At
a major presentation to its customers in Brighton this month, Scorpio
Distributors announced a new identity for the company: Scorpio
Worldwide, with a new logo, upgraded website and improvements
throughout the company. Senior management changes were also announced
with Stuart McGuire taking over as Chairman with immediate effect and
current Chief Operating Officer Ian Cowie becoming Managing Director.
The company also announced the opening of a new regional office in
Dubai at Jumeirah Lake Towers.
Taking
over the Seattle Hotel in Brighton, Scorpio gathered customers from
all over the world to explain the reasons behind the change; in usual
company style combining business presentations with fabulous
entertainment and a fun product trade show which enabled one lucky
person to win a weekend in Moscow with visits to the Ballet and
Moscow Air Show, courtesy of Scorpio and Aviator brand-owner Volmax.
Introducing
the proceedings, Stuart McGuire thanked his customers, partners and
own employees for their incredible support and hard work over the
years. Founded in 1995 with just three employees, Scorpio now has a
staff of over 50 and a turnover of close to $100m (including third
party contracts) 'I never dreamt of building a company of the size
and with the success as we have today,' said McGuire. 'To say I am
proud is an understatement.' In 2007 – with a turnover of $16m
annually - Scorpio went into partnership with Heinemann, which took a
51% stake in the company, enabling it to acquire the distribution
rights for a number of leading perfume and cosmetics companies in the
UK and – in some cases – regionally and globally. 'This has
really fuelled our growth and P&C now accounts for around 30% of
our turnover,' said McGuire.
Scorpio's
remit has been to 'be seen as a seamless link between brands and
clients', continued McGuire
McGuire
highlighted the massive changes in the airline industry over the past
five years through acquisitions, mergers, bankruptcies– plus the
growth of LCC's, the effect of LAGS, the financial crisis, growing
dominance of internet sales, terrorism etc – had all put huge
pressure on the ability to retail in the air. McGuire
believes the company's sound financial footing has led to an increase
in sales as clients have moved away from some suppliers who have not
been able to honour advertising commitments or sale or return
agreements, an essential part of the inflight business.
‘As
a result we have seen sales growth of 300% in the last six years, not
including third party contracts,' he continued, pointing to Aviator
Watches as the most listed product on airlines globally. In 2006
Aviator sold 15,000 units worth £1.35m at retail. In 2011, the brand
sold 170,000 units worth £19m.
While
airlines has always been Scorpio's core business, the company is now
actively developing its travel retail ground sales. 'Airlines will
always remain our core and the most important sector of our business,
but we do recognise that the most growth potential is on the ground,'
said McGuire. In just six years the Travel Retail Sales division has
grown from nothing to over 600 retail listings.
Today
Scorpio does not want to be known just as a distributor, hence the
name change. 'We are a sales and marketing company that distributes
products and works worldwide with almost every airline in the world
and most travel retail groups.' But when you are bigger, your
customers expect more and it was therefore time for Scorpio to look
at itself, look at how far we have come, where we're at and where we
need to go in order to develop ever closer relationships with our
clients.'
Following
a series of in-depth customer surveys and one to one interviews, both
internally and with clients externally, Scorpio has emerged with a
new identity, new branding and refreshed set of values: friendly,
authentic, thorough and pioneering. The new logo is pivotal to the
new identity: – the 'o' of Scorpio communicating the philosophy,
nature and heart of this family-led business: inclusivity, a circle
of friends, a 360 degree service.
Managing
director Ian Cowie explained that the surveys had been carried out
over the past two years to ascertain 'What does the Scorpio brand
stand for'. 'It's really about sales, marketing, service and
fulfilment,' he said. 'We are a house of brands offering a 360 degree
service. We didn't want to change the nature of who we are or lose
sight of the past. We are the same company with the same core values,
and the same people – we've just become a lot bigger and in some
areas we needed to improve. So in effect, it's business as usual –
but with enhancements.'
All
areas of the business were examined including product delivery and
availability, account handling, and product presentation and
marketing support. Based on feedback received, the company has made a
number of changes and improvements including improving availability
of products within the P&C category, restructuring its regional
teams, upgrading its communication/marketing support materials,
introducing a wider range of innovative, unusual and on-trend brands
such as Skin Doctors, Lip Smackers, Di Palomo and Hot Diamonds, 'We
have to balance the heritage of the company with the needs of our
customers today to ensure we are fit for purpose, not just now but in
the future,' he said.
One
key area has been the need for additional investment in IT and
resources. 'We've implemented a 20% increase in resource over the
past 18 months and are still recruiting – including a new buyer
specifically focussed on innovation,' he said. 'Within IT, we have
totally replaced our equipment and have upgraded our presentation
facilities.'
Part of
this investment is a totally new website, due to launch very soon,
which sets new standards in terms of product information and
marketing support. 'Our aim is that it will be the best website of
its kind in the business,' said Cowie. 'Dynamic and groundbreaking it
will revolutionise the marketing and promotional support we can offer
our customers.'
Sales
and Marketing Director Richard Kennedy finished the morning
presentations with a product update, highlighting products for the
coming year, such as Aviator and the new brands such as Sturmanskie
watches, and new lines across the watch, jewellery and gift sets,
children's and essential travel products categories. A final tribute
was paid to the company and, in particular, Stuart McGuire by Martin
Moodie founder and chairman of The Moodie Report.
After
lunch, customers were then put into groups and spent a fun afternoon
learning about the various products available for 2013. At each
presentation 'Satellite Space Cards' were stamped, the completed
cards being entered for the Moscow trip prize draw. This was drawn at
the evening event and won by Carolyn Mariani of DFASS America.
Customers
attending the event included DFASS Group Singapore and America,
Saint-Honore Panama, St Doras Taiwan, Saudi Airlines, Traveller
Dubai, Lojas Francis Portugal, British Airways, Virgin Atlantic
Airway’s, Tourvest, Jet2, Flybe and many others from the UK and
Europe.
November
2012
Image
shows L-R: Richard Kennedy, Ian Cowie, Stuart McGuire, Bruce McGuire,
Steve Freeman.
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