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FEATURE
Turning New Profi ts
With New Leaf Trading
EW LEAF Trading has turned over a success. “We have been selling this for ten years.
new leaf, restructuring both their mar- It was our fi rst product,” said Goodman.
N ket and their products; thus the origin Although the formula was outsourced to a
of their new company name. In the process, they chemist, the research and chosen ingredients
have moved swift ly from one success to another. were selected by the Goodmans. Th e actual
Previously, the company sold retail through spray is manufactured on site. “We mix and
mall kiosks, yet with over 100 employees scat- fi ll according to specifi cations,” said Good-
tered throughout various malls, it was becom- man. Th e spray is sold by the case and comes
ing overly complex. So it was only a short step in multiple sizes and case packs. Retailers can
to becoming entirely wholesale and supplying purchase it in 2 oz, 4 oz or 8 oz bott les, and in
kiosks, as well as other retailers. Additionally, their case packs of 20 or 80. Recommended mark up
knowledge from retailing contributes to their ability is four to fi ve times the wholesale price.
to eff ectively meet retailers’ needs. One of the many benefi ts to retailers of buying from
New Leaf Trading is owned and operated by Scott Good- New Leaf Trading is the virtual exclusivity of their prod-
man and his wife, Dionna, who have become remarkably ucts. Not only is the eucalyptus spray proprietary, but the
successful in a very short time. Th ey started their previous fragrances for the lamps are designed and mixed on site. “We
company in 2004 and formed New Leaf Trading in Septem- have a chemist on staff , and Dionna is the one who comes up
ber, 2008. Th ey focus on three product lines, all very popular, with the new fragrances,” said Goodman. “She has a good
and all with signifi cantly profi table markups. “One line is the nose, and a good eye for what people want.” Th e fragrances do
fragrance lamps and the fragrances, which are super hot right not change too oft en, but Goodman said they are constantly
now. We also carry Hair Twirlz, which are really taking adding new ones. “We are going to add another six that
off ,” said Scott Goodman, President. Th e Hair Twirlz will be geared to the holidays,” he said. “Recently,
are made of clay and come in 36 colors. “Th ey are we pulled twelve off and added twelve new ones.
especially popular with people who do craft shows We used to have 24, but now we have 18 because
and fl ea markets, but boutiques are beginning to we cut the slower sellers.”
carry them too.” he said. Th e lamps are imported from China, where
Th e third line is an all natural, healing the Goodmans go once or twice each year.
eucalyptus spray used for aches and pains such “Mainly we look for things that our customers
as arthritis or backaches. “Ben Gay only numbs ask us for. For instance, if our customers want
the pain,” said Goodman. “People rub this on the new crystal lamps or mosaic lamps, we would see
ache, and it relieves the pain rather than numbing about fi nding those and add them to our stock,”
it. We wanted to make something natural so people said Goodman. Kiosks, gift stores, and small chain
could use it without the side eff ects.” Th e spray sells stores are New Leaf Trading’s primary market for
primarily at shows and kiosks, where it functions as an the lamps and fragrances, and these segments have
excellent demonstration product, which then results in sales. had great success with the products. New Leaf Trading has
Health food stores and relaxation places also carry it with recently put together a starter pack to help new retailers real-
Continued On 56 whwytriright
22 August 2009
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