What does Reima offer its customers and resellers?
“We offer our customers clothes and shoes adopted and designed after children’s needs in terms of function, fit and safety in a quality that can be re-used for many generations. Our offerings to the resellers are a well-established brand with high trustworthiness and a great customer base. As mentioned, our clothes and shoes are produced in high quality materials and is a safe environmental choice which gives credibility to the reseller.”
You have resellers on several different markets. Does your range and the way you work differ between the different markets?
“That’s right, we have several different resellers such as large and small physical stores, children’s stores, sport concepts, shoe and outdoor stores, individual stores and retail chains, large and small online shops on markets all over the world. Reima’s collection is very broad, this allows us to focus on the customer’s needs and to adapt the range to each market´s individual need, which is a great advantage. In addition to the difference in assortment, there are major differences in sales support depending on the type of resellers. We help the physical stores with clinics, in-store activities and physical promotion material and the online stores are given digital sales support in the form of pictures and technical specifications. When we introduce Reima at new markets, we often work with agents who know the market, where to put the energy and what mistakes to avoid. Once the brand is established, we switch to running it on our own.”
What are your tips to successfully enter a new market?
“Whether it’s a new type of store or a new country, it’s always important to listen and learn. What are the customer’s needs, and how can we meet and happily exceed these needs? Find ways to be innovative, kick start the sales with activities, marketing materials, signage or promotions. We always put a lot of focus and energy on educating the staff to give them the tools and knowledge to tell the customer about the brand, our innovative materials and the product’s features.”
You where one of the exhibitors at Playground, a meeting place for buyers and children’s brands during Fashion Week Trade in February. Why do you think it is important to participate on these types of platforms?
“Being visible together with other strong brands is always positive. Playground is an exhibition, not a pronounced sales situation, which makes it easier for new potential customers to take a closer look without feeling the pressure to make a purchase. Our purpose with participating at this kind of event is to create greater awareness and understanding of our brand, and perhaps also a curiosity, that will lead to future collaborations.”