Description | Uk's most innovative retailer - The Bira and Vend awards
Imagery | Watershed
Watershed is an independent brand and concept store, born out of a love of
the ocean and the founders’ desire to run a business rooted in storytelling andstrong values. They sell custom surfboards along with a well-curated selectionof accessories.
“Watershed is an independent brand with our passion firmly placed in greatproduct and the ocean,” says Creative Director Jake Patterson.The team behind Watershed make no compromises. They only sell productsthey love and when they can’t find them, they create them themselves.“We started manufacturing surfboards in 2012. Being in the industry for so longand seeing product with no back story inspired us to create products that wewere passionate about, not only how it was used but how it was made.”
As well as their Newquay location and a thriving online store, Watershed ishome to a number of additional experiences which epitomise the breezy,oceanside lifestyle the brand embodies.As Jake explains, “we built the Surf Shack to give our customers the fullexperience of the life of a surfer and living by the sea. It enhances the storyof the brand and provides customers with insight into the Watershed lifestyle.We already had a cafe, and an on-site barber’s and the Surf Shack felt like thefinal piece of the customer experience.”The result has been a loyal customer base of fans and advocates, whostrongly identify with Watershed’s ethos.
Jake’s straight to the point advice for other retailers is, “negotiate hard on therent, it’s not cheap running a physical store. Location is also very important,do not compromise on this. Keep staff to a minimum and put your till by thedoorway to prevent theft and promote a friendly environment without beingtoo pushy towards your customers. Have a good product mix including somemore affordable small items so every customer can leave with something.”
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