Forward focus for Total Merchandise
Changes are afoot at the major distributor following a management buyout
Essex-based distributor, Total Merchandise is looking towards its twentieth anniversary this year with a new ownership structure after founder Jason O’Connor bought out his two fellow founders.
Announced at the beginning of the year, the deal saw O’Connor acquire sole ownership of the business following the decision of former business partners David Stoddart and Michelle Rae Stoddart to retire.
The business, which the three founders started in 2004, has grown from a start-up to one of the UK’s most respected distributors of promotional merchandise, employing around 50 staff.
It is five times winner of the Sourcing City Distributor of the Year award, as well as a past BPMA Distributor of the Year award winner.
“Looking at the journey Michelle, David and I have undertaken since the distant days of 2004, I am extremely proud of what we have all achieved in this time, not least going from three to 50 staff and achieving countless awards along the way,” said O’Connor.
‘More to do’
“I still have a passion and hunger for the business and there is a lot that I want to do with the business to put my stamp on it,” he added.
The first example of change was an end user expo that Total Merchandise held at nearby Colchester United football stadium in January – the first time it had held such an event. It followed on from a successful supplier showcase Total Merchandise held for staff last summer.
“An end-user show felt like the next obvious step, even though we’d never done it before and it’s not directly in-line with our business model. But once the idea took root, we couldn’t shake it off,” said O’Connor.
The company invited 20 of its suppliers to the expo and was blown away when more than 100 people attended on the day.
“The feedback from suppliers and attendees has been incredible, as have the enquiries, and I think it’s all a very positive indicator of how the market is looking for 2024. We’ll definitely look at making this an annual event,” said O’Connor.
Take control
Elsewhere, he says that company is looking to streamline its internal processes to take more control over the service it offers to clients.
An example is the launch of pre-approved artwork in-house, which will have the benefit of ensuring greater consistency of branding across merchandise.
“At the moment, most people in the industry rely on the art room at the supplier which means that for five different products you can end up with five different interpretations. Bringing this in-house will massively improve the quality of the branding and eases the burden on our suppliers who are busy people,” said O’Connor.
More broadly, the response from the industry to the change has been pleasing, said O’Connor. “We wanted to make the announcement before Merchandise World in case people needed reassuring, but in the event, we have been welcomed with open arms. We’ve been in the industry a long time and people are happy with what we are doing.”
O’Connor said that the industry as a whole was buoyant at the minute and that he was confident that there was growth potential. The company will stick largely to the markets that have made it successful until now.
“There’s a lot of business out there if you can take a good product to market. Some things are always outside of your control but if you put your best foot forward then you can succeed.”
