WHAT’S THE CONCEPT BEHIND A CONCEPT STORE?
There are few presentations that have made more of an impression on me than that given by “The Future Collective” at a recent trade show I visited. It’s rare in such a busy world to actually find the space to reflect upon what we are doing as a business. Do our beliefs align with our actions? Are we authentic? Do we walk the talk?
As coffee roasters who also run in-house cafes, a wholesale operation and have an on-line presence, our structure is very similar to many regional roasters. The competition in the coffee world is ferocious from high-end speciality businesses to mass market global behemoths. Positioning yourself in a way that is sustainable is for any regional roaster a major challenge.
Cooper’s does start with one advantage in the Island of Jersey; it has been trading since 1890. That means generations have grown up with an awareness of the brand. That can though be a curse as well. Younger generations are always on the look-out for something new and sexy and there are plenty of brands that fulfil that criteria. Their problem is different to ours - what do you do when the next new sexy brand comes along and you are no longer the focus of attention?
I describe the Cooper’s brand as being akin to an onion, multi layered. As you go through the layers you get to appreciate how each generation has built on the last, there is a golden thread that runs all the way back to 1890.
It’s this thinking that links the development of all our outlets, telling our story as you consume our products. Of course, Cooper’s doesn’t exist in a vacuum, so our story needs to incorporate those businesses with whom we work, as well as in the case of our latest café, give a sense of place. We are a million miles away from the cookie cutter stores of the ubiquitous chains.
At the heart of the business is our expertise in the field in which we trade. The sourcing not only of high quality products but also ensuring that our team members have the appropriate knowledge and expertise when it comes to both serving and recommending. Consistency is key.
I would also describe my approach to our business as a bit “magpie” like. Collecting and curating ephemera that builds upon that spider’s web of connections. We have for instance Chinese tea display caddies that appear to date back to our first store from 1890. We have displays of plates handed out in the early part of the 20th century to hotel and restaurant customers. We have a giant Bialetti stove top we’ve collected along the way and the hand-painted wooden railing from a 1920s store. It’s a unique combination of many layers.
There’s always something new - environmental trends such as encouraging customers to use re-usable cups. Ethical considerations around sourcing Fairtrade products and of course changes in customer taste preferences. The industry is hugely dynamic but at its heart is something eternal, the desire to always provide quality products and services in a welcoming environment that reflects that most basic of human desire to connect.