Creative Leisure News
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WESTLAKE ASSOCIATES

Featured: November 5, 2007

Westlake Associates is one of the quiet success stories of our industry, with a record of achievement known mostly to its clients. Clients have included A) manufacturers looking to leverage excess capacity, re-invent existing programs, or expand into new areas; B) retail chains looking to capitalize on direct import sourcing and supply chain capabilities through new product and program ideas, or expand their brand with new marketing ideas; and C) private equity or financial companies looking for new investments or how to turn around or maximize under-performing assets.

The Westlake name doesn't appear on products or merchandising programs, but it has a long quiet history of helping its many clients become more profitable.

Westlake Associates was co-founded by industry veterans Peter Heinsimer and Terry Hunt in 1994 and has been working with retailers, manufacturers, importers, and financial companies to create new concepts, businesses, products, marketing programs, and more. They have created successful product lines, sales strategies, and merchandising programs that have increased sales and profits for many of the industry's best known retailers and domestic and foreign manufacturers.

Westlake Associates also works with financial companies to understand the industry and its opportunities, nuisances, and obstacles.

In early 2006 Peter said he thought "2007 would be the start of one of the most challenging times for the arts and craft industry at all levels and affecting most companies. Today I see several problems and issues continuing into 2008 and beyond.

"In the last few years there has been an accelerated amount of consolidation of retail and suppliers," Peter added, "including sales of companies that continue to have dramatic force and effect for the industry. In addition, the changes and issues in China, which produces a large percentage of the industry's products, continue to develop at a rate that I see accelerating going forward. The changes in China and other parts of the world, along with the increased cost of energy and the depressed U.S. dollar, will cause many additional issues for the industry and affected companies.

"This is not a doom and gloom prediction," Peter cautioned. "I continue to see huge opportunities for companies to prosper if they have the foresight, determination, and financial capabilities to not let the macro and/or micro problems deter them."

Westlake Associates' mission is "to work with companies to develop new or re-invented concepts, businesses, products, programs, and branding that meet their goals and objectives and have the potential to contribute significant volume and bottom-line profits."

Heinsimer is a true industry veteran with 25+ years experience in all facets of the industry. He began his career as a field manager and then buyer for one of the first national craft retail chains. Later, he was a partner in the top macrame company when macrame was the scrapbooking of its day. Since 1994, through Westlake, he has been involved in business, concept, and product development; marketing; branding; sales and importing.

Partner Terry Hunt was in charge of product development for Westrim prior to starting M.T. Hunt Designs; over the years Terry has designed many successful consumer products and programs for the craft and home decor industries.

Peter and Terry have been involved in helping to develop many of the industry's top-selling products and programs in the macrame, paper, craft basics, kids crafts, jewelry making, home decor, framed art, seasonal, finished florals, publishing, television, and magazine areas. In addition to working together, Terry and Peter have been married for 25 years.

PERSONNEL: Peter Heinsimer, President; Terry Hunt, Chief Creative Officer. (Other Westlake associates are specialists who are assembled on a project-specific basis.)

ROLODEX: Peter Heinsimer, Westlake Associates, 29740 Kimberly Dr., Agoura Hills, CA 91201. Call 818-889-4853; fax 818-889-6221; email westlake01@aol.com.