elliot rhodes brand story

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Page 1: Elliot Rhodes Brand Story
Page 2: Elliot Rhodes Brand Story
Page 3: Elliot Rhodes Brand Story

HARRODS

CHELSEA

COVENT GARDEN

ST CHRISTOPHER’S PLACE

OSAKA, JAPAN

Page 4: Elliot Rhodes Brand Story
Page 5: Elliot Rhodes Brand Story

HARRODS

CHELSEA

COVENT GARDEN

ST CHRISTOPHER’S PLACE

OSAKA, JAPAN

Page 6: Elliot Rhodes Brand Story

In 2004, when Justin Rhodes – founder of Elliot Rhodes – opened his first store they all said he was crazy...A specialist belt shop? That would never work.

But the ‘Best new retailer of the year’ from 2005 continues to thrive and Elliot Rhodes has become one of the most successful independent retailers and brands in the UK. We now have three central London stores, a full concession in Harrods’ revamped Designer Accessories department and in our first foray overseas a joint venture store in Osaka, Japan.

As a true specialist and retail innovator, Elliot Rhodes has been breaking new ground from day one and changing existing preconceptions of what a belt is, what it means and what it can be. With its quirky store design, unique interchangeable system, on-site custom sizing, one to one customer consultancy and unsurpassable range, Elliot Rhodes has reinvented a previously ignored, logo dominated product.

On the back of this proven retail success 2012 saw the launch of our wholesale division. Being able to share our expert knowledge of the market sector from both a product and consumer perspective puts the brand in a unique position. We are able to confidently guide wholesale clients in their range selections and provide invaluable data to prove that with the correct exposure belts can provide a substantial additional revenue stream. We show as a brand at several international trade shows - Scoop in London, Pitti Uomo in Florence, Premiere Classe in Paris - opening

up the availability of our brand globally to both department stores and smaller independent retailers. This has lead to successful brand launches in Selfridges, Jelmoli (Zurich) and other leading department stores.

One thing that has always remained consistent is Elliot Rhodes’ dedication to service and quality. We continue to design all of our products in London and work with the finest craftsmen in Spain and Italy using locally sourced raw materials to produce our belts whilst working both in house and with small innovative buckle makers around the world to provide our dizzying array of buckles.

Brand founder Justin Rhodes comments ‘My belief in specialisation and the lost art of retail is what drove me to create Elliot Rhodes. I believed that we could change existing preconceptions of a product traditionally considered dull and unsexy and thankfully we seem to be winning the battle. Through passionate education we are encouraging people to branch out – amazingly only 50% of sales now come from Black and Brown belts! In an extremely competitive environment we have been fortunate to be doing something really different, with a focus on quality, individuality and customer experience that continues to resonate with our customers, I guess really we are just ‘Old School’ retailers with a modern twist’.

A L I T T L E B I T A B O U T U S . . .

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Bespoke and innovative, here at Elliot Rhodes we create beautiful luxury leather belts and buckles in a wide variety of colours, textures and styles to suit all tastes.

Over the last nine years, Elliot Rhodes has become the go-to belt and buckle making brand, renowned for a wide variety of handmade designs. All of our belts are designed in the UK and made exclusively for us to our own exacting specifications. Unique to our offer is our interchangeable system which gives our customers the freedom to choose a belt strap of their desired width, colour and finish and match with one or more buckles to reflect their personal style.

Elliot Rhodes’ look is one of beautiful full grain leather of the highest quality with eye-catching buckles and designs ranging from classic, elegant and refined to glamorous, quirky and dazzling. In addition, every belt is custom fitted in store to provide the perfect fit. The diversity of the collection and the guidance of our belt consultants ensure that there is a combination to suit every style and taste, with over 500 leather belt straps in a variety of widths and over 800 buckles to select from and combine.

