Lakeland director of buying Matthew Canwell revealed to another record audience at BHETA's latest forum what are the retailer's hottest product categories right now.
Supplier members attending the event on September 26 also received clear direction on how to attract the positive attention of the buying team at one of the UK's most successful kitchenware and household solutions chains.

Key categories currently driving Lakeland's sales, said Mr Canwell, are 'making and baking' and home organisation, including cleaning. And he added: "Trust and provenance are key, thanks to the twin public scandals of horsemeat and MPs' expenses, the fallout from which both drove up sales in products that enable 'homemade not ready made', including winemaking, cheesemaking and sausage and burger preparation. "

Mr Canwell's audience heard that supplying Lakeland should be a two-pronged branded and own-brand affair. The company likes to sell branded goods and, here, innovation and the willingness to offer exclusivity - or at least initial exclusives and tightly-managed distribution thereafter - are the key to success.
However, Lakeland's own brand represents over half the business's turnover and suppliers who choose not to provide branded deals and own-label together are missing out on considerable potential turnover.

The business has also developed in the international market, with nine successful stores in Asia, and Mr Canwell pointed out that suppliers unable to fulfil the Asian side of the company's interests would also be losing out. "Suppliers," as he put it, "must be able to supply."

If would-be suppliers also bear in mind Lakeland's omnichannel profile, then it is "just a matter of putting a great product in front of us!" according to Mr Canwell. "The point is that it is the supplier who needs to innovate and engage the imagination of the buyer. Suppliers who take a 'we can do anything; just tell us what you want' approach are not likely to be successful at Lakeland."

Lakeland's printed catalogue, which can be picked up in store as well as being mailed, delivers considerable business, but most of those transactions now occur online. BHETA members also heard that the company now has a sophisticated and proactive marketing machine making the most of online inspirational techniques, lifestyle photography, advice and recipe content, and there is a copious amount of interaction with consumers via social media.

Also driving sales are a bigger than ever media spend, radical licensing policy, TV chef sponsorships, apps and a Newstand magazine on IPAD. More than one
third of web-based shopping at Lakeland is now via tablet. Lakeland has also opened five new stores this year.