A Chat With January's Profile, Brendan Edgerton, vice president of direct marketing, Crutchfield Co. (Text & Audio)
CS: How many employees do you have at Crutchfield?
BE: We're at a little over 550. That's comprised of headquarters here in Charlottesville, our distribution center's here, a second call center in southwest Virginia and the two retail stores.
CS: Are you able to provide an annual sales figure?
BE: As a private company, we tend not to publish that. I'd say we're healthy, we're growing. What's exciting there is the product mix change that we've experienced over the last several years as we evolve from the basics of being kind of a car audio enthusiast base into more of a player in the home, home theater, hi-def TV arena. That's been a nice product oscillation to watch develop.
CS: What's the primary merchandise offered at Crutchfield? Does this vary by channel?
BE: The most easy break in our product line is the car vs. home distinction. So if you think of car product as car audio, car video, MP3 and iPod accessories, GPS, that's kind of the basis for the business. It still represents the bulk of our order volume. However, the home category, and that's hi-definition TVs, higher-end home theater, home speakers, those types of solutions, even gaming we're offering now, that represents about 60 percent of the sales.
CS: What's the overall SKU count?
BE: We're a little over 8,000. That can flex, depending on time of year. I think we've had as many as 8,900 SKUs recently, but over 8,000 is a good benchmark.
CS: What's the average SKU count in a catalog?
BE: It will range between 300 in those lighter page-count books to as many as 1,200 to 1,400 in those big books, or master books, basically those are the compendium versions of the Crutchfield offering.
CS: What's the page count on one of the big books?
BE: Two hundred and forty-four, and I think our second version step down from that is 196. Those would be the typical large formats for us.