I noticed that an interior design chain has gone into administration. Let’s call them ‘Cement and Joss sticks’. The senior designer at this chain used to write a monthly section in a local magazine. Let’s call this magazine ‘Helmet’. She introduced the interiors part of Helmet. Helmets interiors section is called Nest* - ah ha, now we get to the point!
I have to admit that someone writing a monthly report on the dynamic world of interiors for a long time and never quite clicking that there was a rather lovely shop of the same name, not very far away, was a constant niggle. Especially when at Christmas said designer recommended an internet company she had ‘discovered’ that sold old printers blocks. We are one of the biggest sellers of said items in the country and we’re local...plus a lot cheaper. I thought a local magazine promoting an internet company over a local retailer was more than a little bad-mannered, especially as they’re always after our advertising budget.
As for why Cements and Joss sticks went into administration. Well, as their senior designer very often mentioned, she was always jetting around Europe looking at the latest wallpaper. I can’t help feeling this might not have been helpful in keeping overheads down. This is, of course, utter jealousy speaking – I wish I could jet set around Europe looking at distressed furniture. Instead I tend to get distressed driving round Norfolk in an old van.
I do wonder, however, whether being constantly in touch, in vogue and always on the move alienates you from customers. I always got the feeling from Cement and Joss sticks that if I bought something from one of their ranges, and then wanted to add to that range a little later, they would have moved on and be selling something else, perhaps a little trendier or a little more ‘this minute’.
Still, it’s not a problem here at Nest. We range from trendy (for 1860) up to so trendy; you just don’t know it yet!
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