HOW TO GET YOUR PROD­UCT ON SEL­F­RIDGES’ SHELVES

Collective Hub - - BAKING - BE IN­STA-SCOUTED IN­VEST IN YOUR PACKAGING KNOW SIZE DOESN’T MAT­TER PREP YOUR PA­PER­WORK BE SUS­TAIN­ABLE

Ed Goodman, Sel­f­ridges’ di­rec­tor of food, buy­ing and mer­chan­dis­ing, gives us the low­down. As buy­ers we travel glob­ally to spot new trends, prod­ucts and con­cepts, but more of­ten they hap­pen very close to home. So­cial me­dia has be­come ex­cep­tion­ally rel­e­vant to how we spot, source and get in con­tact with me­dia-savvy brands. In­sta­gram is a great tool to use. In­creas­ingly of­ten, we’re tagged @sel­f­ridges­food and then we make con­tact.

Al­though food prod­ucts need to taste sub­lime first, packaging is also a key el­e­ment to the prod­uct jump­ing off the shelves and grab­bing cus­tomers’ – and our – at­ten­tion. As buy­ers we look at the ar­chi­tec­ture of our range in store and plan around what we need or don’t need. Cus­tomers as­so­ci­ate good packaging with a qual­ity prod­uct. Show that your brand is in­vested in both el­e­ments.

Our phi­los­o­phy is that we’re open to ev­ery­one, whether it’s a house­hold name or a start-up. We have a num­ber of pop-up spa­ces in our food hall so that we can activate brands in a big or small way. We re­cently worked with Heinz to cre­ate their first-ever baked bean bar but, sim­i­larly, we then worked with Blondies Kitchen, a twowoman duo who took the food hall by storm. We love sup­port­ing young, emerg­ing food tal­ent.

Af­ter buy­ers taste the prod­uct we pass it to our food tech­ni­cal team to make sure the brand has all the right pa­per­work to pro­duce the prod­uct in their kitchen, that they have all their al­ler­gen in­for­ma­tion and packaging in­for­ma­tion to sup­port their man­u­fac­tur­ing process. We guide them through that process. Af­ter that, they’ll get the full sup­port from our PR and mar­ket­ing team to make them hit head­lines.

Over the past year our buy­ing team has been fo­cused on what we call ‘buy­ing bet­ter’. This jour­ney started with a train­ing pro­gram led by the Cen­tre for Sus­tain­able Fash­ion to un­der­stand the is­sues and im­pacts of the fash­ion in­dus­try. In­no­va­tion in food is key, but sus­tain­abil­ity is also im­por­tant. We love cham­pi­oning new brands who tick both boxes.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.