Swing Gifts is turning 50 this year and to celebrate this major milestone, Andrew Irving shares some highlights of the wholesaler’s journey.
When was Swing Gifts launched and how has the business evolved over the decades?
In 1975, my mother Marie Irving and her friend Jenny Swann decided to start a wholesale business; that’s the SW and ING in Swing. I vividly remember the first box of samples arriving from Taiwan; it was full of random board games. Let’s just say none of them went on to become Monopoly. A spare room at the family home became the company headquarters and my first job as a nine-year-old was to apply a purple stamp to the top of all the pages in the order book.
In 1993, after five years as a corporate banker with ANZ, I joined the company as financial controller and in 1998 Swing became a wholly owned family business supporting three generations of our family.
Today we boast a state-of-the art distribution facility of approximately 6,500 square meters and showrooms throughout Australia in partnership with our agents. I have two children who have both spent their university days also working casually in the warehouse. And who knows? Maybe one day they will have a vision to set the company on a new pathway.
What are some of the standout products or ranges that have defined your brand and kept retailers coming back?
I can proudly say that we are a market leader in the Christmas décor field. Over 40 years we have seen a lot of wholesalers come and go in this space. It is tricky to get right. We have an excellent supply network that stretches well beyond the normal boundaries.
In recent times, our lighting ranges have performed very well. Again, this is a tricky space and we ensure that we adopt the correct electrical safety standards for Australia and New Zealand.
We are also very strong in glassware, ceramics and polyresin, resin, but really there are no boundaries, we work with all mediums from time to time.
Biggest lesson in wholesale over the years?
If you want to be a wholesaler, stick to wholesale. Once you cross that grey line of retail, it gets very blurry, and you will be compromised. You only have to look to other industries for guidance. Successful global brands support their dealerships. We in turn support our retailers; we would never compete directly with them.
You’ve been exhibiting at trade fairs since 2003. What are the benefits of having a presence at these events?
Trade shows are still the best events to meet new customers and service those from afar. I would say that 90 per cent of our active customer base discovered us at a trade fair.
They also provide a wonderful opportunity to catch up with longstanding customers. I really enjoy seeing our customers, taking time for a coffee and a personal chat. We are all in this industry together and we all get along pretty well.
In my humble opinion, Reed Gift Fairs still provides the best trade platform available in the market and that keeps us coming back.
How will you be celebrating your 50th anniversary?
Watch this space. We will run some fun promotions and certainly celebrate with our staff in style. We have some amazing staff and customers who have been with us for decades. We are all one big, supportive family, to be honest.
Swing Gifts is exhibiting at Reed Gift Fairs Sydney, stand W11, ICC Sydney from 15 to 18 February 2025.
