Juliana Group reports great uptake of new model
Published: 18 January 2019 - Fiona Garcia
The greenhouse manufacturer launched its latest product via a roadshow to 50 of its key customers, resulting in 45 orders for a display model ready to start stocking the new line; the first new launch under the Halls brand in around 40 years.
Plans had been to showcase the Halls Qube at Glee in September but the product wasn’t going to be ready in time for the show, marketing manager Peter Monahan told DIY Week. So, to introduce the greenhouse to potential stockists, the company took to the road with an assembled model on a branded truck, visiting garden centre greenhouse dealerships.
Mr Monahan described the new product as “ground-breaking,” adding that an innovative roadshow-style trade launch seemed appropriate. “The uptake so far speaks for itself,” he said.
The Qube is the first in a series of innovations planned under the Halls brand, and will be supported by a consumer marketing campaign, with a big focus on social media.
Speaking to DIY Week before Christmas, Mr Monahan explained the significance of the new launch for the company, which acquired Halls in 2009 and has recently given the brand a complete overhaul. “Halls’ products have been unchanged for about 40 years - it was the original aluminium greenhouse. We were sat there with a brand that is very well known but whose products had been copied by all and sundry. We thought it was time we did something with it.”
He said of the re-brand and new product launch for the first time in four decades: “For some people, they’ve done this maybe once or twice in their lifetime.”
The exciting news follows a steady year for the company, despite a late start. Mr Monahan described Juliana Group’s 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 would typically peak during Easter and then taper off, the business has not seen the same drop-off as would be expected come winter. “It does seem the industry is becoming less seasonal,” explained Mr Monahan, adding that it is better for resource planning and means the company, “doesn’t have to throw as much as usual at that time of year,” in terms of logistics and manpower.