-with Stephanie Beringhele, VP of Growth & Partnerships, ASD Market Week
Your best margin opportunity might be at a show you’ve never thought to walk.
In this session, Dane Cohen sits down with Stephanie Beringhele, VP of Growth & Partnerships at ASD Market Week and host of Retail Revelations: Inside the Deal, to talk about diversifying your assortment without diluting your brand. If you’ve ever written off a show as one that “isn’t for your store", this conversation is for you. With more than 1,800+ vendors at ASD, Stephanie shares how independent retailers can explore new sourcing options, find higher margin product, test smartly, and give customers a reason to keep coming back.
What we covered:
Why shopping new shows and new vendors is a margin strategy, not a distraction
Mixing price points without confusing your customer or your brand
Off-price merchandise: where it fits and how to buy it the right way
The common myths and realities of shopping new marketplaces
Spotting the right opportunities for your store and taking calculated risks
Creating surprise and delight moments that drive repeat visits
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Indie Insights Live - “The Secret Weapon for Higher Margins & Smarter Price Points”
Featuring: Dane Cohen (Management One) and Stephanie Beringhele, VP of Growth and Partnerships, ASD Market Week (FORGE); host of the Retail Revelations: Inside the Deal podcast
Host: Management One
Aired: November 12, 2026
Transcript
Dane Cohen: Welcome back to Indie Insights Live. As always, thank you for joining us here on Thursdays for our live edition. Of course, you can also watch us on YouTube, on our Indie Insights Live podcast playlist. But we're so glad you were able to join us live, because you get to interact, you get to ask us questions, you get to… Ask questions directly to our wonderful guests, who I will introduce in just one moment. But if you did register, of course, we will send you the recording. I know that's the first question we always get. Please, we encourage you to be interactive in the chat right down at the bottom of your screen. Ask questions, we'll try to get to them as we go through the conversation, so please do not be shy. In fact, we would love for you to tell us who you are, where you're coming from, the name of your store, anything that you feel would be, that you would love to share, we'd love to hear from you. And today, we are introducing a friend of the pod. Do we say that, Stephanie? Is that a cool… is that what the cool kids say? Friend of the pod?
Stephanie Beringhele: God, I like it.
Dane Cohen: A good friend of Management One, a long-time partner, Stephanie Beringhele, who is the VP of Growth and Partnerships at ASD Market Week, but now, that umbrella has branched out even further, so we'll talk a little bit about that. But, on top of being the VP of Growth and Partnerships over at ASD, Stephanie also hosts the Retail Revelations podcast, which, if you are following anywhere in the retail world, you have definitely seen Stephanie's face, her podcast, and all of the incredible guests she's talking to, so hopefully we'll get some inside scoop. As well, on who's moving and shaking in the industry. And we will be attending ASD in March, so we're very excited about our partnership, Management One and ASD. So, Stephanie, welcome to Indie Insights Live. Thanks for being here.
Stephanie Beringhele: So excited to be here. It's been a long time. I think the last time you and I jumped on a mic, it was, like, 3 years ago, and look at you, Fancy, you've got this mic and the headphones, I mean, I'm ready for this.
Dane Cohen: We're professional now. We're moving on up, Stephanie. Stephanie is no stranger to the industry. I think we're talking 18 plus years in the industry. I won't, we won't do any math there, but…
Stephanie Beringhele: I'm loud, 18+, all the way.
Dane Cohen: Stephanie, why don't you give our audience just a little bit about your background? We always love to hear, how'd you get into the industry, and what kind of drew you into fashion, and how did you get to the VP of Growth and Partnerships of such an important marketplace?
Stephanie Beringhele: I've been in the trenches, I'll tell you that. No, my… I think I start very similar to most people that come into this industry. My mom worked in the business. She worked at Saks Fifth Avenue way back in the day, the Beverly Hills one, where, yes, Winona Ryder, I think she stole some items and they caught her on tape. But she worked at Saks, and then they decided to do an off-price division, off-fifth. And my mom opened up the first store that was in Camarillo. So she used to take my sister and I back in the day to the store, we were super young, and she would say, put this on the hangers, or do this in the back of the store, and it just was a good time. So, fast forward, I had ambitions to be a nanny. I don't know why that happened. And, I decided that no nanny was not my forte, because I kept losing the kids. So, my sister said, come on, Steph, I've got a job for you, there's an opening at a trade show called Magic. So, I interviewed, and it was probably the best thing that I could have done, because once I got into this world of buyers and sellers and marketers, there's no going back. It's just interesting, and the people are amazing.
Dane Cohen: Well, that's funny, we both started our careers at Magic, so… There… there you go.
Stephanie Beringhele: I mean, they remember LL Cool J, when they had, like, the double-deckers with the streetwear, and… I mean, it was… it was such a good time.
Dane Cohen: Yeah, so that's actually a great place to start, because, you know, we came up in the industry, and, you know, everyone probably says this about their heyday in the industry, but when we were at Magic and, you know, the shows kind of all around, I mean, these were mega shows, right? They were, cities onto themselves, they were, you know, remember at the AG Denim booth, there was always the Nobu chef cooking inside the booth? you had LL Cool J. So, why don't you talk, I mean, what… give us a little bit of what you've seen as the evolution of how trade shows have evolved, and where they're sitting today. Like, what is… you know, I think that this is something that we hear all the time, oh, the trade show's dead, the trade show's dead, and yet. It is still here, it is still vital to the health of a retail business. So, give us your perspective. Where is the trade show industry at now, and where do you see it going?
