Yapp Bros web sales grow following German investment

Yapp Brothers has seen its web sales grow 20% over the last year, on the back of a boosted investment following its partnership with German producer Reh Kendermann.

The Rhône specialist has seen investment rise in the last year following German producer Reh Kendermann buying a “sizeable” stake in the Wiltshire-based business in October 2015.

Currently the business is split 50/50 between retail and wholesale retail, but e-commerce has taken an increasingly prominent role, overtaking the shop several years ago to accounts for around 40% of off-trade sales now, with 40% being made over the phone, and the cellar door contributing the final 20%, director Tom Ashworth told db.

“We’ve concentrated a lot of effort on the website – it is a key area to stay on the cutting edge,” he added “We’re adding an ‘other regions’ section to the website and increasing the video content online, which are deliberately short and fun. The lesser known wines get the best hits”

It has also recently finished work on a one-page buy and check out, which Yapp said streamlines the process for customers so they don’t have to log in just to pay.

“Part of that [growth] has been helped by investment in the previous year [2015] to make it more mobile friendly,” director Jason Yapp said.

“We have a very conscious choice to put the website over and above the retail shop.” Yapp added, explaining that while it would be “lovely” to have a high street presence, particularly in London – and although it was intending to put a bit more capacity through its Mere shop – online gave it a bigger presence and it had no plans to expand its bricks and mortar operations.

The team employs around 15 people had has recently increased its team to include a London-based and an Edinburgh-based sales rep.

International focus

The company is also looking to boost its international business to leverage the opportunities offered by Reh Kendermann, which bottles Black Tower.

Ashworth said the duo are hoping the partnership will open up the Scandinavian monopoly markets and Canada, as well as boosting some of its own sourcing, but that otherwise the investment has “not changed [Yapp] much and was not intended to”.

“Our primary focus is sticking to our core business and bringing in interesting wines, but where there are other opportunities, [we can take advantage of that],” he said, adding. “Reh Kendermann have been very helpful partners.”

New wines

On the back of the boost, the West Country merchant has added a small range of German wines, but does not see the range changing from its predominantly French bias.

“We’ve put a furtive toe in the water and got some good listings, but we don’t want to get too distracted from our traditional markets,” Jason said. “We will always remain a French regional specialist.”

Around 95% of its stock currently ccomes from France, and Yapp says he does not see this figure dipping going below 90%.

The merchants recently added an eclectic range of new discoveries from the Jura and Burgundy, and some “iconic” wines from the Languedoc, it said, as well as trialling some Rioja Crianza and a sparkling rose from Wraxall in Somerset.

Supplies around 400 restaurants and around 8,000 private clients.