Retailers Forum Magazine November 2025

S

URCES FOR GENERAL & VARIETY STORES

retailers

www.retailersforum.com

FORUM

VOL. 45 NO. 7

NOVEMBER 2025

Connecting Wholesalers and Retailers Since 1981

RAMSON’S IMPORTS, INC.

5159 Sinclair Road ,Columbus ,OH 43229

Street Signs

$4.50 Each

www.RIOhio.com

(614) 846-4447

FAX: (614) 846-4809

Email:info@RIOhio.com Min.Order $150.00

Visit Us-

The International Gift Exposition in the Smokies Show

November 04- November 08, 2025

Pigeon Forge, TN

Booth# 6529

Street Signs

$4.00 Each

Emb. Flag 3'x5' 210D

$7.00 Ea

Hundreds of styles to choose from!

Hat Pins $6.00 dz

Metal Signs

$5.50 Each

3’x 5’ Polyester Flags $2.75 Each & Up Min.100 pcs

100’s of flags to choose from

Garden Flag

Emb. 12"X18"

$42.00 dz

4”X6” Stick-

Flags $3.50 dz

NEW ITEM!!

Metal License Plates

$3.50 Each

Tri Fold Wallet

$5.00 Each

Patches

$1.00 each and up

Lanyards

$3.75 Each

Metal License Plate $30.00 dz & up

$60.00 dz

$60.00 dz

For More Stainless Steel

Crosses & Chains

Visit our Website

www.RIOhio.com

Hundreds of styles

to choose from!

Gloves

$4.00 Each

Belt Buckles

$4.25 Each

Wood Sign

$5.50 Each

Biker Rings

36 pcs/ut $36.00 ut

Sunglasses

$30.00 dz & up

Metal Sign

$5.75 Each

Headwear

$2.00 Each & up

Page 2 NOVEMBER 2025 | RETAILERS FORUM MAGAZINE

Bling On A Global Scale!

Sophisticated Designs - Celebrity Inspired

CHAINS - RINGS - NECKLACES - GRILLZ

HUGE VARIETY FOR MEN & WOMEN - ALL LATEST STYLES

Helloice Drip

Broken Heart

Pendant in Gold

$ 49.95

Helloice 9mm

Cuban Chain

Set in Gold

$ 99.98

Helloice 14mm Iced Prong

Cuban Chain in Gold

$ 89.95

Helloice Iced Lil

Money Pendant

in Gold

$ 59.95

HIP HOP

HEADQUARTERS

Helloice Iced Cross

King Crown Ring

$ 49.99

Helloice 12mm

Initial Letter Iced

Prong Cuban Chain

& Bracelet Set in Gold

$ 149.95

Helloice Iced Hoop Earring

$ 39.95

Helloice 14mm Iced

Prong Cuban Ring

in Gold

$ 69.95

Helloice Iced

Rocket Powered

Pendant

in White Gold

$ 49.95

Helloice Iced 20mm

Miami Cuban

Bracelet with Big

Box Clasp

in White Gold

$ 76.99

Helloice 13mm 8” Iced Figaro Cuban Bracelet

$ 39.95

Helloice 39mm Iced

Two-tone White

Dial Stainless Steel

Watch in Gold

$ 89.95

NO MINIMUM ORDER - FAST SHIPPING - 30-DAY RETURNS

We Service Boutiques & Online Stores Worldwide

www.HipWholesale.com

RETAILERS FORUM MAGAZINE | NOVEMBER 2025 Page 3


This is a Buying Guide for

RETAIL STORE OWNERS

Presented within the pages are the latest offerings from the country’s

leading merchandise wholesalers. The advertisers herein sell strictly

wholesale and require that you purchase with the intent of reselling

through retail channels.

How To Use THis DirecTory

☛ Locate the products that interest you.

See our product directory located on

pages 6 & 7.

☛ Make direct contact with advertiser.

Most will have catalogs and price lists

for you.

☛ Order your merchandise, which will

be shipped directly to your store.

The ONLY Monthly National Magazine

for Independent Retailers

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com


Sell to over 60,000

stores through Forum

631/754-5000

Start.

USA COSTUMERS

Light Up Without

Lighting Up!

Grow. See our ad on Page 03

Repair.

Our specialty is helping small and

mid-sized businesses achieve success.

Contact us for free consultation.

1-800-433-7002

info@ForumBA.com • www.ForumBA.com

See our ad on page 28

LIGHT • Kits

E-CIG

see our ad on page 47

H2 E-Cig Round

Mouth Atomizer

$1.85

Electronic

Cigarettes

Full Service Wholesaler • We Ship Worldwide

• Disposables

• Atomizers

5mL Bottle

E- Liquid E-Juice

for E-Cig $1.30

• E-Cig Batteries

E-Case w/2

Cigarettes + 1 USB

Charger $10.50

E-Cig kit Includes 1 cig,

10cartridges, Wa l, USB,

Car Chargers $6.50

Round Mouth E-Cig

3.5ml Atomizer Set

w/Coil Heads $3.83

SMALL

BUSINESS

CONSULTING

ForumBA.com

Ad on Page 58

• E-Liquids

• E-Cig Accessories

TIME MAKES MONEY

TIME

WHOLESALERS

SHISHA Zero

Nicotine Disposable

E-Cig $3.45

www.Lightecig.com

see our ad on Page 04

We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE

SNEAKY SAVINGS ON SNEAKERS

See Our Ad on Pg 17

BLING IT ON!

HipWholesale.com

Does anybody

read these?

CALL 631-754-5000 and

you’ll get a FREE 3-mo.

subscription!

Congratulations to

DEC HIPPY DIPPY

New York, NY

NOVEMBER 2025

ADVERTISERS

INDEX

PLEASE PATRONIZE THE LEADING WHOLESALERS

WHO ADVERTISE IN

RETAILERS FORUM MAGAZINE

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

ADVERTISING

RATES 09

APPAREL

BLANK TEES 32

BOUTIQUE CLOSEOUTS 23

CLOTHINGWARE 51

DD BULK 34

FASHIONABLE SALES 63

FLIRTY WHOLESALE 20

STYLISH PLUS 27

TEE SHIRT HOUSE 18

T SHIRT REP 69

UIN DEALS 43

USACOSTUMERS.COM 28

ASSORTED ITEMS

1 STOP WHOLESALE 59

AUCTION FINDER 68

BEAN WHOLESALERS 36

CLOSEOUTS FOR SALE 41

DOBA DROPSHIP 25

EVERYTHING CLOSEOUTS 16

EZ DROPSHIP 30

HEAVENLY WHOLESALE 24

MEGA UBID 66

RAMSONS IMPORTS 02

RUSH SUPPLIERS 24

BOOKS & DATABASES

BUYERS CONTACTS

BACK COVER

CANDY

SWEET WHOLESALERS 45

CELLULAR

CELLCITY.BIZ 49

WHOLE-CELL 67

COMPUTERS

REFURB SHOPS 22

CONSUMER ELECT.

FIND IT CHINA 35

CREDIT CARD

PROCESSING

EXP MERCHANT 37

3’x 5’ Flags $2.50 Each

Min.100 pcs

WHOLE BOOTH IN

THIS CRATE CONVERTED

TO TABLE

#1

BUYING GUIDE

FOR RETAIL STORES!

