It’s a Mans World

Gerard Anthony is a name everyone in the county is familiar with, a name many of us have grown up with. With 21 years of trading under their belt, having recently completed a massive expansion plan and moved into a brand new premises that is seven times larger than the original store Gerard Anthony and their new wing aimed at younger clientele GA2 are a model of business dynamism and success in an uncertain time.

Gerard Fitzgerald is not one to shy away from change or progress. Every month he hires a mystery shopper to basically ‘spy’ on the business and report back on everything from service to stock and display. In addition he is entering the business in retail competitions such as the FBD Retail Excellence Ireland Awards as it keeps the business on its toes and motivates ever increasing standards. When it comes to stock Gerard knows what the customer wants and works to balance this with what the brands want which is to be stocked with brands of a similar standard. ‘Right now we have everyone we want brand wise and our electronic point of sale allows us to monitor the popularity of the various brands/items. You have to continually ask questions of yourself and your choices for example is a brand selling because of the brand or because of placement in the store. All these things keep us on top of our game as Ireland’s largest menswear only store.’

Considering all of this it perhaps comes as no surprise that Gerard Anthony’s decided to apply for the innovative Tech-Check programme from Leitrim County Enterprise Board. The aim of the programme is to help owner managers of small businesses to take a fresh look at how they can use technology to improve their productivity and gain a competitive edge. Gerard says the programme appealed to him as they were right on the verge of their expansion at the time and hoping to triple the business so he was keen to learn about ways they could do tasks more efficiently and embrace technology that would streamline the day to day functions.
The independent expert advisor assigned to Gerard Anthony came out on site for just one day. She assessed the current technology use identifying key issues, strengths and weaknesses relating to their existing use of technology and using this analysis she outlined a clear, action orientated and realistic plan for developing and implementing ICT skills, systems, hardware and software with the aim of delivering real and sustainable competitive advantage.

Gerard found the programme excellent and is quick to recommend it to other companies. ‘It’s simple and obvious in many ways but often these things need pointing out. We had an idea we were on the right track but Tech Check helped us with a load of issues and the expert made sure we were on the right track for now and into the future.’

In 21 years Gerard has seen a lot of changes in the way that men shop! ‘Tastes have changed, the men are getting more discerning and it’s not always the women shopping for them!’ says Gerard. ‘Years ago men bought clothes based on need but now they will simply treat themselves so that’s a big change.’ Gerard says that men want a different experience from shopping than women, ‘the men want to be dressed well and they want access to brands but they want an easy and quick experience so the clothes need to be clearly and well displayed. Gerard Anthony’s and the new GA2 that caters for the younger set are trying to create a shopping experience where people are confident of getting access to the widest selection, value and help – if they want it, plus parking! The car park at their new store is a major asset that makes a trip to the store completely hassle free.

So what does the future hold for Gerard Anthony’s and GA2? ‘The plan or vision is to continually increase standards and the portfolio of brands. We will give the current expansion 2 years to consolidate and then look to expand again. In the meantime we will continue to work to get things right. We are still charged with the enthusiasm and adrenaline from opening the new store. We know we have a ‘wow’ factor shop and a unique business. There is nothing around that can compete with us.’

Gerard Anthony and GA2 are based at Mulveys Centre, Boyle Rd, Carrick on Shannon. They cater for men and boys from the age of six and also for Communion, Confirmation and Wedding Hire. In addition they offer a full tailor service.

For more information on the Tech-Check programme and how to apply contact Leitrim County Enterprise Board on 071 9620450.