CWB speaks to retail expert Liz Edmonds to learn more about her new consultancy business, which specialises in helping small brands kick-start their wholesale journey.
Laura Turner: What’s your background and why did you decide to establish your own wholesale consultancy business?
Liz Edmonds: Having worked in the retail and fashion industry for over 16 years, the majority of my career has either been spent managing high street accounts for fashion suppliers or managing the wholesale side of businesses for smaller brands. When managing wholesale, I spent a lot of time building relationships with the smaller independent stores, mainly across the UK, and grew extremely fond of getting to know the brains behind the businesses and what makes their shops so special. Independent stores’ buying patterns and the items they choose to put on their shelves provide a platform for small brands, businesses and individuals who want to showcase their products to tell their stories. Whether it’s a small shop or a budding brand eager to make their first sale, the passion, creativity and individuals who work so hard to bring a little bit of joy and varied product to our high streets are why I do what I do.
LT: What common hurdles do small businesses encounter when it comes to wholesale?
LE: Most certainly, I would say one of the main hurdles is simply time. Small business owners are not just designers, they are HR, finance directors, social media managers, customer services; the list goes on. A lot of the small businesses I work with are usually a ‘one man band’ and have to prioritise accordingly. If someone has 100 retail orders to dispatch, this takes time away to reach out to new stockists or sometimes to nurture the current ones. It’s really tough. Another huge hurdle is costs. Costs are forever increasing, so small businesses ensuring they keep their wholesale prices at a reasonable rate for stockists can also be a real struggle.
LT: What services do you offer to help a business prepare for wholesale?
LE: It can be a minefield for new brands wanting to start their wholesale journey, and they may be unsure which box to tick first. I offer a 1-2-1 three-week course on setting up the processes to kick start the wholesale journey for a brand. This includes guidance on pricing, wholesale catalogues, wholesale terms and conditions, and much more.
LT: What can you provide in terms of wholesale operations?
LE: As I mentioned previously, a lot of small brand owners struggle for time. To ensure wholesale runs smoothly, sometimes businesses may need a bit of extra help with certain platforms or databases to ensure processes are better streamlined and therefore more efficient. For instance, I can offer support with CRM databases, B2B marketplace management, email marketing, and invoice management systems.
LT: What’s your top tip for managing, maintaining and nurturing wholesale day-to-day?
LE: CRM databases. I cannot shout about CRM enough. Whether a brand chooses to use a CRM platform or generate its own – which is also something that I offer – it’s the best way to manage and nurture current stockists. And, if managed correctly and efficiently, it has the potential to increase sales.
LT: Is childrenswear a sector you’re keen to focus on?
LE: I have worked across a variety of product sectors in my career, from women’s and men’s accessories to dog coats. But yes, since becoming a mum, I have found a real love and appreciation for childrenswear.
LT: How can businesses learn more about you?
LE: I have a website where you can find out more information about me and my services, plus I also offer a free 10 to 15-minute 1-2-1 discovery call with small brands that would like to know in more detail about the services that I offer and how I could potentially help them.
