The Safestyle recovery begins as the company announces that they have appointed a new Marketing Director in Martin Troughton. This is the announcement that has been circulated:
Safestyle PLC has confirmed the appointment of Martin Troughton as Marketing Director with immediate effect. Martin joins the Executive Team and will report to the Group CEO, Mike Gallacher. Martin has a wide range of experience managing brands as founder of the award-winning agency Harrison Troughton Wunderman. His most recent roles include marketing director of Anglian Home Improvements and more recently Marketing Director at Everest. Martin’s responsibilities will include managing the Group’s lead generation, brand development and new product development.
Mike Gallacher said “We are all delighted that Martin has agreed to join the business at such a pivotal time. Our brand has a distinct heritage and we will aim to bring this back to life, through our communications and increasingly through our consumer experience”. Martin added “I have admired the success of Safestyle from an industry perspective for several years and very much look forward to steering the brand to even greater success in the years ahead.”
Tackling major issues
Martin’s move to Safestyle completes the “big three” of the window and door industry from an installations point of view. It’s no underestimation that there is a huge amount of work to do in order to turn things around.
Areas such as the brand, customer experience and marketing are all areas that need work. He will have already known that before he decided to join the company. What will be interesting to see however is if there is going to be a new change in direction. I have written before about the higher end of the marketing being the more profitable end of the market, away from the “budget” and “value” end of the sector. The type that relies on mass volume sales and archaic sales methods that are quickly becoming a point of ridicule online. If he can steer the company down the higher end, bespoke route and leave behind their older brand ways that would be a radical but positive move forwards.
I’ll keep an eye on Safestyle for the foreseeable future as they start their recovery. I’ll also report back on share price movements and other financial information released by the company, given that this will paint a picture as to the state of their recovery in the coming quarters.
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