ROYAL DISTRIBUTING INC. - The Canadian Business Journal

ROYAL DISTRIBUTING INC.
www.royaldistributing.com
CBJ
ROYAL DISTRI
Express Service for All Yo
SPORTS & RECERATION
IBUTING INC.
Your Powersports Needs
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SPORTS & RECREATION » Royal Distributing
John Mochrie (R)
“If you have it, they will come”
is a slight variation on the bible
verse but sums up the Royal
Distributing Inc. sales philosophy.
As Ontario’s leading supplier of
powersports parts and accessories,
the company strives to have exactly
what customers need for their
powersports vehicle and ship it to
them overnight.
parts and accessories for snowmobiles and
ATVs. At the time, he envisioned the project as
a hobby but ended up creating the first mail
order powersports company in Canada.
Today, Royal Distributing has grown into
four retail stores with nearly two hundred
employees. Its state-of-the-art warehousing and shipping facilities cater to customers
across Canada. While the company focuses
on after market parts and accessories, it also
carries engine and suspension parts and riding
JOHN MOCHRIE, HIS wife Marion and business
and protective gear.
partner Paul Messier started the Ontario-based
The Canadian Business Journal spoke with
company in 1990 as a supplier for after market
CFO and founder John Mochrie about how the
NOVEMBER 2015 « The Canadian Business Journal
5
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company achieved success, what keeps the cus-
require parts quickly. “The biggest key is to try
tomers coming back and some of its products.
to have a fill rate of over 90% on a day-to-day
basis. It’s the old saying: ‘If you have it, they
Buy Right, Sell Right
Customer satisfaction is the company’s main
will come,’” Mochrie says. “Customers want it
in that 24-hour span.”
When Royal Distributing first started, the
priority. It has built a reputation on filling
market for parts grew so rapidly that the plan
orders quickly and accurately. “We rely on a
to remain an online mail order service only
very strong warehouse. If there’s an item in our
quickly evaporated. Three years later, the com-
catalogue, we strive to have it in stock at all
pany opened its first retail store in Barrie and
times,” Mochrie says. “People have gotten used
then in Guelph, Sudbury, Innisfil and Whitby,
to depending on us, and having fair prices, and
Ontario. All the retail locations bring great
being able to get it to them in a realistic time.”
products, prices and service to the major mar-
Royal Distributing guarantees most items
to customers overnight. This is essential
because vehicles breakdown and customers
kets in all corners of the province.
Royal Distributing’s operation hub is the
Guelph location on Woodlawn Road. Today,
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SPORTS & RECREATION » Royal Distributing
it carries all the ‘toys’ for sports enthusiasts
are eye-catching” so “customers can’t help
of any age. From protective gear, includ-
but notice the motorcycles, snowmobiles and
ing jerseys, gloves, pants, helmets and boots,
watercrafts that are cleverly displayed through-
to casual wear and accessories. The Guelph
out,” the company website says.
location is a 97,000-square foot building that
is home to the mail order operation, a huge
warehouse and distributing centre and retail
showroom.
The Royal Distributing retail showrooms
Exactly What Customers
Need
As the powersports population ages, com-
are modern and contemporary. They have
panies are adapting to the demands of these
“bold coloured graphics and attractive displays
consumers. In particular, Royal Distributing
NOVEMBER 2015 « The Canadian Business Journal
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SPORTS & RECREATION » Royal Distributing
NOVEMBER 2015 « The Canadian Business Journal
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recognizes the demand for comfort items,
such as Fox Racing Motocross Helmets,
such as three-wheel motorcycles and heated
Leather Joe Rocket Jackets and snowmobile
clothing, seats and grips.
suits from companies like FXR.
“There are two or three companies build-
A new product that currently has people
ing three wheel motorcycles now versus two
talking is the Crank Plus, a multi-function
wheels. If your legs are getting weaker and
power supply. The Crank Plus has a recharge-
you don’t want to stabilize the bike anymore,
able Lithium-ion battery that produces more
you still have the option to ride,” Mochrie
power, is light weight and compact, and has
says. “Companies are also building four
flashlights for charging in the dark. It cranks
wheelers that are closed in and have heat.
anything from lawnmowers to diesel trucks,
Demands for a product that is easier to use
including electronics. Crank Plus offers addi-
and the comfort zone expectations are getting
tional cranking power, so it gives vehicles
higher.”
enough power to start, even in frigid tempera-
Keeping with its low-price promise, Royal
Distributing offers “Royal Weekly Specials” and
sells discounted and non-current products,
tures.
The retail stores carry a wide selection of
clothing for men, women and children from
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SPORTS & RECREATION » Royal Distributing
NOVEMBER 2015 « The Canadian Business Journal
11
popular lines, including Fox, Joe Rocket, Shift,
powersports industry is driven by passionate
Thor and more.
fun-loving outdoors powersports customers.”
Royal Distributing recently joined forces
Passionate People
with Wellington County to create a family
sports centre called Royal Distributing
Royal Distributing’s employees are key to its
Performance & Activity Centre. Wellington
success. “The strength of our company has
County residents will have the opportunity to
been our employees,” Mochrie says. “Their pas-
participate in organized sports and healthy
sion and strengths have really pushed it ahead.”
leisure activities in this state-of-the-art sports
For individuals who are passionate about
and recreation facility. Royal Distributing is very
powersports, Mochrie encourages them to
proud of the sponsorship because it can give
pursue their dream and work in the indus-
back to the local community.
try. “We need those enthusiasts that would
like to work in the business,” he says. “The
www.royaldistributing.com
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