Stephanie Beringhele: So, interesting, you know, some of the biggest acquisitions this year have been trade show-oriented. Conference, person-to-person, so there are very bullish companies that are investing a lot of money into this space, but I would say you're seeing a circular pattern. So, back in our day, right, they had experiences at the booth. So you had a Jessica Simpson, where she would come through, and you got to meet her as a celebrity, and you got to look at, like, cool launches, and maybe there was food and drinks, and then… Somewhere in between, it got stagnant, it got stale, and I think people became so corporate-oriented, where everything became, if I'm in a B2B space. here's my product, come buy it. Come check it out, come see it, and that's it, and… I think we're now going back to that whole storytelling and experiences, and saying, lean into my brand, because we can do ABC for you. And we don't want to just be on camera. We don't want to just be behind the scenes. We want that humanized feeling where we get to make, you know, connections, and… really talk passionately about our products as well as show it. So I think that the industry is on a really good trajectory to do big things.
Dane Cohen: Yeah, and speaking of, you know, acquisitions, you know, ASD is part of a acquisition, and kind of has grown as a part of a larger family. Can you tell us a little bit about this? I was just learning about this right before, right before we jumped live, so I'm sure our listeners will love to hear as well.
Stephanie Beringhele: Big news, hot off the presses, actually it was about 3 months ago, maybe 4 months ago, but Emerald Expositions, as well as Questex, both different kinds of trade shows, was acquired by a private equity group called Apollo. And they decided to fuse these two events together, these industries, and create a cohesive collection of conferences and trade shows. So we're now called FORGE. And in my particular division, ASD sits in a very cool portfolio of events. It's called Lifestyle and Outdoor. So ASD now has synergy with Outdoor Retailers, Surf Expo, IGES, Collective. many more, SLATS, which is like a sports licensing show that's in Las Vegas that is so fun. But right now, we're looking at all the tech and the data. You know, we service over a million buyers within our whole database at Forge. So now it's saying, how do we curate a calendar year for you and do white glove service and get you to the right event so you can be exploring different products, but also going through your tried and true vendors, so that you can be successful. So, big news, we're excited!
Dane Cohen: So, Lena asks, Lena from Rochester, New York, a new retailer, hi Lena, I'm not far from Rochester, actually, asks, what does ASD stand for?
Stephanie Beringhele: Okay, so ASD, it used to be a surplus show, and then maybe 10 years ago, we rebranded it to Affordable Shopping Destination, but don't let that fool you, we do have great margins, we also have some mid-tier products that are there, but it's Affordable Shopping Destination.
Dane Cohen: Okay, could I share my ASD story?
Stephanie Beringhele: Yes.
Dane Cohen: Okay, so I was a buyer at my family business, and we had never attended ASD before. And I don't know, I don't know if it was you or someone on your team. They highly, kind of, aggressively came after us today.
Stephanie Beringhele: to attend the show.
Dane Cohen: Which was great, right? That's right. And that's great retail relations. And we had, you know, we had our doubts, and we were a little hesitant to go, but we decided to make the trip. And one of the things that I was most surprised about was the amount of new brands we found. And this was, I think, a big misconception, and Lena, you know, you're a little bit new to the industry, so I'll give you a little sneak peek. There are some misconceptions about what a higher margin, affordable price show can actually produce, and there was one… we were in the kids business, right? And it was at a time where tweens were really getting into makeup and beauty and that, and there was one brand in particular that I was trying to get so bad. I was emailing them, DMing them on Instagram, anything I can do to get in touch with this brand. radio silence. I walked into ASD, And they have a whole setup there.
Stephanie Beringhele: Hmm…
Dane Cohen: And so, I was blown away that this was not just, you know, I think people may have a misconception in their head that it's just surplus, it's just off-price goods, and that is not the case. So, why don't you help us clear up a little bit of misconceptions about what ASD is, and what it isn't?
Stephanie Beringhele: Oh yeah, we're going there. So, here's what's so interesting about it. When you go to ASD, what's different about it is that we have different neighborhoods. right now, perfume and fragrance is so hot in the market, and Dubai has really authentic scents that are coming through, and these elaborate booths, and these, you know, higher-end price points. So, in one sector of the show, you're gonna have Influencers, and these beautiful booths, and these beautiful product, and it's fragrance, and there's live selling, and there's all this activity going. The same show, you go to the next hall, and there's general merchandise goods. And there, you're gonna find your margin build-outs, your household essentials, it's everything from, you know, laundry detergent, to snacks. To, a lawnmower, to knives, outdoor stuff. So, it's such a unique space, because we really do play in every single, category that you can think of, and the price range. You're gonna find it at the cheapest you can ever find at any other show, but you'll also find some elevated product, and when you start to balance and weave those in together, it's pretty amazing.
Dane Cohen: Yeah, so let's start right there. Let's start with fragrance, because I think that that's an incredibly growth opportunity within the independent retail industry. I cannot tell you… hopefully we can get some numbers by the end of this episode, but the growth rate of fragrance right now is off the charts. And the margin of fragrance is very healthy. I mean, this is just any fragrance, right? And so… I have two questions about, you know, fragrance. The first is, would there be the opportunity, because what I'm seeing a lot of retailers, right, there's a lot of private label fragrance, whether it be a room spray, a personal scent, a store scent, a candle scent. Is that something that buyers can engage with at a show like ASD?
