The business landscape is one of the most uncertain territories where enterprises fail or rise to fame daily. In this competitive space, it is a challenge to not only survive but continually stay relevant across the continuum of time. Gary Advani, the Founder of Creative Concepts Manufacturing Group has laid the foundation of one such company that has stood the testament of transformation. In the 80s, Gary capitalized on the manufacturing demand from the West and became one of the leading suppliers for consumer products. Creative Concepts is leading in retail innovation for more than 35 years. The business was soon spearheaded by Gary’s two sons—Joe Advani (Managing Director) and Vin Advani (Vice President). The young duo brought a new vision to the company. Their exceptional thinking and zeal for innovation and bringing new products to market scaled the company’s manufacturing capabilities by tapping into retail distribution, direct response television and e-commerce directly. With the inclusion of technology, the Advani brothers worked with the R&D team to create and innovate new products that have been trending in the consumer product industry.
Creative Concepts Manufacturing Group is a family-owned business that was founded to be a champion for retail brands and product innovators looking to deliver quality lifestyle products with worthwhile profits. Today, the company is recognized globally for its world-class OEM manufacturing and distribution of popular retail brands and innovative products. The team has successfully conceptualized, designed, manufactured, and distributed more than 1,500 unique projects, all while keeping the goals of timeliness, extreme quality, reliability and consistency at the forefront. Creative Concepts group has led the company’s growth in Hong Kong, China, USA, Italy, UK, and Canada today and is recognized for the highly skilled management team with fast decision making, rapid new product development, and speed to market.
Reliable Retail Manufacturer
Over the years, Creative Concepts has grown to be one of the leading and preferred manufacturers of top retail brands. The key to sustain for nearly four decades has been reliability, quality, and being a vertically integrated manufacturer, this has not only granted the company success but also helped it earn credibility with end consumers. Presently, Creative Concepts primary focus has been to collaborate with innovative product lines with Global retail brands such as EVEREADY®, MasterChef®, American Red Cross®, Slick® Men’s Grooming, ZABELLE™, GoTech® Cordless Technology, LED Innovations LABS®, and MediConcepts®. “Consumers trust in our quality and these brands trust in our vision because of experience that fulfills the strategic steps from conceptual planning, design, manufacturing, and compliance to final consumer satisfaction,” quotes Vin Advani.
With the advent of the pandemic, the needs of both the customers and retail brands have drastically changed. People are forced to stay indoors and avoid social interactions. The new normal has also been introduced to a new opportunity i.e. the consumers’ shopping interest inclined towards grooming and wellness products and retail brands are in need of a manufacturer that understands their exact requirements. Creative Concepts vertically integrated infrastructure enabled the team to grasp the opportunity and serve retailers globally.
Business Ethics are Pillar to Success
Pandemic has drastically affected the business worldwide. Amid the catastrophic situation, sustaining the business is a mammoth task and the leadership at Creative Concepts has managed to sustain this situation. Over the years, the company has come across various challenges but its ethics and core values have helped the team in overcoming these challenges. Creative Concepts business ethics include honesty, consistency, teamwork, and customer satisfaction. “If a business does not have these ethics, the business will likely not survive as this is what creates a strong foundation and sustainability,” explains Joe Advani.
The skilled team of Creative Concepts consists of experts from their own field of work and the company thrives on their experience and knowledge. The unique vertically integrated module enables the company to maintain a streamlined process within the association to ensure consistency throughout—from designing to distribution. Leadership at Creative Concepts firmly believes that teamwork is the backbone for the success of the company. Joe Advani adds, “We are honored to have like-minded experienced professionals in our organization that understand the value of being a dream team.”
Becoming a Trustworthy Brand
Creative Concepts Manufacturing Group is continually learning from the customers and consumers to expand their footprint. In the coming five years, it aims to collaborate with more globally renowned brands for the products by bringing smart manufacturing technologies and innovations in the consumer products industry. The goal is to become a worldwide trustworthy brand that will be the first choice of any consumer when purchasing products. The plan is to assimilate thousands of influencers under the umbrella who would help the team in promoting the products to consumers as real and gimmick-less! “From—We use to build products, then go find an audience | To—Now we build an audience, then make the products!” concludes Vin Advani.
“At Creative Concepts, we believe helping great brands deliver incredible products to their customers is our mission.”
“Our success is seen in not only our backgrounds but also in each daily task we diligently complete, always keeping the consumer’s goals at the top of our list.”
“We aim to establish our group as a worldwide trustworthy brand that would be the first choice for any consumer when purchasing a product.”