HOW ADD-ON SALES STRENGTHEN THE FASHION INDUSTRY

Although Theo’s roots are in fashion, Parafina – a sustainable sunglasses brand – crossed his path by chance. “During Pitti Uomo I was introduced to the brand. They were looking for a new distributor for the Netherlands. At first, I hesitated – I’m in fashion, not optics – but after a test phase it turned out to be a golden move,” he says.

The sunglasses are now represented by Kip in six countries and fit surprisingly well with the existing client base. “We’re stocked in menswear stores, but also in women’s boutiques, concept stores, and even Bever Outdoor.” The secret? The glasses are stylish, affordable, and sustainable. With prices between €39 and €69.95, they’re ideal impulse buys. “If you sell someone a pair of sunglasses, the customer won’t suddenly leave the trousers behind. It’s add-on sales without cannibalisation,” Kip says convincingly.

It also helps strengthen the retailer’s identity. “Retailers shape their own signature by offering lifestyle and accessories. Sunglasses are perfect for that – and with a strong story behind them, like Parafina’s, you only reinforce that.”

NEW TIMES CALL FOR NEW COLLABORATIONS

Beyond his commercial insight, Theo is also a connector. A recent example: his collaboration with fellow agent Johan Maat. Together they now rent a showroom in CAST in Nieuwegein, a multi-brand hub for fashion professionals. “We rent side by side, serve largely the same target group, and strengthen each other. Customers like being able to visit multiple agencies in one go. It’s efficient and opens doors.”

The pilot has already proven successful: “The location is strategically perfect. IJsselstein and the surrounding area are important regions for menswear buying. We notice customers enjoy seeing multiple brands here and combining appointments. Sometimes they even walk in spontaneously if they have an appointment elsewhere in the building.”

Even outside buying seasons, Kip travels frequently and stays in close contact with clients. “We don’t do fast fashion, so we have two main collections per year. But the real work lies in adjusting stock, listening to what’s happening on the shop floor, and thinking along with the retailer. You need to generate results together, not just move boxes.”

According to Kip, these relationships are an agent’s true capital. “You can’t think one appointment per season is enough. Clients appreciate it when you’re available, think with them, and stay reachable.”

THE FASHION INDUSTRY IS CHANGING — AND DEMANDS FLEXIBILITY

Trends in menswear? Kip stays cautious. “I don’t really believe in nationwide trends. It’s about the customer in your store, in your city. What works in Maastricht doesn’t necessarily work in Zwolle.” But when it comes to sunglasses, he’s more certain: “Large frames remain popular, especially with women. Think brown, marbled taupe tones — stylish and easy to combine.”

He’s enthusiastic about Parafina, especially because of its sustainable nature. “Everything is made from recycled materials, and 5% of profits go to education projects in Paraguay. What’s nice is that many customers don’t know that at first. They buy the glasses because they’re fashionable — and then they’re surprised when they hear the story. We take that as a compliment.”

His tip for fellow agencies? “Come visit CAST. There’s plenty of space. Johan and I hope to create a sort of fashion strip here. If we join forces in an inspiring setting, it becomes much more attractive for retailers to do their buying in one place.”

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Source: Textilia