Booming business not a case of luck with BWM

THE presence of July rain showers proves a boon to retailers — a case made eloquently by the shoppers thronging the aisles at the Blarney Woollen Mills summer sale this weekend.

Divided between the constant visitor buses thronging this iconic tourist town, and the scores of Irish people in search of bargains, there are few visible signs of recession caution amidst the crowds.

“We are finding 2011 well up on last year,” says Darren Smyth. “We are definitely optimistic on the prospects for the remainder of the season.” Having recently opened another outlet at Fota Retail Park, the company are pushing expansion further with a late August store opening in Clonakilty. “We would see both of these recent ventures as employing over 30 extra staff, and we are actively looking at more openings in the near future,” he says. “The company is 44 years old, and has had its share of good and bad times, but always managed to thrive on commercial adversity. We grew significantly during the very difficult 1980s, and while we have had to readjust to cope with the economic reality over the last three years, we are actively dedicating ourselves to a similar expansion today.”

The company has also unveiled a large refurbishment to its Mill restaurant and bar in tandem with a major makeover of its Blarney retail areas. Comprising 13 stores and two hotels, the group employs over 400 — a number that swells further during high season and with renovation work. “We took the necessary decisions needed to cope with the new economic reality the country was presented with, and, having done that successfully, we are well positioned to capitalise on the opportunities we see openings up in the months and years ahead.”

While the company’s various brands, led by Meadows & Byrne plus Farrell & Brown, continue to build solid domestic trading revenues, Darren Smyth looks, as the company founder, Christy Kelleher, did, to the international tourist market as a vital driver of future growth. “Last weekend we had a delegation of Chinese travel agents and journalists in Blarney looking at developing that market direct into Cork, an incredible prospect that could have an enormous effect on the whole Munster region as well as Ireland itself in the coming years. One of the delegation was involved in a travel agency with more than 2,000 branches — it’s almost impossible to imagine this kind of scale on this side of the world.”

In addition, the company has issued an invitation to Gok Wan, the makeover guru with a number of television shows, to visit Blarney: “On one of his recent shows he noted that Aran was making a fashion comeback, so we thought it a great chance to bring him over to see our product.” With a steadfast confidence in the return of the economy to a more balanced growth, the company continues to invest, refurbish and generally reposition itself to maximise the opportunities of the upturn when it comes. “We operate on the basis of having the courage of our convictions to seek out new opportunities and new ways of doing business in difficult times.” At the Fota Retail Park, Blarney have collaborated with Ballyseedy Home & Garden, while the soon to open outlet in Clonakilty will be adjacent to the already bustling SuperValu at Faxbridge.

In 1967, Christy Kelleher, a lifelong employee of the original woollen mills in Blarney, started a small souvenir shop — a ‘thatched cottage on wheels’ still on display on the grounds today. It was the beginnings of a determined entrepreneurial drive that would eventually see him purchase and develop the original site into the multifaceted business it has become today.

“Even though the company has been in existence since 1967, it needs to change and evolve,” says Darren Smyth. “To that end, we are always open to the changed realities of global markets and new avenues of media communication presented by today’s technology. Our online business, www.blarney.com, gives the company a global presence, and we expect this side business to double in size in the next 18 months. It’s a world wide showcase for our product range and allows us regular interaction with customers from all over the world.” He cites Germany, Scandinavia, India and China as the major growth regions of the coming decade.

“This company came from humble beginnings, and has proven that it can cope with difficult trading conditions through the 70s and 80s. We know how to navigate difficult conditions, how to protect our market and our employees, and how to be ready for the upturn that will inevitably come. The expansion and investment we have made so far in 2011 is a reflection of our confidence in the future.”

While traditionally associated with the tourist market, Blarney Woollen Mills has increasingly looked to develop the domestic market in recent years — a direction that continues to grow even within the constraints of the present economy.

“Though it has only been open a number of weeks, our outlet at Fota has been performing well above what we expected, and reflects our attention to the local market,” he says. “We’ve put huge emphasis on broadening our ladies offering in terms of styles and elegance, as well as modernising our menswear ranges with good quality casual clothing. Given that people are staying at home more these times, we have expanded our lifestyle offerings — for instance, our ‘Gardenarium’ section, aimed to cater for the demand for home and garden improvements.” Smyth underlines the unique quality of the Blarney shopping experience — an aspect of the business that has moved with modern expectations while retaining its distinct advantages.

“There’s a lot of repetition now in retail, the same shops in Dublin, Cork and all the major centres — and that is part of modern commercial life. But coming to Blarney offers something very different,” he concludes. “It’s a very pleasant experience, as well as a shopping expedition. This is our flagship store on a 10-acre site, and we have spectacular plans to develop this unique offering even further in the near future.”

Name: Darren Smyth

Occupation: Head of Retail Operations, Blarney Woollen Mills

Background: Joined the company in March, having previously worked in operations management in a variety of sectors including leisure, property and textiles. The company is currently in the midst of expansion, with two additional outlets added in 2011.