Stephanie Beringhele: 100%. It's so funny, I'm gonna go backwards, because I just went to Sephora this weekend with my daughter, and there was a whole fragrance section perfectly aligned, because guess what? It's holiday season. So what better gift to give somebody than a flavorful fragrance that could be, you know, a cupcake flavor, or a vanilla bean? You know, you can have such fun with it, but yes. the section of our show, it has everything from the private label to full-on branded items, and they'll walk you through the whole experience. You literally go through their booth. And they'll say, let's start with this scent. This is the rustic area, right? And, like, if you want to smell like a leaf, right? Not a leaf, but you want to smell rustic, here's where you're gonna start, and it's masculine, and the packaging is beautiful, and you can have your name on it. Or, we have this other version that is already an established brand, it's a little bit higher, but you can also utilize this. So, they're very playful with you, and they want you to really experience the scents. And then they tell you this story, and they say, how does that appeal to your consumer? Who is your consumer? And they'll match you up, and I think that's a big, asset when you go to a show. I know my customer, help guide me, you know your product, let's find the right match.
Dane Cohen: Yeah, and I'm gonna give a, you know, a little bit of my own personal advice here, which is we do a lot of private label discussions, and… One of the things, if you're an apparel retailer, I always say that you don't necessarily have to name your private label the name of your store. However, in fragrance and candle, I actually like that. And I'll give you a great example. There's a store near me, great store, you know, menswear home, just started carrying some women's, but they're really big, well-known for home decor and gift. And so, they have this new line of room sprays and candles. And they have this… I don't know if you… tomato is this big new fragrance. Everyone's doing tomato-scented things.
Stephanie Beringhele: Can't say I love it.
Dane Cohen: It's herbaceous, it's garden, and I bought a tomato room spray, and I love it. And so now, every time I pick it up and spray it in the home, I'm looking at that retailer's name right in my hand, right? And every time I walk in and say, my house smells so good, I associate it with that Retailer. So the… they are constantly on my mind, whether it's subconscious or, you know, I'm not even realizing it, they are top of mind. So I think that that's just a great example, right, of something that, hey, I don't know that I would have gotten into the fragrance space, I'm not really seeing at the shows I'm going to, I'm not really, you know, when I'm on a marketplace online shopping. And so here's that… that… exploration and that ability to really see stuff and touch it and smell it and taste it. Now, tell us a little bit more about the sense of discovery that goes on at the show.
Stephanie Beringhele: So I'm gonna give… I love storytelling. We're gonna do storytelling, Dane. One of our clients, he is a fourth-generation business. And his company started, way back in the day as church hats and suits, right? And then it evolved. The next generation, they just came back from war. There was no more room for the church hats and the suits. They needed to do army surplus items. So the store started converting based on what was going on within the environment and the geopolitical portions that were happening within, you know, their community. Fast forward, the guy owns an outdoor store, and he's in the Midwest. And what I love about it is that when he comes to ASD, he's like, Steph, I sell the Yeti cooler, and I sell the puffer jacket that's $600. The Yeti cooler's $300, the puffy jacket that's name-branded, that's $600. You know what sells really well and gets that basket size up? It's the wool socks that I sell for $4.99. That's an awesome, easy to throw in the basket, and people keep coming. So, he goes to ASD to find the margin build-outs like that. Or the pocket knives. Hey, we have a unique pocket knife in here, you're gonna need it when you're on the trail for the rope and stuff like that, but… that's the sense of discovery. He also found hats, these, like, raccoon hats. Because that's the mascot of the high school that's down the street from him, and so he was able to make it so that it was a promo, come into my store, let's support the community, but that's how you have discovery, that's how you have fun, and that's how you optimize really key moments, for your storefront.
Dane Cohen: Alright, well, you heard it here first, raccoon hats. Big trend at ASD. Raccoon hats, there we go. But I love that, and one thing as you're talking this through, right? that I think one of the issues in retail today is that, you know, there's so much out there online. Right? So you consistently have people competing with you, even when they're shopping in your store. Let's say you're a brick-and-mortar retailer, they're actually walking in, they're competitive shopping. So that Yeti cooler, right, that maybe a customer's coming in, they've also seen it on Amazon, they've seen it at Dick's Sporting Goods, they're looking on their phone while they're shopping with you, is it on sale somewhere, do I have a coupon somewhere? at ASD, you get to find some, vendors who are not carrying brands that are household names, per se. And that is the surprise and delight and the quick turnover, right? And so, some of these elements of, hey, these are really giftable, the pocket knives, that they're not coming in and saying, hey. can I find this pocket knife somewhere else cheaper? They're walking in saying, I really like this, this really resonates with me, this is a great gift, this is… I could really use this for myself, and it's a, you know, a kind of impulse purchase, so to speak.
Stephanie Beringhele: And even better, and I told… I told the… Nathan is his name, he's the owner now, but I was like, you're a genius, because guess what? all those kids that are going to those, like, football games and stuff that are wearing those hats, and then it goes viral. Hey, we got it at Sherpa's, right? So all of a sudden, you have a built-in marketing campaign with people that are conveniently located near your storefront, and they're talking about it, and then it becomes, okay, well, what's the next big thing? So… I think that there's just so much opportunity on the buy, and that as a buyer, you have to have your due diligence of seeing what's appropriate for your store, and to your point, what's gonna make them feel things, what's going to get the people out there so that they say, we have to go to the store. So, that's definitely, a perk of the event.
Dane Cohen: Yeah, and then, could you talk… I mean, do you have any statistics on, typically, like, what, types of margins people could realize at ASD, or… We do. We do! Okay.
