very successful, so we added a few more and I designed a skull print for a folding cane. We’re very fond of them now; it’s amazing how you can come to really like something once it is selling well. How do you keep your designs fresh and current? Do you follow trends? Yes, walking sticks follow trends the same way as any other accessories. We keep a good eye on what styles and motifs are coming out of the top fashion houses and keep these vibes in mind when designing. Leopard print, florals, abstract, we have them all. We also follow giftware trends because many buyers buy to fit a theme: bees, flamingos and woodland creatures have all done well on this basis. What sets you apart from your competitors? I once heard a business expert explain that if you can do what you say you are going to do, when you said you were going to do it, that should set you apart from most competition. Our competitors are pretty competent, but we always try to be as prompt, efficient and courteous as possible. Many of our stockists come to us for good advice, high quality products and prompt despatch from stock. We aren’t in the business of selling the cheapest possible stick regardless of quality. We tend to keep our customers for many years rather than have a fast turnover. Indeed, some of them we have had for almost the full forty years, so we find that rewarding and encouraging. How are you finding the current climate in the UK? Is it affecting business? At the time of writing, we are extremely busy both with UK and export business. There is still pent-up demand from the COVID shutdown and I think people are keep to enjoy themselves as we don’t know what the future might bring next. However, we have not lasted forty years without being a bit canny and it would be naïve not to keep a weather eye on the COVID situation, the looming fuel crisis and the cost-of-living crisis. The good news is that people continue to need walking sticks whatever else is going on and it is our job to produce the models that retailers will need in order to make these sales. How do you view the future of independent retail post-pandemic? I think it is better than it has been for a long time. We have seen many high street giants topple in recent years. Independent shops are much nimbler and better placed to adjust quickly to changing times. I am just back from a trip to Milan where I was very impressed by the number and quality of independent retailers even in the city centre. Many very able people have re-thought their careers in the wake of COVID and we are starting to open accounts with some of these people as they decide to give being self-employed a go. Are you active on social media? How is this important for the business? We are on Instagram and Facebook. It is a good way for us to keep in touch with developments in the world of walking sticks and particularly to see what products walking stick users are choosing and why. We have gained new trade customers from Instagram in particular, but it is not as important as Google and the website yet. For a retailer I imagine it is invaluable if utilised well. Many of our stockists use our products and lifestyle photography for their posts so there is an indirect benefit that way. Do you have any advice for new businesses starting out in the world of gifts? I think a clear vision for its character is important. A well-curated selection of gifts that give the shop its own identity means it stands out from the crowd. If you are going to sell teddy bears, have a really terrific range of teddy bears so that everyone who sees the shop tells their friends, “You simply must go to this amazing teddy bear shop; I’ve never seen anything like it.” Or of course walking stick shop. Online marketing through search engines and hash tags rewards businesses that have specialities; it is hard to be the top of the list when your product is generic #giftware. What can we expect in the future from the company? We have a fabulous new trade catalogue launching in early September with many exciting new patterns in stock ready for Christmas. Designed specifically for use on our walking sticks by me, the patterns include a lot of charming animals, birds and holiday themes – something to suit everybody. CLASSIC CANES T: +44 (0)1460 75686 www.classiccanes.co.uk 82
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