Footwear-APR-MAY21-P16 Distributor Profile_Footwear_Jan10_p30 21/05/2021 09:56 Page 16
Q&A
Q A&
Distributor Profile: Golden Concept
When was Golden Concept Ltd established? Golden Concept Ltd was established in 2016, and we are currently celebrating our fifth anniversary. We set-out to specialise in premium comfort shoes with good health benefits.
How many people do Golden Concept Ltd employ? Golden Concept Ltd employ five members of staff. We work with third parties to manage logistics and accounts to improve our customer experience. Whilst we are a small team, we have in excess of 100 year’s experience in working within the footwear industry!
What brands do Golden Concept Ltd represent? We launched in 2016 as distributors for Joya shoes UK & IE. We currently hold 12,000+ Joya shoes in-stock in the UK. We became agents for Fidelio in 2018. Fidelio shoes are shipped directly from the Fidelio HQ.
What attracted you to both Joya and Fidelio brands? Both Joya and Fidelio have USP’s which stand out from traditional high street brands. We want to add value to our retailers, and not duplicate lines already stocked. Joya shoes is a Swiss brand which have soft, elastic soles, which supports the natural movement process and promotes active walking. Fidelio shoes is an Austrian brand which use multistretch materials and are the perfect choice for sensitive feet!
What’s the typical brand feedback from your customers? Both Joya and Fidelio have a loyal following and many repeat customers given their instantly noticeable features and benefits. The higher ASP’s (Average selling prices) work well given the declining foot-fall on the high street, and the time our retail partners spend with their customers.
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Both brands help (In different ways) with common foot complaints which shoe shops see on a daily basis.
How has your business evolved to cope with Covid-19? Naturally we had to change the way we worked in 2020 because of the government restrictions, and the change in consumer spending habits. We now see more people face-to-face albeit via online chats. We currently conduct both product presentations and staff training via Zoom & Microsoft teams. We now offer Drop Shipping to an extended number of accounts.
You mention Drop Shipping, what does this mean? We ship Joya products directly from our warehouse to our retail partners consumer. Our retail partners are permitted to offer all in-stock Joya styles on their website as online exclusives. All 12,000+ shoes we hold in-stock are available on a next day service if ordered before 12 noon.
What successes have you had with your clients during the pandemic? Aside from converting many new account enquiries, we have assisted our bricks and mortar accounts with new website activations. We have also been extremely busy with pre- existing online accounts. We have refreshed product images, bespoke web banners and video content which has resulted in increased sales.
What marketing materials are available to support your customers? In addition to the online staff training sessions, we offer an array of in-store POS (Point of Sale), and online content. We have made some fantastic branded areas in-store, and we have supplied digital content for branded pages online.
What is your favourite item of POS and why? Our most favourite element of POS has to be the Joya Test Mat. The mat mimics how the Joya shoes feel, and this can be tested with your current shoes on so it’s very quick and easy. The customers reaction is always priceless, as they never expect the feeling to be so soft and elastic!
2020 has been the start of many sustainable projects, is this the same for Golden Concept Ltd? Before the pandemic, we were very busy and extremely reactive. We didn’t allow time to step back and asses how we do business and our carbon footprint. Twelve months or so on, we are being much more resourceful as we have increased the use of sustainable practices like online chats.
How do you see your business evolving in the next 12 months? The pandemic has accelerated online shopping, and with online sales set to increase to a third of all retail sales by 2024, we need to continue to support our retailers to provide a premium experience both in-store and online. We expect physical shops to transition to be more service driven and supply more health and functional focused products offering what online cannot provide.
Golden Concept Ltd Lee Patten | Sales Director +44 (0) 7809 207 473
lee@goldenconcept.co.uk
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