The Electronic Retailing Association

Member Company Interview with Andrew Malcher, Co-Founder and Executive Chairman of High Street TV, UK

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Andrew Malcher, Co-founder and Executive Chairman of High Street TV, considered to be one of the UK's fastest growing companies.

 

Andrew Malcher is a successful entrepreneur who has founded and successfully sold a number of DRTV, retail and broadcast businesses. These include the American Shopping Network, The Golf Channel UK and JJB Sports TV. 

Andrew has over 20 years’ experience in the DRTV industry, leading him to his current role as Co-Founder and Executive Chairman of High Street TV - a Global Multi Channel retailer innovating, sourcing and selling leading lifestyle brands. 

The Group owns five 24 hour shopping channels in the UK,  operates across over 80 international territories and was recently recognised as one of the UK’s fastest growing companies in the Sunday Times Fast track awards.

Contact:

High Street TV,
Central House, Beckwith Knowle,
Otley Road,
Harrogate,
North Yorkshire,
HG3 1UF
UK.

Tel: 0044
Email:
website: highstreettv.com
Channels: Sky 658, Sky 662, Sky 666, Sky 237, Freesat 821

High Street TV is a multi-channel retail business operating in the UK and internationally. It is one of the UK’s fastest-growing companies as recognised by The Sunday Times Fast Track 100 and International Track 200.

Andrew Malcher co-founded the business with long term business partner Jim Coleman in 2008. High Street TV are based in the UK in Harrogate, North Yorkshire, and employ over 130 people. They are now the largest DRTV company in the UK.

Please describe your business model and product portfolio. What are your strongest product categories?

AM: We develop, source and sell innovative and proven products for everyday life. We are the exclusive distributor for some of the world’s most successful ‘As Seen On TV’ products and we also develop our own quality products that customers love. We are the home of UK best-sellers such as NutriBullet, XHOSE, MaxiClimber, Power Air Fryer, Pressure King Pro and Squat Magic. Our strongest product categories are fitness and kitchen.

Your tagline is 'Life. Love it. Live it.' – please tell us more about why you chose this and how you 'live it'

AM: It’s our take on life. It encapsulates everything about High Street TV, shouting out to everyone what we’re all about, and why that’s great for them. It captures our brand promise, to improve the quality and enjoyment of people’s lives. More than this, it’s about our family values, how we work together to make things happen, seizing the day and having fun along the way.

Please describe your customer base.

AM: We have a wide range of customers across four product categories. On the whole, our fitness customer is aged 35-64 with children in the household. Our largest customer group comes from our cooking category and customers tend to be aged 35-74 and have children in the household. Our Garden and DIY customers tend to be over the age of 45 with a higher proportion of retired people (1 in 4) and typically no kids in the household. These customers tend to have the lowest levels of tech and online engagement. Finally, our Health and Beauty category. Aged 35 – 64, these customers are the highest proportion of females at 85%. Two thirds of them are on Facebook and are the most likely group to comment in the social arena.

We are a UK pioneer of multi-channel retailing and make our products available online, by phone, by click-and-collect, in catalogues, through reader offers, social media, newspapers and magazines. We also sell in over 9,000 UK retail outlets including Argos, John Lewis, Selfridges, Tesco and a host of others, totaling over 40 major retail groups.

High Street TV is a fast growing company. What is the secret of your success?

AM: A crucial aspect of the company’s success is its timing. The British high street may have been in the doldrums in recent years, but that’s not to say that people are not buying things anymore; they are just going elsewhere.

Consumer behaviour suits our model more now than it ever did 10, 15 years ago. The consumer has changed in a few specific ways. Consumers now have access to more information than they’ve ever had. The internet provides that, so they can research a lot of information before they buy. Therefore, they “expect” more relevant information. Products have also changed and become so much more innovative.

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New Image is for every body. It’s a brand for men and women and provides fitness solutions no matter what age, ability or lifestyle.

What is new and exciting at High Street TV in 2017?

AM: We’re launching our first major global fitness brand, and with that comes lots of new and exciting products! New Image comprises a range of easy to use fitness products that will allow anyone, no matter what their fitness level, to reach their goals.

