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Former 33 Joints director teams up with Just Consultancies

The former sales director at footwear supplier 33 Joints, Graeme Nichol, has been applying his footwear expertise to sandal brand Slydes, after setting up his own agency.

Nichol, who left 33 Joints six weeks ago to set up his own consultancy, Bluesole, is consulting on the affordable footwear brand, which is part of the Just Consultancies portfolio, headed up by Juls and Steph Dawson.

“After 14 years, it felt like it was time to develop other interests,” Nichol said.

“There’s a real push to strike while the iron’s hot with Slydes. Juls came to me and said that the category is really strong, people like the name and the fashion aspect. They just needed someone with footwear expertise.”

In the last month, Nichol has worked on increasing the brand recognition of the brand: “The product was too random. It didn’t look like a footwear collection, so I’ve tried to streamline the range and make it look like a more cohesive offer.”

He has also implemented new point of sales methods to promote the product in stores.

Dawson, who has known Nichol for 15 years, said: “As Slydes is growing at a phenomenal rate globally, it seemed like a good time to get him on board on a consultancy basis. With all the experience he’s got in the footwear market, he has been a real asset in driving sales. I’m very happy to have him on board.”

Slydes, which has a wholesale price range of £6 to £10, is now stocked in most of Europe, Australia, the US and South America, and has plans to potentially expand to South Africa.

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