Let's start with a short review: it can be assumed that you were more than satisfied with your 'SHOTS Goes Wild' event at the end of May?
Yes we were. It all came together and the responses of both our customers and participating brands was overwhelming, really confirming , accepting and appreciating the new strategy of Shots. The unique location was of course amazing but also the time we had to represent the brands, dedicated time with customers , have fun but also learn and understand products and brands more was so precious and appreciated. So yes, it was a big success, huge.

 Now you have recently announced your new strategy regarding trade shows. Can you explain to our readers exactly what this strategy looks like?
Shots is changing as is the market, changes are sometimes scary, necessary or exciting  but often needed to remain on top of your game and keep evolving. We want to be closer to the customer and spent time with them,  in their or our office and discuss for hours and hours with our sales and marketing team together with the customers buying and marketing team the opportunities and possibilities we have and what we can do for them! Dedicated time, one on one, understand the needs, their stores and their wishes, and to grow our brands and our distribution brands even more. This approach takes time and resources. So we need to focus on this stratgey and cannot do it all.

What were the reasons for this step?
We see that if we sit down with the customer and have the right people at the table we can work magic. We have a super talented Sales and Marketing team that are supported by an Amazon Design team. And if combine all forces  we can create amazing things for the customer that not only look and sound really good but it will drive sales to an even higher level. Shots is a powerhouse of power brands, and to create that awareness we need to do whatever is needed in the region our customer is located. The customers knows their own region, cliental  the best. We know the brands. Together that’s gold.

But we need to take time and effort first to listen, discuss and then create.

To what extent has the success of your own events - especially SHOTS Goes Wild at the end of May - played a role in your decision to change your strategy with regard to trade shows? Or to put it another way: what advantages do you see in your own events compared to third-party trade shows?
The Shots Goes Wild results are a confirmation of the strategy we set already in 2022. We just wanted to be sure that we could deliver what thought we could do. And we did!

We still and always respect every tradeshow in the world. And we will still attend the show as visitor this year. Further we will participate in one tradeshow, other that our own, once in the 2 year, somewhere in Europe. 

SHOTS has a considerable output of new products - both in the area of own brands and third-party brands. Is one event - be it your own or a third-party trade show - per year at all sufficient to keep your customers informed?
We will release quality over quantity,  products that make sense. Our focus in to be a full assortment distributor. We do not need uncountable vibrator brands and unlimited bondage gear, we will release products in one of our hero brands where we feel and hear  a demand is missing in our assortment. That means quality over quantity. We will launch these new releases on either our own show or the other year at the third party show and of course via our sales and marketing team using our own platforms.