In a new series of articles, Denby’s global marketing director, Hayley Baddiley, shares her views on the challenges facing suppliers in 2022.
“2022 will continue to present both challenges as well as opportunities for suppliers,” states Hayley. “While the unpredictability created by the ongoing pandemic creates planning and forecasting headaches, the accelerated change in consumer behaviours and priorities will reward those suppliers and brands able to respond and meet the needs of the consumer credibly and responsively.”
Explains Hayley: “At Denby, the team has become adept at managing the ramifications of the pandemic whether it be the unpredictability, planning for trade shows which may or may not be able to take place, the challenges of maintaining ‘business as usual’ in such unusual times with regards to staffing, supply and retail closures, or indeed the opportunities it has presented for the gift and homewares sector. These include the forecasting for increased demand and interest, ensuring we optimise our omni-channel offer and continue to service our customers and markets in the UK and overseas. This unpredictability will undoubtedly continue for some time and so flexibility is key.”
She adds that the pandemic has changed behaviours and priorities. “Given the amount of time we are all now spending in our homes, many of us are choosing to invest more in renovating and furnishing our homes or giving homeware as gifts. This is particularly true of brands and items which are made to last, as the pandemic has accelerated our desire for more sustainable, less ‘disposable’ living.”
The full version of this article appears in the February issue of Progressive Gifts & Home.
Top: Hayley Baddiley, global marketing director at Denby.
