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Retail Technology, Retail technology News

Weird Fish is in the swim for expansion

Saturday October 16 2010

Lifestyle and leisure clothing retailer recession-proofs business as it adds new stores and concessions to portfolio using Eurostop solutions

Lifestyle and leisure clothing retailer recession-proofs business as it adds new stores and concessions to portfolio using Eurostop solutions

 

Weird Fish, the outdoor leisure and lifestyle clothing and accessories brand, continues to expand its UK retail operations and grow its concession business using Eurostop’s retail management solution.

 

The brand supplies over 450 independent stores throughout the UK and now has twelve retail outlets, since it first dipped its toe in the water of retailing five years ago. Using Eurostop’s solution the company manages stock across its retail stores and partner franchises to maximise sales and meet seasonal peaks in demand.

 

“We have definitely seen a return on our investment with Eurostop’s solution,” said Richard Lancelot of Weird Fish. “Through improved stock management we have better control of the business. With the right information we can see which lines are selling through which partners and stores and react much faster to customer demand.

 

“We have been able to refine everything and look at how we might improve and expand. It helps us to identify profitable lines and keep a close eye on profit margins. The success we have had has resulted in us being able to expand further – we are planning to open one more store this year and increase the number of concessions throughout the UK.”

 

Speeding supply chain process

 

Weird Fish replenishes its own stores weekly, while stock in the partner stores is refreshed on a more seasonal basis. Using Eurostop’s solution e-rmis, head office staff manage the replenishment processes in just one day a week, having previously taken them three days. Sales data is collected at each outlet using Eurostop’s e-pos and is analysed with its e-cubes data mining tool, enabling the team to ensure that the right stock is kept at the different outlets to maximise sales.

 

Weird Fish plans to develop its customer loyalty activity by collecting more details at point of sale to enable it build up customer profiles and purchasing habits. This will enable the retailer to increase marketing by tailoring promotions and special offers.

 

Jon Goodwin, financial controller at Weird Fish, said: “We were looking for a technology partner with whom we could build a strong relationship to build our business and continue to work with over the long term. Eurostop was a good match for Weird Fish – the team understands the business that we are in and has helped us to develop our systems to support our operations both in the early days and as we expand.”