Most ranges are not designed. They accumulate — a line added here because a supplier offered it, another kept because nobody wants to be the one to drop it. The result takes up expensive floor space and does not sell.
Plot your sales by price point and you will almost always find a bell curve: a concentration of volume around a middle band, thinning out towards the cheap and expensive ends.
The range should follow that curve. The greatest choice — most models, most fabrics, most colours — belongs around the price points where most customers buy. That is where choice converts.
Entry price points matter because they bring people through the door and anchor value perception. Higher price points matter because they make the middle look reasonable, and because some customers genuinely want them.
Neither needs depth. One or two well-chosen options at each end does the job; a wide entry-level offer simply trades your own margin down.
Every range has a handful of products carrying a disproportionate share of sales. They should never be out of stock, never be quietly discontinued because they are old, and never be crowded out by something new and unproven.
New products should be introduced as tests with a defined period, a sales expectation and a decision at the end. Products that earn their space stay. Products that do not, go — before they tie up cash for a second season.
Retail floor space has a cost per square foot. So does warehouse space. A product that does not generate an acceptable return on the space it occupies is costing money even when it eventually sells.
Reviewing a range on that basis — rather than on whether people are fond of it — is usually the fastest route to stronger margins and healthier stock.
Follow the bell curve of where customers actually buy: the widest choice of models, fabrics and colours around the core middle price points, with a small number of entry and higher-priced options at each end.
Assess each product on the return it generates for the retail and warehouse space it occupies. Protect proven best-sellers, give new introductions a defined test period and a clear decision point, and remove what does not earn its place.
Structured, customer-driven ranges with the right choice of price points, lifestyles, designs, fabrics and colours.
Retail & Range Development → Let's talkRetailers know what sells. Manufacturers know what they can make well. Products developed without both halves of that knowledge usually disappoint.
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