Stephanie Beringhele: Well, I don't even know what the new number is. We used to always say, like, over 300%. But my whole thing is that, like, you will not go to any other show that will generate the kind of margins that our community can do it for you. They're tried and true, they've been in the business. Most of our clients have been in the business for 40 years. And again, they've trained now their next, generation how to shop, how to source, how to price it effectively. So, like, I would say predominantly our market is independent businesses, both on the seller front and the buyer front. So, if you're looking to really grow some profits, the 300% and more. You're gonna probably lean into that a lot at our show.
Dane Cohen: Yeah, and then, are you seeing new buyers coming? You're talking about generational businesses. So there's still an influx of new buyers always coming into the marketplace. What would you say to a first-time buyer that's maybe shopping, an affordable show for the first time, a margin-building show for the first time? What would be your… Hot tips from Stephanie.
Stephanie Beringhele: The first… make sure you really understand your business and your consumer. What's working? You always say, you gotta look at your numbers, I have to understand what's working. And then, how do I get a little bit creative with it? So then I would then say, do some research before you hit the show floor, maybe reach out to us. We have a dedicated attendee team. So if we know it's your first time, and you're like, hey, I don't know about this space, I'm used to Alexander McQueen, I'm not used to this, how can I pepper in some fun items? We're gonna say, well, let's talk accessories. or let's talk about the perfume, or these complementary items that can perform really well. So, I would say, really look at what's working for your store right now, do the research on our website, and then reach out to us, and we'll help curate that experience so that you feel like your investment to the show Pans out for you.
Dane Cohen: And we just had Stevens joining us. Hello, Steven. He is a little late today, but he's at…
Stephanie Beringhele: scheme.
Dane Cohen: What are the dates, of the show? So there is a show coming up in March, and I believe the dates are March 2nd through the 4th?
Stephanie Beringhele: 2nd, 3rd, and fourth, and Dane is gonna be there, so we're gonna have a good time. And, you know, it's interesting, not only do you get to source over a million different types of products. But we also have education, so these education seminars that we put that are in the Grand Lobby, perfect way for you to hear from other experts in our industry, meet them, shake their hands, see us, and then, of course, head to the show floor. And Lena, it's over at Las Vegas, Las Vegas Convention Center. We take over North Hall, and we take over Central Hall.
Dane Cohen: And is there any co-location during ASD, or are we coming in for ASD?
Stephanie Beringhele: You're coming in for March. This will be just ASD for now, you never know what pops up. There's another show called Prosper Show, but that's more of your e-commerce, and thought leadership on that end, but pretty much it's us.
Dane Cohen: Yeah, so just a ton of discovery, a ton of, of newness, and I will say, and like, let's… we gotta also be honest, right? This is a show that you have to shop. And so, you know, for me, right, and Mallory just says, what's the quality like for these products? Mallory, I'm gonna be honest, and Stephanie, you can be a little upset with me, but it runs the gamut, right? You have… you have some product that's gonna be, you know. And, you know, maybe a little different than you would expect.
Stephanie Beringhele: What have a good day for you, Dane?
Dane Cohen: Yeah, go, go. But then you have some really incredible diamonds in the rough, right? Yeah. And I was saying, Mallory, right, there was this, tween makeup and beauty brand when I was in the kids industry, and I was looking to get in touch with them for months and months and months, couldn't get in touch with them, they were sitting right there with a whole, booth set up at ASD. So, you are going to see product that is fun, quirky, high-end, low-end. You are really gonna see a range of it. And my favorite, and sorry, I know that I'm speaking for you, Stephanie, so jump in whenever, but my favorite is…
Stephanie Beringhele: Perfect!
Dane Cohen: Here, here was, like, a great example of what I used to go to ASD for. Beach bags. Right? So that was an item that was, like, a very short window for me to sell. My customers would go on vacation, you know, maybe they're going on winter break, and then maybe President's Day weekend with the kids, and I'd have a very short window to sell, like, a vacation bag, like a little beach bag. That's a great find at ASD, right? You're getting a good quality, great price, it doesn't need to be brand name, it's just, hey, I'm going on vacation, I need about, like, a $50 beach bag that I could bring, you know, wear on the beach. That was the type of product that I was looking for.
Stephanie Beringhele: And to your point, the range couldn't be crazier. Like, we have some new companies coming in. I love new. I love seeing who's entering the market. One of them is called Crew Dog. And it's these college students, you know, like, it's the whole preppy look, where you've got a mascot for the colleges that are on it, and it's just a basic sweater and stuff like that, but it's an elevated product line. It has a very unique following. They do great social, great live selling, but they're coming in through the first time, so that's one item. But then we have another one, Rhino Skin. Rhino skin is for people that are avid runners, marathon runners, or they like to scale rocks and do the rock climbing, and it's a barrier for your hands, and there's chapsticks so that, you know, you're protected from the sun, so there's such a variety. At the same time, you could go to a booth, a 30 booth Where they have, like, the little buckets that you can go to the beach, and the kids can, you know… play in the sand, and you can get that for, like, a dollar, and then you can sell it for $10, or $9.99, depending on your customer base. So, again, there's… there's no rhyme or reason, it's just a treasure hunt, and if you do your due diligence, and you walk the aisles, and you ask the appropriate questions, you're gonna find some really cool items to pepper in your store.
Dane Cohen: Yeah, and Mallory's asking, what are the typical turnaround times, specifically anything custom? So that's a good question. What's… and Mallory, if you want to type in a little more, I'm curious what type of custom product you're looking for. I think that would be helpful. But, you know, turnaround time, I'm sure, again, it really runs the entire spectrum.