All of our belts are made exclusively in Italy and Spain by skilled craftsmen using traditional belt-making techniques. Our buckles are designed in house and sourced globally from a selection of skilled makers from Italy, France, the UK and USA and are created using a variety of materials including gold, sterling silver, stainless steel and a variety of semi-precious collectibles. Buckle making remains a highly

artisanal trade, with original designs still sculpted by hand in wax and the more ornate buckles having enamels, crystals and special finishes applied by hand. This gives each buckle its own innate character, lustre and individuality.

We also design an extensive collection of exotic skin belts in genuine crocodile, alligator, caiman, stingray, ostrich, sharkskin and python, all of which are available in both classic and contemporary colours and textures. Completely bespoke belts can also be created from scratch, working with our in-house silversmith and design team to create entirely unique one-offs or customised items.

Our range of leather accessories is concise, containing what we feel are key accessory items for everyday living - belt storage boxes, passport covers, purses, wallets and card holders. As with our belts all of these come in a delicious palette of colours to suit every whim and style. All of our Elliot Rhodes belts, buckles and accessories come beautifully packaged in eye catching presentation boxes and gift bags to complete the luxurious look.

W H AT W E D O . . .

Page 10: Elliot Rhodes Brand Story

Elliot Rhodes was launched in London in 2004 with the opening of our Covent Garden store and expanded with the opening of a second store in the King’s Road in July 2008, a 3rd Store in St. Christopher’s Place in 2011 and then in 2012 with the dual opening of our Harrods concession and Japanese partner store. Our online store was opened late 2005.

Our specialist business may from the outside seem surprising but from the inside we have the tangible proof to show that we are not only market innovators but also have a business that is successful, profitable and highly unique.

The Elliot Rhodes concept was born from a mix of our passion for belts, professional experience, extensive research and an instinct for the significant changes occurring in society and their effect on consumer spending preferences.

Our core belief starting out and remaining now is that the once distinctive brand is now so oversold as to be ubiquitous and its purchase is in fact more a step towards conformity than a step towards individuality. Consumers need to find more personal forms of self-expression and to satisfy a variety of emotional needs through their shopping and brand choices. It is a backlash of sorts against the mass-market influences that pervade our lives and an indication of the desire to feel greater attachment to products purchased and shops frequented.

We are strong believers in the art of specialist retail because only in such dedicated environments can one truly find great breadth of product offer, genuine depth of product knowledge and an overall customer experience that far surpasses anything that can be offered by a multi-product retailer.

Elliot Rhodes is a business that gives consumers a chance to be different and to personalize, it is a business that not only satisfies basic needs but most importantly expands horizons, changes perceptions and inspires its customers.

Elliot Rhodes has changed the belt buying market and now seeks to dominate its market sector through further retail and wholesale expansion.

O U R V I S I O N . . . W H Y W E D O W H AT W E D O

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Elliot Rhodes set out with the objective of elevating the status of the belt from afterthought to essential and desirable accessory.

Our conviction was and is that the belt has been neglected in its role as accessory. As such not only is it rarely visible but even when sought out by the consumer its limited range and uninspired manner of presentation is such that its purchase is reduced to one based more on necessity than desire.

Such is the scarcity of choice that the majority of consumers, both men and women alike, have become accustomed to owning maybe 2 belts and will buy on a replacement basis only. Their eyes have not been opened to the possibility of using the belt as a stylish and fashionable accessory that can be varied according to mood, dress style and occasion.

Elliot Rhodes exists to change consumer perceptions by not only offering a range of both belts and buckles that is extensive, but also by displaying them in a stylish, exciting and desirable manner. We further differentiate by separating the buying process into two parts - the choice of belt and the choice of buckle. No longer is the consumer restricted to what is on offer, he can now choose the belt style of his choice and with his choice of buckle can create his own personalized belt.

Add the dedicated and knowledgeable style consultants, the element of custom sizing and the ability to continually interchange belts and buckles and you can better understand why this fully interactive customer experience is one that engages for the long term and creates loyal and passionate followers.

O U R C O N C E P T. . .

