Presents of mind produced a gift idea

AFTER THE BOOM:EXPANDING THE product range of Lulu O'Sullivan's online gifts website has helped reduce the negative impact of the recession.

The owner, who set up Giftsdirect.com 21 years ago in Dublin, has seen a 5 per cent slip in revenue across online and catalogue sales this year. Increasing the product range by 100 per cent to more than 500 gifts, including Irish gift brands, wedding and anniversary presents, and gifts for men, has helped boost sales.

“We started extending about eight months ago. That helped – where we might be losing in some areas, we have such a big product range that we are making up for the areas that are not doing so well,” says O’Sullivan.

Corporate gift purchases at Christmas were hit hardest last year with customers spending less than usual, a trend she expects to continue this year. However, the online side of the business, which makes up for almost 80 per cent of the company, remains healthy.

“Overall we are holding our own on last year and we are keeping our overheads tight. We are being hit like everyone else but we are not keeping still and expecting sales to come. It is not going to happen unless we work harder to bring the money in.”

O’Sullivan has reduced staff levels to 12 by not replacing two staff who resigned earlier this year. She will also hire about 80 temporary staff to help during the busy Christmas period this year, compared to 110 during the boom years.

O’Sullivan set up the business during the downturn of the 1980s as she was struggling to find a job.

“I was not going to sit around and do nothing. I think because I have been through a recession, I am not saying I like it, but I know that you have to work harder, pull up your sleeves, and make sure every penny is accountable.”

Tell us your story at aftertheboom@irishtimes.com

With reference to an After the Boom piece on Galmere Foods appearing on August 14th, the full owners of the company are JJ and Emer Coppinger.