FT Morrell & Company, the lacquers, stains and waxes manufacturer, is celebrating its centenary by embarking on a re-brand and fresh marketing strategy to corner new business sectors.
The company is restyling as Morrells Woodfinishes across all departments, including distribution bases in the UK and Ireland, with the old name being retained as a parent company. The change includes bringing the management of 14 subsidiary companies together to ‘focus the group as one operation’.
As part of the new marketing drive, Lloyds TSB Commercial in Manchester has been employed to help further expand the Morrells UK network to meet ‘unprecedented’ demand for products.
The drive also involves creating specifically designated business development teams, building a regionalised sales force to improve service and support to clients, as well as formulating a new strategy to develop exports to target markets including Europe and the Middle East.
Graham Morrell, operations director, said: ‘For the past 100 years we have led the way in the manufacture and development of wood coatings and we intend to stay at the forefront of the industry by continuing to develop environmentally friendly products to meet the latest standards.’
A ‘standardised group product range’ is also being developed to reduce the demands on production and operational staff.
