Gloucestershire company's success
Rapid Retail, the Cheltenham-based company, is having more success than the England team during the Rugby World Cup.
While the holders England have struggled on the pitch, World Cup souvenir programmes – sold through Rapid Retail kiosks - are going as quickly as a South
Thirteen Rapid Retail units, decorated with World Cup branding, have been installed at the competition’s main venue, the Stade de France in Paris. The ground staged the first match of the tournament as well as England’s defeat against South Africa. Both semi-finals and the final will also be played there.
Rapid Retail's boss Nick Daffern said: "We were delighted to win the contract for such a high profile event as the Rugby World Cup, especially as the competition is going so well. It is just a shame that the England team have not done well so far, but it is early days."
Nick’s shops and kiosks are becoming a familiar sight at major sporting occasions. Premier League clubs Manchester City, Aston Villa and West Ham sell merchandise and programmes from Rapid Retail units. They have also been used at the Brit Oval in London and during Cowes week on the Isle of Wight.
These contracts mean that Rapid Retail, which only started last year, has secured business to the value of half a million pounds in just a few months and other deals are due to be announced soon.
Nick Daffern has worked in events marketing for more than 20 years. During that time he saw facilities for fans at stadia improve in most areas apart from the quality of the shops and kiosks where spectators were expected to spend their money.
Rapid Retail offers a complete retail service to its clients. It builds, decorates, delivers and installs. It will also supply staff and management. Nick said: "Sporting events require such huge organisation that we offer to take care of one very important aspect. Our expertise is in logistics, marketing and retail. You have to make the place you are selling programmes or merchandise visible, accessible and easy to use. Too often in the past spectators were expected to buy their souvenirs from tents or trestle tables. Now they expect the retail side of an event to match up to the quality of the rest of the facilities and that is what we are providing."