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Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
Embracing a fresh approach DAN FLOWEROwner of AIM (Brands) UK based in Edinburgh, Scotland
balance. Networking is also key for me, so I like to invest time in this and support others - as I have been [supported] over the years.
What's your background? I started on the shop floor in Harrods Cookshop when I was 20. I then worked for German housewares giant WMF for 18 years and enjoyed real career progression from area sales manager (where I developed the independent account base) through to key and national accounts, including setting up and managing 30 concession stores. I then enjoyed two years as UK/Ireland sales director. Since leaving WMF eight years ago, I have worked on a number of short term consultancy projects with premium homeware and gift companies. I set up my own business, AIM (Brands) UK, five years ago.
Tell us a bit about AIM (Brands) UK. It offers a bespoke service for premium homeware/lifestyle companies who want to develop their brands in the UK. This can range from a longer term managing agency agreement to shorter term consultancy projects, based on their requirements and budgets. I mainly focus on sustainable business develop and brand launch strategy. I have recently had a bit of brand ‘reshuffle’ to stay in line with the dynamic nature of our industry. Current brands within my portfolio are Studio
William cutlery, Witloft leather aprons, VIVA Scandinavia tea designs and Apiary Made beeswax products. I’m always very careful not to carry too many brands, as focus/time is key in terms of business development. Aside from retail I’m also active within the
foodservice sector. Due to the challenges of our diminishing high street, I look for brands that can fall into a wide variety of distribution channels over and above conventional retail.
What’s your working week like? It can be very varied. Lots of my time is now spent at the desk sadly, as email seems to be the way that so many companies want to work. But I spend one week a month in London, where the majority of my key accounts are based, conducting meetings, store visits, staff training and so on. I like to get out and about when I can and love to visit independents when possible. It’s always a nice
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What’s keeping you busy? For the next two weeks my focus is on [London trade show] Top Drawer. I’m exhibiting there with Studio William, VIVA and Apiary Made, so I’m working to drum up as much awareness as possible prior to the show. And then the all-important follow-up starts. In addition I’m also mapping out distribution strategies for VIVA and Witloft. I love to have a system!
What’s on your agenda? To align with our ever changing market, I’m always on the lookout for, and in discussion with, potential new brands to introduce into the UK who will complement my current partners.
“At a time when
bricks-and-mortar retail needs to
evolve and step up,
newness and some wow factor is key”
What’s the most rewarding aspect of your job? It’s quite simple: working with a buyer to launch something new and then seeing that product perform well and create reorders. It’s always gratifying to see consumers and shop staff alike gravitate towards a new range or brand. At a time when bricks-and-mortar retail needs to evolve and step up, newness and some wow factor is key. There is so much brand and product repetition out there.
What’s the most challenging aspect of your job? Aside from the obvious day-to-day challenges, it’s without doubt managing the unrealistic expectations from European brands (who will remain nameless!) regarding what the UK is going to generate for them. The UK market is significantly different to those on the continent, so it’s vital that a brand can deliver a commercial product, plus workable margins/carriage terms, UK-friendly packaging and so on. From experience, brands who simply wish to
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replicate their domestic market distribution model fail to progress in the UK. A more flexible market- specific approach is required to gain shelf space. I now tend to avoid brands who only appreciate my professional advice as long as it’s what they want to hear!
What do you do to relax? When possible, travel, photography and mountaineering - mountains are my happy place. Music will always be my first love and I try and play my drums every day when I’m at home. I love to cook.
During your time in the housewares industry, what products have impressed you most? LSA glassware has always really impressed me. Well curated ranges and designs in strong packaging lends itself to such a commercial offer. They are also very good at jumping on trends, such as their gin ranges. On the more premium side, I’ve always liked
Mauviel cookware: it has such visual appeal and oozes class.
Which housewares retailers have impressed you most? I’m very impressed by two relative newcomers to our industry: London independent retailers Borough Kitchen [in Borough Market, Hampstead and Chiswick] and Prep cookshop [in Stoke Newington]. Both have a fine eye for detail, merchandising and quality, and offer a point of difference to their customers. I will always love Harrods and remain impressed
by the quality of its shop floor staff, who are consistently happy to welcome, learn and engage with suppliers. Developing a relationship with the shop floor staff can be as key as with the buyer. I have recently started supplying a fantastic
retailer in the Scottish Borders: Mainstreet Trading in St Boswells. I attended their Christmas shopping event and it was so refreshing to witness first-hand
Fiddle Vintage cutlery from Studio William's Charigworth range
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twitter.com/Housewaresnews January/February 2019
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