OTS Review
OTS 2010
If any proof were needed that a dedicated Autumn trade event was required in the UK, this was it
A
fine show, well organised, good venue, easy to get around, busy enough to feel a buzz but not so busy you feel hustled by the crowds… The 2010 Outdoor Trade Show did just about
everything right.
Held at Stoneleigh in Warwickshire, just outside Coventry, it’s fairly easy for most of the UK’s retailers to get to, north and south; the exhibition buildings are spacious – with room for the show to grow yet further – without feeling empty; and the attached café/restaurant provides a decent feed. What more could you want? Oh yeah… gear. Lots and lots of gear. That’s the show’s strength – great exhibitors showing their finest equipment. 120 exhibitors attended over the three days with more than 300 brands, and a whopping 1427 visitors attended, which the organisers say is 13 per cent up on last year.
Gelert really impressed at OTS. The company’s identity is one of the firmest in the industry; while many companies try to be all things to all men, Gelert know their strength and work with it really rather well. They’re a family camping brand, that’s what they’re known for, and it’s what they do best. With this in mind, the message to customers at the show was about merchandising. Rather than offering one or two things to a customer in- store, they’re suggesting to retailers that offering a full merchandised package (tent, matching seats, sleeping bags, carpet, everything) at a great price might be more effective. It’s following a path trodden by retail giants like John Lewis, and it’s proven to work outside our industry; there’s no reason at all why it can’t work for the outdoor retailer, too. They’re promoting the idea with their New to Camping range, and it should be a real winner for the company.
14 SGB OUTDOOR OCTOBER 2010
SueMe is a brand best described as crossover, in that outdoor customers will appreciate it, and will understand the value of the brand’s environmental credentials too. They work hard to keep the impact of what they create to a minimum, and many of the fabrics they use are from a highly sustainable source (for example, their beautiful t-shirts are a blend of bamboo viscose and organic cotton). Everything is really well made, notably their fantastic hoodies, with a hood that is designed to avoid creating a pointy head effect. A simple thing, but a real point of difference, and the details are what they are all about. As an added bonus, they’re owned by the company that distributes Buff in the UK – and if you’re not stocking Buff, you’re really missing a trick. Practical, simple, but once used, you’ll never want to be without one again. Buff had a few new additions on show at OTS, including pieces from the 2011 range, out in Spring. As far as I’m concerned, Buff can do very little wrong, and if you don’t have their thermal range in this winter, you’ll be losing out.
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