Special Feature NATURES PUREST
help! Having had limited retail experience previously, I was a little concerned about my sales technique so Melissa came to spend a few days with me in the shop and helped me to understand the basics. My confidence has improved massively and this is largely down to Melissa and the training she provided.
N
atures Purest is a babywear and gifts retailer. Natures Purest products are made with pure, naturally coloured
cotton made to the highest ethical labour standards. Zoe Webb runs her Natures Purest outlet in Trentham Shopping Village, Trentham, Stoke-on-Trent.
What did you do prior to joining Natures Purest? I was a property lawyer specialising in insolvency, so just a little bit different!
Why did you decide to invest in a Natures Purest franchise? I had decided that I wanted to do something different career-wise but was unsure as to what. I then discovered Natures Purest (NP) whilst looking for gifts for my pregnant sister-in-law. She and my brother had decided not to find out what they were having and we were struggling to find baby clothes that were suitable for both boys and girls, but more importantly were good quality! When I started reading about NP and the use of organically grown, naturally coloured cotton, I thought ‘what a fab idea’. Then, my mum noticed that NP were offering 25 franchises and it just seemed to click into place. I loved the ethos behind the company and the products were simply beautiful – I couldn’t find anything else that I wanted to buy for my new nephew! When I met [franchisors] Melissa and Jane at the flagship store in Kibworth, I just knew that I wanted to join the NP family.
What is the training and support like from the franchisor? Prior to opening my store, I went to Kibworth for two days of product and merchandise training. Melissa also assisted with the shop set-up prior to opening. The continued support and assistance I receive from Melissa and the rest of the team is amazing. Nothing is too much trouble and if Melissa is unavailable there are plenty of other team members offering their
How do Nature’s Purest operate ethically / sustainably / in an eco- friendly way? Firstly, NP produces many products from organically grown, naturally coloured cotton. This means all of our products are produced without the use of harmful pesticides, chemicals or dyes. The way that cotton is farmed nowadays isn’t good for the environment, nor is it good for the farmers’ health. The fact that we don’t use chemicals or pesticides in the farming process plus the fact that our cotton is handpicked means that it is safer for our farmers and it isn’t harming the environment!
As well as naturally coloured cotton we use other ethical fabrics – one of our bestsellers is a blanket made from bamboo. Bamboo thrives naturally without the need for pesticides or fertilizers and it is the fastest-growing plant in the world so it doesn’t need to be treated in order for it to grow. In addition to this, it’s great for babies as it is antibacterial and has its own UV protection! Finally, our new ‘Natures Knits’ range has been made under the Sri Lankan programme ‘Garments without guilt’, which is an accreditation given to products made by well-paid adult labour in a safe environment.
“Franchisors are keen to promote their awareness of ethical issues to appeal to both their consumer market and to potential franchisees”
How has your experience of running the business been so far? I’ve been really pleased with the progress made in my first year of trading. I feel very lucky to be part of Trentham Shopping Village, which provides tremendous support to all its retailers. The Shopping Village has a lovely atmosphere and there is always something going on which I think contributes to good footfall. Having experienced a whole 12 months now, I feel like I know when the busy and quieter periods will be so I can try to make plans to
help during these periods. The fact that I now have two members of staff is great, as it means I don’t have to work seven days a week and can concentrate on the management/admin side of things on my days off!
Describe a typical day.
First things first: I grab a cup of tea and turn on my tablet to see if I’ve had any customer enquiries overnight. I’ll then respond to all emails and do any other admin bits before the shop opens at 10am. I’ll have a tidy round to make sure things look neat and tidy and then it’s time to open! Generally, there are always people about at Trentham and we sometimes have people queuing to get in to make emergency purchases! It’s all about customer service at NP; I want people to leave my store and think that they’ve had a great experience so I’ll always have a chat to people when they come in, even if they’re just browsing. Weekends are our busier days so we generally have two people in store to make sure that everyone is looked after. The shop closes at 5.30pm every day so we’ll have a sweep up and a quick dust and then it’s time to go home! I love getting to know my pregnant ladies and I feel privileged to be a part of their pregnancy – the best bit is when they bring their little ones back in to see me with them wearing something from NP.
What are your plans for the future of your Natures Purest business? I love the idea of having a second franchise because I feel so passionate about the brand, but I would only consider this once my store at Trentham is more established. I love being a customer’s main point of contact at Trentham – it makes a their experience more personal so I would have to have a long hard think about whether I could leave my ‘baby’ for another store!
What advice would you give to anyone considering franchising? My main advice would be: do your research! It felt like an age between me knowing that I wanted to proceed with an NP franchise and actually submitting my business plan but I’m such a perfectionist that I wanted to ensure that I had covered everything and that I knew my figures. Cashflow is such an important part of making your business work so it’s important to plan, calculate and plan some more! Also, don’t be afraid to ask your franchisor questions; if you’re concerned about anything, have it clarified. I’m always happy to speak to potential NP franchisees – it helps to get the perspective of someone who’s been through the same process. n
October 2014 |
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