The New Image range is actively innovating, bringing new technologies and products that cover a wide range of fitness needs. It’s about transforming the way that people feel and helping them to achieve their fitness and body goals. New Image is for every body. It’s a brand for men and women and provides fitness solutions no matter what age, ability or lifestyle.

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High Street TV's hero product, Squat Magic, which allows the consumer to execute the perfect squat and complete more reps before fatigue, strengthening legs and core.

We’ve already seen huge success with our hero product, Squat Magic. It’s a very unique product that has been designed in conjunction with leading fitness experts. The assistive technology allows the consumer to execute the perfect squat and complete more reps before fatigue, strengthening legs and core. The video has gone viral in a matter of weeks, and has been viewed over 12.3 million times! We’re excited to see where the brand will take us both in the UK and Internationally!

What are the advantages/challenges of being a multichannel retailer?

AM: Being a multi-channel retailer means that we can reach people wherever they are, and however they decide to shop. Once a customer decides to buy one of our products, we make it practically impossible not to do so! We are a UK pioneer of multi-channel retailing and make our products available online, by phone, by click-and-collect, in catalogues, through reader offers, social media, newspapers and magazines. We also sell in over 9,000 UK retail outlets including Argos, John Lewis, Selfridges, Tesco and a host of others, totaling over 40 major retail groups.

What does the future hold for High Street TV and what is your growth strategy?

AM: It’s the most exciting time in our business. What we’ve seen is a lot more opportunity because there’s more ability to the reach the consumer – social media and social commerce is a massive focus for us. People can be on the bus and we can serve an advert to them via Facebook, or Instagram. So the more social media platforms, the more ability there is to promote our products. It’s a different scale of opportunity than ever before. It’s a lot more targeted as well – you can really pinpoint each audience.

Do you see further international market expansion opportunities? Is Brexit likely to have an effect on your business?

AM: We are not focusing on developing our own operations in other international markets. We have so many friends and colleagues in the industry that operate very successful operations in all international territories. Our focus is on developing products, winning infomercials and demonstrating all aspects of our UK multi-channel model to our distributors. As far as Brexit is concerned, it is already having an effect on our business, and many other retail businesses that buy from China in US Dollars. Currency impact is the biggest effect currently, and there will likely be some short-term pain – but there always is – sometimes things have to get worse before they get better! But we are a strong and significant global economy, and I believe fully in the strength the UK can have in the future by being independent. We are capable, and when it’s time to get on stage and perform, I believe wholeheartedly we will, and put the “Great” back into Great Britain!

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In 2016, High Street TV sold over 3 million units of NutriBullet in the UK.

What was the most successful product ever at High Street TV and is this product still in the product portfolio?

AM: Yes, NutriBullet – we’ve sold over 3 million units in the UK. Last Black Friday we sold one every 30 seconds and it’s now officially overtaken the toaster on the nation’s wedding gift list!

What was the first Teleshopping product that you bought for yourself and is it still in use?

AM: Back in 1997 and it was a product entitled “Mega Memory” it was 8 audio cassette tapes and a workbook to improve your memory techniques. It worked amazingly well, and it’s what led me to obtain the rights to sell the product in the UK, and set up one of the first ever long-form infomercial companies in the UK!

How are you associated with ERA?

AM: I’ve been associated with ERA since 1997 – back then it was “National Infomercial Marketing Association” and I served on the main USA board from 1999 - 2001 and was involved in setting up the UK chapter, which went on to form ERA Europe. The best things? - It’s good for providing a framework, forum and structure for our “family” of industry members. The three events, if utilised correctly have value. High Street TV certainly find these very productive. However, I feel much can be improved, and I will be taking my new Board position seriously, and my role as Chairman of the Membership/Events sub-committee even more seriously! Watch this space!

Anything else that you would like to mention?

AM: We find ourselves in an exciting unit of time upon considering the opportunities that exist today in a multi-channel and multi-social media maturing global market. Never before has this industry had the power to utilise these “infomercial –friendly” channels to complement and augment our existing methods/operations! It’s a time where industry collaboration is more important than ever before – if its focused and channeled correctly, we have the power to go out and influence and impact these major companies and platform. That’s what this industry should be focusing on…it’s time to create one strong voice…but speak to the audience that matters.