here - JML Direct

the home of great ideas
Our vision
A JML product in every
home across the world
CONTENTS
06/Who are JML?
08/ The history of JML
10/ The team
14/Products
16/Brands
22/Retail
24/ The advertising
28/ The promotions
30/Direct
32/ Home shopping
34/JMLdirect.com
36/Catalogue
38/International
40/All under one roof
42/ Product development
42/Creative
43/Fulfilment
43/ Field support
44/Customer service
46/Contact
Who are JML?
JML are a global market leader in consumer
products sold through innovative film
marketing.
Over the last 25 years we’ve grown from a small family company, operating out of
a London basement, into a global business with an annual turnover of more than
£100 million.
We pride ourselves on innovation, in both the products we sell and the way that we
sell them. We’ve built our business by engaging with our customers through dynamic
multichannel advertising, creating distinct promotional films that inspire
and entertain.
We’ve grown by investing our profits back into product and brand development, and
by utilising the potential of new technologies to help us build and communicate with
our customer base.
Our people are our biggest asset – we have a dedicated team who bring passion
and drive to the JML vision and always put quality and service at the forefront of
everything we do.
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Passion for
and pride in
our company
Treating each
other, our
suppliers and
our customers
with respect
Innovating
for success
Quality in
our products
and service
Sustaining
financial
strength and
stability as we
grow globally
OUR VALUES
Who are JML? / The history of JML
John Mills founds
the company in
his basement
We launch our
official website,
JMLdirect.com
We broadcast our
first TV advertising
campaign, increasing
in-store sales
by 1400%
We install our first
in-store screen
promotions
We perform our
first live in-store
demonstration
JML International
begins distributing
our products globally
Responding to rapid
growth, we open our
large new head office in
Kentish Town, London
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Our first home
shopping channel,
JML Direct TV,
begins broadcasting
Our first overseas
office is opened
in Germany
We shoot our first
infomercial at our
newly opened film
studios, based at
JML Head Office
We open our first
office in the USA
We open our own
warehouse and
customer service
complex in Tyne
Dock, South Shields
The Belvia Bra
becomes the UK’s
fastest-selling bra
JML is awarded a
place on the EU’s list
of Europe’s Top 500
Growth Companies
New international
offices are opened
in Benelux, Central
and Eastern Europe,
and Singapore
JML partner with ITV
to launch The Store, a
new home shopping
channel and website
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Who are JML? / The team
Our team have an unparalleled wealth of
experience across retail, ecommerce and
direct response TV.
We’re passionate about investing in people, giving them the opportunities to develop
and grow within the company through training and internal promotion.
Because of this investment, we enjoy an exceptionally high level of staff retention.
Many of our directors initially joined JML in smaller roles and have had the
opportunity to know the industry at a variety of different levels during their years
with the company. This gives them an incredibly diverse range of experience, all of
which has helped to build JML into the success story that it is today.
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Who are JML? / The team
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JOHN MILLS
KEN DALY
Chairman
Chief Executive Officer
John founded JML
in the basement of
his house in Camden
Town in 1986 and has
grown the company
into an internationally
recognised household
brand and a truly
global enterprise.
Today John chairs the
Board of Directors
and is still actively
involved in the
business, particularly
in the sourcing of new
products.
Ken began working
at JML as a Sales
Representative in 1994.
As the business grew,
he took on a variety
of roles, including
Sales Director, then
Sales and Marketing
Director, before
becoming Managing
Director. Today, as CEO,
Ken leads the Senior
Management Team and
oversees every aspect
of JML’s operation in
the UK and globally.
SANNA WEI
SHAUN TEBBLE
DAVID GRIER
Chief Financial Officer
Chief Operating Officer
Non-Executive
Board Director
Sanna joined JML
in 1986 when the
company was first
incorporated. Today, as
CFO, Sanna oversees
every aspect of JML’s
finances and leads
the Accounts Team.
Sanna is also closely
involved in new
product development,
and has used her close
contacts in the Far East
to source and develop
many of JML’s most
successful products.
Shaun’s first JML role
was in sales, starting
in 1997. He later
moved into operations
management and
went on to oversee
the creation of our
Tyne Dock warehouse
and customer service
complex in 2006. As
Chief Operating Officer,
Shaun’s responsible for
logistics, purchasing
and operations, as well
as our Field Support
Team.
David is a nonexecutive director and
assists the board with
financial planning and
strategy. David has
more than 25 years’
experience working
within a number of the
UK’s largest financial
institutions. Outside
of JML, he works as a
Managing Director at
Duff & Phelps global
advisory practice.
