Biggest recession in history
In 2008 Arco had annual sales of £214m in the distribution of safety equipment, workwear, factory equipment and general supplies, but was about to face the biggest recession in living memory. The Arco own brand was seen as inferior, often rejected by wearers, and with more than 30 brands offered, even the Arco sales team didn’t know which brands they owned and which were vendors.
Act like an expert
To support the positioning and provide consistency, we modernised the brand identity (the logo remained the same), introduced the strapline ‘Experts in Safety’ and encouraged big brand behaviour. Using imagery that implied expertise, the brand could reassure customers of its credentials. Own brands were cut from 30+ to 3 and a hugely successful Essentials range introduced.
The success of a specialist proposition
Sales in the 3 years since the rebrand are up 16% to £251m (2012/13) and own brand sales are up 11% in a declining market. Adam Young, Marketing Director, confirms the impact:
“Customers like BAE Systems, DHL, Tarmac and Premier Foods now acknowledge the quality of Arco’s own brand by specifying it as their preferred choice.”