selling cricket
Cricket trade to experience mass boom?
SGB speaks to BoomBoom’s Commercial Director Paul Nash about the potential benefi ts the brand has for the UK retail trade
A
lthough very much in its formative years as a brand,
BoomBoom has experienced a remarkable rise in profi le with an impressive array of ambassadors on their books to help woo consumers across the globe. These include the likes of Herschelle Gibbs, Shahid Afridi, Hamish Marshall and Jade Dernbach. International businessmen Zahid Soorty and Ali Ehsan set up the company in the United Kingdom in September 2009 from Pakistan due to their passionate zest for cricket. During the last two years, BoomBoom has been able to set up their own factory in Pakistan. This ensures constant collaboration between the UK and Pakistan and high- end product is able to be distributed effi ciently. The brand has numerous
advantages for retailers according to Paul Nash. “As
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a brand we are particularly attractive to retailers. We are one of the few if only truly global brands with a presence in Asia, growing trade in the UK and also capturing the attentions of emerging cricket nations due to the performances of two of our ambassadors- Paul Sterling and Mohammed Shahzad who shone in the recent World Twenty20 qualifi er. With more exposure on the world stage, the brand can only become more attractive to consumers and retailers will also see a knock on eff ect.” The BoomBoom product
range aims to cater for every cricketer from Lord’s to the village green with a varied pricing structure. Their bats for
instance range from premium grade 1 English willow at £275 right down to a £35 Kashmir willow bat for your novice cricketer. “We believe in providing
quality cricketing equipment for every type of cricketer rather than pricing ourselves out of the majority of the market like other cricketing manufacturers do”, says Nash. “Most cricket fanatics do not have over £300 spare to spend on a bat and so our range off ers produce for everyone no matter their ability and budget.”
Alongside being the brand of choice for consumers, Nash believes BoomBoom will soon be the number 1 choice for retailers.
“With BoomBoom only
working with retailers and off ering a quality product with double margins, we are providing a service to rival any other cricketing brand.” BoomBoom’s ambitious are not just confi ned to cricketing equipment. Bespoke clothing is available as a service for retailers with a six-week turnaround on all orders. So far 18 retailers in the UK are involved but this is surely likely to rise quickly. In the 21st century, English
cricket has experienced a boom of some sorts due to the increasing success of the English cricket team and the rise of Twenty20 cricket. Perhaps it is time for the retail boom? SGB
With BoomBoom only working with retailers and off ering a quality product with double margins, we are providing a service to rival any other cricketing brand
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