Interview with Bernard Castle of Dressmaker's Wholesale 

We speak to Bernard Castle, who went from a career in the railways to run several sewing shops with his wife and now runs a thriving sewing wholesale business - Dressmaker's wholesale.

How did you become a sewing wholesaler?

It was never a set career choice, my wife set up a sewing shop, that soon lead to another shop, and then another!  We had high street stores and concessions in department stores throughout Devon.  We had a large warehouse to store the supplies for the shops in and when we decided to let go of the shops we had a whole warehouse of fabrics and supplies left so we decided to become wholesalers.

Why did you close the shops?

In the 90's cheap clothing came to the fore and dressmaking died.  When leases for the shops came to an end we decided it wasn't worth continuing.  We had a strong wholesale business by then so we decided to focus on that.  With the concessions once you had built the trade up and the concessions came to an end you could find the shops take it back off you, along with your customers!

What did you do before you entered the sewing industry?

I worked for British Railways.  I started as a station manager's clerk in Paddington then became station supervisor in Plymouth which is how I ended up living here.  I then worked for the railway police for 5 years. 

How did you get from that to working in the sewing industry?

Well I married a dressmaker!  Her business was doing very well and she needed help so I decided to quit my job to go and work with her.  She started as a dressmaker but then we ended up supplying fabrics - hence the business name: Dressmakers Wholesale.  We ended up opening several retail stores, and concessions within department stores within Devon.

How do you build a customer base? Find customers?

It's important to have the right stock at the right price to attract customers.  The fact I have worked in sewing retail is a great benefit as it helps me to anticipate what my customers require.  I've been there, on the other side of the counter. For me the business is something that just happened and I found the customers just came to me.   I advertise in the trade press but mainly my customers come from recommendation.

What do you do on a typical day?

I do everything, from taking orders over the counter, fax and phone, sourcing and ordering stock, packing and posting the orders.  This morning for instance I've had an order for a small factory for thread, enquiries from a theatrical costume maker in London, a local repair shop in for zips and orders to pack for shops in Scotland and Cornwall.

What do you enjoy about your job?

I couldn't work for anyone else, I like being able to do things the way I want.  I enjoy the freedom and control that comes from being your own boss.

Do you sew yourself? If not how do you know what products people want/need?

I've made a couple of dresses under supervision but that's it!  I know from my 15-20 years experience in sewing retail as to what stock to buy.

Are there any aspects you don't enjoy?

I don't really think there is anything I don't enjoy.  It can be pressurised having to do everything myself but I've always thrived on stress.  

How difficult is it to establish yourself as a wholesaler? To build contacts, find customers?

The benefit of being a one man band is that I can offer brilliant customer service, far easier than the larger businesses can.  When you ring to place and order you are speaking to someone with knowledge of all departments, not just someone in a call centre.  I know exactly what my stock is and where I can source something for you.  I'm also the person packing and posting it, which is often done the same day for you.   Small businesses care more; it is a more personal service and I've usually got what you need in stock.   I'm small but perfectly formed!

I find that the personal service I deliver is what helps me retain my customers and gain more customers through word of mouth.  I do a lot of business with theatre companies; Plymouth is where a lot of theatre productions are built.  Once they've got that contact with me they will then get in touch whilst they're on tour and they need something.

What advice could you give to someone who wanted to set up as a wholesaler?

As a new wholesaler it would be quite hard to compete with the large companies so you have to offer that something a bit different.  For me my customer service has helped me get customers from throughout the country, from Lands End to the remote Scottish Islands.

Customers tend to be very loyal so for someone to try and break into the wholesale side of the industry would be quite difficult to find new customers.  People get used to the service and product range that their wholesaler offers and don't often look elsewhere. 

It's not even a matter of price.  You find that companies in this area that are cheap tend to not have the stock.  Most of the wholesalers charge similar prices. It is also very important that you don't let people down, you have to be organised and ensure people get the items they ordered and quickly.  I normally offer a next day delivery service.

The photos accompanying this article were kindly provided by www.raystitch.co.uk