Tandy Leather Factory, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Tandy Leather Factory is a retailer of leather good and accessories. The company sells its products through factory stores in throughout North America and it also manages a combination wholesale-retail store in the United Kingdom and a mid-continent leather sales store in Oklahoma. Tandy Leather Factory, Inc. is headquartered in Fort Worth, TX.
|Main Telephone||(817) 496-4414|
Tandy Leather Factory, Inc. ContactsContacts (3)
|Shannon G.||Chief Executive Officer||TX|
Sample of Associated Brands
|Cheryl L.||Administrative Assistant||TX|
|Tandy Leather Factory, Inc.||*|
Who is the Chief Executive Officer of Tandy Leather Factory, Inc.?
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Tandy Leather continues to refine direct mail, e-mail mix; look for opps to drive higher consumer...
Subject: Direct mail, e-mail, e-commerce
Company: Tandy Leather Factory, leather goods company that distributes product through 29 Leather Factory stores (wholesale) in 19 states and three Canadian provinces and 79 Tandy Leather retail stores in 37 states and six Canadian provinces. Tandy’s products include leather, lace, hand tools, kits and craft supplies.
Marketing Strategy: Aggressive direct mail campaigns make up the bulk of Tandy’s spending, but the company also sells product via trade shows and its website. Tandy has been utilizing e-mail more because of rising printing and postage costs, though CFO Shannon Greene said last year that it would be a “long time, if ever” before Tandy completely eliminates flyers from its strategy.
Media Spend: Tandy’s advertising and marketing spend has increased year-over-year since at least 2011, according to the company. Last year, $4.9 million went to marketing and advertising, up from $3.5 million in 2012 and about $3 million in 2011.
Retail Skew: The Retail Leathercraft segment, which operates the 79 retail stores, is Tandy’s largest source of revenue, accounting for 60% of Tandy’s total net sales last year. It should be the focus of your approach for this reason, and because Tandy intends to expand to about 100 stores open in the near-future.
Target Customers: Tandy has a broad customer base that includes consumers, equine-related shops, cobblers, craft stores, schools, prisons and hospitals.
Competition: Tandy lacks any larger direct rivals. The majority of its competition is small, independently-owned retailers, who sometimes are its own customers.
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Advertising Director, Print