ER Magazine - July/August 2017 - 19

Alberto, Tristar's director of global
brand communications. "Even kids had
fun watching the webisodes."
Digital technology is also helping
to dial in specific types of customers.
"Depending on the product category,
50 to 70 percent of orders now come
in through the web," Mirchandani says.
"There are extra opportunities because
of Amazon and Facebook throughout
the world. We drive a lot of traffic
through Facebook advertising, because
you can really target a specific audience
and really hone in on what works for
the product."
The Next 25
With retail growth sluggish inside
the United States, Tristar is looking
to expand its distribution network
worldwide to build upon its presence
in more than 100 countries. It now
employs more than 100 people in the
United States, Europe, and Asia, and it

has forged partnerships that reach every
corner of the earth.
While the company has products in
aisles and outlets throughout the world,
it doesn't promote its own brand;
instead, the product line-Genie Bra or
Copper Chef, for example-is the name
the consumer recognizes. "But retailers
know who we are," Mirchandani says.
"We advertise the product itself, like
Procter & Gamble advertises Crest.
Competitors' products come and go,
but ours stay for years to come. We'll
sell a product for the life of the patent."
Speaking of intellectual property, the
company holds dozens of patents and
trademarks, and it has defended them
successfully many times in court. "The
Flex-Able Hose has patents on it; the
Ab Roller has patents on it; the Copper
Chef has patents on it," Mirchandani
says. "You try to protect yourself. For
example, the Ab Roller patent has been
litigated 39 times, and has won every

single time. The Copper Chef and the
Flex-Able Hose are currently in litigation. That's part of the business."
Tristar plans to build its established
brands for the foreseeable future,
as well as find new and innovative
products to bring to market worldwide. "The challenge of the future is
to achieve the proper strategic balance
between existing brand growth and
expansion, and introduce new products
with enormous potential," Mirchandani says. "This is more of an art than
a science.
"At the same time, we must also
change our traditional approach to
marketing and embrace the opportunities offered by the ever-evolving
digital and social media universe," he
says. "Tristar's next big challenge is
mastering the new media and digital
universe to remain ahead of the curve
as new consumer behaviors and viewing habits evolve."

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Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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