DISPLAY/SUPPLIES &

SERVICES

AVVO ADVISORS 40

CC WAREHOUSE 61

E-STORE BUILDERS 54

E STORE SIGNS 39

E-STORE SITES 60

FB CAMPAIGNS 74

FORUM ADVISORS 58

FUNDING OFFICES 48

KWIK INC. 44

PAYROLL HELPER 64

PREMIUM CONVENTIONS 15

PROTECTION PLANS 72

SALES GROUP BAGS 52

VACATION PROMO 62

WHOLESALESOURCES.COM

INSIDE BACK COVER

DROPSHIPPERS

DOBA DROPSHIP 25

EZ DROPSHIP 30

E-CIGARETTES &

SMOKE SHOP ITEMS

3’x5’Embroidered Flags $14.00 Each

LIGHT E CIG 47

View our 148 page Catalog online !

www.RIOhio.com

LOGIC WHOLESALE 31

$36.00 dz

USA VAPE DEALS 19

Hat Pins $6.00 dz

FOOTWEAR

$36.00 dz

SNEAKER CLEARANCE 17

$36.00 ut 72 pcs

HANDBAGS

BAG CLOSEOUTS 33

Playing Cards

BAG VENDORS 20

$18.00 dz

Garden Flags

$48.00 dz

Metal Signs

HOME & HOUSEWARE

$24.00 dz

$5.50 Each

Tri-Fold

$5.00 Each

MERCHANDISE REP 38

$21.00 dz

$14.00 Each

RUG PROFITS 65

JEWELRY/

$21.00 dz

3’x5’Embroidered Flags

ACCESSORIES

Belt Buckles

$9.00 dz

BODY CANDY HQ 71

BUND JEWELRY 55

HIP WHOLESALE 03

JEWEL CLEARANCE 56

JEWELRY MINERS 29

SHAKE WHOLESALE 42

UNIVERSE WHOLESALE 53

LEATHER GOODS

MAK LEATHER 13

$18.00 dz

5” Patches $36.00 dz

$39.00 dz

NOVELTIES

3pc Magnet

CARTOON CONCEPTS 22

Garden Flags

48.00 dz

Leather Wallets $5.50 each

Magnets 3”x8” $18.00 dz

WindSocks

$48.00 dz

COOL GLOWING 57

Min.Order

$150.00

$4.50 Each

NOVELTY SELLER 73

PPE SUPPLIES

MADE IN USA

PPE STOCKROOM $39.00 70dz

Metal Plates

$27.00 dz

R/C & TOYS

RC VARIETY 21

SOARING RC 46

12”x18” Metal Signs

$5.50 Each

Belt Buckles

$42.00 dz

$18.00 dz

SPECIAL FEATURES

FORUM WORKSHOP 26

$7.00 Each

RETAILING NEWS 14

WHAT’S Belt HOT Buckles 12

Patches $18.00 dz

Metal Sign

$4.75 each

$48.00 dz

$30.00 dz

12” Metal Signs

$5.00 Each

$36.00 dz

$5.25 Each

SPORTING GOODS

OHIO KNIFE 11

TRADE SHOWS

THE MARKET CENTER 16

WATCHES & CLOCKS

TIME WHOLESALERS 04

WATCH DEALERS 18

WEDDING ITEMS

SMARTEST BARGAIN 50

WELCOME NEW READERS!

Advertise in

See Page 9

12”x18” Metal Sign $5.25 each

BUSINESS BOOKS

www.BizBooks.org

SHIPPING AND STORAGE

USE TO BE DISPLAY BY CHOICE LLC

8” x 12” Metal Signs

MADE IN USA

COST SAVING - FACTORY DIRECT FAMILY OWNED - BEST SERVICE

AFFORDABLE - STACKABLE

FOLDABLE - PORTABLE

Steve.Finn@premiumconventions.net

www.displaybychoice.com

Phone:702-281-3442

BACK LIGHT TOWERS WITH MERCHANDISE

$4.00 each

8” x 12” Parking Sign $18.00 dz

$15.00 dz

$42.00 dz

$15.50 Each

Leather Bracelet $18.00 dz

$24.00 dz

Best Friend Necklace

$24.00 dz/sets

1ut/5 dz Mood Rings $33.00 unit

Metal Sign

12”X18” $5.75 Each

PREMIUM TRUCKING AND CONVENTION

OUT OF THE BOX

30 YEARS IN BUSINESS

$36.00 ut/72pcs

$15.00 dz

BOOTHS!

Creative

Displays…

See our ad

page $6.00 15 dz Hat Pins Also

Gigantic

sold

Selection

by the

of Variety dozen! Goods

40 X 40 SLATWALL 40 X 40 DISPLAY BACK LIGHTED WITH WALL LIGHTED & SEE SIGN THROUGH SIGNS & FOAM GONDOLAS FLOOR

20 X 30 FREE STANDING BOOTH 40 FOOT BOOTH IN 20 FOOT AREA CRATES CONVERTED TO TABLES

36 pcBiker Ring

RAMSON’S

$39.00 unit

RISERS WITH BACK WALL ROTATING TOWER FOLDABLE PEDESTALS

See our Ad on Page 02

FOLDABLE RISERS FOLDABLE GONDOLAS FOLDABLE SHOWCASES

DROPSHIP TO PROFITS!

Tri- Color Necklace $18.00 dz

1000’s of Items

See our ad on Page 25

WHOLESALERS:

Increase Your Sales

By Advertising Here!

631-754-5000

Don’t Be A Drone!

BUY ONE!

www.RCVariety.com

See Our Ad on Pg. 21

VISIT FORUM ON

THE INTERNET

View our latest books at

www.bizbooks.org

WE HAVE BUYERS

Databases for ALL Industries

www.BuyersContacts.com

ADVERTISING INFORMATION


VOL 28 NO. 2

JUNE 2008

MARKETING TIPS!

MERCHANDISE SOURCES

RETAILING TIPS

SELL LIKE AN

EGYPTIAN!

Reach Active Buyers with our Print Readership

Plus over 265,000+ Page Views Monthly Online

✔ Apparel and Accessory Stores

✔ Card and Gift Stores

✔ Discount and Dollar Stores

✔ Distributors and Jobbers

✔ General Merchandise Stores

✔ Internet On Line Stores

✔ Mail Order Catalog Sales

✔ Novelty and Toy Stores

✔ On Line Stores

✔ Resort and Souvenir Stores

✔ Sporting Goods Stores

✔ Variety Merchandise Stores

✔ Wholesalers

ESTABLISHED IN 1981 as a buying source for store

owners and wholesalers, Retailers Forum offers advertisers

a large national circulation to showcase their products

and services. Many of our readers are located in rural

areas where access to merchandise is difficult, making our

magazine indispensable to their buyers.

Through our unique direct mail and trade show

circulation we constantly rotate our mailing lists, adding

new stores monthly enabling us to deliver new, fresh

buyers each and every month you advertise with us.

In addition to your print ad, your company will be

featured in our digital on line monthly version at

www.RFmagazine.com. Our online magazine produces

over 265,000+ page views monthly for our advertisers,

which is in addition to our print and mail distribution.

Your online ad will link to your website and email

address and we provide unlimited transfers from our

readers into your website 24/7.

