Craft Focus - Feb/Mar (Issue 71)

RICHARD WOOD Commercial director, Whitecroft Essentials whitecroft.co.uk Richard Wood joined Whitecroft four years ago, having previously worked in consumer goods sales and marketing. The company supplies a wide range of everyday haberdashery essentials and core knitting products to wholesalers in the UK and over 30 countries worldwide. “I’m a wholesaler and I seem to be missing out on new trends. What advice do you have?” It’s tough being a wholesaler in today’s fast-moving market. It is easy to be led by customers to follow the trends, but more difficult to identify the products that will have a long shelf life and those that will be gone tomorrow. The last thing you want is to be left with unsaleable stock. It is sometimes better to concentrate on a particular area and be good at it. This makes it simpler to follow what’s popular in your market and make good decisions. Don’t try to be everything to everyone because there will always be a specialist who does it better – unless you become that specialist. Keep good stocks of timeless everyday sellers, which are your core business, but also have a stab at new products to test the water. It’s a bit like betting; only try what you can afford to lose. ANDREA ASHFIELD Editor, Craft Focus craftfocus.com A journalist with 20 years’ experience, Andrea has written for a wide range of trade and consumer magazines across the craft, homes and gardens, weddings, food and hospitality sectors. “As a new retailer, I’m keen to ensure my product selection is second to none. Should I be visiting trade shows for inspiration?” I’ve been attending trade shows for two decades and in my opinion, there are few better ways to get to grips with the latest industry trends. These events are where the great and good of your chosen sector come together to display their latest products, share ideas and educate retailers on some of the many and complicated aspects of running a craft business, so don’t miss out on this golden opportunity. There are plenty to choose from, both in the UK and overseas. One of the biggest exhibitions in the British craft calendar is CHSI Stitches, which takes place each February at the NEC in Birmingham. Here you’ll find many of the sector’s biggest and best-known brands, as well as up and coming suppliers you’ll want to do business with. You can schedule face-to-face meetings with exhibitors and view the latest products for yourself. It’s hard to replicate this experience elsewhere. Running a craft company can be tough, particularly in uncertain political times. Visiting a major show can help you rediscover what’s important in your business. You’ll be able to find fresh inspiration, tips on running a successful operation and hopefully, identify great new products that will net you a tidy profit. Don’t forget to post about your day on social media too, to show your customers that you really have your finger on the pulse. ask the experts craft focus 137