JESS LEVY
JANIE PEACE
HANNAH TREBLE
Sales Director
Creative Director
Director of
International Sales
Group Marketing &
Commercial Director
Having joined JML
in 2013, Rob is
responsible for all
Retail and Direct
sales in the UK and
Ireland. He leads our
team of National
Account Managers
in maintaining client
relationships and
in creating new
business partnerships.
He oversees our
ecommerce business,
as well as all CRM, B2C
and B2B marketing.
Jess began working
for JML in 1993 as an
in-store demonstrator
and went on to become
a TV and infomercial
presenter. Today Jess
is responsible for our
creative strategy,
encompassing film
production, design
and advertising. She
ensures brand values
are communicated
across all media and
champions the brand
at major international
exhibitions.
Janie founded our
International Division
in 2000. Her team
oversees the export
of JML products and
films to a network of
international partners,
retailers and home
shopping companies
in over 70 countries,
worldwide. She’s also
responsible for sales
and distribution to
major UK and Ireland
mail order companies.
Hannah joined JML
in 2003, working
initially in marketing
before moving into
media planning and
scheduling. After
several years as
Director of our Direct
business, Hannah
was promoted to
Group Marketing and
Commercial Director in
2013 and is responsible
for overseeing our
commercial, media and
marketing strategy
internationally.
ROB FALCONER
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Who are JML? / Products
You can find a JML product in seven out of ten
UK homes.
We specialise in innovation. We only promote products that stand out from the
crowd, offering something unique and special to our customers; products that
solve problems, make a difference, offer great value for money and deliver
exceptional results.
Over the past 25 years, we’ve demonstrated and promoted an incredibly diverse
range of innovations - from pet brushes to back massagers, kitchen blenders to
clothes dryers, and everything else in-between.
We specialise in five distinct areas...
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HEALTH &
BEAUTY
KITCHEN
LAUNDRY &
CLEANING
AT HOME
DIY
Our health and beauty
products help you to
both look and feel
fantastic every day.
You can unwind with
our range of soothing
massagers or get
ready for a night on
the town with our
exclusive cutting-edge
cosmetics. We’ve
developed an
exceptional reputation
for footcare thanks
to best sellers like
Ped Egg and Pedi
Pro Deluxe.
Our kitchen products
help to make cooking
simple, so busy families
and hard-working
professionals can
prepare tastier,
healthier, more
convenient meals every
day. We specialise in
offering affordable
alternatives to high-end
appliances, but without
ever compromising
on quality.
Daily cleaning and
laundry tasks don’t
have to be such a
chore! Our clever
solutions will help
you to save time
and money, whether
you’re cleaning the
kitchen or ironing
your clothes. And
you can enjoy more
sparkling, impeccable,
professional results too.
We help our customers
to enjoy a happier
home life in ways
both big and small.
From smart storage
solutions, like VacPack,
to essential car-care
with the Mantis
range, our household
products can make all
kinds of daily chores
and tasks simpler and
more manageable.
We’ve promoted many
of the best new DIY
innovations over the
past decade. Our smart
tools help to make
decorating jobs faster,
easier and safer, so
that beginners and
enthusiasts can get
professional results
they can be proud of.
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Who are JML? / Brands
We’ve created award-winning brands that are
famous around the globe.
Using rigorous market research and comprehensive competitor analysis, our in-house
Marketing Team creates brands that stand out from the crowd and communicate
consistent values that appeal directly to our customer base.
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Who are JML? / Brands
FASTFIT
FastFit products make caring for your clothes easy. FastFit
Ironing Board Cover is our single biggest-selling product of all
time, with more than 25 million units sold internationally.
Along with other clever products like Bobble Off and Non-Slip
Hangers, the FastFit range ensures your clothes look great
whenever you need them.
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DOKTOR POWER
Doktor Power puts cleaning superpowers at your fingertips.
This household cleaning range gives you everything you need
to clean your home from top to bottom. Featuring products
acclaimed by Which?, Good Housekeeping, Ideal Homes and
more, Doktor Power gives you the might to fight and win the
war against dirt and grime.
BELVIA
Belvia is our acclaimed ultra-comfortable womenswear brand.
The award-winning seamless Belvia Bra has brought comfort to
millions of women thanks to a special fabric design that
conforms to their unique curves. The range has grown to
include a best-selling collection of shapewear, outerwear and
swimwear, all designed to help you look and feel fabulous all
day, every day.
SHARK
JML is proud to be the official UK distributor of America’s no.1
steam cleaning brand. Shark have sold more than 12 million
steam mops worldwide and are now one of the leading names
in household cleaning. What makes Shark Steam Mops
different is their patented steam pockets: unlike flat pads,
pockets trap steam, getting hotter so they can clean and
sanitise more effectively.