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com


retailers

ADVERTISING RATES

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES

1/8 Page $400 $300 $275 $250

¼ Page $525 $425 $400 $350

½ Page $625 $525 $500 $450

Full Page $850 $750 $700 $650

2 Pages $1,350 $1,250 $1,150 $1,050

Prices shown per month, above rates include full color printing

ADVERTISING SPECS

1/8 Page: 2¼" high x 3¼" wide

¼ Page: 4‚" high x 3¼" wide

½ Page:

Full Page:

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred

PDF format in CMYK color, 300 dpi resolution only

✔ Monthly print and mail magazine

✔ Online magazine and search marketing

✔ Distribution at top trade shows

5" high x 7.5" wide or

10" high x 3.5" wide

10" high x 7.5" wide

FULL MARKETING PROGRAM INCLUDED >>

Printed Magazine

• Your ad is featured in our printed

magazine circulated to buyers

across the USA. Includes distribution

at industry’s top trade shows.

Complete Digital Magazine

• Your ad runs on-line at

www.RFmagazine.com

• Over 265,000+ monthly page views

• Active link to your website

Search Marketing

• Your company included in the

industry’s leading search engine:

www.supplier411.com

• Saturation marketing coverage on

our new wholesale portal: www.

wholesalesources.com

THE MOST COMPREHENSIVE MARKETING

As the ONLY national magazine for independent retailers we will introduce

your company and products to the country’s top retailers and online stores

every month. Our all inclusive marketing program includes BOTH traditional

print readership in addition to extremely popular online e-magazine which

uses cutting edge technology to provide readers a seamless experience.

TOP INDUSTRY TRADE SHOWS 2025

JANUARY

Atlanta Gift Fair

Los Angeles Market Week

Philadelphia Gift & Variety Show

Seattle Gift Show

The Merchandise Center, IL

FEBRUARY

Magic Sourcing Show

New York Toy Fair

Off Price Specialist Show

Rocky Mountain Gift Show

MARCH

ASD Marketweek Las Vegas

Atlanta Spring Gift Show

California Marketplace

Dallas Apparel & Accessories Show

Greensboro Gift & Jewelry Show


APRIL

Hawaii Merchandise Expo


MAY

Las Vegas Licensing Show

New Orleans Gift & Jewelry Show

Northern Michigan Gift & Souvenir Show


JUNE

Dallas Gift & Variety Show


LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show


AUGUST

ASD Market Week

Biloxi Wholesale Show

Off Price Specialist Show


Rocky Mountain Gift Show TBD

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show


OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show


NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo


Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show



Our Large Holiday Issue Hits The Mails Before Thanksgiving to

Maximize Advertisers Results!

We provide physical magazines at shows or email free

digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

From the

PUBLISHER

Thanks, and Thanks Again!

RETAILERS

FORUM

SALES & MARKETING

Gregory Brown

Tom Richards

Scott Savitt

Martin Stevens

OFFICE MANAGER

Leah C.

THE month of November is truly one

of the best of the year for retailers and

wholesalers. Aside from starting the holiday

sales countdown, we celebrate one of our

country’s greatest traditions.

GIVING thanks is what this month is all

about. What a wonderful country we all live

in that sets aside a day for all of us to be

gracious and vow that we are thankful for

everything and everyone in our lives. This

tradition transcends race and religion and is

truly humbling.

IT is a wonderful thing and one that we all

should embrace and honor. No matter what

is going on in the world and in our country

we all need to take a step back and reflect

on the bounty we each have. And, in that

tradition, I would like to say thank you to

our readers, advertisers and supporters for

making our magazine and business possible

and operating for over 44 years. I have

never taken that for granted and am truly

appreciative every day for it.

RETAILERS will certainly be thankful for this

time of year when we head full steam into the

holiday sales season. Many businesses will be

doing as much as 25% of their annual sales in

these months just prior to the holidays, so it is

quite a milestone for most of our businesses.

WITH Halloween flying by, and nearly

record high sales numbers posted, we are

now designing our spaces with holiday décor

and starting to get our staff into the festive

spirit. Remember that no one wants to be

served by Scrooge when they’re shopping for

gifts at your store.

SIMPLE things like maybe having your

sales staff wear fun holiday hats, sweaters

and outfits will keep morale high and make

shopping more fun for your shoppers. Unlike

the big box stores that have corporate

policies dictating everything they do, we

independents can stretch things a bit and

make our environment fun and exciting for

those entering our doors.

THE shoppers will be out enforce this

season, with many of the “pro’s” already

hitting the ground running. Be sure that you

have the latest items that buyers are looking

for. Old, stale goods that didn’t sell last year

are not going to sell this time around. Either

mark them down to generate some cash or

donate them but by all means, mix things up

when it comes to your inventory.

THAT goes for wholesalers also. These

days merchandise and consumer demands

move at light speed. Remember the fidget,

the pog and yes, the Labubu. Items are hot

today and gone tomorrow, faster than ever!

You can make a lot of money with trendy

items but you’ve got the be an early adapter

and get out quickly.

THE countdown is now officially on. Take

a deep breath, gather the sales troops and

prepare to open your doors. It’s “game on”

for the holidays.

PRODUCTION

LAPIZ DIGITAL

CREDIT DEPARTMENT

Kristine Hines

CIRCULATION

Discount Reading Svc.

LITERARY STAFF

Patricia Luebke

Jason Meyers

Rachel Spearman

COLOR PRODUCTION

Anchor Imaging

PRINTING

Composing Room

ART DIRECTION

Gregory Stevens

Martin Stevens

OVERSEAS OFFICE

Trade Channel

N.W. Guineastr 30

2022 PA Haarlem

Netherlands

+31-23-531-90-22

Published Monthly by:

Forum Publishing Co.

383 East Main Street

Centerport, NY 11721

Tel: 631/754-5000

Fax: 631/754-0630

forumpublishing@gmail.com


44 Years

1981-2025

RETAILERS FORUM is published monthly at $75/year USA,

$125/year foreign.


Entire contents copyright ©2025 by Forum Publishing.

Publisher assumes no responsibility for contents herein.

First and third class postage paid at Centerport, NY. Bulk

mail paid at NY, Brookfield, WI and Hooksett, NH under

private mail indicia via publication mailing.

OHIO

KNIFE

wholesale wholesale distributor

distributor

909 909 EAST EAST WAYNE WAYNE STREET, STREET, SUITE SUITE 119 119 • CELINA, OH OH 45822

Visit

Visit

Our

Our

Website:

Website:

www.OhioKnifeSales.com

www.OhioKnifeSales.com

Apply

Apply

for

for

Dealership

Dealership

Online

Online

PHONE: 419.549.8200

KNIVES • • SWORDS • SHARPENERS • ACCESSORIES • HUNTING BLINDS & MORE

MORE

NEW NEW PRODUCTS ADDED WEEKLY • LIMITED QUANTITIES ON ON ALL ALL SALE SALE ITEMS ITEMS

FREE Shipping on on your First Order of $ 100.00 or More When You Mention This AD! AD!

CALL FOR SPECIAL PRICING DEALS!

WE are a full line distributor for all the many brands we carry.

We We also have a full complement of Cold Steel Blowguns and Accessories.

