First impressions
As a distribution company fairly new on the scene, Sothil has spent the last two years building its dealer base, which at last count, numbered in the neighbourhood of 50. Determining which retailer will carry a particular line is always a point of scrutiny. A good opening order is important, but Polan and Iliopoulos look to repeat orders to gauge the strength of a line in a particular store.
Part of that requires putting together an order with an assortment of product tailored to the retailer’s market. A few pieces of any line do little to create an impact.
“Retailers have to show consumers what a line is all about,” Polan explains. “And a distributor needs to do as much as it can to work with a retailer’s budget, as long as it makes sense. [The product selection] has to make an impression on a consumer.”
On this point, Polan is adamant. He’s even been known to turn away business if a retailer is unable to commit sufficiently to a line.
“Business is a two-way street,” he stresses. “It has to be good for both the retailer and the supplier.”
Understanding the nuances of the jewellery and watch industries from both sides of the fence has helped them make the right decisions for their business and brands, Iliopoulos says.
“My experience in retail allows me to view things differently when we are distributing,” he explains. “I share that with Sean because he doesn’t have that experience, whether it’s setting a product at a certain price point so that it sells better in our market or the service aspect, which is extremely important for the end consumer. I think retailers appreciate that we know how the retail industry works and what dealers’ needs are, rather than just ours. We’re in partnership with our customers.”
One of the ways they do this is to track retailer sell-through. Not only does it streamline the ordering process with their suppliers, but it allows the partners to come to the rescue when a retailer is looking for a particular watch. Rather than ordering the watch from Europe, Polan can scan his records and find another dealer who may have the item in stock.
“It’s a lot of work and you won’t find too many companies that do this,” he says.
A tough job? Yes, but if you ask Polan and Iliopoulos, they wouldn’t have it any other way.
