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Hailo is presenting a full range of products for collecting household waste at the Hardware Fair in Cologne. A seg-ment with great growth potential, according to the company
Hailo’s purchase of Eisenwerk Sauerland (ES) in the autumn of 2001 was an important strategic step in the development of the firm’s waste technology programme. The Haiger-based company hopes this will put it in a position to develop new market potential in Germany and Europe.
“We have dramatically increased our market strength through the acquisition of the waste technology specialist ES,” says Hailo’s managing director Hans-Dieter Christ in explanation of the company’s strategic orientation. Hailo is setting its sights on Europe in particular.
“The waste collection segment is a market offering great growth potential,” continues Christ. In Germany alone each household needs on average three waste bins, added to which there is an enormous demand in the commercial area. To cover this demand Hailo offers a programme of waste containers that consists of approximately 100 products.
“Trento corner” is the first joint product from Hailo and ES.
“Today’s consumer puts an increasing amount of emphasis on good design, alongside maximum functionality,” is how Hailo’s marketing director Friedrich-Ernst Weller describes developments at the POS. One example of this combination is the company’s “Trento corner”, a waste collection product designed in a triangular format which points the way forward to new forms and functions. This innovative product came into being two years ago as a joint project with ES.
Celebrating its premiere at the Hardware Fair is a full designer series for the bathroom, ranging from a laundry storage seat to cosmetic bins and on to a toilet brush set.
New is the designer series of bathroom accessories.
Distribution of the full range is carried out entirely through Hailo’s marketing organisation, serviced by a consistent category management system. Correct planning, structuring and orchestrating of the category is an important component for successful selling in the retail trade, precisely because the product range has been so greatly expanded. “Category management is the ideal instrument here for supporting our retail clients,” says Christ. Hailo offers its retail clients complete packages in order to make shopping as attractive and straightforward for customers as possible: individual shop systems, explanatory packaging and attention-catching promotional material. There are also little extras to provide customers with an additional incentive to buy, e.g. supplying the appropriate liners with the new waste bins.
“We have dramatically increased our market strength through the acquisition of the waste technology specialist ES,” says Hailo’s managing director Hans-Dieter Christ in explanation of the company’s strategic orientation. Hailo is setting its sights on Europe in particular.
“The waste collection segment is a market offering great growth potential,” continues Christ. In Germany alone each household needs on average three waste bins, added to which there is an enormous demand in the commercial area. To cover this demand Hailo offers a programme of waste containers that consists of approximately 100 products.
“Trento corner” is the first joint product from Hailo and ES.
“Today’s consumer puts an increasing amount of emphasis on good design, alongside maximum functionality,” is how Hailo’s marketing director Friedrich-Ernst Weller describes developments at the POS. One example of this combination is the company’s “Trento corner”, a waste collection product designed in a triangular format which points the way forward to new forms and functions. This innovative product came into being two years ago as a joint project with ES.
Celebrating its premiere at the Hardware Fair is a full designer series for the bathroom, ranging from a laundry storage seat to cosmetic bins and on to a toilet brush set.
New is the designer series of bathroom accessories.
Distribution of the full range is carried out entirely through Hailo’s marketing organisation, serviced by a consistent category management system. Correct planning, structuring and orchestrating of the category is an important component for successful selling in the retail trade, precisely because the product range has been so greatly expanded. “Category management is the ideal instrument here for supporting our retail clients,” says Christ. Hailo offers its retail clients complete packages in order to make shopping as attractive and straightforward for customers as possible: individual shop systems, explanatory packaging and attention-catching promotional material. There are also little extras to provide customers with an additional incentive to buy, e.g. supplying the appropriate liners with the new waste bins.
