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Client spotlight md golf & blue ice hockey


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Working with clients to develop and manage private label programs is one of Sertus’ core competencies. Combining first class in-house designers with a merchandising team that has vast and varied product experience has allowed Sertus to take on most private label assignments. While our experience has historically been in big box retail, helping larger multinational retailers design and develop hardline private labels, Sertus has worked with a wide variety of clients in this space, including: manufacturers, wholesalers
and even entrepreneurs. Read about one success story in the sporting goods category in this CLIENT SPOTLIGHT.

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Client spotlight md golf & blue ice hockey

  1. 1. CLIENT SPOTLIGHT: A PRIVATE LABEL STORYIn 2006 Setus was introduced to a doctor based in Toronto, Canada, who had developed agrowing business that involved the assembly and sales of specialty golf clubs for corporations,individuals and promotional events. Prior to being introduced to Sertus, MD Golf had been sourcing strictly from suppliers in North America but was eager tolower the cost of its existing products and broaden its product assortments in golf whileexpanding into other sporting goods categories.The shift in MD Golf’s sourcing and procurement activities to China was transitioned throughcareful and meticulous coordination between MD management and Sertus cross-functionalteams. This process involved professionals from multi-disciplinary departments including:Marketing, Industrial Design, Quality Assurance, Graphic Arts, Merchandising, Quality Control,and Logistics. Sertus provided MD Golf with specific assistance in:1) MARKET RESEARCH: understanding end markets, existing products and future goals, anddeveloping clear and actionable objectives.2) DESIGN & DEVELOPMENT: review of style,function, quality and safety to help build the visual PRIVATE LABEL EXPERTISEidentity and final product specifications. Working with clients to develop and3) SUPPLIER SELECTION: The qualification of manage private label programs is onenumerous golf suppliers throughout mainland of Sertus’ core competencies. Combining first class in-houseChina. This involved extensive research and designers with a merchandising teamproduct testing to find factories that offered MD Golf that has vast and varied productthe best combination of cost savings, quality and experience has allowed Sertus to takereliability on most private label assignments http://www.thechinasourcingexperts.coom-china-procuremen m/sourcing-from-china-private-label-o utsourcing. While our experience has4) PURCHASING: Placing orders and negotiating historically been in big box retail,favorable terms and conditions with suppliers. helping larger multinational retailers design and develop hardline private labels, Sertus has worked with a wide5) PRODUCTION MANAGEMENT: Sertus agrees variety of clients in this space,with selected suppliers the adoption and including: manufacturers, wholesalersimplementation of standard operating procedures and even entrepreneurs.(“SOPs”) that help to ensure a smooth productionprocess and timely delivery. in t f
  2. 2. QUALITY CONTROL: production oversight through in-line and final inspections to ensure theintegrity of the brand and quality of product. immediate cost savings that were generated from MD Golf’s first order from China allowedus to focus on product selection and expanding assortments within the golf category and to beginto explore the addition of new categories, specifically hockey.Sertus employed the same time-tested process to help develop and deliver the productpositioning statement for the label and within moths MD Golf was able to successfully launchBlue Ice Hockey http://www.blueicehockey.comWith dedicated resources to service MD Golf, Sertus has helped build aportfolio of hockey sticks that fit perfectly with MD Golf’s grass rootssales channels and its corporate philosophy. Today, Blue Ice Hockey isa provider of high quality hockey sticks at ultra-competitive pricepoints. Blue Ice Hockey sticks are sold at the junior, intermediate andsenior level to various recreational, collegiate and professionalleagues as well as select retailers throughout North America andEurope.A large part of the success can be attributed to the partnershipthat Sertus has enjoyed with MD Golf. By removing theconcerns and resources that they were initially dedicated to itssupply chain, Sertus has allowed MD Golf management tofocus on sales and marketing.MD Golf is an incredible success story, withyear-over-year growth that would make even the mostwell recognized brands jealous. Recently, MD Golf hassigned a licensing agreement with the NHL (NationalHockey League) to provide golf clubs to its teams andfans and is exploring a number of other initiativesthat will add great visibility to its brand. Withcontinued close collaboration between our twocompanies, Sertus looks forward to a successfulfuture with MD Golf and Blue Ice Hockey. in t f