Summary
• Morrells is expanding its branch network.
• Plastic bottles have replaced cans in the Induro range to ease pouring.
• More than 300 trainees have attended Morrells’ Academy since 2007.

During the recession of the past year, many companies have battened down the hatches and prepared for the worst. But not Morrells Woodfinishes. It decided to continue its expansion programme in a quest to achieve national coverage with its branch network.

The company, which can trace its roots back to 1902 when Frank Thomas Morrell opened a small business in Hackney to serve East End furniture manufacturers, now has 18 branches, while its products are also distributed from eight other companies.

The most recent branches to open in the past six months were Doncaster and Bermondsey. This has given Morrells a backbone of sites spanning England. North Wales is covered by Morrells’ Birmingham branch and south Wales by Bristol, while distributorship covers the Highlands.

Many of those sites acquired were former distributors of the company’s products.

“The best way is to expand,” said marketing manager Garry Morley when asked about the troubled economic climate of the past two years. “We’re not at critical mass yet, and we’re always on the lookout for potential new sites. But we’re not looking to be like Starbucks!”

Export division

Last year Morrells also set up an export division so it could sell its products in the rest of Europe, the US, China and South Africa.

From its head office and manufacturing base in Stockport, the company has delivered a comprehensive rebranding in recent years and new product development. This included ditching “white van man” vehicles in favour of black branded vans to project a sophisticated and professional image.

It has also just converted its canned Induro floor products into plastic bottles for two simple reasons.

“When pouring, you had to use two hands with a can,” said Mr Morley. “But with the bottles you can pour it out with one hand and level it with another.

“We’ve also been in black cans for years, so we wanted to be a bit more ‘sexy’ and bring the packaging into the new era,” said Mr Morley.

The Induro range, launched in 2009 and which includes waterborne and solvent-borne floor lacquers, natural oils, floor sealers and stains, has from this year been supplemented with flooring accessories such as adhesives and damp-proof membranes. This expansion is helping make the company a one-stop shop for floor contractors.

Morrells says its Induro anti-bacterial floor finishes have a 99% kill rate against e-coli, MRSA, salmonella, listeria and other harmful bacteria.

Omnia range

Another product range to be expanded later this year is Omnia – waterborne exterior joinery coatings with hybrid microporous technology.

The range, offering prolonged protection on doors, windows and conservatories, has been heavily promoted by Morrells, and will see the launch of new maintenance products shortly. Morrells says the range has been gaining in popularity, from use in timber cladding up to high-end sash windows.

Training has been another priority. Since the start of its Academy in 2007, more than 300 customers and contractors have attended courses, achieving an industry standard certification in finishing. After attending, the trainee has a set of training manuals with technical contact numbers and is visited to help and implement the process learned.

The academy has its own dedicated training forum with a practical demonstration work area, spray facilities, and training room.

The new training format consists of two modules over two days. Module one is aimed at customers who need to go back to basics or are starting a finishing business. The course covers staining, single-pack lacquers, colour spray and equipment set-up along with fault-finding.

Module two covers two-pack and water-based lacquers, the relevance of the EPA, testing of finishes including fire retardant finishes, advanced compliant finishing equipment, along with health and safety issues and solutions.

When asked why the company has been so successful over such a long time, Mr Morley said it was a matter of a loyal customer base and giving customers added value.