Pumpkin Patch has identified wholesaling opportunities as a way of:
introducing the Pumpkin Patch brand and ranges to countries that are not currently serviced by Pumpkin Patch stores; and
supplementing the accessibility of the Pumpkin Patch brand and ranges in countries that do have Pumpkin Patch stores.
Pumpkin Patch’s wholesaling relationships are at a relatively early stage of development and at present predominantly involve department stores in Australia, the United States, Ireland and the Middle East. Currently Pumpkin Patch supplies 10 international retailers with the three largest being Nordstrom (United States), David Jones (Australia) and
Department stores agree in advance, season by season, to acquire a given quantity of Pumpkin Patch apparel and accessories. They display the merchandise either:
in a Pumpkin Patch branded area of the department store (i.e. visually similar to a
Pumpkin Patch retail store) called a “store in store”; or
on generic sales racks but with Pumpkin Patch branding surrounding the racks.
Pumpkin Patch has a specific sales team that is responsible for pursuing and servicing international wholesaling opportunities.
Pumpkin Patch direct
Pumpkin Patch has specific websites for New Zealand (www.pumpkinpatch.co.nz),Australia
(www.pumpkinpatch.com.au) and the United Kingdom (www.pumpkinpatch.co.uk). On average in 2003, Pumpkin Patch’s websites received (in total) approximately 121,000 visits per month.
The internet sites, which are predominantly developed by Pumpkin Patch’s in-house team of specialists, are regularly refreshed to include the latest available ranges and remove items where stock is low.
During the past 12 years Pumpkin Patch has built up a significant database of customers who have either bought merchandise from stores, over the internet or out of the catalogue. The database is regularly updated and analysed to ensure that customer details are up-to-date and that “non-responsive” entries are deleted.
Each season Pumpkin Patch sends out approximately over 750,000 catalogues to customers in New Zealand, Australia and the UK. The catalogues are designed in-house and feature the latest fashion ranges. Any sales orders received from the catalogue are processed by Pumpkin Patch’s in-house call centre (located at its head office) and dispatched by the distribution centre.
The Pumpkin Patch call centre in Auckland is operated seven days a week and has facilities for 20 operators at any one time.