Page 12: Elliot Rhodes Brand Story

Before Elliot Rhodes a consumer setting out in search of a new belt would head to a shoe shop, a single or multi brand clothes shop, a leather goods shop or a department store.

Each of these outlets was and still is able to provide the customer with a belt but they do little more. The customer in most cases leaves feeling at best ambivalent about his purchase if he makes one at all. The simple reason for this is that the limited range on offer is unlikely to inspire the consumer. Our market research shows that even the stores that are most reputed for their belts rarely carry more than 10-20 different belt styles and often far less.

Although each of these retail outlets sell belts they are not specialists and sell their products as much by default as by design. Yes, the customer will find a black, a brown or if they are lucky a tan belt but will it be exactly what they wanted and really satisfy them in terms of product and experience? Will they find a choice of leathers from matt to shiny, from distressed to embossed to sueded? Will they find the size they need or get the right advice? And what

if they are looking for a different colour or a different width to suit a particular outfit? And we have not even started thinking about the buckle style yet - silver, gold, gun metal, brass, antique - classic, elegant, contemporary, chunky, western, engraved?

We would be the first to admit that many people do not think twice about their belts, do not remember where they last bought one or why. But then why accept the status quo? Just because this is the way it has been does not mean this is the way it has to remain. People also used to drink just black or white coffee - now it is all about espresso, latte, cappuccino, macchiato...

It is all about choice and opening consumer’s eyes to hitherto unavailable possibilities. Elliot Rhodes has created that choice and forced people to look at the belt as far more than just an item to hold up their trousers.

O U R D I F F E R E N T I AT I O N . . .

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In September 2012 we opened our first full concession in Harrods. It is a fully staffed concession operating out of 300 sqft of retail space in the Designer Accessories department.

To launch this concession we had to look at the space parameters and structural constraints and adapt our traditional display to come up with a new, exciting, space sensitive form of showing our extensive array of belts and buckles.

We have consequently created derivative versions of this concept that can operate as both staffed and unstaffed models. We have successfully launched in premium independent Psyche in the North of England, Switzerland’s premium department store Jelmoli and will follow with an opening in Norway’s leading department store Steen & Strom in January 2014.

Similar thinking has led us to rethink our display and offer in order to work more efficiently with retailers who cannot afford dedicated space. In May 2013 we became a core brand in Selfridges’ newly launched men’s belt wall where we are part of their multi brand belt offer, whereas for smaller boutique partners we have created a stylish belt display box that offers a flavour of Elliot Rhodes for the smallest of spaces.

C O N C E S S I O N S & R E TA I L PA RT N E R S

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Our aim is to work with a single dedicated partner in each territory giving them the latitude to manage the growth, visibility and distribution of the brand through all available channels.

O V E R S E A S E X PA N S I O N

Case Study - Japan

By 2010 we felt that the Elliot Rhodes brand was ready for its first entry into an overseas market.

Having assessed the market and looked at the relative success of other brands we felt that Japan was a country where the authenticity, quality and innovation of our brand would be fully appreciated. Importantly we could see that the market for premium and luxury accessories was extremely well established and in actual fact more evolved than our domestic UK market.

Our initial foray into the market was with a distributor who already had an established retail and online presence and where Elliot Rhodes was at first offered uniquely through his multi brand online channel. This then evolved by early 2011 into a stand-alone Japanese language Elliot Rhodes website.

By late 2011 having fully tested the receptiveness of the Japanese consumer to the Elliot Rhodes brand and product range the decision was taken to open a first retail outlet. This duly opened in September 2012 in Osaka and is wholly owned and managed by our Japanese distributor under a franchise agreement.

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The initial limited agreement with our Japanese distributor has now become an exclusive agreement which allows him to focus on 5 key growth channels:

R E TA I L

Plans for 15-20 stand-alone retail stores under a master franchise agreement.

