Bobby Ciricillo has a taste for quality. From his wine preferences to his historic home on a mountain in Montreal to the fabulous parties his company throws at industry events, the vp of sales for JP Metal America understands you get what you pay for. And quality, while not cheap, is worth it – especially in fixtures.
Ciricillo learned this lesson, along with the value of hard work and ambition, from his Italian parents. He’s also fluent in French and English. (His first language is Italian.)
After college, he started his own business, importing and distributing high-end paper and plastic packaging products, with an emphasis on shopping bags. Fashion elites like Hermés, LaCoste and Chloé were among his clients.
He joined JP Metal America (Montreal) in 1993. During his initial training, he learned the ins and outs of fixture manufacturing. U.S. sales grew, and Ciricillo was put in charge of maintaining and continuing that expansion.
Now, more than ever, he says it’s a great time to be in the fixturing industry.
“The tide has turned toward quality fixtures that will hold their value as well as they hold merchandise,” he says. “Fixtures are an investment. Retailers are starting to realize that a well-engineered fixture may cost more at the time of purchase, but it will be worth it in the long run.”
What is the biggest challenge facing the store fixture industry?
The pace of the industry has accelerated and this in turn has challenged the manufacturer to keep pace by reinvesting in technologically advanced machinery, constantly training employees and strictly adhering to quality-control standards.
What never fails to surprise you about this industry?
The constant evolution. There was a time when fixtures were just a means to house a group of garments or hard-line products. But as the consumer evolved and became more sophisticated, fashion became more important and so did the atmosphere within the shopping environment. Today, fixtures have their own fashion. And just as fashion trends come and go, so also do trends in fixtures.
What’s your favorite trend in store fixture manufacturing right now?
The utilization of textures in fixtures. Intricate designs are made possible by CNC lasers and we are applying more textures on a variety of materials.
Least favorite?
Knock-down fixtures and weak joints always bother me. Over time, these fixtures lose their shape and strength, resulting in a less-than-stellar selling floor.
What was the first U.S. sale you ever made?
I was summoned to Harley-Davidson’s Milwaukee headquarters. The challenge was to deliver a store’s worth of fixtures to Bloomington, Ind., in an extremely short amount of time. My answer was a nervous yes. That relationship grew to a partnership of over eight years. Today, JP Metal America ships to Harley-Davidson dealerships worldwide.
JP Metal America throws fabulous parties. What’s the secret to planning a great event?
Spare no expense. The event should be memorable. To this end, the atmosphere, the food, the wine – everything must be the best. Nothing pretentious, everything quality.
If you could add any person to the guest list, who would it be?
Why, was there somebody missing?
What’s the best invitation you’ve ever received?
I was invited by Yvan Cournoyer, the Montreal Canadien Hall-of-Famer, to sit with him at a Canadiens game. Afterward, we went to the Ambassador’s Club, which is reserved for past hockey greats and their guests. I grew up idolizing these athletes!
What’s your most prized possession?
We recently purchased a 100-year-old home on a hill in a historic section of Montreal.
What song do you sing all the time?
Lately, I find myself singing Black Eyed Peas songs. My kids sing them in the car and inevitably I join in, though I don’t always know what I’m singing. I’m not sure I can say the titles.
What interests you most about your job?
There is never a dull moment. I enjoy the positive energy that’s involved when pushing forward.