EricEwe.com

The once high flying Sharper Image is back, but utilizing a different business model with funding from Camelot Venture Group. I doubt that they are able to breach their ever successful pre-2004 strategy and this holiday season is going to be a good barometer. Their present model evolves around selling to consumers through other retailers as well as maintaining a presence online. I have no doubt that Sharper Image invested millions of dollars in building its brand since their inception, but having another retailer sell your products is similar to having Wal-Mart sell your product among the 5 other brands that they sell.

Some of their brick and mortar retailers that are selling their products are Best Buy, Staples, Kohl’s, Bed Bath and Beyond to Macy’s. Well, they are not in Wal-Mart yet but just image, if you are going to get Dad an electric shaver, would you go with something like Remington, Norelco, etc which produced quality shavers for a living or Sharper Image which sources for products and slap their brand on it? Hummm???

If they have a Sharper Image store, then it is a different story as they only carry and selling one item; not items with multiple brands.  So making a sale with Sharper Image product sale is much easier at a Sharper Image store as opposed to a store like Bed Bath and Beyond. Blanketing the nation with retail stores will not work too [read on].

SharperImage.com: Sharper Image's new website

As for their website, it is OK. It did not blow me away and hosting videos on YouTube. If one is on a shoe string budget to setup the website, then YouTube is the way to go. i.e. the “The Sharper Image® Deluxe Nose & Ear Trimmer With Vacuum” video was hosted on YouTube. Why not create a video hosting engine and not distract online consumers with another brand like YouTube – they are on your site, focus on selling your brand and your product.

Overall, it is a good effort to kick start a brand that went through bankruptcy in Feb 2008 and I sincerely hope that they do turn around and make a profit… plus bring back the retail stores. Brookestone which is their closest competitor are still going at it and can be found at Malls. With the retail stores, just don’t go over crazy and maybe test out revolving mall stalls that is established in Q4 like what ToysRUs are doing currently to capture the holiday shoppers.