WillmoreDesign

Haddrick's

Distribution Rights Secured

 

BACKGROUND

‘Creative Rugs’ approached us because they were on the cusp of a fundamental product rethink – their focus was to shift away from cheap shaggy rugs, towards hand knotted orientals. They had already made bold steps with a major show room refurbishment, however their brand identity and website was holding them back. They looked cheap, but were selling exquisite hand crafted silk rugs.

 

WHAT WE DID

We began by questioning their name. ‘Creative Rugs’ smacked of pile-it-high-sell-it-cheap sales strategies – antithesis to the high end show rooms they needed to emulate. We suggested that as a family business they should consider to use their own name and to call themselves – ‘Haddrick’s’. This was available as a web address and business name… and more importantly was aligned with the brand values they wanted to portray – quality and knowledge. The identity, website and other marketing material we produced all reflect these qualities. We also worked with Haddrick’s on a marketing plan.

 

OUTCOME

“Willmore Design has assisted us with an important evolutionary process. Our product range had shifted, but it was not until we reflected this in our brand identity that our customer base shifted. We are now attracting the right kind of more discerning customer. Furthermore, we were able to secure the state distribution rights of the highly sought after range of Florence Broadhurst hand-knotted rugs.” Philip Haddrick, Managing Director, Haddrick’s