SUPPLIER NEWS S
HALLS SET TO MAKE HISTORY L
as a “topsy-turvy” year
ike so many in the garden trade, the Juliana Group has had what marketing manager Peter Monahan describes ear
Describing the enormity of this, Mr Monahan said: “For some people, they’ve done this maybe once or twice in their lifetime.”
r,, thanks to
the late start to the season. Despite this, the business has seen sales “broadly in line with the previous year” and is set to make a gr ound- breaking start to 2019.
Mr Monahan described its 2018 performance as “encouraging, given how tough it has been”, adding: “The Beast from the East killed our spring, which is traditionally our busiest time of the year .”
However, whilst sales wouldr,, whilst typically peak during Easter and then taper off, the business has not seen the same drop-of
off ff as we hit
winter. “It does seem the industry is becoming less seasonal,” explained Mr Monahan.
This stands the business in good stead as it gets set for its biggest launch in a very long time. Having acquired the assets and brand of Halls in 2009, the Juliana Group incorporated it into the stable of its other gr eenhouse brands, including Juliana and Eden, and little has changed since then. r,,
He explained the catalyst for the exciting new development: “Halls’ products have been unchanged for about 40 years - it was the original aluminium greenhouse. We
We were
sat ther e with a brand that is very well known but whose pr oducts had been copied by all and sundry. We
been copied by all and sundry We thought it was time we did something with it and we are about to launch the first new product in 40 years.”
e t
As part of the brand re-launch, the Halls brand was given a makeover,r,
ng it into the 21st Century
However, the group has now given the brand a complete revamp and is set to launch a brand-new product to market this spring.
s brand was given a makeover with a new logo, new graphics and new marketing strategy designed to “bring it into the 21st Century,” saidy,,” said Mr Monahan.
So what is this new product and why is now the right time, we ask. Having seen the changes in the
“We e installation We
SUPPLIER NEWS S
Following its acquisition of the Halls brand nearly 10 years ago, the Juliana Group has made big changes and has an exciting launch for the first time in four decades.
market, Mr Monahan says it is very much about targeting anew,w,younger market and getting them excited about gardening. “The new model greenhouse, the Halls Qube features a completely new profile system and has been designed to be completely symmetrical, so there is less room for error when assembling,” Mr Monahan explained. W also
have service, our
becoming increasingly popular . “It looks really differ
which
own is
ff ent – the
glass sits on top of the profiles, not inside them, so it looks more like architectural glass. It’s much easier to clean as well and have a low threshold. It features toughened safety glass and is aimed at young families and it even has gutters to collect rainwater to water plants. “We’re really excited about
it.
It’s a r eally big thing for Monahan concluded.
us,” Mr
www.diyweek.net
14 JANUARY 2019 DIY WEEK 7
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