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New Darrell Lea fixtures attractive

I like the new merchandise units from Darrell Lea, they’re modern, space efficient and visually attractive … a good advance on the old-school units from the previous owners of the brand. While there are frustrations with how the brand is being handled, I’m happy to endorse the good moves being made for retailers.

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  1. KMc

    I think the old business model was broken. Our franchised distributor was not equipped with the tools to develop the business. Since the pet food guys took over, we’ve seen a lot of positives. The merchandiser units are great and as we can now source from Australia Post our margins have doubled. All in good time for the Fathers Day season – which has always been a Darrel Lea peak for us.

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  2. Peter

    Darrel Lea (franchisor) offered 22.5% Margin on a $25 Bag and I found a better Australian Dads Bag at 32.5% Margin on a $20 bag, 5$ a bag cheaper but still a higher GP$ per bag.

    Darrell Lea Dads Bags are in the Post Office (and I think Target) and will no doubt go on special 2 weeks out from Fathers Day just like they did with Easter Eggs.

    From experience the big sale day for Dads Bag (plus 60% sold) is Fathers Day Sunday itself when the Post Office is shut.

    My Dolci Doro Bags are now selling quicker that I sold Darrell Lea Dads Bags last year.

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  3. Jarryd Moore

    Receive and assembled our new mini-unit yesterday. Looks fantastic – very flexible. It can hold a reasonably large range of stock in where we used to locate our kids mags. Much better turnover and GP% on DL product than on the mags.

    I’d also note that we are selling all everyday DL products at 33% GP. The standard RRP @ 25% GP is ridiculous. Our pricing structure puts us more in line with supermarket pricing (Coles, Woolworths, IGA & FoodWorks) which is above the Darrell Lea RRP.

    The one thing I don’t like the direction of is the brand’s new packaging. It’s incredibly inconsistent among the products – different colours, fonts, layouts. Its very difficult to look at one of the products and know its Darrell Lea without reading the logo. I think this cheapens the brand.

    Some of the new packaging actually looks less like a premium product and more like a generic supermarket brand.

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  4. Peter

    Jarryd where do you source your DL

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  5. Jarryd Moore

    A&W Hollier.

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  6. Sharon Palmer

    Just saw DL Dad’s Bags for sale next door in Coles. Going for $20 including last years’ Cooler Bag.

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  7. Al Grant

    It also includes the orange choc balls that we were unable to have in our $25 bags and were replaced with a bag of peanut brittle when there was already a bar of peanut brittle inside. The $20 bagsare also on sale at woolworths.

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