It was the early 80’s and I was a buyer for a company that owned department stores all across the US. I was in charge of the tabletop area, specifically the china department, silver (flatware), and all the crystal and glassware. Or as the Bronx-ite clerical in the office would answer the phone, “Chiner, Silvuh, and Glaaas.”
The Hunt brothers were making a play to corner the international silver market (look it up, great story) and silver sales were through the roof. One item you couldn’t get enough of were tea sets. Yes, those ornate sets which included a tea pot, coffee pot, sugar bowl, creamer, and a serving tray. Sterling, silverplate, baroque, plain, it didn’t matter. The public wanted them. Having never in my life ever seen one in actual use (except in the movies) I wondered aloud who on earth really used these things. A grizzled buyer in the office simply said, “Those are to sell, not to use.” A retail life-lesson learned.
Over the years we have had the chance to represent dozens and dozens of lines and items. The concept of items to sell versus items to use has always been part of the decision-making process that is utilized when evaluating new products. Sometimes, carrying saleable but not necessarily useable items seems like a good idea: They could be part of a fad, be wildly popular, and ultimately churn dollars. The downside is often limited popularity and heavy markdowns for the unsold product. Perhaps the biggest downside risk is your credibility with your customer. Just as you are what you eat, you are often what you sell. And that’s true for both the wholesaler and the retailer.
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