Stephanie Beringhele: It depends, right? Like, if you go to Source Direct, which is our international pavilion, where you can do a lot of the private label, or you get some of the factory goods, that's gonna take a while, right? We know that that's gonna be a process. If you go to our main floors, it really is dependent on the vendor that you're working with. If it's a newer vendor. I don't know what their turnaround is. It might be a 60 to 90 day, but if you have some of our tried and true, that they're just used to it, they've got the stock on hand, they could probably do it in 2 weeks, maybe a month? So it all depends, and that is a great question to ask when you're in those booths with those business owners and with those sales members to say, what is the turnaround time for you? And I guarantee you, every booth is going to have a different answer for you.
Dane Cohen: Yeah, and Mallory, I'm not sure if you saw the beginning of the conversation, but we were actually talking about candles, right? Like, white label candles, private label candles. That is a great example. Like, you have brands that are doing this, right? You have vendors that are doing this. So, if you wanted to approach and say, hey, I have a, you know, a store, I'm looking to do my own branded candles, can you help me create this? I need X amount of units. You're going to find vendors there within that conversation. So, Stephanie, I don't think there's, like, a one-size-fits-all time frame, but there are so many resources there for exactly this. And because the margins are good, this is the type of show you CAN do it at.
Stephanie Beringhele: Yeah. And breaking myths, sorry, I'm already… I'm gonna jump ahead of you, like, breaking myths, closeouts, we gotta talk about it, right? Tariffs hit, closeouts are a beautiful item, because you're not gonna hit with any tariff, and it's immediate stock. And so for us, I think one of the misconceptions is that these closeouts are no good, they're faulty, something happened, but they're shelf poles. Maybe they didn't sell and somebody needs a new room for seasonal goods to come through, so that's a big component. We have over 250 closeout companies. And again, they've been in the business for a long time, and the variety of the product is so expansive that that's an area that I encourage you to learn more about. They'll walk you through it. A lot of our guys, the Bazaar is a perfect company. He will… Bradley and his team will walk you through and say, what's… what kind of price range are you working with? Have you ever done this before? And they will curate a selection for you, and then once you see the money you can make off of that buy. You're gonna be repeat buyers from them, because you just did your business service.
Dane Cohen: And then, can I give a little bit of a hot tip as well, from a retail perspective? You know, we all think about the end of the year, Black Friday, you know, and then going into January, which January is obviously, historically a huge, you know, kind of sell-down month. And we think a lot about going into this time frame over-inventoried, right? We gotta get rid of everything, and we're gonna have too much inventory, and that's the fear, I'm gonna have to discount everything. There is the opposite problem, right? Where you get to January, and you have nothing to sell in January. Right? And this is where closeouts, if you have connections there, if you have… if you're going to shows, you know, whether it be you're going in March and you're thinking about July, like, there's opportunity to buy closeouts to actually fill in the gaps during this time. They're low risk, they're high margin. And there's a ton of vendors across a ton of different types of products categories that you can actually buy into off price. You're almost buying into sales.
Stephanie Beringhele: And I would even say, and I don't know, because you're… you've been the buyer, so you can better tell me, but what a great way to test an item to see if it has legs for your consumer base, right? It's a low risk, because you're just saying, I've always wanted to sell this. people have told me to put it in the store, but will they actually purchase it? So, to your point, that lower rate, introduce it, see how it floats, and then you know that when you go to the next market, hey, people really loved the stuffies, or they really loved this or that, and now you can play around with that price point, a little bit more.
Dane Cohen: Yeah, and totally, and you know what else I love about ASD, which is a really fun discovery? There's a lot of food.
Stephanie Beringhele: Oh, yeah.
Dane Cohen: A lot of food. And… no, but I think, again, those are, like, little add-ins, whether it be drink mixes, or snack mixes, like, this is thinking about your customer as a lifestyle.
Stephanie Beringhele: Some of those fragrance guys from Dubai had the Dubai chocolate that they brought in, which was super fun. We also had 150 booths last show from Korea. So all the K-pop snacks that have, like, viral sensations, like, just really interesting flavors, I mean, it's… it's all fun stuff.
Dane Cohen: K-beauty, K-Snacks, K… It was.
Stephanie Beringhele: It's funny, because when we were at the… we were at this show, all these… everyone's face just looked immaculate, and I was like, what are you… They were like, go to this They'll teach you what to do, and I was like, I want all of it, and where do I put it? And I don't care, because you're glowing, and you're beautiful, and I want to look like that, too.
Dane Cohen: But I'll give another great example, right? At ASD, I used to get those, face masks, right? A great… a great thing to put in a gift, like a Mother's Day, right? That's a great thing as an add-on if you're making a gift basket for mom. You get 5 face masks, you used to buy them for, like, 50 cents, and you could sell it for $5. Like, that is an incredible find. And when you're thinking like that as a retailer, right, that's where there are these… Not only margin-building opportunities, but the ability to surprise your customer a little bit.
Stephanie Beringhele: I love it, what you just expressed is, like, a theme, right? I want a self-care theme for my mom, so I'm gonna get her the face mask and the cute journal and all these different things, but that's the discovery, that's the fun, that's leaning into what's trending in terms of how people feel about themselves and what they want to gift other people.
Dane Cohen: Yeah. Okay, so… so very exciting stuff there. By the way, if anyone has tried this Dubai chocolate, I will admit I have not tried it yet. So, if you have… if you've tried the Dubai chocolate, I'd love to hear your opinion on it. I don't get the hype, but apparently it's everywhere. It is everywhere.
Stephanie Beringhele: I never had tried it either, Dane, and then one of the booths, the perfume booth, he's like, gotta try these chocolates, and they were, like, these little square things. it had crunch to it and some other flavors. I was like, I don't know where I'm going with this, but it tasted great! You gotta try it, all that to say.
