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Supplier viewpoint

In the new issue of Bridal Buyer – out shortly – we ask a number of retailers about 2012 business to date, and how they felt their suppliers could better support stockists. has now asked various suppliers for their views. Lyn Musselle if the first to answer our questions

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lyn musselle maggie s Chantilly 250 Maggie Chantilly Maggie Chantilly

lyn musselle

Company The Bridal Company Ltd

Years in business 14

The labels Maggie Sottero, Sottero & Midgley, Flirt by Maggie Sottero and EbonyRose Designs

Number of stockists Maggie Sottero approx 250, Sottero & Midgley approx 190, Flirt approx 85 and EbonyRose Designs approx 210

Changes in production lead times have resulted in shifting delivery dates. Ideally, when should buyers be placing their main orders for the seasons ahead? We have always encouraged our retailers to do their main buying in March, as this gives a much longer selling period.

What are you doing to make your stockists aware of this? As we regularly speak with our retailers, we pass on information such as this and as some of the most popular repeating styles have come from the March collections, we are pretty certain that the longer selling period holds up this theory.

What can retailers do to support you more? We firmly believe that support is a two way street and loyalty is of paramount importance.

What will you be doing to support them? All retailers are featured on the websites; they are invited to participate in extensive advertising campaigns across leading bridal titles; we offer a loan sample service and designer weekends. These are just a few of the ways in which we offer support. 

How do you promote your ranges to brides-to-be? We advertise extensively across all the leading UK, Eire and Scandinavian bridal titles. Our retailers hold designer weekends throughout the year, which also promotes the brand locally to brides.

Do you think 2012 will be a tough trading year? Recession is still very much in attendance and things are tough, but couples are planning weddings and most brides still want ‘all the trimmings’, but are being more cautious and expecting more for their money. Customer service has never been more important as brides will be shopping around for a bargain, but will be expecting a bargain and a smile!

Are you a member of any trade association? We are member of the BIS Association.

See The Bridal Company’s new collections at BBEH (11-13 March) on show at the Majestic Hotel

For contact details, visit our Brands Directory

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