OHIO OHIO KNIFE-Tactical D-2 D-2 Steel Steel CNC CNC

Black Black Alum Alum • Item#: • Item#: OKT-500BK

$ $

36.99

OHIO KNIFE-Tactical D-2 Steel CNC

Green Alum • • Item#: OKT-500GN

HOT

NEW

ITEMS!

$ $

36.99

OHIO KNIFE-

Automatic Schrade

Auto Black SPECIAL

Item#: ASC60BT

$ 19.99

OHIO KNIFE-Folding

Hunter Auto Black G10

SPECIAL-Item#: BK14BK

$ 28.99

OHIO KNIFE-OTF Damascus

Pattern Blue Blade SPECIAL

Item#: MOTF-80BLD

$

24.99

$ Cold Cold Steel-SRK Compact

SPECIAL-Item#: CS49LCKD

$

29.13 $ SCHRADE -Imperial IMP16S Stoc

SCHRADE -Imperial IMP16S Stoc

Item #: SCIMP16S


Item #: SCIMP16S


SPECIAL

Tan Alum • Item#: OKT-500TN SPECIAL $ $ 5.99

5.99

Tan Alum • Item#: OKT-500TN

$

$ 36.99

36.99

SCHRADE

SCHRADE

Old

Old Timer Splinter Car

Car

• Item

Item

#:

#:

SC24OT

SC24OT

Smith & Wesson

S&W

Smith

M325 Revolver

Wesson

Knife

S&W M325 Revolver Knife

Item #: SW1168583

Item #: SW1168583

$

$

24.54

24.54

$ 17.89

KABAR TDI Investigator

KABAR TDI Investigator

Item#: KB1493

Item#: KB1493

$

$ 33.33

33.33

Smith & Wesson

Smith Wesson SCHRADE

S & W SW911B-1st Re SCHRADE

SW911B-1st Re Old Timer 94OT

Item #: SW911B Old Timer 94OT

Item $ #: SW911B Item #: SC94OT

$ 45.99

Item #: SC94OT

45.99 SPECIAL $ 12.64

SPECIAL $ 12.64

KABAR KA-BAR 1258 Short Black • Item #: KB1258

KABAR KA-BAR 1258 Short Black • Item #: KB1258

KABAR Becker

$

OHIO KNIFE-Tactical Rescue Assisted

KABAR Becker

$

58.53

OHIO 58.53

Open KNIFE-Tactical 3.6 in Black Bla Rescue • Item#: Assisted PK-383 Black Harpoon

Open 3.6 in Black $ Bla • Item#: PK-383 Item#: Black Harpoon KB0018BK

$

6.75

Item#: KB0018BK

6.75

$ $ 89.31 89.31 OHIO KNIFE-Italian

OHIO Style KNIFE-Italian

9” Stiletto

KABAR KA-BAR 1217 Full Size USMC K • Item #: KB1217

Style 9” Stiletto

KABAR KA-BAR 1217 $

Ivory SPECIAL

Full Size USMC K • Item #: KB1217

$

82.35

Ivory SPECIAL

82.35

OHIO KNIFE-Gold Edition Blade

Item#: IS10IV

Automatic OHIO KNIFE-Gold Stiletto Knife Edition Blue Blade Handle

Item#: $

9.97 IS10IV

Automatic Stiletto Item#: Knife IS9-GBL Blue Handle

$

9.97 SOG SOG SOGFARI-10” Tanto Machet-Item #: MC04-N

SPECIAL Item#: IS9-GBL

$ 11.99

SOG SOG SOGFARI-10” Tanto Machet-Item #: MC04-N

SPECIAL $ SPECIAL $ 22.23

11.99

SPECIAL $ 22.23

OHIO KNIFE-Teal Mini OTF Stiletto

OHIO KNIFE-Teal Mini OTF Stiletto

Blk Bld • Item#: T94-TEAL

Blk Bld • Item#: T94-TEAL

$

7.99 $

7.99

KABAR Field Kit Spork/knife

KABAR Item#: Field KB9909MIL Kit Spork/knife

Item#: KB9909MIL

$

16.44

$

16.44

Warehouse Full • Order by 2:00pm Eastern • Ships Same Day!

Warehouse Full • Order PRICES by SUBJECT 2:00pm TO CHANGE Eastern WITHOUT NOTICEtime • Ships Same Day!

PRICES SUBJECT TO CHANGE WITHOUT NOTICE

OHIO KNIFE-Schrade

Fixed

OHIO

/ Folder

KNIFE-Schrade

Combo

Fixed with / Sheath Folder Combo

Item#:

with

SC1105595

Sheath

Item#: SC1105595

$

7.99 $

7.99

WERS WITH MERCHANDISE

40 X 40 SLATWALL 40 X 40 DISPLAY BACK LIGHTED WITH WALL LIGHTED & SEE SIGN THROUGH SIGNS & FOAM GONDOLAS FLOOR

WHAT’S HOT

For more information, contact:

www.DisplayByChoice.com

Tel: 1-702-281-3442

MAKE A STATEMENT

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Spirit To Open 30 More Stores

IN one year, Spirit Christmas has gone from testing its concept to accelerating its brick-and-mortar presence.

IN October, the company announced that it was piloting 10 locations, with some stores transforming from

Spirit Halloween stores to Spirit Christmas locations.

“OUR goal is to create a festive retail experience that captures the spirit of the season, much like we do for

Halloween,” a company spokesperson said at the time of its launch.

NOW the specialty retailer is building on last year’s success.

“AT Spirit, we believe the magic of the season does not end with Halloween — it transforms,” Steven Silverstein,

CEO of Spirit Christmas, said in a statement. “Back by popular demand and with even more locations, Spirit

Christmas is an extension of our sensory-rich, interactive holiday experiences.”

HOLIDAY retail sales are projected to grow 4% this year, below the 10-year average, according to a recent

report from Bain & Company. In-store sales are expected to grow 2.75% year over year.

HALLOWEEN in particular is set to be a boon for retailers, with spending expected to hit a record $13.1 billion,

according to the National Retail Federation. Most consumers expect product prices to be higher this year due

to tariffs, yet a majority said they will continue to celebrate the holiday, per the NRF.

Michaels is Reviving Joann’s

A few months after the collapse of Joann, a former foe is reviving the crafting and fabric store’s

brand name.

MICHAEL’S announced Wednesday that it is bringing a “Knit & Sew Shop” format to all of its US and

Canada locations, which features the Joann name on the signage as well as the Big Twist yarn, a cultfavorite

collection that Michaels bought when it also purchased Joann’s intellectual property in June.

THE “store within a store” concept, which encompass about 25% of a Michaels store, is now available

in 840 stores and will expand to an additional 250 locations in the coming months. The is also available

online.

“WE knew when we acquired the brand — and it’s been proven to us — that Joann was a beloved

brand by a whole bunch of customers,” said Michaels CEO David Boone. “Those customers have been

looking to Michaels to provide more products and services that Joann provided and this is a major step

forward.”

IT’S the first time the chain has developed a “store within a store” concept, which Boone said came

after he saw a “white space” in the market following the collapse of not only Joann but also Party City.

ALSO on Wednesday, Michaels is announced another concept called the “The Party Shop at

Michaels,” which features an expanded party supply selection, balloon bars, and in-store parties for kids,

with prices that have been reduced from $299 to $149.

