Finding the right retailer to sell your product requires research and a good understanding of your own business goals and vision. National Sales Manager at CULT, Chris Correll shares his advice with Australian product designers.
August 14th, 2014
Above: Adam Goodrum’s new collection for CULT
Presenting at Launch Pad’s annual mentorship workshop, Chris Correll of CULT (recently rebranded from Corporate Culture) gave some insights into how one of Australia’s leading furniture retailers works with Australian furniture designers.
Ross Didier’s Tiller seating collection
Correll emphasises the importance of partnership and collaboration between designers and retailers. “Our preference is to collaborate and have open dialogue and collectively develop product that we bring to market together. We are always looking for new people with new ideas that fit a niche,” he says.
For those designers considering online retailing, Correll emphasises the importance of a physical presence – particularly when your design is new and as yet untried in the market.
Stoneware pendant lamps by Adam Cornish
“Whether it’s a piece of furniture or lighting, a new design has to be seen, touched, sat in and understood in order to be commercially successful,” he says. “True personal experience, product association and human interaction are the best ingredients when selling new furniture or lighting design.
“The question to always ask yourself is this: Would you purchase a piece of furniture or lighting and spend $500 or $5000 on it, sight unseen? The answer is probably not.”
Coco Pendant mini by Kate Stokes (Coco Flip)
When approaching a retailer, Correll highlights the importance of research and understanding your prospective retailer. “Understand their existing product portfolio, understand the gaps, identify an opportunity and use this research to open a dialogue with them,” he says.
Also important is whether or not that retailer is a supporter of Australian design. Knowing your own vision and aligning this with your retail partner will heighten the opportunity for partnership and growth between your business and theirs.
Correll also shared five indispensible tips on presenting your product and making initial contact with retailers:
Chris Correll is CULT’s National Sales Manager. Correll spoke at the Launch Pad mentorship workshop in July this year.
For more information on the Launch Pad emerging design program, click here.
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
Natural forms meet technological sophistication to produce GH Commercial’s Pattern Perfect® Native Collection of carpets. Step inside the factory to see how local flavours inform the design.
Living Edge definitely has the edge when it comes to supplying furniture for the education sector. With a plethora of brands and collections at their fingertips, Living Edge provides the perfect solution for any learning environment.
Entries for the Gaggenau Kitchen of the Year close on April 30!
Brisbane’s most recent commercial addition, 480 Queen Street by BVN, has been designed to create a sense of local community inclusiveness – a disruptive concept to the traditional public versus private model.
“InterfaceFLOR are proud to present this exclusive opportunity to hear first-hand from the man named ‘the most visionary figure in American business today’! Ray Anderson will uncover the true rewards that rewriting the rules can bring.
MCA Foundation Hall, Level 1, Museum of Contemporary Art West Circular Quay, The Rocks, Sydney NSW 2000
Thursday 4th September
5:30pm arrival for a 6pm start
Tickets are $40 and include a complimentary drink on arrival
To register visit www.nextrevolution.com.au
Now in the final days of the NESCAFÉ Azera Project, Sophia Watson goes behind the scenes with designer Jacob Pemble.
The internet never sleeps! Here's the stuff you might have missed
2023 is well under way and studios are being shaken up across Australia. See who’s part of the latest round of promotions and appointments.
From global icons to local heroes, these international names are ready to cast their eye over the region’s top award program!
Architect James Davidson of JDA Co. wants to move the dial faster on making homes safer, insurance cheaper and enabling communities to rebuild better when natural disaster strikes.