Dane Cohen: Mallory asks, for a first-time buyer to ASD, how many days would you recommend?
Stephanie Beringhele: Okay, we're large. Like, we cover a lot of NSFs, so I would say get the sneakers. And again, connect with us, because let us guide you, but I would say 2 days at the bare minimum. And make sure, like, if you come in on that Monday night, rest up, get there first thing Tuesday morning, and then Wednesday, spend the whole day, and then Thursday, you know, head on out if you want.
Dane Cohen: Alright, and I gotta ask for a first-time buyer like Mallory, how is ASD gonna pay for itself?
Stephanie Beringhele: Okay, so you have to look at it as, like, an investment for you, and you want to make sure that the one thing that you can control as a business owner is what product you decide to purchase. And so I would say that the investment is that you get to see this product, you get to feel the product, you get to shake somebody's hand. So you're gonna do all these things that's gonna make you more confident about putting things into your store and spending that money, right? It's really hard for me to do online purchases with newer businesses, because I'm like, are they spam? Or am I going to get what I actually see on the screen? So I think it's peace of mind, knowing that you're going to get product that you can see in person, and the person behind the deal.
Dane Cohen: Yeah, love that. Okay, so let's switch gears a little bit. Stephanie, you also host the podcast Retail Revelations Inside the Deal. Where you're speaking to a ton of industry people. what's… give me a little bit of the State of the Union, right? What's your… you speak to a lot of people, you're working with buyers, you're working with retailers, you have… connections with partners across the industry. I know this is a broad question, but what are some of the themes that keep coming up, right? Like, what are you seeing right now in the retail industry at large?
Stephanie Beringhele: So, one thing in retail that's interesting is that we never stay still. Change is inevitable, and I think that for a lot of business owners. whether you're an exhibitor or you're on the buyer's side, you're worried. You're worried about your business and the staff that you have to pay every day, so I think that both sides are very cautious, very intentional with their purchases. And they're just making sure that they're doing their due diligence to make sure that when they source items, it's what their consumers want. So the conversations go all over the place in terms of staff. I'm trying to find gaps. Like, I know there's items that could be in my store that could be making money that my customer wants. and I haven't quite found it yet, or I'm looking to do it. Or, hey, Steph, you know, I have to do a range. My buyer that used to come through that had a $300,000 job. just got let go. I don't want to lose her business, but money's tight right now, so maybe if I diversify some of the product mix in terms of that price point that's in the store, she's gonna say, I get to go to my favorite place. And I still get to leave it purchasing something and taking it home with me. So, that's been the big thing. There's just been so much with tariffs and just with the cost of gas and logistics of getting distribution and all that kind of stuff. So, people are opening up the conversations and just saying. what do I do a little bit different? How do I make a little bit more money, and how do I make sure my consumer doesn't forget about me and still knows I'm there for them?
Dane Cohen: Yeah, and what was interesting, right, and at least what we're seeing on our end, is that there's a lot of optimism… optimism out there, even with some weird economic indicators, right? So, inflation, prices are up, but people are still spending. It's expected to be a tremendous holiday season. I think they're estimating about a 4.5% increase in holiday sales. So, you know, things seem healthy and there's optimism, but you… there's also, and you mentioned this before we jumped on. There are some hesitations and fears on the other end. So, what else is going on with some retailers? What are they feeling right now?
Stephanie Beringhele: So, you, you just said it perfectly. I think a lot of buyers, too, you know, in the past, they always bought way ahead. now it's… no, let me get closer, let me see how this pans out. Let me see what inventory exits my store that's being sold and everything, and then I can reorder. So the reordering process, I think that's been a little bit different. Smaller order quantities, but more consistent. And I agree, I think that, you know, they're the most resilient people within the whole… industry. Like, retailers will always find a way to figure it out. I firmly believe it, because they've been through so much, it's like, meh, we're gonna have to pivot. Let's pivot, let's do this. So, I think that holiday season, I'm hoping that it's good.
Dane Cohen: We're not hoping. It's gonna be good. We're not ho- we're there! We're there! We're there. I mean.
Stephanie Beringhele: I already started my shopping, just so you know, I'm… okay, and we have to talk about this. So, I send my husband… I stock all the boutiques and stuff that are near, like, my neighborhood and stuff. I send him things all day long. I'm like, that's gonna be for our daughter, that's for our son, and do you like this? Because I could buy it now, and I just want to wrap it, and I want to be done by the second week of December. Because I hate being last minute. I want to be able to enjoy the Christmas tree, and cooking, and being with family, so… Social is a huge… Place to play in, and please don't forget it.
Dane Cohen: Yeah, and you know, you said something previously, and what you just said that about sending gifts about your kids really kind of struck me, and that is, again, that diversification, right? So, I don't think necessarily that… and this is not my opinion, right? This is what we are seeing. Consumer spending has not slowed down. Right? So you would think gas prices are up, consumer spending would slow down, especially on apparel, gift, and… but it hasn't. So, here is what I think the consumer's gonna be looking for this holiday season, right? I have to buy my daughter's, my son's gifts, right? As you just said, I have to buy my kids gifts. You're gonna spend… Oh, yeah. You're gonna spend… but while you're there, can you find teacher gifts that are affordable and great value, right? Can you find a gift for, you know, your former profession, a nanny that you're, you know…
Stephanie Beringhele: Can… can you…
Dane Cohen: find a gift from the nanny? Can you find a gift for your neighbor that you want to just get a nice little… and that diversification, right? You may not want to spend what you would normally spend there. You may want just a gesture, a cute, thoughtful gift. And that's where there's ability to really diversify, right? And stores to be able to deliver a varied sense of product, right? So it's not that you want to all of a sudden become a value store and, you know, be giving, kind of, discount gifts for everyone. You want a range, right? You want to give people value, you want to give them options, you want to give them variation, and I think that's an important distinction.
