For Better Wholesaling’s January cover story, Tan Parsons spoke to four buying groups to find out what will be 2015’s key to SKUs. Here’s what Jon Burton of Landmark had to say.
How is your own-label business performing?
Landmark Wholesale boasts an impressive 850 lines in its own-brand ranges, including Lifestyle, Lifestyle Value, Caterers Kitchen, Caterers Kitchen Everyday, LSV (energy drinks), Vintners Collection (wines) and Prince Consort (spirits). Currently, our value brands Lifestyle Value and CK Everyday are experiencing double-digit growth.
What lines have you introduced or refreshed?
In the past 12 months, we have introduced a number of fast-selling lines in response to industry insight and consumer feedback. These include Lifestyle Value Sugar 500g, LSV Sours 500ml, Lifestyle Nappies (in various sizes), Amber Strong Dry Apple Cider 440ml and Lifestyle Value Cat Litter 8l.
What trends and opportunities are you seeing in the own-label sector?
Within the own-brand sector, there are real opportunities within value and £1 lines, as well as continued opportunities for chilled products.
How will your own-label strategy help wholesalers grow sales in the next six months?
The fact that our own-brand ranges are only available to Landmark members, alongside the enhanced margin in retail compared to similar brands, ensures that Landmark Wholesale own-brands are must-stock products.
The continued growth of our own-brand sales over five years clearly demonstrates its success.
How do you differentiate your own-label offering from other groups?
Successful brands such as Lifestyle and Caterers Kitchen are constantly promoted in-depot to key price points. This also includes our ‘All You Need’ promotions to support ranges. These incorporate point-of-sale material, displays, new product development and the media.
As an example, January’s promotion focuses on the top 12 £1 products, both branded and own-brand.
You provide own-brand products for both retailers and caterers – what are your top selling own-label SKUs?
In retail, our best-selling own-label SKUs are LSV 250ml, Orange Juice 1l, Prince Consort Vodka 70cl, No3 King Size and White Storm Cider 2l. In catering, they are 20l oil, baked beans, tuna, 5l dilutes and centre feed rolls.
And do you recommend a core range for both caterers and retailers?
Yes – we currently have 190 retail items and 110 catering items suggested as core range from our own-brand ranges.