Q&A with... W
hen queues at her stall at charity fairs reached three-
deep, Jane Hudson decided it was time to sell her goods— gifts and stocking fillers for men—to a wider audience and
so the idea for Presents for Men was formed. Twenty-two years later and the business has grown to become one of the market leaders. It continues to expand and recently launched a catalogue in France.
What did you do before founding Presents for Men? Leaving school after O levels, I went to secretarial college in Oxford. My first job, still as a teenager, was as PA/secretary to a partner in a national firm of land and estate agents, where I met my husband [Norman Hudson, OBE] and subsequently for the managing director of a chain of managed pubs—where, to my husband’s delight, I was given a beer allowance. I gave up work to have two children and started a small business from home, making beeswax polish. I sold the polish, together with a range of stocking fillers and presents for men, at charity fairs in various parts of the country. This introduced me to sourcing products, selling them, and meeting customers face-to-face across my stall. It gave me hugely valuable and instant feedback on what customers were looking for—the key to any good retail business. Having much in common with being a market trader, it was physically hard work, but I was young and it gave me a real buzz.
What inspired you to launch a mail order business? People seemed to like what I was offering but there is a limit to the total number of people you can serve across two trestle tables. Then I was lucky to be given some publicity in a national women’s magazine with a readers’ offer for an insulated bottle bag made exclusively for me. The demand astounded me. I was still operating from home and my part- time nanny helped to pack the parcels. This encouraged me to produce a small flyer for this and two other picnic products—and our mail order business, albeit tiny, was established.
What has been your greatest achievement in business? Starting as a sole trader with negligible capital—only £100, 22 years ago—and gradually building that into a company with a loyal database of customers, which is now the second largest gift mail order business in the UK.
What are your major day-to- day challenges?
Keeping control of costs and understanding the ever-changing relationship between catalogue and web sales. Because we distribute millions of catalogues, which initiate web orders, the true ROI from web marketing is harder to measure precisely. With a very dynamic, technology- enabled marketplace we have to balance the changing channels of distribution with maintaining the unique relationship we have with our loyal customer base.
You recently relaunched the Presents for Men website, what’s new? The whole look and feel of our website is cleaner and fresher. It is more intuitive, with dropdown menus, excellent zoom and search features. Having over 2,000 lines, with a huge range of categories, it is vital that customers can find what they are looking for easily. For those who need inspiration, our new Gift Finder makes intelligent suggestions—by recipient, price and interest. Response and feedback from customers has been excellent, showing higher conversion rates and average order values.
What do you have planned for 2012? Next year is an exciting year of transition for us. While market conditions remain very challenging, we are building the necessary infrastructure to create a strong platform for growth. We have recently recruited a new managing director, Tracey Putt, who joined
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Jane Hudson, Presents for Men
the business in September with a brief to take the reins and develop the potential of our existing business over the coming years. In addition we have launched a pilot catalogue in France, “choiXparfait”, this autumn to test the potential in that market. The launch of our new website has provided the opportunity to optimise the potential of our online business in the years to come.
What is the best piece of advice you’ve ever received? There are two things. First, believe in your first instincts about a product—they are probably right. Second, while aiming to achieve high in- stock levels, don’t be afraid to sell out of a size or particular style if reordering could result in your being overstocked.
Whom in the business world do you most admire, and why? Johnnie Boden. He recognised the opportunities in a changing market with the middle classes favouring “smart casual”. He has created a hugely successful brand; the name itself generates an image, which is ingrained into our national character. Now he has created a new brand, Johnnie B for teenagers. I see the same potential for growth in our business, as he has achieved in his.
What was the last catalogue or online purchase you made? This year I became a grandmother for the first time. For years at trade shows, I have admired children’s clothes and toys but because we sell little in that category, I have walked by. Now, my interest is renewed and children’s clothing and toys are relevant to me again, but having little time to go shopping, I buy them online.
Jane Hudson
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