Spring 2010

Best Sellers in Dublin, Ireland By Lynn Switanowski

Avoca

From its modest beginning as a hand-weaving cooperative mill established in rural Ireland in 1723, Avoca has grown into a global supplier of clothing, perfumes, glassware, food and ceramics. Avoca’s woven products, which use 100% pure wool, mohair, cotton and linen, are available around the world. The mill at Avoca Village still functions but to meet demand for its rugs, throws and scarves, power looms are also used.

Avoca’s design studio is in Kilmacanogue, a 30-minute drive outside of Dublin. Eclectic to say the least, the design collection goes beyond the Avoca Anthology and Avoca Origin women’s designer brands, to incorporate ceramics, candles perfumes, bags and whatever product idea the designers create. It is clear that the gift shop experience and culture is firmly rooted in a creative design mindset.

All about aesthetics, the store has a wonderfully appealing visual display that is carried throughout—from the floor to the register and even the bathrooms. Merchandising and set-up encourage browsing.

A destination store, Avoca knows how to provide an experience to its customers that goes beyond a collection of pretty goods. Among the many attractions here are two restaurants that overlook and integrate with an award-winning garden. The Sugar Tree is a cafeteria style setup with indoor and outdoor tables overlooking the garden while the Fern House Café is a spectacular atrium with 16-foot ceilings and breathtaking views of the garden. The food is decadent and completely consistent with the Avoca experience.

Although a destination shopping experience, 80% of the clientele are local shoppers and only 20% are tourists. The average customer comes in twice a week to check out what’s new, to hang out in the restaurants, or to pick up some gourmet food to go.

Now ten stores strong, look for an Avoca experience coming to the United States. The store’s high-quality products and attention to every detail of the customer experience make them a strong contender in gift retail.

Owners—Donna and Hillary Pratt
Avoca.ie

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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.