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Steaming Ahead


My best decision so far in business, is to change Thane’s positioning to focus on single products like our H20 X5® steam cleaner, and develop Thane as a lifetime value brand. From that moment, since starting in 2011, we have grown the company by 600%. This was achieved by maximising product opportunities and driving consumers to purchase through high profile retail partners. We’ve also expanded the business by moving into additional sales channels; growing brand awareness through short-form TV media, display advertising and partnerships with third party sales houses. Thane is becoming the hero brand I envisioned.


52 | FEATURE


Direct Response TV (DRTV) is an ideal platform to sell consumer products. We have seen phenomenal success at a time of recession, and we’re now entering a very exciting time where we are changing our direction and brand into multi- channel retailing. Our distribution network spans the globe in well over 100 countries through its group of owned and operated shopping channels, including Thane TV, as well as corporate subsidiaries, strategic partners and distributors.


Other than the evolution of taking multi-channel shopping to the UK High Street, we also


Thane UK, the multi-channel shopping network, has had a lot to celebrate in recent months, but it’s most recent success comes from the cleaning industry. Mark Thurgood, Managing Director, tells us all about their best selling product, the H2O X5® steam cleaner, and why it’s made such an impact on their business goals.


utilise DRTV, home shopping networks, catalogues, retail, print advertising, and the Internet. We develop and acquire products and distribution rights, arrange low-cost manufacturing, and then market products through various distribution channels.


As leaders in multi-channel retail, we've seen huge potential in solution-based homeware products such as the H2O X5®. Our mission at Thane is to bring our most successful direct-response products, just like the H2O X5®, to big retailers, driving sales and creating winning partnerships – having major


www.tomorrowscleaning.com


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