Nikwax, the British specialty brand of waterproof and product care...

Nikwax, the British specialty brand of waterproof and product care solutions, is rolling out a retail marketing campaign across the U.K. and Germany by naming its preferred retailers, called ?premier dealers.? Specialty stores can display that title with a sticker at the front door if they meet certain conditions: The shop has to carry a reasonably wide collection of Nikwax products, sold through a sales staff that has been well trained on the range in order to give consumers the best possible advice. In Germany alone, 16 well-known specialty retailers took part in the initiative rolled out in early January.