40 franchisees
to complete the network.
‘Because of this ethos, we won’t be
giving a franchise away to anyone who
walks through the door just because they
have the money to pay for it. If they’re
not right for the wider business, we
won’t take them on.’
Berkley Brewer also bucks another
trend by refusing to offer its franchisees
exclusive territories. ‘We’ve deliberately
avoided doing what most other
franchises do here, because we feel that
any kind of territorial exclusivity would
be restrictive for our franchisees, given
the business model we’ve adopted.
‘Instead, the individual territories
are very large, subsuming a number
of counties, and the numbers of
franchisees in each of those territories
is capped so that there is enough
business for everyone. There’s also
nothing to stop one franchisee servicing
One of Berkley Brewer’s first Further training covers Berkley Jason Gardiner takes a client in a different territory, though
franchisees, Stephen Schofield, has Brewer’s bespoke software system and
a client through the
what we wouldn’t allow is for them
stages of ordering a
seen his own client base grow rapidly, sales and marketing skills. Franchisees
made-to-measure,
to market their services directly to a
showing the popularity of the concept. can then begin trading with confidence,
value for money suit
neighbouring region.’
He says: ‘I had 30 years’ experience and hopefully make a good profit as One of the most attractive
as a yarn manufacturer, but then the Robin Gifford, one of the three attributes of this package is the
manufacturing side was outsourced to company directors, confirms: fact that there are no further
cheaper countries such as China, and ‘With only 10 new clients costs once the franchise fee has
UK businesses couldn’t compete. a month in the first year a been paid.‘These are the kind
‘I’ve always wanted to get back into franchisee can expect to make of burdens that our franchisees
working with fabrics in some capacity, around £50,000 profit from just just don’t have to shoulder,’ adds
and Berkley Brewer presented me with four sales to each client. Robin. ‘We don’t see it as
the perfect opportunity. At the same However, to achieve this, fair to take money from
time it has enabled me to continue being they must stay close to the franchisees before they’re
my own boss, but with the added benefit sales process outlined in making any – that’s
of ongoing support from head office.’ the training seminars and demotivating. Nor do
Stephen adds that knowledge of manual, and have a real we make an excessive
the fabric industry isn’t a prerequisite. gift when it comes to dealing amount from them
‘What’s more important is having great with people. These things are while they are
people skills and being able to interact absolutely central to the success of operational. We feel
with your clients at home or workplace.’ a new franchisee as well as to the that we have struck
Franchisees undergo sales and continued success of the network a harmonious chord
product training at a hotel location in as a whole. between the financial
Cheshire. Training covers the principles ‘It takes time to find exactly rewards of the network
of fabric technology and garment the right calibre of franchisees,’ and those of the
production and assembly to give the adds Robin. individual franchisees.
franchisee a solid understanding of what ‘And we want franchisees that It’s a win-win situation
goes on behind the business. will, cumulatively, ensure that for everybody.’ ■
www.businessfranchise.com June 2008
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