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SGB STAG
S
TAG’s outdoor arm has a new identity, a new focus under the The truth is, as you add two or three suppliers to the list of people you
name Freedom. SGB Outdoor spoke to Ricky CHandler and work with, people think “I’d like to join Freedom now, you’ve got suppliers
Ward Robertson at the recent Outdoor Trade Show about their that are really relevant to me and my business”, and as the member list
new identity and what it means for potential members… grows more suppliers come on board because it becomes more attractive
STAG is very, very well known as a buying group for the sports retail trade, to them. It’s a moving feast, we’re constantly building in the same way as
not so well known for its work in the outdoor arena. While the company we did in the sports trade.
has a perfectly reasonable number of outdoor stores (85 of a total of 460
members) under its wing, it’s not even close to its reach SGB: What benefits do you bring a retailer in
in the sports industry. That’s partly why joint MDs Ricky the outdoor trade?
Chandler and Ward Robertson have rebranded their WR: We do a few things; we help them
outdoor arm with a view to increasing their outdoor increase their profits because we have pre-
membership. They spoke with SGB Outdoor and agreed discount levels with a large number of
explained the whys and wherefores… specialist brands.
We also help members cut their costs. With
SGB: So, have you’ve changed the name of the company? things like credit and debit card processing
Ward Robertson: No, we’ve just given an existing part rates, a small business might pay… Well, if you
of the business a different name. STAG Outdoor is now spend £100 on your personal credit card and a
called Freedom; STAG Sport is still just that. smaller retailer is probably paying around 2 per
cent. So that’s £2 of their profits gone. For
SGB: Does it work in exactly the same way? STAG, the rates we get are just over £1; For
Ricky Chandler: Yes, fundamentally. It gives us a focus every £100,000 of turnover, rather than paying
for the Outdoor industry. Freedom is their buying group. £2,000 to the card processor, they’re paying
£1,095 with us. So they save four-and-a-half
SGB: Why would it have lacked focus as it was, under times their annual membership fee with
the STAG banner? Freedom, just on that one little thing.
RC: It’s never lacked focus from us, we’ve always been We’ve kept it simple because business is
focussed on the outdoor trade. But there’s been perhaps generally pretty complex, and everybody’s really
a little reluctance from some members and suppliers to busy.
be associated with a sports buying group. Freedom is We don’t act as a middle-man, nothing
dedicated to outdoor retailers and members. changes for the retailer. You buy in exactly the
Ward Robertson, Freedom MD same way as you always have; it’s so simple, it
SGB: How will that work for you two? Does this create can be hard to grasp. You see your usual rep,
more work and change your roles? or call the distributor, and buy what you want.
WR: Not really, we’re already doing all of this anyway. We’ve just changed We do the negotiation and the terms for them, but that’s it.
the label and made it clearer for everyone. Our workload would grow if we RC: We can also help a member if they want to be introduced to a specific
took on a lot of new members; we’ve grown from 200 members six years brand, if they want an account with a brand we can help with that process.
ago to 460 and climbing all the time. Because we have good relationships with the brand, and they know that as
a member of STAG you must be a good, reputable retailer, we can
SGB: There’s a lot of specialist manufacturers and distributors but there’s recommend you.
also a lot of brands that have crossover. Who are you going to be working
with to bring the best deals to your customers? SGB: What’s the reaction to this been like at OTS?
WR: People like Burton McCall, who distribute a lot of brands RC: It’s been very very good. A lot of people have come up and been
RC: Coleman, Columbia, Gelert… saying that there is a requirement, there is a need for an outdoor buying
WR: Jack Wolfskin, Merrell, Timberland… To name a few. More than Half group for the independent. Once people found out that we are a part of
of HI-TEC’s business is outdoor, they’re now the second largest specialist STAG, they were fine with that because the STAG name is trusted and well
outdoor footwear company in the world and they’re one of our key known.
suppliers.
8 SGB OUTDOOR NOVEMBER 2009
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