Stephanie Beringhele: 100%. Help us! Help us as, like, parents, you know, we're tired! We need options, and you know what? Then it's like, oh, this store saved the day, again, and I was able to do multiple items at once. So, I think that, you know, that's why we like going to Target and Walmart and everything. It's not… I don't love going into Walmart, but I do like that when I'm there, I can get some food, a shirt. you know, Ziploc bags, it just solves a lot of the pain points, and it's one less store that I have to go to. So that's essentials, but when you're talking about a storefront where I'm looking to find gifts. Same philosophy, but I want the elevation, I want it to be thoughtful, I want it to be curated, I want the range, I want all of it, and then again, that store becomes my savior. I did multiple gifts. for the people I love, and it made it easy. Less… one less trip to make.
Dane Cohen: one less trip to make, and again, that sense of discovery. I think that that is so key, because I gotta tell you, like, I'm, going online and, you know…
Stephanie Beringhele: bored.
Dane Cohen: store, get me back in the store!
Stephanie Beringhele: I gotta, I gotta check, too. So, we're seeing this a lot, and especially good for those that are coming to their first trade show. If you really want to get a scope on how your consumers feel about product, you are at a trade show. Go live. Go live, get on your social feed, you can post things and say, hey, I just found this really awesome bag. who's interested, right? And they'll tell you, yes or no. Now you're engaging your consumers to be with you, even when they're not at the store. You can see, does their interest in the product, or do they hate it? And they're like, oh, that's god-awful, and we are not about this trend. Please don't put it in your store. But that's gonna make you feel really confident, and you can go boot to booth, and then they're like, we're also at a major trade show that's having launches, and this and that, so definitely lean into your social channels. Their multi-purpose use is gonna be beneficial for you. To understand what they want.
Dane Cohen: Yeah, I like that behind-the-scenes aspect. I mean, we know a ton of… Buyers, a ton of retail store owners that are doing that live on the floor.
Stephanie Beringhele: Yeah.
Dane Cohen: You know, and they do polls, right? They'll do polls right on the show floor.
Stephanie Beringhele: Discount Divas! I don't know if you follow them, Discount Divas does a great job with it. Jenna is this, like, superstar. She's so cute, and she'll say, these shoes were, like, $80, but this handbag is $20. And I'm gonna put them together, and look how fabulous I look. So she plays with it, and she's teaching people how they can mix up their wardrobe. And she's sourcing different inventory, different pricing, so it's… it's fun to watch.
Dane Cohen: Yeah, and again, and I think that these are just topics that we're reiterating, but The high-low concept is something that I think a lot of… a lot of retailers don't realize how impactful that could be on their business, right? That's right. And so, just because you sell… you could sell a $90 t-shirt in your store and still have something that's a little bit of, like, a… You know, you gave that wool socks example. Yeah. Right? you could sell a $90 t-shirt, and maybe you want some, you know, cute pajama socks for Christmas that are only $15, and you bought them for $3, right? So, there doesn't have to be this one-size-fits-all, I'm a luxury retailer, I'm a discount retailer, I'm a… That's the beauty of diversification. So, Lena asks, you're suggesting we go live while at market and interact with followers to get feedback?
Stephanie Beringhele: Yes! Yes! And it's so playful and fun, and you know what? That's why live selling on Whatnot, TikTok Shop, things are going viral, because you know what? You said it, earlier, Dane. AI has taken away some of the flavor, right? So, you're personally being like, I'm at a major market, and I'm gonna go discover some things, and hey guys, what do we think about this? We love it! We like… we're all day about it. Okay. And then test it. Don't buy a whole lot of it, because people will say they like something. Make sure that you test it in your storefront, and they'll actually purchase it for that rate.
Dane Cohen: And I think that's a great point. Like, people want to see… They want to see you, right? So, Lena, you know, as you're kind of building your audience and building your customer base, they want to see you, right? If they want to buy something from a lifeless, soulless place, they have avenues to… they do, right? Go on Amazon, you know? And there's a need for that, right? If I want to buy Q-tips, and they… I want them delivered to my door, that is a great, soulless place to get that. If I want someone that I have a relationship with, that I trust, that I like their taste, that I like what they're curating, that is your role as a buyer in a small business, right? That's a different role than being a commodity sales channel.
Stephanie Beringhele: Half the boutiques that we work with, what they also do really well is, they're like, let us be your stylist. So, hey, you're going on your first job interview, right? And it's people that are in the neighborhood, they're like, this is how you can dress accordingly, and here's different pieces that you can incorporate, you can mix and match. So again, all of that, now you're a trusted source for somebody to continue to do business with. So I just say, humanize, humanize this experience, it's what people want, it's what the next generation craves, and have fun with it.
Dane Cohen: Yeah, and I'll give you a great example of, like, the… let's talk about… you just gave that example of… Was it a job interview, or a…
Stephanie Beringhele: Yeah. Like, oh my god, what do I wear these days?
