THE BIG INTERVIEW
beginning, however, we decided to create a brand that is easy to wear, easy to print and easy to sell. We like the easy way. Life is too complicated. We are different, not because we have a lot of product, but because we have the right, basic product.
Q. Your colour palette is very different to many in the UK imprint market. A. It is a European palette. You create the difference because you inject some spirit and inspiration comes from the colours, from the style details.
create a professional network in all European countries. We have decided to sell our brand directly, through a limited reseller network. Our policy is to sell our product, printed, to the end users. We will do it through three channels. The first one through e-commerce, the second through selected dealers and thirdly, through our sales teams. We believe e-commerce will be used for the smaller orders. Go on the website, select your T shirt, send your artwork and its easy. Thats why we ask our partners to invest in e-commerce.
Q. So have you developed an e-commerce platform for resellers? A. Not yet. We will start soon.
Q. How do you hope to mirror your success with B&C, with Stanley & Stella? A. Being located in Brussels, we are able to sell product in Poland, in Scandinavia, Spain, the UK etc. We have to convince resellers to sell and support our brand. We need to develop a strong team and we believe that our success will not just come from the brand, but from the team. And that team is not just here. The team is the supplier in Asia or Turkey. The team is the sales partners located everywhere in Europe. We must ensure that these people all have one common objective and push Stanley & Stella because they believe in the brand, they trust in us and they will do their job.
Q. How many dealers do you have? A. In three years, we will have a maximum of 500 in Europe. In Belgium, we currently have seven or eight. The brand has to help the resellers to grow; to give them advice about the product, to enable them to sell it. Traditionally, the job of a wholesaler is to collect a closed box, open it and deliver the goods. From our point of view, we ask our resellers to actively promote and to sell the brand and to give advice. We want our resellers to provide a premium service and a premium image.
Q. Did feedback from resellers influence the choice of garments offered by Stanley & Stella? A. We needed the help of all our research to create the collection. From the
www.printwearandpromotion.co.uk
Q. Ethical production is important to you as a brand, isnt it? A. We decided to create a brand which is 100% sustainable, but most of the customers dont know that. Its a huge investment, from the field, from the production side, from the working conditions, many things. It was so important to do it, because when we decided to create a new brand, we said OK, lets do it fully sustainable and do our best to look after people and nature. We manufacture in Turkey, in Portugal
and Romania and we are now in Bangladesh and Pakistan. We are totally transparent. If you want to visit our production facilities, lets do it. Its important to see that we are not working with child labour; that they are working in good conditions and being paid a proper wage. This kind of investment costs $2m (just for the wastewater treatment) for one factory and we only deal with this kind of factory. You must go to the factory every day. That way, you know for sure that you are not getting a product that is sub contracted.
Q. Where is your warehouse? A. Its in Belgium.
Q. How quickly can you get product to the UK? A. We can deliver in two days. We want to offer the best service possible. That goes with our premium quality approach.
Q. Is there a bespoke service? A. We start from stock but we have had several demands for bespoke. We have made a huge investment in this collection. There are more than 2000 SKUs.
Q. What about samples? A. Our partners receive a full collection of the product with branded hangers and tags. It is important to feel the softness. It has taken a lot of attention to get this kind of softness. Secondly, look at the shape. We have put a lot of effort into the fit. If you go into a retail shop, you will see that our colours are perfectly on trend and its the first time that the imprint market is perfectly timed with retail. Everything is 100% cotton. Its much more comfortable and easy to print. Its basic product, but it has the right attitude. If its a nice product and a nice print, then you will wear it. We ask all of our resellers to explain that when they are talking to customers.
Q. How has your first year been? A. Its been an investment year with not a lot of turnover and a lot of work to do. In the second year, with the new collection, customers see us as more professional; they see something different. And now we have a very good investment. There has been a very good response. People want to have our product.
Q. Will you be selling online? A. Yes, we will. At the moment, customers will have to go through selected resellers.
Q. Do you have a big stock holding? A. Yes, this is a huge investment and the total investment to create the company and being able to provide a premium service and products is 10 million Euros.
Q. So what drives you on? A. Its not the money – although people wont believe me! I am an entrepreneur; I like to create something. Its part of my life. You know its like a bottle. You can see the bottle half empty or half full. I see always the positive. Where there is a problem, there is always a solution. But as an entrepreneur, if I dont see the positive, I cant do my job.
Q. Where does your entrepreneurial spirit come from? A. Its from my family. I think its in my DNA. My father was an entrepreneur in farming. He started as a farmer and he moved on to have vertical integration, from farm to abattoir to butcher to restaurant. We are entrepreneurs, but we are hard working. I am a perfectionist. I like to do the job to the best of my ability.
Q. Do you have an interest in fashion? A. At the beginning, no. It was much more of an interest in creating something. But I work with a team who are passionate about fashion. I also work with designers, stylists, colourists directly coming from the retail industry and working for big brands to be able to offer the best of fashion to our customers. And slowly, Im becoming a fashion addict too!
Q. How do you vet and select resellers? A. The first aspect will be the people. We are looking for a good match. Do we want to work with them? If you dont have a kick, youll have problems. Secondly, we will make a selection based on the image of the resellers. They must have a company that knows what quality means. The size is not important. It could be small, but I am looking to the future. The most important thing is: yes I like you, lets work together, lets grow together.
Q. If readers want to order your products, what do they do? A. They can contact our UK sales manager, Anne-Lise Libo on 0032 497 47 66 27 or visit our website:
www.stanleystella.com
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