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Who are JML? / Brands
GOCHEF
GoChef products offer professional-standard, highest-quality
kitchen appliances at affordable prices, so any amateur chef or
culinary enthusiast can enjoy all the benefits of professional
food-prep. Fast, convenient, and easy to use, GoChef products
give anyone the chance to excel in the kitchen and make
delicious meals all the family will enjoy.
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CERACRAFT
Ceracraft is our award-winning range of ceramic-coated pans.
Naturally non-stick, ceramic cookware allows you to cook
without added fat or oil so you can enjoy healthier meals. The
range has been acclaimed by the Good Housekeeping Institute
and the House Beautiful Awards, and has been named 2014
Household Product of the Year.
MANTIS
Developed and used by industry professionals, Mantis is our
popular range of high-performance car-care essentials and
accessories. Ideal for motor enthusiasts as well as everyday
motorists, each Mantis product is designed to keep your car
looking like it just rolled off the showroom floor.
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Retail
Every JML product has a story to tell and we
use a powerful multichannel strategy to bring
that story to life.
Our product demonstrations are unlike any other form of marketing; they engage
directly with customers and sell the benefits of each product in a dynamic, visual way
that entertains and persuades. We explore daily problems and chores consumers can
relate to and offer solutions that influence them to take action and embrace change.
JML’s first demonstrations were performed live to audiences in stores around the
country. Today we use a combination of TV spots and infomercial advertising
alongside in-store screen promotions.
Our campaigns create screen-to-screen synergy, delivering and reinforcing brand
values and key selling points all the way from home televisions right through to point
of purchase and on to our product packaging.
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Retail / The advertising
We’re one of the UK’s biggest advertisers
and spend £16 million on advertising annually.
Our distinct and instantly recognisable commercials are broadcast across a variety of
Freeview, cable and satellite channels. They reach more than 25 million homes each
year, where they are viewed an estimated 2.8 billion times.
We promote the retail logos of our partners prominently in our films and highlight
their store names using voiceovers. Independent research has proven that 91% of
people who purchase a JML product in-store were influenced by our TV advertising,
and 66% go on to buy other products from that store.
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Retail / The advertising
91%
60%
64%
57%
of JML customers were
influenced by
our advertising
have watched JML on a
home shopping channel
have watched our JML
in-store screens
have seen a JML
advert online
THE POWER OF JML ADVERTISING
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Retail / The promotions
JML screen promotions are among the
most profitable uses of floorspace available
for retailers.
Our instantly recognisable promotional displays can be found in more than 20,000
stores worldwide. Tailored specially for each location, our displays feature HD
widescreen TVs, each showing our high-quality demonstration films in stunning
definition, colour and clarity.
Our screens provide the ultimate selling tool for our products, powerfully expressing
the benefits direct to customers at the point of purchase. This creates greater
customer engagement and vital synergy with our national advertising campaigns.
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Direct
Selling direct to customers has always been
an essential part of our business.
Consumers can discover and shop our products from the comfort of their own home,
either through traditional methods like mail order and TV home shopping, or via the
internet on home computers or smart devices.
We sell direct to customers through our website, our twice-yearly catalogue and our
home shopping channels. And thanks to our own award-winning UK-based Customer
Service Team and distribution centre, we’re able to guarantee first-class service for
every order.
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Direct / Home shopping
Our home shopping channels broadcast our
infomercial films around the clock.
Showing extended demonstrations and testimonials, our shopping channels give
consumers a more in-depth look at our products and all the benefits they offer.
Consumers can take advantage of limited-time offers and enjoy a chance to see some
of the latest hit products from the US and beyond before they hit UK retail shelves.
You can see us on Sky channels 641 and 642, and Freesat channels 809 and 810.
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Direct / JMLdirect.com
Our ecommerce division is the fastest
growing part of our business.
Optimised for desktop and smart devices, visitors to our website can browse the
whole JML range, discover exclusive new products and take advantage of special
offers and promotions.
All of our films are available to view on demand, allowing visitors to learn more about
any product in our range. And if customers have any questions, they can seek instant
advice from our Customer Service Team via the Live Chat feature.
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Direct / Catalogue
JML’s Direct Catalogue is delivered to more
than half a million homes every year.
Our catalogue provides an easy-to-browse, up-to-date guide to every product
currently available from JML. It’s a great promotional tool for our whole range and
generates thousands of sales annually.
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International
JML products are available in over 70
countries, everywhere from North America
to Southern Australia.
