Watches give Green + Benz £15,000 boost

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Retailer Green + Benz has added more than £15,000 to its turnover since introducing watches to its offer in October.

The retailer, which previously only sold contemporary jewellery at its shops in Sheffield and Chesterfield, introduced a limited number of fashion brands in October in a bid to diversify its offer, attract more footfall and push up its average transaction value.

Green + Benz has been working with distributor Peers Hardy to build up its watch offer. It started with brands Ice-Watch and Radley but has recently added Daniel Wellington and Boccia to the line up following the success of watch sales, which it describes as having got off to a "strong" start.

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In the period between October and Christmas the retailer sold more than 150 watches, contributing more than £15,000 to its sales.

Green + Benz managing director Helen Dimmick said: "Increasing the average purchase value has long been a challenge, as has tempting new customers to shop with us. After having assessed the options that were available, the decision was made to launch with Ice-watch and Radley from Peers Hardy Group.

"The support we have received from Peers Hardy has been fantastic and their enthusiasm has been infectious. Their help and advice regarding product selection, identifying the consumer, brand training and merchandising have all been invaluable. Clients from all facets of the business – branded, designer and fine – love adding another fashionable accessory to their shopping list when they are in the store.”

Peers Hardy general sales manager Stuart Kenrick said that Green + Benz’s success shows that introducing watches to a shop previously specialising in just jewellery needn’t "dilute their image or reputation".

He added: "The whole team there have been very receptive to this new channel, and the benefits of securing new customers for their stores is extremely rewarding for us both. Offering the consumer the opportunity to shop for jewellery and watches under one roof can only increase the importance of the retailer to the individual shopper."
 

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