Successful brand re launch on an affordable budget

Following the brand re-launch for Harbo at Solex last week, Garden Furniture Global have been busy with lots of new inquiries and requests for visits to their showrooms in Enfield.

Originally focused on Nordic pine and teak furniture, Harbo was founded in Sweden in 1949. It’s a great example of Swedish quality and design at its best. In 2014, Jeremy and David Worricker acquired the rights to Harbo for the UK and began a programme of commercial development for the brand. The range has expanded to include resin cane and aluminium designs in response to changing consumer demand. Design and manufacture is managed by Tony Ohlsson, the grandson of the original founder of the company and he brings his unique expertise and knowledge to the team.

In Spring this year, David approached me to help with the substantial task of a complete brand re-launch for the UK trade. We started the process with an insight day designed to make sure there is complete and mutual understanding. It covers the requirements of the project, the timescales and budgets, as well as the overall business and brand objectives. It was immediately clear that Harbo has specific business differentiation and interesting brand assets that were not being effectively leveraged.

Harbo Brand Credentials

Well known for their cost effective and reliable supply of the most popular rattan weave furniture sets, they’re celebrating 70 years in 2019 with the introduction of ten brand new collections. They have built a reputation for fair pricing and strong retail margins, delivered by a small team of friendly and knowledgeable experts in the sector. The challenge was to present their expanded range of products and a more sophisticated look to the business. And at the same time retain the personal service and flexibility – possible only with their small company culture.

New Harbo catalolgue

I worked with the team and sought the most cost effective approach to the brand re-launch throughout. I’ve guided them through a process to deliver a new brand look and feel for Harbo that is targeted more effectively at today’s customers. I commissioned new photography employing the services of a reputable specialist photographer, but saved costs on the location and art direction. I built a database of their product range which made the management and creation of their new catalogue so much quicker and low cost. The same database can be used to create the content for their new website too. A few simple additions to their stand space at SOLEX in July created a high impact exhibition space that showcased the new lines perfectly. There’s also a trade communications plan that has already seen Harbo in the news – ensuring that their target customers all get to hear about the exciting changes.

Turnberry bistro set in original photography style
Turnberry bisto set in new photography style

 

David Worricker said, “The brand re-launch marks the start of an exciting new phase in the development of the business. We’ve been successful since we acquired Harbo in supplying great quality basics at very competitive prices, and now we are applying the same principles of quality, style and value to bring a full category range to our customers. We’ve also looked at our marketing plans, developing a new catalogue and website as well as a graphic refresh for the 70 year old Harbo brand to bring it bang up to date. We won’t be changing everything though. Jeremy and I intend to continue to run the business with the same successful supply chain strategy and hands on approach to our customers. That way we can also continue to offer the most competitive container deals in the market.”

It’s been a pleasure working on this brand re-lauch and I’m very fortunate to have clients like David & Jeremy who put so much trust in me. I’m confident that their money has been well spent and they are already beginning to see the benefits of judicious investment in a highly targeted trade marketing programme.

If you have a project you’d like my help with, please get in touch.