LJBryn&Co. Builds Brands with Midwestern Charm

LJBryn&Co. represents, markets and sells cutting-edge, hand-made and small-batch children’s products, in addition to big name brands. The rep firm’s territory is the Midwest including Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Ohio and Wisconsin.

Sales Representative Lara Joy Brynildssen says, “I specialize in giving each unique brand the attention you would give it, if you were still out there marketing it yourself. Many of the brands I represent are family-owned companies and I understand the individual challenges those businesses face when finding their niche in the children’s marketplace. I strive to give our buyers, many of whom are also nurturing families, that same level of care and commitment.”

Lara believes that a successful children’s boutique shopping experience begins with the design, manufacturing and marketing of great products, continues with an open rep/buyer relationship, and ultimately ends in happy retail customers that return year after year, child after child.

Lara shares insights into her sales rep experience and what goes into making her firm, LJBryn &Co. successful.

How long have you been a manufacturers’ sales representative and how did you get started in the children’s business?

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I’ve been in sales for most of my career. In 2007, I decided to open my own small business and the baby and kids industry struck the right chord for me. It’s creative, friendly and full of real people.

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What was your experience prior to becoming a children’s sales rep?

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I studied French and art in college and then went back to school almost immediately for a graduate degree, and my certification to teach. While I was teaching, I gradually drifted into the retail and consumer products industries. Over time I worked as a brand manager for a toy company, a buyer at a furniture showroom and finally as a corporate sales rep.

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How many reps are in your organization and what territory do you cover?

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Because I want to offer highly personalized service to my vendors and buyers, I’m the only sales rep. I am considering adding on a sub-rep, or even a partner, to help cover the outer reaches of my territory. I cover Illinois, Indiana, Iowa, Michigan, Wisconsin, Minnesota, Ohio, Kansas and Missouri.

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How would you describe the “look” or style that defines your showroom and the lines you represent?

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I prefer brands with a clean, modern feel and a great color story. I also tend to rep quite a few brands that have a “social conscience,” with an eco-friendly or “Made in the USA” aspect.

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How do you evaluate prospective collections presented to you?

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I’ve recently been working on a New Vendor Questionnaire to help me evaluate new opportunities. I verify that a product has a unique perspective, hits key retail price points and that the company understands the long-term implications of producing children’s products.

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What line have you represented the longest?

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I have two brands that signed with me right at the very beginning: Scout Organics and Giddy Giddy. I’m very loyal to both of these brands because they took a chance on me when I was still just a newbie in the baby and kids industry. They are great companies and have helped me make my own company more successful.

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What are the most recent lines you’ve picked up?

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I recently announced that I picked up Mally Designs, Ltd. and Taravat Kids. Mally’s products include wipeable leather bibs, mini change purses, book marks and art cards designed with an eco-friendly philosophy. Taravat Kids offers functional, stylish apparel for girls ages 2-6. The collection is made in the USA, with an emphasis on eco-friendly fibers.

I also now represent Angel Dear and Tuff Cookie. Angel Dear has a terrific consumer following, great account base, fabulous marketing and a product that improves every season. Tuff Cookie came on board about a year ago. The owner, Anastassia Gonye, connected with me on Linked In. Her line of hats and coats is beautifully crafted, and my Midwest accounts love to sell it.

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What fees, if any, do you charge the manufacturers you represent?

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I charge co-operative trade show fees twice a year. I send out an invoice that lists all of the trade show dates and their associated costs. I’m very upfront about the co-op fees when talking to a new vendor. The fees aren’t optional, and I don’t pick and choose which brands I bring to which shows so it’s an all-or-nothing approach. I pay about 50% of the total show fees and related expenses out of pocket, but since I attend more than 20 shows per year, it’s an enormous burden for one small business owner to bear and still be profitable.

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How do you interact with the brands you carry regarding their future product development?

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Some vendors call or email me regularly for feedback on current products and opportunities they can build on for upcoming collections. I brainstorm with them and I love it when I see my ideas implemented for colors, style or price points, or even an improved catalog or order form. I think it really helps grow a brand when you gather feedback from consumers, buyers and reps.

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What methods do you use to interact with buyers?

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I use everything from email and social networking sites like Facebook, to tradeshows and snail mail. I’m on the road in between trade shows and I’ve interrupted more than one family dinner to answer a text from a buyer.

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Do you provide other services such as merchandising or consulting to your buyers?

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My goal is for a buyer to have strong sell-through at retail so I’ll often share time-tested ways to merchandise products, or inexpensive marketing techniques that help grow a customer base.

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What do you feel makes your sales firm unique?

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LJBryn&Co. offers a very personal, hands-on service. I use a lot of urgency meeting my accounts’ needs. That often means I put in an 18-hour day returning calls and emails and the next day I’m only at my desk for a few hours, but it makes my accounts happy and that makes me feel good. I’m also very proactive about building my account base. I’m still really one of the new kids in this business so I don’t take anything for granted.

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What is one thing you would like manufacturers to understand better about their relationship with sales reps?

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I have a great relationship with all of my manufacturers, but I think in general that manufacturers don’t always understand the timing of the business. If they ship Fall samples to me at the end of March, and a box of wholesale catalogs arrives a few weeks later, chances are good that company isn’t going to have a strong season, because they missed every major trade show. Even if a dedicated rep takes samples on the road after the trade show season ends, most buyers will already have spent their open-to-buy for that Fall season. Timing is crucial.

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What is one thing you would you like buyers to understand better about their relationship with sales reps?

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We care about your business. Your success is also our success. A manufacturer’s rep is there for many reasons, but mostly to take care of you. Having one contact for 30 brands can definitely make running the retail business easier and more manageable. We aren’t here to sell retailers stuff that’ll sit on a shelf for months. If a retailer does bring in something that doesn’t work, let us know. Maybe we can help!

When a buyer or retailer succeeds, we succeed too. With few exceptions, a rep is a great resource that can help a retailer increase their profitability margins.

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For more information about Lara Joy Brynildssen, LJBryn&Co, and the brands represented, some of which are linked on the Businesses Referenced sidebar, visit www.LJBrynAndCo.com or call (847) 736-2711.

Rep Wrapup is a new feature on The Giggle Guide. Sales representatives throughout the country will share with us their answers about what’s special about their services, and offer tips about improving communications, sales, service and teamwork between reps, manufacturers and buyers in the children’s business. What sales rep or rep organization would you like to know more about? Let us know,