Modern Retail Interview: Rufus Country

Rufus Country

Company Name: Rufus Country
Interview Contact Name and Job Title: Fabian Lintott / Founder
Website URL:
Social Media Links: Instagram Twitter Facebook
Number of outlets: online
Location(s): Hertfordshire
Market(s): (eg. Homeware, fashion etc) Leather Goods

Modern Retail talks to Fabian Lintott founder of Rufus Country where the finest quality leather products are found. Designed in England you’ll never be disappointed with the standard or the service provided by Rufus Country.

Fabian Lintott Rufus Country

MR: How do you aim to stand out as a brand?

FL: Our aim is to stay totally independent and to create a brand that is purely focused on the relationship between customer and brand. No middle men, no large companies just beautiful products at fair prices. Rufus Country is about superior products, that are backed by a solid warranty and if you need something on the journey pick up the phone and we will give you the best customer support possible.

MR: Why should people shop with you?

FL: People should shop with us if they want a product that has been well designed. I have been working in bags and accessories design for over 13 years now and this weight of knowledge has been put into every product that wears the Rufus Country logo. Also, as we have no shops or middlemen the price you pay is lower than you would have to pay for an equivalent product on the high street.
Better quality, lower price it’s a no-brainer really!

MR: What challenges do you face as a business, and how do you aim to overcome them?

FL: Our biggest challenge is to grow our user base. We live in a world where we as consumers are constantly bombarded with products/offers/buy now pay later/consumption. So, getting above the noise and saying hey we are different is challenging. In the new year, we will be investing more heavily in our website and web marketing.

MR: What do you love about your work/business/brand?

FL: I do love working on my own brand it gives me a sense of pride that wasn’t there when I worked elsewhere. I deal directly with the front end of the business as well as the design, so I get to have a great insight into our customers what they are looking for and how we can help. This is great as you get proper front-line experience as to what the customer is looking for!

There is also nothing like seeing your brand being used out in the real world.

MR: What advice would you give to a new retail start-up based on your experience?

FL: Don’t go too heavily into your idea at the beginning. However amazing your ideas are just take it steady at the start and grow steadily. If you invest to heavily in stock at the start it can leave you in a position where your capital is tied up in too much stock and your sales don’t justify it. It is better to be prudent and if you sell out that’s a great place to be. Use your money wisely and spread it across the business.