26 SUPPLIER FOCUS DKL ‘We can be a major player’
DKL has enjoyed growth in both 2011 and 2010 and is on track for another solid year, thanks to its mix of quality products and value for money portfolio. But the firm isn’t resting on its laurels – there are some ambitious plans to strengthen its position even further, as Samantha Loveday discovers…
The summer’s wet weather has boosted sales of arts and crafts products like Hama Beads (above right), says DKL sales and marketing director David Allan…
“IN THE current climate, I think that any company showing an increase will be happy,” David Allan, DKL’s sales and marketing director, explains to ToyNews.
“I am very happy with the year so far; we are up on last year as a company and nearly all of our brands are showing an increase.” And, while Allan thinks DKL is
lucky to have such a great range of products and brands, it could be argued that clever choices, solid marketing, a strong relationship with retail and quality value for money lines are the real reason that the firm is doing so well.
DKL has been distributing the Hama Beads range for over 20 years, and it is a stand out line for the firm. Corolle Dolls, Wonderworld Wooden Toys, Mic o Mic, Miniland and Velcro complete the current portfolio. Allan continues: “DKL is already a
well known and trusted distributor, but I intend for DKL to grow to be one of the major players in our industry. The only way to grow our business is to bring in more brands which I am working on and looking at daily. I will not compromise on our philosophy of quality product to join
OCTOBER 2012
our brands and companies that are looking for a long-term partnership that can also take honest reviews.” Allan admits that he is looking for an arts and crafts range which can sell alongside Hama, as well as a boys line. However, he is also keen to point out that he is willing to look at any range which meets his requirements and doesn’t clash with the firm’s current portfolio.
Allan believes that the mood in the overall toy business is actually very up at the moment, and also points out that the wet weather throughout the summer has helped the arts and crafts categories, with Hama having enjoyed strong sales. But he and the team at DKL are also well aware that they need to work even harder with retail than perhaps ever before.
There is no doubt that retailers at all levels are looking for best customer
service and ordering little and often, and it is
up to us to respond to this. David Allan, sales and marketing director, DKL
“We also look at whether the
market sector is already over supplied and if the cost prices are realistic, to ensure the retailer earns a good margin and the consumer has perceived value,” he continues. “Plus, it needs to be a long-term
partnership and not a quick fix, with a partner that can take constructive criticism to grow their range in the UK, which is a very unique territory.”
“There is no doubt that retailers at all levels are looking for best customer service and ordering little and often, and it is up to us to respond to this,” he says. “So, we now offer a dedicated in-store service which is not just point-of-sale, but includes planograms, stock health check, window displays, offers and more. “Within DKL we also try to respond to retailers’ requests as soon as possible. This year we have been
installing dedicated ‘in store’ areas with specially built stands and branding. We intend to grow this into next year as these particular stores have enjoyed increases of over 20 per cent.”
Allan continues: “New business is
key to any growing company, so looking at alternative outlets is so important. We have seen growth in museums, zoos and other attractions. Online is the strongest growth area and we have very strict controls to ensure we form good partnerships.”
A STRONG FUTURE DKL is spending more time on social networking, employing a dedicated person to make sure it has daily updates going through the likes of Facebook, Twitter and Pinterest. The future seems to be looking bright, and Allan has clear aims for what he’d like to achieve by the end of 2012. “To ensure we meet our customer requirements, meet our budget plans and have a couple of new ranges to launch at Toy Fair,” he says. And longer term, he’s equally clear: “To be one of the major companies in the industry with good strong brands.”
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