By IvyLee Rosario
In many cases, starting off selling in flea markets and swap meets is a great way to grow a business and figure out what type of merchandise is best to sell. Such was the case for All That Jazz. The company started in 1987 when owner Anu Sahni began selling at flea markets in the New York area. He then brought the business to Florida during the colder months, and found that New York was ahead in terms of having newer and trending merchandise.
“There was a disconnect there, so I took it upon myself to make contacts in both areas and started building a wholesale clientele. I found customers in Tennessee, Florida, Michigan, Cleveland, and soon enough, I was able to fill that gap between New York, California and the Midwest.”
The company went from operating in a three-car garage, to acquiring a 173,000 square foot facility, proving that starting small can eventually lead to huge success. All That Jazz specializes in apparel, blankets and comforters, and offers licensed designs such as Disney, sports teams and bands.
All That Jazz sells their own merchandise, but they have the distinction of selling for others as well. “We are different because most other companies only sell what they import. I have networked with so many people that we also sell a wide variety of merchandise from other companies,” said Sahni. “Instead of fighting with others for market share, I network to share and not overlap on each other. That’s how we have grown so much as a business. California companies can come here and sell in the Midwest through us, and vice versa, and we can do business together.”
In the future, All That Jazz is looking to bring in new products and furthering their well-accepted reputation in the marketplace. They plan to attend more and different trade shows to source new products including both Atlanta and Tennessee in 2016. “Our real focus in customer retention. We want to keep the clients we have happy, as well as acquire new ones. We don’t believe in the ‘catch a fish, let it go and look for more’ mantra. Customer retention is more important than customer acquisition,” adds Sahni. “Retaining our clients and growing together is more important that getting more for a short period of time. We are currently negotiating for a facility over 300,000 square feet to continue expanding.”
The company has a $300 minimum order, but if the customer is brand new they will let them try out a box, or order whichever amount they wish. Different products come in different packaging, but licensed orders come in four, seven or eight pieces per box. Wholesale prices start at $10 for plain blankets and can get up to $30 or more for licensed. The newest products hitting the market from All That Jazz in 2016 will be flannel, faux fur and mink blankets. For more information visit www.allthatjazzonline.com.
All That Jazz
1200 N Detroit St Lagrange IN 46761
Tel. 260 585 8018