Our multichannel strategy can be replicated virtually anywhere and has proven to be
incredibly popular in all corners of the globe. JML infomercials, TV ads and in-store
films are available in more than 27 different languages, and have helped to
dramatically transform the turnover of many entrepreneurial distributers.
Recognising the continuing demand for JML products overseas, we opened our first
international offices in 2008, expanding our Retail and Direct businesses around
the world.
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17
subsidiary
markets
27
languages
70
distributor
markets
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All under
one roof
We have our own in-house developers,
designers, filmmakers, marketers, sales and
customer service representatives, and more…
We believe passionately in the benefits of keeping our production, creative, fulfilment
and sales in-house, because it gives us the control and flexibility to react quickly to
demand and meet the challenges of our competitors. But it also inspires greater
passion in our team: we all work together to take every product from a simple idea
right through to the moment it first lands on retailers’ shelves.
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All under one roof / All under one roof
PRODUCT DEVELOPMENT
CREATIVE
02 Development/ Once we have a new
idea it’s up to our Product Development
Team to turn it into reality. We assess
each new concept through rigorous
testing, competitor analysis and
consumer trials to ensure it meets our
high standard for innovation, quality and
value. A product is only approved once
there’s no doubt it will deliver something
exceptional to our customers.
04 Design/ With the marketing strategy
in place, our Design Department brings
the concept to life. Our designers create
packaging designs that vividly tell the
story and stand out even in the most
crowded of retail spaces. They balance
the practical with the visual, ensuring our
products not only look outstanding, but
are also robust enough to last through
dispatch and arrive on retail shelves, still
looking fantastic.
01 Sourcing/ We scour the globe for
great new ideas, whether meeting
manufacturers at international trade
shows or building relationships with
entrepreneurs at our Inventors’ Day
events. We also invest heavily in
development in-house and regularly
hold brainstorming sessions to help us
come up with the next great problemsolving idea.
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03 Marketing/ JML products always tell a
story, and it’s the job of our Marketing
Department to set that story in motion.
We’re renowned for our innovative
marketing and use a unique multichannel
strategy - encompassing film, print and
online media - to deliver distinct,
dynamic campaigns that really engage
our customer base and deliver excellent
results for retailers.
05 Film/ Our demonstration films are
market-leading and are produced
in-house at our own state-of-the-art JML
Studios. Our team of experienced
producers, editors, writers and directors
use the latest technology to create
inspiring TV and in-store films that are
seen by millions of people every year.
Using a combination of demonstrations
with testimonials and professional
endorsements, our films bring the
benefits of our products to life in a way
that’s proven effective across the globe.
FULFILMENT
FIELD SUPPORT
07 Distribution/ Part of our warehouse
complex is our distribution centre
which dispatches orders large and
small to all corners of the UK and
Ireland. The distribution centre fulfils
orders for all our Retail and Direct
businesses, and processes more than
300,000 individual orders annually,
and over 1.5 million cartons for retail.
09 Field Support/ Our award-winning
Field Support Team is recognised as
one of the best in the business. They
visit thousands of stores every week to
make sure all our stands are looking their
best and are fully stocked. As well as
providing sales advice to staff, they also
enable us to react quickly to demand,
ensuring that we can adapt our products
and promotional space accordingly to
further drive sales.
06 Warehouse/ Key to all JML
operations is our warehouse complex
based at Tyne Dock in South Shields’
Port of Tyne. We opened the site
in 2006 to help us develop to meet
the extraordinary growth in demand
for JML products and to give us the
space and scope to expand further.
We have almost 20,000 square metres
of floorspace and process more than
2000 shipping containers every year.
08 Merchandising/ Our Merchandising
Department offers bespoke display
solutions for all retailers, large and
small. Each display is carefully designed
to meet our clients’ specifications,
regardless of store size or space
available. Layouts are carefully planned
to maximise sales and the latest films
are provided and regularly updated to
complement current campaigns and to
cater for other promotional demands.
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Customer service
We’re passionate about offering the best
possible service to customers.
Our award-winning Customer Service Team are trained experts in JML products.
They’re ready to help customers in all kinds of ways, from answering product queries
to directing customer to stores - and even making personalised gift recommendations.
We’re always keen to hear what our customers think and feel about our products and
films. Our team makes sure that all customer queries are recorded and important
feedback is gathered. It’s then relayed back to our head office so we can enhance the
customer experience in future in any way possible.
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Contact
JML HEAD OFFICE
JML House, Regis Road
London, NW5 3EG
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T: +44 (0) 20 76 91 38 00
F: +44 (0) 20 76 91 38 01
[email protected]
www.jmldirect.com
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