Success Stories: Todd Wilner The Retail Shop
Todd Wilner says the principles of exporting are exactly the same as operating a business that sells goods in the local market.
Learn from your mistakes, believe in your product and choose the right people to help you reach your goals.
Mr Wilner’s company, The Retail Shop, develops and sources products (particularly hardware products like garage storage solutions, tools and door stops) for exporting.
As founder and managing director, he draws on his tertiary qualifications in economics and 15 years experience in a wide range of roles in the retail sector.
The Retail Shop’s own product lines are developed by Mr Wilner and a factory in China.
Manufacturing, packaging and distributing is outsourced and the company’s accounts are kept by his wife and business partner, Penny.
Starting with just three products, The Retail Shop has now established an extensive local market servicing leading retailers throughout Australia, including the nation’s largest retail hardware group.
“The Australian market is so small, that in order to grow I had to export,” Mr Wilner said.
“With the assistance of the TradeStart program I’ve been able to break into markets in the UK, USA and parts of Europe,” he said.
“I received practical guidance in preparing my marketing materials, organising my overseas visits and setting up appointments.”
Mr Wilner says the greatest barrier to exporting is one’s own inhibitions.
“Its no good just thinking about operating your own business (export or otherwise), its important to go out there and do it,” he said.
“To be successful in exporting, it is also important to be prepared to travel overseas at short notice.
“Being Australian has helped me develop business contacts, particularly in the US.
“Americans love Australians, so having an Australian accent has certainly helped me access email addresses and phone numbers of buyers.
“It is important to be honest and upfront with people and believe in yourself and your product. When things are difficult, don’t get despondent,” Mr Wilner said.
