3 pieces of advice

Okay, let me start by recognising that, as far as I know, there is no set recipe for success in developing merchandise for a museum shop or brand store. Virtually every location's story is different and factors such as education and demographics determine what and why visitors buy.

I've been developing, designing and manufacturing products for this type of store for over 35 years, so I have a solid basis for these three tips. Use them - or pass them on to whoever is responsible for your store.

1. Support your story - and let it support your product

When your guests arrive at the store, they will almost certainly have some highlights from their visit in their minds. These may not always be your own favourites, but perhaps objects or motifs that, because of their colours, patterns, history or something else, have aroused special enthusiasm. Ask guests for their favourites when they are in the store. Then try to build your new items based on that knowledge. Remember to make sure that the item - or its packaging - tells the story of the item and preferably your location as well, so the guest truly takes the experience home with them.

2. Create series

When you choose to produce several items with the same motif, you give the motif weight and let the customer realise that this motif is among your most important. A series of different items with the same motif also gives you the opportunity to display the series in its entirety on a shelf, podium or somewhere else in the store, preferably with a sign that tells the story of the motif. Now it's up to the customer to decide whether to buy the entire series or just one or two of the items. By producing items in a series, your logistical task is also made easier, as you can just send us one design with the accompanying text and your logo, and we'll take care of the rest once we've agreed which components your series will consist of.

3. Don't let yourself be lured

When you start making your own products, or customised goods as we call them, you're faced with the question of what quantity to produce. There is often a big difference in price per piece when choosing between, for example, 250 or 1,000 pieces* Some fall for the temptation to order 1,000 pieces or more and risk ending up with too much stock if the product doesn't sell as expected. Our advice is therefore to start by producing a smaller quantity if you have any doubts about whether the design or item will sell. It is important to focus on calculating the retail price when testing an item in this way. We don't recommend using the usual calculation during the “test period”, as this can result in too high a retail price and may prevent success. We usually say that the retail price should be calculated based on the ”next step” on the price scale - i.e. the price for e.g. 500 units. This way, you minimise the risk of misinvestment and ensure that your next order is at a purchase price that matches your desired profit margin.

Send me an email at mikkel@gronlunds.dk If you are unsure whether you can make a good business out of having customised products made for your store, or if you have any input or questions about the above.

* Most items in the Grönlund range can be produced in quantities as low as 100 or 250 pieces. And as an added bonus, it is possible to split an order for one item into several different designs at almost no extra cost.