Electronic Retailer - June 2011 - (Page 30)

THE EVOLUTION OF A GLOBAL BUSINESS Multi-tiered Distribution Channels In terms of the business model, the company is structured into three main segments: global DRTV, internet and retail. Tukulj says the internet, obviously, has become a very important marketing channel, but DRTV still leads the way. “TV is the medium that drives people to the internet. In the old days, 100 percent of our orders would come through the phone, but now, almost half of the orders come through the internet,” he notes. Thus, the direct marketing firm manages every aspect of marketing a product – from the concept and design, to manufacturing, to advertising, to media buying and online marketing, to making the sale and shipping the product to the consumer. The fact that Thane offers a fullservice package makes it quite desirable to third-party product owners. “One thing that’s very unique to Thane is our media contracts, especially outside of the United States. It’s long term in nature, so we will enter into a media contract that’s approximately one year in duration. That gives us the ability to diversify our portfolio and run many different products in that media. So, instead of having products chasing media, which is the case in the United States, we have media chasing products,” he points out. In fact, Thane controls 250,000 halfhour time slots and 500,000 short-form slots globally. “Because we control large amounts of media that are contracted for the long term, obviously, we’re a product-hungry company,” admits Tukulj. He adds that this enables Thane to run many products at the same time. Currently, the company has about 50 different products on air. Yet while the majority of its media is allocated to the Top 10 to Top 15 products, he says they do carry many products from third-party suppliers in their portfolio. Company President Daniela Todorvic with Thane International CEO Amir Tukulj. That metamorphosis also included the appointment of Tukulj to CEO of Thane International. He explains, “Bill [Hay] is still the chairman of the company; however, he has less involvement in the day-to-day operations. Denise is still closely associated with the company. We carry a lot of her products, and she continues to develop new ones. And both of them are still major shareholders in the business.” Today, the company operates in more than 100 countries, with the United States still being its biggest single market. Its largest international vertically integrated markets to date include Canada, Mexico, Australia, Germany, Austria, Switzerland, Sweden, Norway, Denmark, Finland, the United Kingdom and the Middle East. Thane also has longstanding and well-established relationships with third-party distributors, with Japan 30 leading the way followed by France, Italy, Eastern Europe and many others. With revenue in excess of $300 million, Tukulj says about two-thirds of that number is derived from direct-toconsumer through the company’s own vertically integrated subsidiaries – with about another one-third coming from Thane’s international network of distributors. “The retail value of sales of our products exceeds $500 million to $600 million,” he points out. Thane concentrates on the three main product categories that garner the most global appeal: fitness, housewares, and health and beauty. Some of the company’s best-selling DR products include the H20 Mop, Tobi Steamer, H20 Vac Turbo, Flavorwave Oven, Swivel Sweeper, Slim N Lift Supreme, Ab Doer Twist and Orbitrek Elite, to name a few. electronicRETAILER | June 2011

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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