Company Profile: A&E Leisure Ltd (AEL) Q&A by Cheryl Taylor, Editor
Tell us about your company background and your products? AEL’s experience in the outdoor furniture market is extensive, particularly in the Commercial sector where products have been tried and tested over many years in a very demanding environment. Product quality and value for money have always been paramount. Durability, functionality and design are all primary product considerations - and then supplying at the best possible price. Our aim is to Make More of Your Outdoors. AEL design products and manufacture to strict specifications. AEL products are widely used throughout the UK in a wide variety of venues such as Pizza Hut, Greene King Estate, Theme Parks, Fullers, National Trust, Loch Fyne, Holiday Inn, Esporta Health Clubs and hundreds more.
As a result of continued requests from the general public to purchase AEL products, a range ideally suited to the Homes and Gardens customer has been selected.
It is marketed under the Max-Green brand name and is complemented by Glatz UV protection parasols and Stobag awnings from Switzerland. Again, these products match AEL’s quality criteria and AEL are the sole UK nominated distributors for these high quality brands. Maxine Chambers is head of retail, homes & gardens.
AEL and Max-Green are both brands established by A&E Leisure Ltd. We take pride in what we produce and how we look after our clients. Attention to detail goes into every aspect of our business from design through production, merchandising and after-sales service.
Which are your best sellers? Max-Green Furniture, Glatz UV Protection parasols and Stobag Awnings.
Where are you based? How many people do you employ? The company is well structured and soundly based with offices and warehouses in Reading and Sheffield. We employ 45 people.
How do stockists find you ?
www.aelsolutions.com Tel: 01189 230350
When and how did you first start selling your products? The company was formed in 2001 by Richard Smith and Jenny Green. Both have over 30 years experience in the industry and are still very involved in the business. We started supplying the commercial sector from day one.
How do you market your products?
Through our commercial and retail catalogues, trade and consumer advertising, trade and consumer shows.
How do you get your message across?
Via our salesforce, directmail, website, catalogues, trade and consumer advertising, trade and consumer shows, endorsements and recommendation.
Which are your targeted retail outlets?
All furniture department stores, garden centres and outdoor leisure establishments.
What sort of delivery time do you offer? 5-7 working days
And, the next step? Any plans for the future, new lines, products, etc? We are continually developing new ranges both manufactured in the UK or imported from across the
world.The 2012 Max-Green/Glatz range retail catalogue is now available.
18 GCU AUGUST/SEPTEMBER 2011
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