MICHAEL’S first added party supplies to its locations in April, and it’s now the “largest specialty retailer

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FORUM WORKSHOP

forumworkshop

R E T A I L

Operating

Your Your

Operating Your

RETAIL STORE

S T O R E

Continued from fromlast last issue...

pect, pect, and and should be be considered d basic d basic to to every every

store. store. What What sets sets your your store store apart apart are are the the serviceices

that that specifically complement your your core core

serv-

FRONT MAN ON ONTHE THE FRONT LINE

business. These These are are the the services that that draw drawpeo-

to the the store store and and make make them themloyal loyal customers.

become the the front front person for for all all you you sell. sell. That ThatEvery time time you youget get someone into into the the store, store,

peo-

As As a small a small store store owner, you’ve no no choice but but to topleple

means you’ll you’ll need need to to go go out out and andrum drumupup interesterest

and and awareness, tell tell the the world of of con-

con-

in-your your service should increase the the odds odds for for a sale. a sale.

sumers your your wonderful news news and and what what it can it can LOOK FOR FORSERVICES THAT

mean mean for for them. them. To To the the shopper you you must must be be the the COMPLEMENT YOUR

recognized spokesperson for for the the products and and CORE BUSINESS

services found in in your your store. store. Think again again of of

those thoseneighborhood shopkeepers of ofyour

yourAsAs part part of of your your planning chores, think think in terms terms

youth. What What did did you you like like about about them themand and their theirof offering services that that lend lendthemselves to to

stores? That’s who who and and what what you you want want to to be be to toyour your basic basic business. If what If what you you sell sell ever ever wears wears

your your customers, no no matter what what your your retail retail specialty:

friendly, caring, fair, fair, and and eager eager to to share shareanan obvious idea. idea. But But unless you you have have the the ex-

ex-

spe-out out or or wears down, offering a repair a service is is

your your knowledge and and passion with with any any who whopertise and and time, time, opening a service a department

care care to to listen. Whether you you sell sell from fromthethe mall mallincreases your your operating costs costs by by adding another

staff staff person and and equipping the the depart-

need need to to use use your your personality to to foster foster an an iden-

iden-mentment. So So consider contracting with with someone to to

an-

or or mailbox, to to get get to to the the top top of of the the heap, heap, you’ll you’llother

tity tity for for the the store. store.

provide the the repair service, as as needed, in in the the beginning.

Then Then when when the the repair business builds,

PROVIDING QUALITY SERVICE

you you can can add add that that person, or or someone just just as as

be-

qualified, to to your your staff. staff.

As As discussed earlier, one one of of the the most most important

decisions the the specialty store store owner & operator & If your If your specialty item itemdoes does not not warrant repairs,

must must make make is selecting is the the right right inventory. The Theconsider the the merits of offering some some form formof

of

selection available at your at your store store needs needs to to establislish

your your store store as as consumers’ best best source for forhelp help individuals plan plan a complete, a personalized

what what you you sell. sell.

fall fall wardrobe, by by appointment, for for example.

Anyone who who deals deals in in antiques or or collectibles

This This same same philosophy holds holds for for service. When

could could use use an an appraisal or restoration service as as

estab-consultation services. The The apparel shop shop could could

you you think think of of service, the the first first things that that come comea lure a lure for for attracting more more shoppers. Another

to to mind mind are are delivery, gift gift wrapping, mail mail order, order, possibility is aissearch a service.

and and the the like. like. These These are are services customers ex-

ex-

continued...



forumworkshop

FORUM WORKSHOP

For a nominal fee, plus the profit on

the sale that hopefully results, the

retailer could track down that rare

item through contacts in the field.

Any service you offer should: pay for itself,

provide a way to bring customers into the

store, and make buyers more familiar with

your business. Sooner or later, anyone who

makes repeated trips through the store will buy

something. Over time, a good service program

wins converts to the store and contributes to

profits. The right service service can prove a

useful tool for building business early on, and

establishing the store with the audience you

want to reach. The danger, though, is to overinvest

in the service early on, or to devote your

talents to too many things. If you decide a service

department will help your store, start with

the basics and build from there, always looking

for the services that will enhance your reputation

with shoppers. Think of the service as a

traffic builder more than a moneymaker at first,

and use it to your advantage.

The store exists to sell products. Accessories

and services provide you with the means of

attracting more customers and adding to your

profits. The 3 should work together, to enable

you to build the reputation that will carry the

store to success. In everything you do, in every

process and product, you must always anticipate

change. Markets evolve over time, fads

and fancies egg and flow. The successful store

owner has the right products and services

when people need them, even as he works to

anticipate their next want.

continued...


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forumworkshop

FORUM WORKSHOP

Once you open the store, everything you need

to know is at your disposal. You can talk to

suppliers and customers. You can see what one

group is selling and the other buying. The challenge

is to figure out how to make that knowledge

work for your store. In the beginning,

deciphering the trends and coming up with an

appropriate response will pose a challenge not

easily mastered. Master it, you must, though, if

you’re to boost sales. If you find you’re selling

more lawn chairs on Thursday nights as people

think ahead to the weekend, maybe Thursday

is a good night to experiment. Move the chairs

to the front of the store, where people can see

them as they walk past. You need to learn to respond

like that, to revise your strategy in response

to what observation and instinct tell

you. Recognize the potential before it’s a trend,

and promote it into a trend.

Not all trends will deliver as anticipated. It’s

also your responsibility as store owner to remain

open-minded enough to recognize your

miscues and minimize their impact. Retailing

is a yearly cycle of “turns”: turning over inventory,

selling what you have in stock, so you can

place new orders for the next round of products.

If you had the same goods in the store

year-round, people would soon tire of the

shopping experience. Part of the appeal of visiting

stores, and browsing through catalogs, is

to see what’s new. It’s your job

as store owner to make sure the

old moves out of the showroom

to make way for the new.

continued...

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forumworkshop

FORUM WORKSHOP

You alone are responsible for knowing what’s

doing well and what’s not moving. And when

something is languishing on shelves, you must

figure out how to move it. Sometimes all that’s

required is a modest price cut; sometimes nothing

short of a closeout will get rid of the stuff.

Never leap directly from one extreme to the

other. Pricing reductions should be gradual, in

steps. If you go about it any other way, you’re

telling your customers the goods carried an inflated

price from the start.

DEALING WITH EMPLOYEES

Were it not enough to worry about meeting

your many expenses, you had to go and hire

someone else, someone who depends on the

paycheck you promise to provide. As an employer,

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one. You must

generate the money to

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That’s the easier part of the task. Being a good

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that can be pretty tough at times. As the

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continued...


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FORUM WORKSHOP forumworkshop

How you act is as important as what you say.

The successful retailer enjoys dealing with people,

within and without the organization. You

set an example for employees in the way you

deal with customers and how you handle suppliers.

Your responsibility as the employer

means providing the leadership that defines

the organization and how it’s perceived by

those outside it. The leader inspires employees

to use their talents so they can contribute their

most to the organization.

You Must Provide Employees

With Incentives

If you’re fortunate enough to attract a staff of

people you want to retain, you must offer more

opportunity to them than the starting wage.

Real opportunity carries incentives to grow into

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positions of responsibility, to prove

☺

themselves, and receive recognition

for all they add to your success.

