What a carry on

Tell the readers a bit about how you started Brand Agility.

After living and working in London for 15 years with a career in the national press, I decided it was time to return to Scotland and look at doing something new – my partner George and I needed a fresh challenge. So we decided that we'd try to source well-known brands from abroad and bring them to the UK marketplace. It was a complete change of direction and a territory that was totally unknown to us.

What was the aim of Brand Agility when you started out?

Having worked in the media industry for many years, we decided from the outset that we wanted to work with family-owned businesses that placed importance on quality products, fair prices and delivering a first-class service. So far, we've been fortunate with the brands we represent. Our aim was to distribute great brands to retailers in different market sectors throughout the UK and Ireland.

What labels and lines did you distribute initially and what was the response with buyers in the UK?

We started out with American brand Ducti, a range of wallets and fashion accessories made from duct tape. It's a bit strange I know, but to our amazement it developed a cult following with men aged 16 to 44 and as a result, our business quickly grew. After a year or so we were approached by Caribee, a travel and lifestyle brand from Sydney, Australia, who was keen to launch its established brand into Europe and wanted to start in the UK. Initially buyers were reluctant to even see us – this was at the start of the recession. Of those who did, many of them are still Caribee customers seven years later, which is testament to the quality, price point, service and longevity of the brand.

Our business has grown and we now are pleased to represent German brand VAUDE's Packs 'n Bags range in the UK and Ireland. It's is a worldwide brand with its roots in Europe, and the travel and lifestyle brand extends to 13 concept retail outlets and the products are fabulous.

Only a few months ago we brought the Secrid wallet brand to the UK from Holland and although we knew it was a success from the feedback we'd had from our European customers, we were overwhelmed by the engagement by retailers and end users alike. More than 800,000 Secrid wallets were sold worldwide last year and the response from retailers we supply already has been phenomenal. Many report Secrid to be their most profitable product per sq ft in their store. We were delighted to receive a Highly Commended at the Fashion Accessory of the Year Awards 2014 at the Autumn Fair, and the 2015 collection looks great too.

What challenges were overcome when you were starting out as a supplier?

As newcomers to the business, we had a lot to learn and we had to learn it quickly. Every day was a challenge. The problems that stand out most were breaking into an already established market, currency issues and stock levels. We've now found our place within quite a few marketplaces and our business has grown substantially. We achieved this by exhibiting at trade shows, driving up and down the country meeting retailers face to face and, more recently, building a network of sales agents in each territory. The collapse of the pound at the height of the recession was a major issue for us, but things have since settled and we have stabilised our position.

When we started with Caribee, we remortgaged our home, ordered a 40ft container full of stock we'd never even seen before and didn't have a single customer. Were we naïve or mad? Perhaps both, but we decided it was a risk worth taking. It took just three months to sell the contents and we soon discovered there was a demand for the products, so we relied heavily on forward orders and speeding up the consignments into the UK. Business has grown so much now that we hold stock in our new warehouse and can fulfil everything from there.

What makes you and your selection of labels stand out in the marketplace?

The brands we partner with are all successful overseas, and while it's true not all new products from abroad necessarily work in the UK, many of them do. People buy brands and the products we represent in the UK are successful labels in their own right. This is half the battle. Most are family-run businesses who are much easier to deal with than big corporate companies. We can discuss issues and find solutions quickly directly with the owners.

How important is your location and Brand Agility's history to its success?

Being based in Edinburgh has its benefits – it's a great city to live in and run a business from and the commute from home to office is only 10 minutes. Modern communications, the internet and next-day courier services means we can supply our customers in the UK and Europe quickly and efficiently. I'm regularly in London, Birmingham, the Netherlands and Germany and love travelling to trade shows.

Can you tell us a bit more about your involvement with the British Travelgoods and Accessories Association and your role as Chair?

It's good to be part of the team at the BTAA, and exciting times are ahead as the organisation embarks on a series of initiatives to help members with their business objectives. A new seminar programme will be launched soon, which we hope will deliver a wealth of knowledge and support to the membership. Paul Yates, our Chief Executive, has vast experience in the industry and will keep everyone posted on all of the organisation's news via the pages of Attire Accessories. There are lots of good reasons to be a member of the BTAA.

How do you view the current market and what trends do you see emerging over the coming months?
For many of us, the trade show season is in full swing and we've been launching our new product lines to a wider audience. Brand Agility has achieved a 20 per cent year-on-year increase for the second year running. We believe we offer products people want to buy, so we are optimistic and on-track for another successful year. There's certainly more positivity in the industry than there has been in recent years.

What are your future plans for Brand Agility?
There are areas of the market I think we could improve on and there are gaps in our product ranges we need to fill, so we're now taking steps to address that. We've created five jobs since we first started and hope to take on a sixth employee soon. We're always on the lookout for fresh and exciting products and labels to represent that fit our portfolio, and we'll be announcing the distribution of a new brand very soon.

Do you have anything else to add?
Work hard and be kind – then amazing things will happen for you.


Contact
Brand Agility
+44 (0)131 554 5555
www.caribee-uk.com
www.secrid.nl
www.vaude.com

Date Posted: 17 March 2015

View more articles >>