Spring 2010

Best Sellers in Dublin, Ireland By Lynn Switanowski

Carraig Donn

A traditional family-owned business established on the west coast of Ireland in 1965, has now morphed into Carraig Donn, the country’s famous domestic knitwear manufacturer. Over the years, the company was divided into three divisions: a manufacturer of knitwear, clothing and accessories; a wholesale distribution company specializing in the home and gift market; and a retailer focusing on fashion clothing, jewelry, and innovative giftware and lifestyle products.

Now with twenty retail locations, employing over 300 people, stores are scattered across Ireland offering customers a boutique shopping experience. The store leverages its manufacturing and distribution capabilities to provide a broad assortment of internationally branded products. These are mixed with Carraig Donn’s own private label products.

Carraig Donn appeals to a broad consumer base; teens to grandmothers shop here. The product mix has evolved over time to meet the changing needs of its customers. In-store presentation standards are high and clearly definable in every store. Store appearance, merchandise presentation, range of inventory, efficient service, prices and promotions all work in concert influencing customers to return and recommend friends to shop at Carraig Donn.

A few store managers are brought to the head office every Monday to discuss what is (and isn’t) working. Decisions about products are made and communicated to the rest of the organization for immediate execution. Carraig Donn’s reputation has enabled it to attract exceptional employees and an inclusive management style empowers them to contribute to each store’s success.

Owner—Patrick Hughes
Carraigdonn.com

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Lynn Switanowski

Lynn Switanowski-Barrett is the founder of Creative Business Consulting Group, a retail-consulting firm based in Boston, MA. CBCG works with businesses of all size to create and implement profit-improving sales, marketing and inventory management strategies. For more information, please email lynn@cbc-group.net.