INSIGHT

Another area in which Owlett-Jaton has looked to develop the Unifix brand relates to its merchandising at stockholders, which has become another key area within the market. “Brand recognition and merchandising is relatively new to the trade side of the fastener industry, but there can be no doubt that over recent years a lot more is being sold in the trade counter environment and they are becoming more and more like a regular retail shop. Of course, there are still those customers that simply want a product number, but the majority no longer want just a ‘hole in the wall’. They want to look and browse the products on display, so with that in mind we have developed our merchandising capabilities,” highlights Ian. “Being able to provide support with merchandising, and create bespoke solutions for individual stockholders and merchants, has enabled us to continue to grow the Unifix brand and make sure it is in front of customers.”

Owlett-Jaton has also introduced a merchandising service, where it can work with stockholders to create the most optimal shelving system for their trade counters. “We have recently invested in this side of the business and developed new merchandiser executions, which will again directly benefit Unifix and its customers,” adds Ian.

As part of the Owlett-Jaton family, Unifix also benefits from the overall services and capabilities available to Owlett-Jaton customers. “Unifix is at the forefront of the business and is now our core range brand,” states Ian. “Being part of Owlett-Jaton means that Unifix customers can benefit from our high stock levels, technical support, as well as our carriage paid service and next day delivery.”

He adds: “As we continue to invest as a business this will also benefit Unifix, the product range, and the customers’ that trust the Unifix brand. For instance, we are continuing to invest in people and have recently added three additional area sales managers, and a new merchant channel manager, so that we can get ‘boots on the ground’ and go out and talk to customers face-to-face.”

Owlett-Jaton is also regularly investing into new product lines for the Unifix range. “We are continuously looking to develop and add to the range depending on customers’ needs and where we see niche opportunities within the market. For instance, we will be shortly introducing a new range of flange bolts,” explains Ian. “Customers want products that they can rely on and through the Unifix portfolio they have products and a brand that they know and trust.”

Ian concludes: “Sixty years in business is a real achievement and we are very proud to be celebrating another exciting milestone, having recently marked the 75th anniversary of Owlett-Jaton. We are immensely proud as to how Unifix has flourished; and through our brand strategy and investment we are confident it will continue to succeed over the next 60 years and beyond.” www.owlett-jaton.com