Earlier in the year, Hallstone — part of the Rolawn group — took steps to “more effectively support the industry” with a newly-launched trade-only offering of topsoil, mulch, wood chippings, compost and turf. PBM looks at the company’s rebranding initiative and some of the subsequent developments.
After acquiring Hallstone in 2010 with the aim of providing the UK market with sustainable, fit-for-purpose products, Rolawn announced the relaunch of the brand in March in a move designed to shift focus and see Hallstone become a supplier dedicated to the trade — with its products now only available through stockists.
By “sourcing, rigorously testing and screening,” the company says it can offer consistent, high-quality landscaping supplies, including topsoil, bark, compost and turf to the trade with the intention of delivering a “reliable, competitively priced service that landscapers and builders can confidently depend on.”
Ken Brewster, Marketing Director for the Rolawn group, said at the time of the move: “Relaunching Hallstone is an important step for us in ensuring that we are moving in the right direction for our loyal trade customer-base. As with any development at Rolawn, we have looked at the future of the market and believe that this is the best way that we can provide support in the current climate and for the foreseeable future.”
“Sales through Hallstone’s merchant channel are reported as being 47% up on the previous year whilst its number of stockists has increased by 63%.”
As part of the relaunch, “substantial investment” was made in Hallstone’s brand development, including a new logo and website, which have been designed to create a more ‘trade-friendly’ appeal.
In addition, a complete overhaul of the website, social media and marketing plan have been undertaken to help ensure its products “remain front of mind and to increase the likelihood of sales and profitability for Hallstone’s business customers.”
Hallstone will not sell directly online; instead, the non-transactional website will drive customers to trade stockists. This decision has been taken to help build stockists’ confidence in the brand and ensure trade customers receive the best prices possible when purchasing Hallstone landscaping products.
Ken added: “We’re looking forward to demonstrating the benefits of Hallstone to stockists and merchants, from the cost and reliability to broader issues that could positively impact their businesses, including our ethical sourcing and manufacturing processes. We understand that for many in the industry a good reputation is important for growth and we see our products playing a role in the satisfaction of our customers and that of our customer’s customers.”
Following the relaunch, the business has recently announced a “marked increase” in sales for the first half of 2023 — including seeing bulk bag revenue surge by more than 50% when compared to last year’s figures. Furthermore, sales through the company’s merchant channel are reported as being 47% up on the previous year whilst its number of stockists has increased by 63%.
Sales Director Jonathan Hill said: “We have a clear, simple focus — consistent, reliable, premium landscaping products to the trade, at competitive prices. We’re very pleased to see that our new approach is being so well received by trade customers, it speaks volumes about the products and the service we provide.”
Hallstone, which has also reported a 99.3% customer satisfaction rate, forecasts a continued increase in demand and states it is confident that it can continue to meet and exceed market expectations. Supporting stockists with eye-catching point of sale and merchandising materials to promote the products in branches nationwide, the business has also worked with its merchant partners at events and trade days to raise awareness and help facilitate sales.
Continuing the strategy, Chris Barker was appointed to the role of Sales Manager – Merchants in May (for Rolawn and Hallstone) to provide dedicated support for the sector, working with independent builders’ merchants and buying groups to “help ensure they get maximum value from their relationship with the business.”
With a particular focus on the Hallstone brand, Chris will be working closely with customers to develop individual trading plans and “collaborative and impactful marketing strategies” to optimise sales of all products. He said: “I am looking forward to helping customers to achieve more from our partnership — giving them the tools to retain and grow their customer base and building on Rolawn’s name and reputation.”
Jonathan Hill added: “Chris’s background in account management aligns perfectly with our channel-focused approach to sales and account management and I look forward to watching him develop this key target market.”
Click here for more information on Hallstone, including details on becoming a stockist.
A version of this article appeared in the September issue of PBM. Click here to read the full digital edition, via the PBM website.
