The Bos Group has been active for decades as a distributor and license holder of sports and footwear brands. Jeroen Bennink, relatively new to the organization, and Frits Fassaert, who has been with the company for over thirty years, provide a unique insight into how their organization responds to the rapidly changing retail environment.
According to Bennink and Fassaert, the retail landscape has changed drastically. “Unfortunately, the number of customers is declining sharply. But that also means: working together more closely. Not just aligning once per season, but having much more frequent and intensive contact.”
Fassaert recognizes this from his work with sports brands such as Babolat: “With our key accounts, we create three-year plans. And every two weeks we review the figures to make immediate adjustments. That approach simply works much better.”

The power of strong brands
The Bos Group manages to hold its ground against the pressure from major chains thanks to its strong brand portfolio. “Babolat is a no-brainer for many sports stores,” says Fassaert. “When you see Alcaraz playing with it, it practically sells itself.” Benink adds that a similar strategy applies to footwear: “We work with our own brands as well as under license. By keeping a close eye on the numbers, we can quickly point out bestsellers to our customers that they may not have ordered.”
An important step for the Bos Group is the opening of its new showroom in Nieuwegein, where both sports and footwear come together. “That’s convenient for us, but even more importantly, it’s much more customer-friendly,” says Bennink. “In this way, we create a one-stop shop for retailers.” According to Fassaert, that’s necessary now that the boundaries between sports and footwear retail are fading. “Some brands we sell to both sports and shoe stores. Retailers want to purchase efficiently and combine assortments.”

Trust and forward thinking
What makes this episode powerful is the mutual trust between both men – and the realism with which they view the future. “The future isn’t five years from now, it’s tomorrow,” says Bennink. “You need to be able to adapt quickly. Fewer players also means that those who remain must collaborate more intelligently.”
That also includes giving advice, even when it goes against the retailer’s expectations. “Sometimes we see opportunities that a customer isn’t aware of. Then we have to dare to say: take another look at this item, because it’s selling extremely well elsewhere.”

Tips for the industry
Finally, both gentlemen share their key advice for colleagues in fashion and sports retail: “Dare to try, even if you sometimes fail. Not innovating is the real risk,” says Jeroen Bennink. “As a small retailer, your strengths are knowledge, service, and experience. Use that power and don’t be afraid to show it,” adds Fassaert.

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Source: Textilia