Essential reading for retailers and suppliers in the home improvement market

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.



(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Printable View E-mail Bookmark

Latest reader comments

re: Latest update on Green Homes Grant and implications for homeowners and landlords

John Hart
After applying for a green homes how long will it take for a decision? thanks...

re: SX Rainproof Exterior Caulk

I need the exterior sx rain resistant caulk! Can't get it anywhere so please help! How can I order it? Need it yesterday...

re: BCT can replicate any material in a ceramic tile

Christina Tiritanou
Not sure if you can help as I require a tile which has the measurements of 6”x 6”? Thank you....

re: Latest update on Green Homes Grant and implications for homeowners and landlords

colin thompson
SarahVery clear and helpful information.Thanks...

Most read stories