REGAL GIFTS- Brandie-Lynn Patenaude, Independent Associate

Description

Regal Gifts Corporation is an e-commerce, catalogue and direct marketing company operating in Canada using the Regal brand which has been part of the Canadian landscape for 8 decades. Regal Gifts re-entered the market in February of 2006, as the dominant player in the gift and gadget market for the direct selling industry in Canada.
The Regal catalogue is a true “institution” in Canada, with over 80% brand recognition. The brand is emotive, holding a strong, warm, connection with hundreds of thousands of direct member customers and millions of consumers. A large segment of the Canadian population has fond memories of selling, fundraising and shopping with the Regal catalogue. Regal is known for its unique products that include greeting cards & gift wrap, handy household helpers, kitchen gadgets, home & seasonal décor and unique family gifts, all sold at great prices with average item pricing below $20. There is no other catalogue like it in the Canadian market. The new Regal is growing quickly through a unique business model that utilizes a virtual product warehouse. Owning no inventory, instead partnering with third-party product and fulfillment vendors, Regal leverages the inventory and operating efficiencies of these product vendors to their significant base of customers. The brand is sold through three main customer (or member) channels that are proven profitable: Direct selling members who operate micro-businesses reselling Regal products to friends, family, co-workers and neighbours. These members sell to consumers at retail and earn their revenue through a discount based upon their sales level from the previous year. Group buying members who join with friends, family, co-workers and neighbours as a buying group to achieve a catalogue discount (ex. like sharing the Costco card). Fundraising members who capitalize on the brand recognition and long history of fundraising to raise money for their school, church, sports-club, daycare, etc.