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From the Desk of Trevor Cohen

Insights from the one person involved in every aspect of the Giftcraft Business! CEO Trevor Cohen shares informative business updates each month in "From the Desk of Trevor Cohen"

Staying One Step Ahead

From the Desk of Trevor Cohen...
Welcome to the latest installment of my monthly Giftcraft business update. I’m happy to report that the enthusiasm, positive response and momentum we saw to our major product launch this past winter continues to grow. We are seeing growth in all of our key product categories and have had a tremendous response to our seasonal introductions.

This leads me to this month’s topic. We’re seeing a fair amount of contradiction in the marketplace. It’s no secret that significant cost increases in fuel, raw materials and overseas manufacturing are driving production costs to levels never before seen. Conversely, the retail environment is stabilizing and consumer optimism is slowly rising which leads me to believe that consumers are willing to spend their hard earned money on the right products for the right price.

In these confusing and challenging times, it’s paramount to stay one step ahead. While conventional wisdom leads many companies to take a “wait and see” attitude, at Giftcraft, we are anything but conventional. We believe that in times such as these, success driven companies need to be bold, strategic and take actions to determine their own fate.

That’s why we’ve doubled the capacity of our design team, focusing on proprietary and exclusive design across all of our key product categories. Earlier this month, we launched introductions into several of our key categories including our proprietary line, Bella Boutique™. The Bella Boutique™ collection of artistically stylized decor and fashion accessories continues to enjoy significant growth and we are strategically expanding the offerings into other top-selling product categories.

We also expanded the offerings in several of our best selling home decor, gift and jewelry categories; analyzing the past performance of each product category to determine what makes most sense from a price and design standpoint, thus mitigating the risk of not having the RIGHT product at the RIGHT price. We also expanded our highly successful Romero Britto® line with the introduction of Framed Posters and Pet Accessories. The Britto® line has quickly transitioned from a niche, collector oriented gift and decor line, to a lifestyle brand. The expansion into these two growth categories reflect the consumers demand to have an array of product for which they can incorporate into every facet of their lives.

I’m also extremely pleased with the continued growth of our jewelry line. Our jewelry category offers a vast array of designs, finishes and pieces, each with excellent price points and phenomenal margin opportunity. If you are not already carrying any of the Giftcraft jewelry lines, I encourage you to consider doing so. They are most impactful when presented as a comprehensive collection vs. isolated or random pieces and your Giftcraft representative can help you to find the collection that is right for your store, as well as review the benefits each program offers.

As you can see, my team and I continue to focus our efforts on providing you with exciting new saleable products. Our next major launch is scheduled for June, with introductions across all of our key product categories, most notably in garden. We’ll again be showing in both Atlanta and at the CGTA Toronto shows and I invite you to visit either showroom and please make a point of introducing yourself.

Until Next Time...