on the board
‘From any bad idea can spring a great idea’ Homewares and small domestic appliance supplier Sabichi brand and sourcing director Sachin Bagga wants to embrace technology and develop digital channels
What’s your background? I’m the brand and sourcing director at Sabichi, a homewares company which supplies retailers and consumers with products for every room of the home. We design, develop, import, distribute and export Sabichi branded products to a number of different retail and wholesale partners. We also create private label products and ranges for our multinational retail partners. Our family owned business was founded by my father, Sam Bagga, and we’re celebrating our 21st birthday this year.
I was encouraged to pursue a career outside of the family business. After graduating from Harrow School I completed my law degree at the London School of Economics before pursuing a career in the City as a solicitor for five years. Having spent my childhood watching my father grow our business, I finally joined Sabichi in 2010, managing my first accounts, Next and BHS.
Tell us a bit about Sabichi. In 1994, the business began developing and selling bathroom products to a number of UK high street retailers. Today we design, develop, produce and import (as well as export) homewares under not only the Sabichi brand, but also as private label brands. The Sabichi brand has a fresh and contemporary handwriting, offering clean and modern core basics along with vibrant and cheerful colours. We now work with over 30 of the high
street’s favourite brands and retailers, and have developed a product portfolio of over 1,000 SKUs, and growing. We supply products to the home departments of UK retailers, as well as supplying our Sabichi branded products to countries as far away as Dubai and South Africa.
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www.innovativeelectricalretailing.co.uk
What’s your working week like? On a day-to-day basis my role involves sourcing all products within the Sabichi portfolio and assisting in product pitches to the growing number of retail partners Sabichi supplies. The start of my day is usually at 5.30am to ensure that we can work with colleagues and manufacturing partners in Asia in real time, rather than losing a day. I then spend most of the afternoon in meetings with various departments of the business and product selections. Being a supplier to national retailers, I also work closely with their buying teams to design core product ranges as well as designed ranges in the tableware category. I often travel to the Far East to source the right products and meet the teams at our offices in China and India. With a dedicated sales team covering different
retail partner categories, our fastest growing teams are currently working with online retailers and export customers. Our aim is always to produce home products which can span geographies; we currently supply to customers in over 25 countries around the world.
What’s the one thing you couldn’t do your job without? My iPhone. And, of course, my team.
What’s keeping you busy? In addition to my role in sourcing, I also manage the brand’s new ecommerce store and online retail partner accounts. In what has been a traditional business space, we want to take advantage of the changes around us and create new digital opportunities. Embracing technology and developing digital channels to move Sabichi into its next phase of growth is a personal initiative.
What do you do to relax? I love to cook and checking out the farmers markets for fresh and healthy seasonal ingredients. It’s great to take inspirations from places I travel to and also from my father, who would definitely give Cyrus Todiwala a run for his money! When I’m not in the kitchen, I enjoy going to the gym to clear my mind, visit galleries and when winter is upon us, skiing in France.
What’s the most rewarding aspect of your job? Seeing Sabichi products on the shelves and being used in our consumers’ homes gives me real joy and satisfaction. As our products more
often than not end up in the heart of the house, it’s a great feeling to create Sabichi products that make everyday life easier and happier for our customers – that’s what inspires me.
What’s the most challenging aspect of your job? Working in different time zones is a real challenge that we face and overcome daily. With close communication, a lot of direct and video communication, we can ensure nothing is lost in translation and that the product which has been specified and chosen is what actually arrives in our DC and retail partners’ stores.
Name one change you would make to the electrical industry. More than any other category in homewares, SDA is dominated by brands which have been around for a while. There’s a need for retailers to look at younger brands in these categories.
What advice would you give to someone starting out in the industry? Having a core goal in your mind is crucial. Being able to keep that goal in sight at all times when other work streams and demands come your way is the Everest we need to climb. Achieving your dreams and goals does not only happen during normal working hours. Late nights, early mornings and weekends spent brainstorming and creating opportunities with friends or colleagues get you that bit closer to jumping beyond the finishing line. Lastly, listen to everyone. From any bad idea can spring a great idea!
Sabichi has added new products to its small electricals offering, including new designs and colour ranges
March 2015
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