One of the important tools of that process is an

incentive program for employees. Incentives

provide people with tangible rewards for their

efforts. They tell the employee that you value

his contribution to the store’s business. Incentives

inspire people to give that extra bit of

themselves, to apply th effort that will win

them rewards.

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It adds to the value of the reward and tells the

employee and others the increase is earned

recognition for a job well done.

There are other forms of

incentives that can be used to

inspire your staff to achieve.

You may, for example, offer prizes such as

products, trips, or other rewards for performance.

These work especially well when you

challenge individuals or the entire staff to meet

or exceed a sales goal during a set period of

time. Even when opening the store, choose a

category or item to promote to boost sales and

traffic. Challenge the staff by setting sales goals

for the promotion. If your goal is met, everyone

shares in some special reward, with the biggest

contributor receiving special recognition for the

effort. How you structure your program, the

goals & prizes, will depend on your sales category.

Incentives: be they the promise of a prize,

promotion, or cash – always motivate people.

➠

Inspiring your staff is another of your responsibilities,

as store owner and leader of your

staff. Employees will respond eagerly to leadership

when there’s some tangible reward in it for

them. An inspired employee is one who works

harder, for himself and for the store. Employees

like that can make your job a little easier.

SET EMPLOYEE POLICIES

You’ll need to establish employee policy before

you build your staff. Basically, the policy

should describe everything you want your employees

to know and understand about working

for you.

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forumworkshop

FORUM WORKSHOP

What you include in that policy is your decision,

but it’s in the best interest of you and your

employees to put together some form of written

policy. Your employee “manual” need only

be a typewritten page of two, if that’s all it

takes, but it should be written down. That way

you won’t waver from it, and your employees

will have something they can refer back to if

questions ever arise. If you ever need to fire

someone for poor job performance or inappropriate

behavior, it will be more easily accomplished

when you have a written document

defining where the violation of the terms of employment

occurred.

Every written employee policy should begin

with a statement that your business is an equal

opportunity employer and will not discriminate

on the basis of race, color, religion, age, etc.

Then get into the details that most

concern your workers: hours, responsibilities,

& wages. The written policy

should also spell out anything special

about the job, such as scheduling requirements

or the requirement that all employees work

evenings and weekends. If the store has a dress

code, the employee policy is where you define

it. Include your requirements in terms of employees’

personal hygiene, general appearance,

and attitude. The same for your policy on drug

or alcohol abuse on the job. Unfortunate as it

may be, these are issues of the modern workplace.

You need to let employees know how

you intend to deal with such behavior.

The store policy manual should also address

any security concerns that are yours

as the store owner and employer.

continued...



forumworkshop

FORUM WORKSHOP

If you will require employees

for certain positions to be

bonded, put it in writing. The

same for your policies regarding

any form of theft while on

the job. As a measure to protect

yourself, the employee

policy guidelines should state what infractions

you will treat as grounds for immediate dismissal

from your staff. Theft on the job, in any

form; an abusive attitude toward customers,

co-workers, or management; and 2 instances of

absence without explanation are all grounds

for terminating the working relationship.

ASK YOUR ATTORNEY OF THERE ARE

ANY SELF-PROTECTIVE STATEMENTS

YOU SHOULD INCLUDE IN THE

EMPLOYEE MANUAL.

For instance, if your store operates in an extremely

competitive business in a competitive

market, losing your top salesman to the competition

could hurt your business. You may

stipulate that anyone who accepts certain positions

at your store agrees not to work for a direct

competitor for a stated period of time from

the last day under your employment. It might

also be important to establish that any records

and business documents a staff person develops

while employed by you remain your property.

Just think of what could happen if you

don’t do this. Let’s say you invest 2 months’

salary paying someone to compile a list of leads

and accounts in the area. If you leave yourself

unprotected, that person could leave and take

that list with him, to the benefit of the competitor

who lured him away.

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➮

Conversely, if business suffers and

you must let someone go, you should

state the store policy on dismissals for

anything other than cause. Two weeks’ notice

or two weeks’ pay from day of dismissal seems

the norm for full-time employees. The policy

should also state what you expect of employees

when they quit. Again, two weeks’ notice, with

a letter of resignation, seems a fair request.

Whatever benefits program you offer employees

should also be explained in detail in the

policy manual. This includes a list of paid holidays,

personal days, allowable sick days, and

paid vacation periods. If you’ll be providing

health benefits, or offer a plan your employees

can buy into, their obligations and options

should be described as well. The same goes for

any pension or profit-sharing plan.


As for wages, while you certainly won’t want

to list them, you do want to explain your policy

regarding them in the manual. If you’ll be paying

sales commissions, explain your system for

compiling those funds. You may wish to establish

a probationary period for new hires, after

which they’ll automatically be considered for

permanent employee status. It’s a good idea to

establish a framework for periodic salary review

for all employees, say, every six to twelve

months from date of hire.

A lot of this will seem petty – until you fall

victim to your own good intentions. Writing

an employee policy, and distributing a copy

to all employees, is one of the few ways you

have to ensure there are no misunderstandings

in your relationships with staff.

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It’s your responsibility to make sure all employees

receive a copy when they join your

staff. You might as well have them sign something

to the effect that they’ve received and

read it. That way there can be no arguing later

on about what was promised or intended.

YOU’RE RESPONSIBLE TO TRAIN

YOUR EMPLOYEES

Along with your responsibility to pay a salary

and live up to terms of your employee policy,

you’ve an implied obligation to train the people

you hire. That doesn’t mean you must pay

them to attend special classes or seminars. It

means you must help them develop the skills

that will enable them to do the best job possible

while employed by you. The employee who receives

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enjoy the job more and who works harder for

the good of the store. Employees

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business to grow, you’ll need their assistance.

Alone, you can only carry the business so far.

There are several ways to provide training right

from the start. The simplest measure is to share

what you know as you learn about business.

Use regularly scheduled meetings as a forum

to explain what you’re doing and why, and to

solicit opinions. Make sure the trade journals

you read for insight get circulated among your

staff. Before the store opens, invite representatives

from your suppliers in to talk about their

products and the secrets of selling them. Continue

to do that on a regular basis as new products

and sales techniques become available.

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RETAILERS FORUM MAGAZINE | SEPTEMBER 2021 Page 45

RETAILERS FORUM MAGAZINE | SEPTEMBER 2021 Page 45


Pay employees one hour each

week to visit other stores and

see how they’re handling products.

Have them share what they

learn at your next meeting.

Throughout all this training, encourage your

staff to start thinking like retailers themselves,

to understand why retailers do things the way

they do, and how those things influence business.

Training, like an education, is never complete.

But if you handle it on how to improve

the store’s sales performance. Then you’ll be in

position to start reaping the rewards of your

emphasis on training.

YOU’LL NEED TO DEAL WITH

PROBLEM EMPLOYEES

Sooner or later he shows up in every company,

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the arrangement isn’t working out, for him or

for you. Everyone deserves a second chance,

unless, of course, he has knowingly committed

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for immediate dismissal outlined in the employee

policy manual.

It’s the correctable mistakes, the little infractions

– occasional lateness, long lunches – that

warrant a second chance. Grant that employee

an opportunity to correct the error, but make it

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It’s best to take care of these minor issues in a

closed-door meeting, one on one. Don’t reprimand

the employee, merely suggest you’re not

completely happy with the way things are

going. Explain what bothers you and how

you’d like it corrected. The employee worth

keeping will take the hint.

