nadia zheng
NADIA ZHENG
Editor's Note: Wayne Copoloff began his career at HM Smallwares in 1984 sweeping the floors. His father-in-law, Harry Feigelman, owned the company and needed help. Within months Copoloff was traveling widely to visit suppliers and customers. He took over the company in 2021 and continues his travel habit. HM Smallwares joined NCA as a Vendor Member this month, and in this interview Copoloff discusses the value of meeting customers face-to-face and the future of the business.
NCA: Why do you travel so much?
Wayne: I always felt it was important to go to clients. I like to see what's going on and see if I can get some sales. When I first started traveling I was like a sponge trying to learn and see and find out what was going on, and what the anticipated future would look like. That's always been part of it. I still do that today, by the way. I flew 52 times last year during the pandemic.
Wow. That's amazing. The airlines love you.
Yeah well, it's just what we do. I think the problems that we face in the industry is that nobody's flying. There's no human to human contact. I always maintain that if you go and learn and acquire, that's the only way one can move forward.
Because so few salespeople travel these days, how do your customers react?
Each and everyone that I visit appreciates the fact that I show up. As far as I know, there are only two principals that are visiting clients that way. Basically everybody else who is doing stuff sitting behind a desk.
Your visits are more than sales calls, right? You’re also getting ideas for products?
Right, my visits are not only done to go and show product. They’re done to acquire information and study and learn. Somebody might have an idea, technique. I would say that out of the 107 customers that I visited last year, at least half said, "You should be doing this. Look at this. This is what you need to do. Change this. Here's a new technique." It's incredible. It's really, I think maybe it's too old school, but I think it's the only way to go right now.
That's great. Can you give me an example of something that now is on your product line that is successful, that a customer has suggested?
I'm looking at a leather-like product with buckles on it, and some derivative stitching that probably was a handmade handmade accessory that was required for some old movie, or for a Broadway production. A customer suggested that we make something like that, and so we created a similar product for year-round sale for festivals and Renaissance events and everything else you can think of.
Tell me about the process of design. Let’s say a customer suggests something and you think it's a great idea. What next? How do you turn an idea into a product?
We have in-house designers who look at an image, a picture that I take. We draw the item to spec and then scan it, see if we can create something. Then we provide the design to a factory that can actually produce a prototype. I have two old relationships with third generation factory owners. Over time, we kind of know what we're doing. I'll show up with something and they'll say, "Yeah, I think we should do this and do that."
A new thing that we’re doing is creating products using 3D printing. (Click here for a primer about 3D printing.) It's a game changer in our industry, because when somebody wants something, we're able to produce it in three to four days right now. We’re trying to avoid supply chain issues and create something that's incredible and hopefully fill a niche.
Can you give me an example what you are able to make on a 3D printer?
Helmets, horns and the like. Similar concepts to what we currently produce in leatherlike material, but in hard plastic. Our goal was and is to create form-fitting realistic looking items, in hard plastic either painted or not. There's a whole new world of possibilities, we've kept refining to the point that we are ready to move forward filling orders and teamed up with an incredible group of creative like-minded people who share the same vision. Made in the USA is also very important, it’s a symbol of ingenuity and quality. And everything we make with the 3D printers is made in the USA.
Yeah. For sure. Now, what products do you envision doing with the 3D printer facility versus your traditional factories?
Primarily anything that would relate to cosplay accessories, any movie accessories. If a movie needs something like a staff or something like that, we would be able to produce those. I can see different types of horns and helmets, arm bands, gauntlets, pieces like that that would be great for production plays, movies.
If somebody is not carrying your products now, do you have a suggested set of products that they might start with?
Yesterday afternoon we put together a short list of things that we think would work best in that situation. If I were to go see a client and I didn't know them and they were an NCA member, I'd say, "Hey, hi. How are you? I want you to see these 15 items. Maybe you don't know us. We think you should try this, give it a shot." (To see a list of 15 products recommended for NCA members, along with discounted prices, click here to log into the Member Center, then click on the Resources tab on the left. The HM Smallwares list is the resource on the top left.)
Also, I’d like to emphasize that we are very well stocked. We spent all of our profits last year on buying product. So when people order things, we can deliver.
Since you visit so many clients face-to-face, what’s your feeling on the future of the bricks-and-mortar costume industry?
Some people say I'm crazy, but we're poised for growth. It relates to the physical aspect of touch and feel, I can't put my finger on it, but I sense it because I'm in these places. We're poised for growth, and it is somewhat recession proof. We're at the right place at the right time.
Another part of the story is that Amazon has failed to deliver on time in many instances, resulting in panic buying at store level, especially close to Halloween or other major holidays. A whole new walk-in customer base has rediscovered the sensory perception of touch/feel, resulting in instant gratification, all trending towards great accessory parts and pieces. If 20 percent of these customers are retained and they tell their friends, family or associates, you've got organic growth which wasn't there two years ago. We see this taking place and is gaining wider momentum.
HM Smallwares offers NCA members a 10 percent discount on first orders. Click here to visit the Buyers Group for details.