New horizons

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 ser vice 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 ”

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 adde d: “We’re lo ok ing for ward to demonst rat ing t he b enef its of Ha l lstone to sto ck ists and merchants, f rom t he cost and reli abi lit y to bro ader issues t hat cou ld p osit ively imp ac t t heir business es, including our et hic a l s ourcing and manufac tur ing pro cess es We underst and t hat for many in t he indust r y a go o d reput at ion is imp or t ant for g rowt h and we s e e our pro duc ts pl ay ing a role in t he s at isfac t ion of our c ustomers and t hat of our c ustomer’s c ustomers ”

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 ver y pleased to see that our new approach is being so well received by trade customers, it speaks volumes about the products and the ser vice 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 strateg y, 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 for ward 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 for ward to watching him develop this key target market ”