OPEN SHUTTERS
The Business Problem
In 1990 Australian Timber Shutters introduced Australians to plantation shutters. Their innovative products have driven the growth of a new category. In this short time we can already observe the indications of a maturing brand cycle; a plethora of generic competition and the entry of cheap, Chinese sourced knock-off products. Where to for an Australian manufacturer in this century?
UNO's Creative Solution
After 17 years as the market innovator, Australia’s largest manufacturer of timber shutters identified the need to focus solely on manufacturing. To navigate this potentially hazardous transition, UNO has acted as marketing department and developed the Open Shutters brand, with an explicit intention to focus on high value customers via select retailers. UNO oversees every facet of contact with the public with the same rigorous thought processes, irrespective of how “unsexy” the task. All touch points educate home decorators and architects about the numerous design benefits of Open Shutters.
The Outcome
Over five years, UNO has created a complete package that has made Open Shutters the brand that retailers recognise as market leader and aspire to represent, and for which home owners are willing to pay a premium. Today ATS has a dominant market share and production is running at record numbers at new levels of profitability.
www.openshutters.com.au
