Spring 2010

Best Sellers in Dublin, Ireland By Lynn Switanowski

Kilkenny Stores

The origins of the Kilkenny shops dates back to 1961 when the Irish Export Board retained five Scandinavian experts to investigate the state of design in the country. Their report suggested that Ireland had an opportunity to make a significant contribution to the culture of Western Europe. The government, encouraged by the report, established the Kilkenny Design Workshop to develop the craft industry and promote better design. Two years later, a small shop and exhibition area opened in front of the original workshop and Kilkenny retail was born.

In 1976, a second location was opened in Dublin, next to Trinity College, and it quickly became the premier showcase for contemporary products created by Irish designers. By 1982, the 15,000 sq. ft. store and restaurant was thriving, generating huge sales and serving as a staging point for over 130 Irish craftspeople exposing their designs to a broader international market through Dublin.

In 1999 Kilkenny became an independent entity as the government sold its share to sisters Marian O’Gorman and Bernadette Kelleher Nolan. The sisters have expanded the retail operations and opened additional shops across the country. The years since the opening of the first Kilkenny shop have seen a boom in Irish craft and design both domestically and through international exports, but the family continues the tradition of supporting new talent and products. Management continues to collaborate with new designers ensuring that all market information is communicated with the designer and refinements to the marketing mix are implemented to increase the likelihood of success. Striking a balance between optimizing the profitability of the store while maintaining an atmosphere where new designers can establish their reputation continues to be a challenge.

The store in Dublin is merchandised with plenty of room to browse. Designers are clustered by product type: crystal, silverware, jewelry, ceramics and giftware, apparel, glassware and a large collection of pottery. Each designer’s products are grouped together within the category cluster. A simple product-focused approach with clear signage makes everything easy to understand and read. The staff is extremely knowledgeable about every product as the company made a conscious investment in training to improve sales during the economic slowdown. Unique marketing events are held throughout the summer with designers providing in-store demonstrations of their craftsmanship. These demonstrations act to create increased awareness of the designer while engaging customers in the Kilkenny experience.

Owners—sisters, Marian O’Gorman and Bernadette Kelleher Nolan
KilkennyShop.com

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.