W H O L E S A L E

Selling Elliot Rhodes products into major department stores and retailers

C O N C E S S I O N

Establishing staffed/non-staffed Elliot Rhodes concessions in major department stores and airports

O N L I N E

Expansion of the Elliot Rhodes online business

B E S P O K E / C O N T R A C T

Offering our design and manufacturing skill to develop co-branded customised product ranges for the corporate market - Hotels, Corporate gifts etc…

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We are pleased to offer a range of bespoke services adapted to the needs of individuals, groups and companies alike. The bespoke process is a collaborative experience that blends your vision with our design expertise, attention to detail and commitment to quality.

BESPOKE COMMISSIONS

A service for clients needing several of a uniquely designed belt, buckle or accessory style

BESPOKE COMMISSIONS FOR THE INDIVIDUAL

A service for when one unique belt or buckle is all you need.

CUSTOM SIZES AND SPECIAL REQUESTS

A service for clients requiring a non-standard size or looking for an adaptation of an existing style

Examples of our work

Private yachts and jets, country estates, luxury hotels, restaurants and bars, product launches and private parties...basically any location or event where attention to detail is paramount and where style is imperative.

O U R B E S P O K E S E R V I C E S

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How do you describe to people what you do and your design style?

I tell them that I am a custom belt and buckle designer...then when they look at me quizzically I explain the whole Elliot Rhodes concept. My design style is one based around presenting a palette of different colours, textures and concepts that can be played with, mixed and matched to create a style that is individual to each consumer. I do not want to tell people what to wear, I want them to help them discover their own individuality and to express this through their belt.

I see no limitation as to where we can take belt and buckle design – each day brings the opportunity to experiment and redefine traditional ideas.

What sort of comments do you get about your designs?

We’re often described as a candy shop for grown-ups. When people discover our brand they are usually fascinated by the fact that we make belts - and only belts. They do love the quality and the choice and the fact that the designs they’re wearing are pretty unique. I think above all customers see that although we may be pushing the envelope we are not doing so in a forceful manner, but rather in a suggestive way...gradually taking them on a journey. Everybody has a limit and it is vital never to make someone uncomfortable with what they are wearing.

D E S I G N E R Q & A

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What is your background?

I have been involved in fashion and design since graduating from university even though I actually studied Economics - but as it happens the most useful skills from my studies have always been my languages...nothing is more important than being able to communicate with suppliers in their own language, it really helps create a stronger relationship. But fashion is pretty broad and I started at the bottom learning how garments are created, made, sourced and sold...invaluable skills that I have used every day since creating Elliot Rhodes. I always knew I would move towards the luxury sector as in the end I just love making things that I feel proud of.

Why did you start doing what you do?

I was a frustrated shopper... the more I was looking for belts the less I could find them. Black, brown, sometimes tan... that’s it! Belts have always been treated as an afterthought and used as a brand vehicle...nobody has ever paid them due care and attention. I believed there could be more to it, that this was a product that could be reinvented and glamorised, and that consumers with the right guidance could start to learn how important a belt could be in creating their own individual style. I am also very anti brand – not that I do not like brands – but I like brands that produce great products rather than just sell a logo. I think society has been moving away from this for some time now which is where specialists come to the fore.

Which designers do you rate highly and why?

I would look no further than Giorgio Armani – this is a man who continually creates timeless collections that cross generational barriers, allowing people to be fashionable but comfortably and unostentatiously so. Philippe Starck also simply because he has been able to bring beautiful design to formerly dull utilitarian products.

Tell us about your design process from concept, production and to the shelves...

I find inspiration in all sorts of odd places – sometimes it is visual, sometimes tactile, and sometimes verbal. Simply looking at the world around us whether that be nature, architecture, people, art and taking a grain of an idea and then trying to understand how this might be interpreted through leather or metalwork. Nothing is more important to me than colour and knowing when a new colour is relevant is just a gut feeling. I have to take these ideas then source raw materials that can help interpret them...or sometimes it works backwards and you find a wonderful material that you just have to find a way to use! Once these two bits of the puzzle are figured out it is down to the practical and technical – getting items produced to the correct design and quality standard. Standing in a factory fiddling with samples, watching someone stitch or polish...I work constantly with my

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makers to try new techniques. But in the end products have to arrive on time and hopefully on budget too. The best part of our business is that we work on small quantities. Individuality works with exclusivity and we want our customers to know that the belt they bought is special and not one of thousands. We work only with small factories where the craftsmen still create belts and buckles using traditional techniques and make and finish them by hand.

