Bijoux Terner to focus on boosting store sales

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The company believes a focus on product presentation and logistics serving existing outlets will help increase their profitability

US fashion jewellery and accessories supplier Bijoux Terner is focusing on increasing the profitability of its existing operations at the expense of seeking new locations. The company conducted a strategic review of its business in 2007 and opted to invest in infrastructure enhancements in preparation for long-term development, according to president and CEO Gabriel Bottazzi. He explained that in order to give its retail partners the tools to provide that experience, the company has redefined its marketing initiatives and improved delivery logistics to make stock replenishment easier.

However, Bottazzi conceded that operating such a concept has its challenges. “It is not like a box of Marlboro, which a customer will take whether the merchandising is good or bad. Here, the product is part of the decoration that generates customer interest, and a successful store that sells 500 pieces will have people touching 3,000 pieces, and they move them around. That is the commitment when you go into the fashion environment,” he said.

Bottazzi added that as the company is still small relative to the opportunities available in travel-retail, there is potential for expansion in almost every region.