mail order is the only way to go

ANOTHER COMPANY WALKS FROM RETAILERS

Earlier this week I read an on line article in Sporting Goods Business about a watch company that was or had ended its relationship with retailers. Since the company is located in Lexington, S.C. which is about 15 miles west of Columbia where I started Wiggy’s I decided to call the company.

HOOK +GAFF Watch Company

803-920-1023

WWW.HOOKANDGAFF.COM

MICHAEL SIMS; OWNER

Now that I have gotten the important information out of the way I’ll tell you the rest of the story.

I called and to my amazement the person who answered was Michael. I told him that it was a surprise for me and he said he was a small company and answered the phone as I do. I told him having read the article I thought that he pulled out of the retailers because he no longer wanted to chase his money and he laughed and agreed.

Retailers in the outdoor business are no different than drug stores they want to carry every product available and only pay for them when they are sold for the most part. In the early 1990’s I received an order for $2000.00 worth of bags from Sports Authority (no longer in business) for their new Anchorage Alaska store which I thought great since they had 89 other stores to supply. I shipped the bags with net 30 day dating. I got paid in 105 days. When the buyer called wanting to put in a second order I told him on one condition; I letter from his CFO stating I would be paid according to my terms. He said he wouldn’t do it so I told him I wouldn’t accept his orders. They are gone and I am still in business.

I had a lengthy conversation with Michael and he told me about his company; it is all on the site so I will not repeat what you can read. He is personable and eager to respond to questions and on his site when people compliment his product he personally responds as I do. I have not seen that from other companies at least in this industry.

I did get one of his watches, the “sport fisher 11 classic”. It comes in a hard plastic case just like the case a hand firearm comes in. one of the attractive touches is the logo at the number 12 position on the face and the second hand you have to look closely at since it is a gaff. A very nice touch.

It is both sporty and has a sophisticated appearance.

HOOKANDGAFF is an American company that actually makes their watch products in the U.S.A. For that alone I congratulate Michael since so many of his age group, I think he is 38, have been raised on “we have to go to Asia” to get our products made.

So if you are looking for a new watch that I believe from what I have on my wrist today that is well made, good looking and I am very sure rugged this is the company to give you next look.

I also believe that Michael will prosper because he has shown me that he understands how best to run his business.

I do not believe for one second that the large companies that populates the outdoor industry such as Columbia, the northface, nike, Patagonia, etc. will ever come back to the U.S.A. to manufacture their clothing. Even the underwear and t-shirt companies will never consider domestic production again so it will be up to small companies to continue to open and sell direct to the consumers, i.e. become mail order companies.

At this time a good many are enamored by the opportunity to sell through amazon, but I know that it is a mistake. If you have a product that they sell well they will eventually make it themselves. When you sell to the drug store they do not promote your product it is just there for the consumer to find. Certainly if you have a very good product they still will not promote it.

I am quite certain my sales would not be near the volume they are if I were in retail stores of course there are retail stores that have told me they lose business to me because they do not have my bags. Now if they only had my bags they would be selling more bags, but then there is the payable that is like pulling teeth that you have to deal with.

My unsolicited advice to anyone thinking about starting a business today is to go in the direction of being a mail order company.