How do you think your brand has developed?

Pretty well thankfully. For the past nine years, we’ve converted people to belts and we’ve elevated the status of the belt from being an afterthought to being a key to dressing with taste, elegance, style and individuality. I think we’ve proved that there is a demand for a specialist brand such as ours but most importantly we have shown that through passion, education and specialisation you can inspire people to look at a product in a whole different light. The fact that many of our customers ‘collect’ our belts and buckles bears testament to their potential importance. Above all I am proud to be doing something different and to have taken some very important steps in getting Elliot Rhodes to be considered the pre-eminent brand in its sector.

What are your main achievements and what do you aim to achieve now? Past present and future

Well, creating Elliot Rhodes, establishing the brand and changing perceptions are things I am very proud of. Everybody told me in the beginning I was crazy and no one ever believed a belt brand would survive – even a year! We’ve proved them wrong and now it is all about seeing how far we can take things...both in terms of retail expansion (I reckon there is room for about 50 stores around the world) and also in terms of design. If one day we can be recognized as being a market innovator and the leader in our field then I will be happy.

Why do you think British design stands out?

We are lucky to have a long heritage of design to draw from and to live in a permissive society that allows people to experiment with their ideas. British design tends to harness the past and reinvent it for the present very effectively, it is not scared to shock and even though at its extremes it is far from commercial once carefully interpreted good British design allows consumers to express their sense of individuality and quirkiness.

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Nathan, Jason and Justin have known each other since 1984 when they met at Marlborough College, a boarding school in the South West of England.

As fortune would have it they were the only children whose parents did not work in the more traditional fields of law, finance, medicine or real estate. In fact it was rare coincidence that both families had a long history of working in fashion and design. So a common bond was struck early on and in the intervening years the three of them were first and foremost best friends with the oft discussed hope that one day they might put their skills together in some form of business venture.

When in 2003 Justin came up with his slightly off the wall concept for Elliot Rhodes - there were but two people who believed in its potential - and so this was the moment when the chance arose for a joint business venture between the three friends. The early days saw Justin take the business from concept to reality with the opening of the first two stores, but as the brand evolved it was clear that now all of their talents would be needed full time to take things to the next stage. With thankfully complementary skill sets the three friends now combine happily, forming a strong management team that leads by example, with passion, energy, integrity and nearly always a smile!

Somehow or other the three of them still remain best friends!

ABOUT THE FOUNDERS

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Page 27: Elliot Rhodes Brand Story

Creative Director - Mr Justin Rhodes E [email protected]

Wholesale director - Mr Nathan Diwan E [email protected]

Finance Director - Mr Jason Diwan E [email protected]

GENERAL ENQUIRIES

E [email protected] T +44 20 7348 7869

PRESS ENQUIRIES E [email protected] T + 44 20 7348 7869

Elliot Rhodes Ltd Unit 12, Broomhouse Studios 50 Sulivan Road London SW6 3DX United Kingdom

STORES (as October 2013)

79 Long Acre, Covent Garden, London,WC2E 9NG 55 Duke of York Square, Chelsea, London, SW3 4LY 14 Gees Court, St Christopher’s Place, London W1U 1JW Harrods, Designer Accessories, London SW1X 7XL Herbis Plaza, 2-5-25 Umeda, Kita-Ku, Osaka, Japan

www.elliotrhodes.com www.facebook.com/elliotrhodes.belts

HOW TO CONTACT US

Page 28: Elliot Rhodes Brand Story

HARRODS

CHELSEA

COVENT GARDEN

ST CHRISTOPHER’S PLACE

OSAKA, JAPAN