Focus

Shop Name: Focus

Location: Edinburgh, Scotland

Age of Shop (years trading): Almost 13 years

Brands Stocked: Stussy, Nike SB, Anti Hero, Spitfire, Independent, Vans, Carhartt, The Quiet Life, Polar, Lakai, Any Forty, Outsiders Apparel, Pieute, Harvest Skate Co., The National, Fabric, Palace, Cliché amongst others. 

Website/Social media platform: www.focuspocus.co.uk facebook.com/focus.scotland Instagram – focus_scotland Twitter – focus_scotland

This skate shop in the city of Edinburgh in Scotland also sells many own brand pieces such as mugs and tees that add another element to intrigue their buyers.

How do you use social media to you advantage to promote your store?

Discounts, new products, skate clips and assorted daft things that have nothing to do with the shop, such as the scratching bulldog. We find people engage most with content that isn’t necessarily product related, but at least it keeps them interested in what we’re doing. 

What particular product has been the best seller?

What’s working and what isn’t? Footwear and hardware have always been the backbone of the shop whilst soft goods can be very hit and miss. 

What is your best selling accessory category?

Focus Coffee Mugs. 

What percentage of your sales are from online business (from your website) compared to your in-store sales?

About 20% 

What are the benefits of having a physical shop over simply having an online store?

You can’t stand on a deck online or try on a pair of jeans. Plus Graham (the shop manager) makes a mean cup of tea. 

What makes your store different and in what ways does your store excel beyond your competition?

We always pride ourselves on giving the customer as much as help as we can, wether it’s giving a kid some new bearings to keep him rolling or discounting a deck if they’re skint. Plus we support as many local contests as we can with prizes. 

What trends do you see upcoming?

Coffee Mugs. 

What kind of advice can you give other independent retailers who are trying to compete against the big megastores?

Service, service, service. And own brand products. 

Which up and coming brands do you hope to stock in the future?

New Balance Numeric. 

What are you doing to pull people into your store?

We have a number of things going on such as “we pay your parking”, “Click and collect” and we try to hold a couple of in store events each year. 

What have been the best three selling categories for you in the last 12 months?

Decks, beanies and shop tees. 

Please tell us of any upcoming initiatives your shop has planned? (events, signings, re-vamps etc…)

Our second video “Weather Permitting” is due for release early next year and it’s been filmed and edited by Zander Ritchie and will feature the pinnacle of Scottish skateboarding. Aside from that we want to develop the shop brand apparel and decks.