Although the company only started we do and don’t have. It does mean we have
from scratch three years ago, it has grown a very manic part of the year, when everything
extremely quickly. “It just seemed to take off is coming in at once, but on the plus side,
straight away,” Victoria explained. “I began being such a major stockist means we are
with boxes piled up in my back room, but able to considerably reduce our delivery time
pretty soon they began taking over my between order and supply.”
entire house!” After just six months Princess The UK market is quite different from the
Distribution had to move into its fi rst premises, US market, as Victoria explained: “I put in a
and made its second move into a new 8,000 large order for one of our top-sellers – the
sq ft warehouse complete with full logistics Shipmate Cutie – in our fi rst year, only to be
operation just a few weeks ago. The fi rst trade told that they were going to pull it in the US
show that Princess Distribution exhibited at because they didn’t think it would sell. Thank
was the ETO (Erotic Trade Only) Show back in goodness they didn’t, as we needed to order
July 2007, and it had a fantastic reaction. The more pretty quickly!” Since then, and as
stand itself was only 3x3m, and many of the Victoria’s relationship with Leg Avenue has
other exhibitors dismissed the new kid on the grown, she has been over to California to
block. “They told me that it would never work, spend time in their design studios, working
and that a lot of other people had already on product that is aimed specifi cally at the UK
tried with Leg Avenue and fallen fl at,” Victoria market. There’s a lot of new costumes coming
explained, “but I think they just didn’t like the through, and because the Leg Avenue range
competition! In any case, it just encouraged is quite strongly fashion-led for a fancy dress
me to go full steam ahead – I’ve got quite brand, this is a unique selling point – next
a competitive streak in me, and being told I seasons looks include burlesque ranges,
won’t be able to do something is a sure-fi re neon/80s colours and a nautical theme.
way of getting me to do it!” Leg Avenue has recently introduced a plus-
How did that show differ to the IPS a size range, which Victoria has also bought
year later? “Well the clientele are completely across the pond. Aimed at ladies up to and
different for a start. I think a lot of party including a size 20, Victoria thinks it will prove
visitors were quite shocked to see our girls extremely popular. “Everyone in our core
walking up and down the aisles in skimpy audience wants to look sexy and fashionable,
costumes. I hadn’t really thought about it, as even at a fancy dress party. There’s a range
I see it all the time, but yes, I think we made of 20 costumes that have been chosen
an impact!” Shock aside, the IPS was also particularly because they translate well across
very successful for Victoria, and this year a range of fi gures, so we’re able to cater to a
she had a very successful show at Spring much wider audience now.”
Fair, with the aforementioned fairytale castle Victoria recognises the importance of
and stunning models walking around in the having a good working relationship with other
costumes, showing them off to their best companies in the industry. “I don’t think the
advantage! “Trade shows always are great for brand has been particularly well marketed
us,” Victoria said, “we get a lot of good quality in the UK,” said Victoria, “and I really want
customers from them – not just wholesale, but to change that.” There are problems with
on the website as well! We do make sure the counterfeit costumes throughout the UK, and
models we use have personalities – the stand Leg Avenue has suffered quite strongly from
occasionally becomes so busy that we need this sort of activity as the current distribution
them to help sell!” channels simply aren’t streamlined enough.
So what makes Princess Distribution so Tightening up the import routes should put
different? If, as Victoria has been told, there an end to more fakes entering the market, will
have been a number of other companies trying clean up the brand and will stop unnecessary
and failing before her, how has she managed price wars. “Leg Avenue should have the
to make Leg Avenue a success in the UK? “I lion’s share of the UK fancy dress market, and
can’t talk for the other companies, but I know that’s what I intend to do, to build the brand.
that I was determined to make this work. It It might take a while, but I’m not just in this for
was quite diffi cult sometimes, as dealing with a a quick buck!”
US company meant that I had to work around Being in it for the long haul also means
their timings, which meant a lot of evening that Victoria isn’t daunted by the current
work! I think also a lot of people maybe didn’t recession. Although sales are quieter than
realise the seasonal nature of the business…” hoped, the company is still growing, proving
By this, Victoria is referring to Leg Avenue’s that there is indeed room for growth during a
manufacturing structure. As an American downturn. “Many companies are suffering at
company, most of its business is conducted the moment, but we all need to hold in there,”
in the Halloween and Christmas period, and explained Victoria. “We need to tighten our
as such the orders are put in and costumes belts, but we’re still doing Spring Fair next
are made many months in advance. It means year. In fact we‘ve got something special
that if Princess Distribution didn’t hold the right in store for that. I don‘t have a marketing
stock in the right amounts, or weren’t passing background, but I like to do things differently,
that information on, then stores could easily and nothing is ever good enough.” She
be kept waiting for products that hadn’t even laughed: “As all of my staff will probably tell
been made yet. “We’re very clear about what you!”
Retail interview 17
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