Eight year old Basebuy keeps costs to a minimum by still running the 13-store leisurewear retail chain from the founder’s living room. Four people handle design and manage its contract manufacturing relationships. Chief executive and founder Peter Donnelly says he also controls costs by not warehousing inventory. Instead, he has relationships with manufacturers who ship inventory directly to the stores and share the risk. Sales have grown from £650k in 1994 to £3.3m in 1997.
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