Dane Cohen: Well, oh, you're… sorry, we were saying, if you're addressing someone, like, let's say you're addressing someone, and you have a… I used the example earlier of someone going on vacation, right? And I said I went to ASD for the beach bags. Another great way that you have to think is a retailer. can you buy a little case of hair ties, right? So on vacation, I could come to your store, I'm buying, you know, a dress, I'm buying a beach bag, and hey, here's a few cases of, you know, they used to… we used to do the tube of hair ties, right?
Stephanie Beringhele: Hell yeah.
Dane Cohen: A sparkle one, a black one, that's all of a sudden, you can add on $15 to a purchase, you're increasing your average unit retail, you're increasing your, sorry, your average dollar spend, your units per transaction. These are the ways that, like, you become a lifestyle retailer instead of, again, just a commodity retailer.
Stephanie Beringhele: And then train that staff. Where are you going? You're going on vacation? Well, you need that messy bun hair while you're there, right? So have some personality with your staff, too, and your storefront, and… have them be curious. Why are you here? What are you purchasing? And can I help you? And did you try this? So, there's so many different levels that you can do to make sure that, again, the basket size, you have that customer, that traffic in your store, make sure you optimize it, and that they get everything that they need, and maybe what they didn't know that they needed.
Dane Cohen: Yeah, right, exactly, what they didn't know that they needed. I think that's the difference between exploratory shopping and a show versus, you know, just reordering product online. Tell us a little bit, we have, we're… I do want to just remind everyone, please ask questions. We have a few more minutes with Stephanie, so jump in, ask questions before we jump off. Stephanie would love to chat with you. Nico, if we could also put in We do have more information on ASD. Oh, here it is. I'm gonna put it right in the chat, so anyone can. look into the show, and I'm sure Stephanie would Love to answer any questions, but tell us a little bit about this new Forge partnership. Surf Expo, that's a huge show. Outdoor Retailer, that's a huge show. What does this mean now for, you know, your attendees for the industry at large?
Stephanie Beringhele: So, I look at it as it's the white glove service. So, we have shows that are very unique. They're uniquely designed to cater to a certain market. Outdoor really leans into the grassroots of everything, and pulling in new brands, and then the influencers that are behind it that say, this is why we need this product in the outdoor space. Surf Expo, they're bringing in, diving equipment for the first time, and that's a lifestyle, so it's fun, it's engaging. But it's very true to their brand. So, when you look at a calendar year, we always advise What kind of store do you have, and what… Of these different types of shows is going to enhance my storefront. Not all of them are for everybody, but there's a lot of complimentary items. And again, most of these shows, they have brand new vendors that aren't going to them, the other ones, so you get to explore and see new things. So I always say. Look at a calendar year. ASD, that's where you're gonna build your margins, that's your complimentary show, I think that you must attend at least once. And then definitely, if you're an outdoor enthusiast, and you want to see what's coming out to the market, and you want to network with some of the top people that are there, go check out Outdoor Retailer. Same thing with Surf. If I'm in sports licensing, maybe I have a college store, and I need to know what's hitting the market that's fruitful for head on over there. So, we're very excited. You'll probably be seeing some news soon of saying, 2027, when are the dates? And what are the best investments for me to go to these various shows that are gonna have the most impact for my business?
Dane Cohen: Fantastic. Well, Stephanie, we will be seeing you at ASD Market Week. That's March 2nd, March 3rd, March 4th at the Las Vegas Convention Center. Correct? Did I get that right?
Stephanie Beringhele: You nailed it! Look at you!
Dane Cohen: And then we have a new registrant, Lena from Rochester is gonna be just registered, so that is awesome to hear. Lena, make sure, we'll exchange info and we'll say hi out there. But, thank you so much for joining us. Can you tell people where, how they can listen to Retail Revelations?
Stephanie Beringhele: Of course, so if you go to ASD Market Week on YouTube, that's where you're gonna see the various channels, and the insight is incredible. People get very thoughtful with how they communicate, what they're doing with their businesses and how they're succeeding. So, ASD Market Week on YouTube. You can also go to our LinkedIn page, or any of our social pages, and then I hope you put my contact info. I love meeting new people and talking to them. and just guiding them, so you can find me, Stephanie Beringhele, on LinkedIn. Trade Show Junkie was one that I tried before. That's an old one, but it's, Retail Revelations Inside the Deal. And then, Dane, you forgot to tell everyone the most important part. Make sure you go to the Hub during ASD Market Week, because.
Dane Cohen: Yay!
Stephanie Beringhele: our stage, and that's where industry experts like Dane will be there. We're gonna try to get all of our content out before the new year, so you can see what the titles are, descriptions, and you can learn from there.
Dane Cohen: Alright, well, this was so fun, Stephanie. Hopefully, we'll get to do this on Retail Revelations as well. We'll have a.
Stephanie Beringhele: Me too!
Dane Cohen: Round two, but we're so excited for the growth. We love to see the trade show industry expanding, and with Forge, now bringing a bunch of tremendous shows together. We'll have more opportunities to see you throughout the year. I just got back from Surf Expo not so long ago, so… This is super exciting. As always, thank you for joining us here on Indie Insights Live. We'll be back next Thursday, with an exciting, guest. We'll be mailing that out, sending that out to our audience tomorrow, so you'll see who's gonna be on for next week. Some exciting stuff in the e-commerce and online world. And, of course, you can find us on our YouTube Management One and our Indie Insights Live podcast playlist, and we will send this recording out to you as well. Thank you, Sean. Sean's looking forward to checking out ASD. Stephanie, always, good to see you, friend of the pod, and we'll see you in Vegas in not so long.
Stephanie Beringhele: Amazing. Thanks for everyone for joining, and then Dane, I'll see you soon. Thank you!