If the infraction is a little more serious, say, the

person is habitually late or has trouble taking

direction, the situation warrants a stern reprimand.

How you deal with these employees is

your own decision. It’s often best, however, to

put someone like this on some form of probation

for a set period of time. If the problem is

not corrected, the relationship ends. This

should be spelled out in a dated letter from you

to the employee.

When you sense an employee

may be emotionally or psychologically

unstable, it’s in

your interest to have another

person nearby during the

meeting. Should your discussion

draw an emotional reaction or protest, call

the other person into the room, as your witness.

When you have a serious problem with any

staff person, one chance is all he deserves, and

all you can afford. When you do find yourself

forced to fire someone, always spell out the reason

in a brief letter, as well as informing him in

person. Then cut your losses and get him out

of the place as soon as possible. If you must,

give 2 weeks’ severance pay and be rid of him.

It’s far preferable to having him stick around,

causing residual stress and strain. continued...

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In your career as the employer, you can expect

to do your share of firing. There will also come

the time when you’ll be on the receiving end of

a resignation. Before you accept this, ask if

there’s something you could do to make the individual

stay. If it’s a reasonable request from a

valued employee, fulfill it. It’s almost always

cheaper to retain an employee than to find and

train a new one. When the employee is firm on

resigning, accept it graciously, but always leave

the door open for a return. You’ll lose an employee

but retain a friend and maybe gain a

customer. And whatever the

circumstance of departure,

hold no grudges; Remember

all the jobs along the trail

that led your decision to become

a retail entrepreneur.

erode.

DEALING WITH SUPPLIERS

Your relationship with the suppliers of the

products you sell should be regarded as one

of mutual benefit and mutual dependence.

Treat them as partners, eager for your success.

Suppliers depend on people like you to handle

their products as much as you rely on suppliers

for something to sell. In theory, this should foster

a certain sense of equality, with neither

party dominating the business relationship.

That holds in your dealings with the smaller

firms that are most dependent on outlets like

yours in their distribution network. When you

move into the more competitive fields, where

the same or very similar products of corporate

suppliers are marketed through the full spectrum

of retail stores, the equal footing starts to

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MAKE SURE YOU’RE BEING

TREATED FAIRLY

Many big suppliers still treat their dealer network

equally and fairly. But just as many give

special deals to the big guys, the multi-story

chains that order in quantity. This can create severe

problems for the smaller store owner who

hopes to compete with the large dealer. When

you buy 3 of something, and the discounter

buys 3,000, he’s going to get a price break. It’s

not uncommon to hear an independent retailer

complain that a discount store’s selling price is

below his wholesale price.

Most manufacturers will do

their best to deny such practices

exist, but the numbers

tell a much different story.

strengthen

The retail entrepreneur certainly cannot avoid

the problem by ignoring those suppliers. No

matter what type of store you open, there are

probably some products you simply must have

to retain an identity as a legitimate source in

that category. Some of these are the same products

you’ll find in every type of retail outlet. But

there are steps you can take to minimize the impact

of these policies on your business.

START BY SPEAKING WITH YOUR

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ABOUT YOUR EXPECTATIONS.

Remember who works for whom here; without

you, the supplier has no way to move product.

Some will prefer the business of discounters.

The ones you want to buy from are those who

understand how the specialty dealer helps

perceptions of their line.

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Anyone you plan on supporting should earn

your business, in the same way you must win

the loyalty of your customers. The manufacturer

and distributor should be willing to do all

withing reason to earn your business.

If you allow the situation to evolve in the other

direction, in which you become completely dependent

on them, putting yourself at their

mercy, you’ve put the store at risk. Any supplier

who dictates terms, with a take-it-orleave-it

attitude, is one who’ll quickly abandon

the specialty store owner as soon as a larger account

comes along, or who’ll sell to that larger

account as well as you.

So one of your first questions to suppliers, even

before inquiring about the terms they offer on

orders, should be a request for an explanation

of the distribution policy. Your best bets are the

companies that practice controlled or limited

distribution. Such companies limit the number

of retailers handling their products as a way to

minimize competitive pricing and ensure profitability

for the retailer. You should always ask

the supplier what other stores in your immediate

area are carrying its products, as well, and

what are the company’s future distribution

plans.

MAKE SURE YOUR SALES

EFFORTS ARE BEING SUPPORTED

NEXT, INQUIRE ABOUT

THE MANUFACTURER’S

ADVERTISING AND

PROMOTIONAL ➽SPENDING.

continued...


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WITH MAJOR SUPPLIERS

YOU SHOULD EXPECT A

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ADVERTISING TO

O

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o

AWARENESS AND INTEREST.

You also need to know how the manufacturer

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materials for in-store use, and promotional

campaigns aimed at consumers, as well

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the manufacturer’s training program: It’s an

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dealer network. A good supplier will provide

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entirely new product comes to market.

UNDERSTAND FULLY

THE ORDERING, RETURN,

AND REPAIR POLICIES

Of course, you need to know the supplier’s

order policy before making any dollar commitments.

First, you must know if there’s a

minimum order requirement. Often terms or financing

on an order will be tied to the size of

the order: Order 10 and you have 90 days to

pay, while it’s cash on delivery if you order 1

or 2. Ask about the supplier’s entire ordering

program, including pricing policy and turnaround

times. When starting out, you may not

qualify for any special programs, but being

aware of what’s available can help you plan for

the future growth of your business.

continued...


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It’s imperative to find out every supplier’s policy

on repairs, exchanges, and warranty protection.

These are areas in which you’ll be dealing

directly with the customer. If that customer is

not completely satisfied, you’re the one whose

business will be hurt. Get specific information

so you know what your responsibilities are.

MOST PRODUCTS CARRY SOME

FORM OF WARRANTY.

How is it applied, and is there a service center

in the immediate area? Consider the frustration

of the customer who takes something home,

finds the product broken right out of the box,

and returns to the store assuming he’s entitled

to an exchange. But you aren’t authorized to

give them an exchange, you must send that

shiny new product in for repair. Such a policy

will lose that customer for you, for good.

Or suppose you get a batch of defective shirts,

but the supplier’s exchange policy is credit toward

your next order. What good is that if you

paid for the merchandise and are so dissatisfied

with the supplier that you’ll never order from

him again? You’ll lose the money and the shirts.

These are issues to thoroughly discuss with potential

suppliers before granting them your

business. Your store’s reputation may one day

depend on how well you protect your interests

in these areas.

Get All The Promises In Writing

✎If your supplier’s representatives

makes any special promises to you,

such as exclusive retail right to the

product in your area, request the

promise be put in writing.

continued...

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What goes on in conversation

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and will impact future dealings with those who

make promises to win your business.

Be open and honest about your business plans

with your suppliers, and expect the same candid

respect. It’s important to establish an honest,

open relationship up front. If the suppliers

ever lets you down or compromises your business

with its practices, you’ll want to be able to

reiterate the promises made to you, and hold

your suppliers accountable to them. Should

they fail to live up to their promises, and protect

your business, you must always be prepared

to walk away from the relationship.

Your discussions with suppliers should help

decide which ones you want to patronize. Your

relationship with your suppliers, if properly

developed, will prove a strategic alliance for

growing your business. Without trust in each

other’s intentions, it’s relationship that will

serve neither party for long.

