Dyas director outlines vision for high street expansion plan

Robert Dyas has reaffirmed its commitment to open at least 10 stores every year despite the slowdown in consumer sales while the company continues to look at measures to further the retailer’s appeal in British homes.

In a hard-hitting address, Leigh Martin, commercial director of Robert Dyas told British Hardware & Housewares Manufacturers’ Association (BHHMA) members: “Initially the company’s strategy is to target the most affluent regions in the UK – the south and south east – where there is the potential for up to 200 stores.  Long term the company will be aiming for national coverage.”

Martin said that if market conditions improved, the number of store openings would increase.

The company’s store portfolio currently stands at 95, up from 75 stores in only 18 months.  The most recent store opening was in Amersham, Buckinghamshire just before Christmas.

In answer to questions from BHHMA members Martin confirmed that Robert Dyas would use wholesalers to deliver direct to store where volumes did not warrant dealing directly with suppliers.  He also confirmed that all the stores were aiming to be working from layout plannagrams during 2006 in order to make better use of store space.

During the speech Martin revealed that its biggest `store´ is the company’s internet business which trades at a significantly higher average ticket than the stores and brings in sales from outside the company’s current footprint.

He confirmed that growing Robert Dyas Home Shopping was a key part of the company’s strategy, along with improving its core chain.

“We want Robert Dyas to be `The most useful shop on the high street´”, Martin said.

“For that we need a healthy high street, we need to make the best use of every inch of space we have and we have to recognise the increasing importance of female consumers, who make up 70 per cent of our customer base, and their influence on the ranges we sell.”

Martin confirmed that Jamie Oliver’s new `Flavour Shaker´ supplied by William Levene and Black & Decker’s Autotape had been great sellers at Christmas.

Mr Martin spoke out against suppliers who he felt suffered by not putting their best account managers on the small growth accounts, those that focused on sell in, rather than sell out and worried too much about volume rather than value, missing out on sell up opportunities.

“Suppliers must continue to innovate and reinvent, otherwise big retailers will go down the direct route.  Investment in branding and marketing is paramount to survival,” Martin said.

He concluded “For many suppliers Robert Dyas is their fastest growing account.  We are big supporters of brands, with no plans for own brand.  We mail out up to one million brochures, based on brands, every week and undertake regular national  newspaper inserts in our region.

“To be successful in our stores you need to work closely with marketing departments and buyers – and if you can’t get through – call me.”