NEWS
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Solar’s new fl are – a change is as good as a rest!
After nearly 30 years as a sole trader, it’s all change for Solar Tackle’s Martin Locke. And in this case… the change looks good!
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Martin Locke on the Solar tackle stand
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Expect a high profi le presence for Solar in 2017
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Tom Colloff of Fosters of Birmingham with one of the fi rst Navic Power Banks to arrive in the UK
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Blaser Outfi ts UK head of sales Christopher Dewbury
nvestors, new stock systems, new accounting software and a total company restructure. It’s the stuff of nightmares for many in business, but not so for Solar’s Martin Locke. “I think over the years Solar Tackle has been a victim of its own success,” says Martin. “I’ve been a sole trader for 30 years and it’s always been a constant battle with cash fl ow. “You plough all your money into design and investment in new products, you order your stock. You market as best you can, as you’ve spent all your cash… the stock sells out, you’ve got to wait for the money to come in, and you’re being shouted at by dealers as they need more product. Eat, sleep, repeat!” Martin’s plight may well sound familiar to many in the trade. But thankfully, things are well and truly on the up.
Back in December Solar’s customer-base received a letter from the company explaining change was coming. “Late last year we were approached by a European investor keen to preserve the heritage of the Solar brand,” says
24 | Tackle & Guns | June 2017
Martin, “and the investor knew of the problems that sole traders face and has been able to provide the new infrastructure, systems and assist with the cash fl ow. Solar Tackle has become Solar Tackle Ltd, and I’ll be honest, it’s been a long time since I’ve been this positive about future growth.”
The importance of being English One of the biggest fears for any brand owner is the thought of an investor making sweeping changes to product. We’ve all heard the horror stories where production is switched from A to B because it’s pennies cheaper… Thankfully this is certainly not the case for Solar.
Martin explains that a key point for him is that the heritage of the brand stays – and that means key products, like Solar’s famous stainless range, remains in England.
“All of our stainless is made in England,” says Martin, “and that stays the same. It’s sourced from in and around London and that’s important to our customers, both here and in Europe. And it’s important to me. And it stays the same.”
But one thing that will change is the marketing, as Martin explains: “We’ve never really been able to do much on that front as cash has restricted us, but that’s no longer the case.
“The initial investment happened last December, and from the outside it won’t look like much has changed at all… yet! Yes, supply has improved, especially with key product ranges like our P1. But there hasn’t been a rake of new products, there’s no more marketing, from the outside it looks pretty much like business as usual. It’s behind the scenes where change is most radical. The infrastructure is now in place. The new products are finalised. We’re already working on new catalogues and marketing campaigns. Life is good. But it won’t be until early Autumn when dealers really get to see what’s coming. One thing I can promise though, is that it is going to be very, very exciting!”
SOLAR TACKLE LTD T 01322 277 345 E
sales@solartackle.co.uk W
www.solartackle.co.uk
www.tandgmagazine.com
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