DON’T BECOME OVERLY

DEPENDENT ON ONE SUPPLIER

For this reason it’s critical you never become

so dependent on any single supplier or source

for merchandise that your store’s vitality depends

on that source.

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That’s an invitation for

disaster. Any change in

the supplier’s business,

any shift in their distribution

policy, could

have a negative impact

on your store’s performance.

Suppliers,

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larger accounts come calling. The fate of your

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supplier. So by offering your customers a

choice in what you sell, by category and product,

you’re also protecting your livelihood.

Work for the mix from several suppliers that reflects

the diversity of the marketplace.

ALWAYS LOOK OUT FOR YOUR

OWN INTERESTS FIRST

In your dealings with suppliers you should

be forthright and friendly, but aggressively

pursuing the best deal for your store, from a

combination of suppliers. Buy from more than

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place the most business with those who offer

you the most favorable terms, the best products,

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nothing, long-term: Always be prepared to

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make them known immediately. Failure to do

so is your mistake; failure to respond is theirs.

continued...


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RETAILERS FORUM MAGAZINE

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| NOVEMBER 2025 Page 63

forumworkshop

FORUM WORKSHOP

From the outset, you must

make it obvious to the supplier’s

representative that he

and his company need to earn

your business. Make reasonable

demands, for support, better terms on orders,

training, whatever it is the suppliers can do for

you. You may not get everything you request,

but without asking, you’ll get nothing at all.

Look out for your interests. Never take for

granted any promise or stated policy that isn’t

in writing. Track all your competitors to see

how they handle the merchandise you stock. Is

their pricing, even on special promotions, in

line with your costs? Any significant discrepancy

between your cost and their actual selling

price warrants an explanation from your sales

representative. Also, watch the advertising

other retailers put behind products you stock.

Some of it is paid for by the supplier Are you

getting the same support, or are they helping

the competition gain a sales advantage?

As for the products themselves, you should

accept nothing short of quality from your suppliers.

When there’s a problem, they should assume

full responsibility for correcting it. To the

consumer, a defective product reflects on the

store first, and then the supplier. You may lose

the customer to dissatisfaction, but the supplier

can still sell them a product at another location.

You have a right to demand quality, and an obligation

to abandon those suppliers who consistently

fail to deliver it. Excessive returns on

a company’s products for poor workmanship

should prompt you to reconsider your relationship.

continued...

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In Return, Offer Good Suppliers

Support, Information, & Advice

DEALING WITH SUPPLIERS

IS NOT ENTIRELY A ONE-

WAY STREET. You assume certain

obligations as part of the relationship. For

one, any items you stock deserve to be displayed,

promoted, and supported on the sales

floor. Don’t look entirely to the manufacturer’s

efforts to create sell-through; how a product is

handled on the sales floor contributes much to

its sales performance. Remember: Most purchase

decisions are made at the point of sale.

The retailer is in a much better position than

any supplier to know what is happening in the

market. You should be willing to share this insight

with your suppliers. It may take weeks for

the manufacturer to wade through sales reports

before they know a particular color or style is

flying off shelves while another collects dust.

You know that the day you restock those

shelves or read your sales report. This is vital

information to the supplier. Pass it on to your

suppliers, and you’ll both benefit.

In the same way, if you know your customers,

you know what they want. People will tell you

how a product could be improved, what features

are important to them, or why they favor

one model over another. Keep this information

to yourself, and you’re hurting your prospects

for increased sales.

Your dealings with suppliers should be

exactly what the word implies: a deal.

continued...

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You get and you give. Each party should benefit

from the arrangement, under the terms of

your agreement. You need your suppliers’

products; they need you to sell them. It’s a fair

deal as long as it works to the benefit of the

store and supplier.

BUILDING LONG-TERM

RELATIONSHIPS

✌

When you’re just starting your

store, you’ll be very dependent on

the working relationships you establish

with your staff, suppliers,

and the other members of your

team. Their contributions in effort and expertise

can provide the foundation for success with

your store. Recognize and appreciate that help,

for without it, your store cannot prosper.

Later on, success will enable you to give as

much in return. Remember that obligation, be it

to your employees, suppliers, or anyone else

you work with. The long-term relationships

that will carry your business are built on honesty

in your dealings and your expectations.

Understand where others are coming from, respect

their right to protect and promote their

own interests, and work together for the common

good. Help those you work with to develop

their talents, recognize their needs and

wants, and do your best to help them fulfill

them.

The best working relationships are those that

allow everyone a share in the success. For

your employees, your success should represent

a chance to increase their own earnings

and further their careers.

continued...


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=========== FORUM WORKSHOP

forumworkshop workshop============

For suppliers, it means a larger market for their

products, and the prosperity that follows. For

you, it means the satisfaction of making your

own career. The relationships that support

that success over the long term operate in a

big circle: What you get from

others allows you to give

something back; the more

they help you, the more

you’re able to help them.

KNOW WHOM YOU SERVE

For the 21st Century retailer, it won’t be enough

to know the customer group you’re serving.

another, You must more know whom serious you flaw. serve, Members on an individual

basis: their personal likes and dislikes,

of Itel's management team "were aware

preferences in colors and styles, whom they

buy for besides themselves, and why they’ve

FIRST AID SUPPLIES

FOR RETAILERS·-

Keep four Customers & Staff Safel

decided to shop at your store. A lot of this can

be gleaned near from the a end customer of 1978 database, that but Itel's it’s

the personal computer touch you leasing and your business staff add was that

will win

in

shoppers

serious

to your

difficulty

store.

and that

Itel's computer-sales business

When that first person steps up to your cash

register

was

to make

slowing

a purchase,

and was

you’ll

threatened

begin learning

who by your new customers IBM technology".

are. Until then, you’re

operating on a theory of whom your store will

serve and With where they this can knowledge, be found. Itel's

senior management sold thousands

your customer of shares profile of is Itel drawn stock from

Granted,

careful research, but it’s still only an educated

to the public at prices ranging

guess. More likely than not, you’ll find those

from $26 to $32.50 per share

who patronize your store very similar to, yet

very different ( the stock from, your later expectations. fell to less After than all,

$1 the per specialty share). store The is a response Examiner's to one Report aspect of

stated the consumer’s that such life, a one sale among was many probably areas a of

interest or need.

continued...

Page 62 DECEMBER 2024 I RETAILERS FORUM MAGAZINE


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As you’ll discover soon after opening,

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now and then for a look at what’s new. A few

you’ll serve but once. Whoever the customers,

regard each instance of dealing with them as

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As store owner, it’s up to you to make the business

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All, however, will look for you to be the reliable

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We all have lousy days. Your customers may

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easy, but you must smile and be polite

even on the worst of days.

continued...

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Maintaining good relationships with your customers

is a dance of perceptions. People respond

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By the same turn, a gruff attitude, a curt

response, or anything that approaches rudeness

will spoil the relationship.

Remember all we’ve said about it being

the team that brings you your success?

Well, your customers should be considered

part of that team as well. Failure to win

them to your cause can prove the biggest

obstacle to your store’s success.

THE SILENT SALESMEN

Your customers will never join your staff. They

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Yet they work for you – or against you

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mentioned or someone expresses a need to buy

what you sell? continued in next issue ...

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Retailers Forum Magazine November 2025

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