The rise of Group55, the company behind brands including Animology and Strikeback, is showing no signs of slowing down. With its half-year trading up more than 40% (like for like) against the first half of 2014 it is apparent that the company's investment in marketing is continuing to deliver growth.
Managing director Stephen Turner explained: “Growth has predominantly been delivered through sales of existing lines through increased consumer demand in existing territories and the successful introduction of the same products into new overseas markets.”
The Group55 marketing machine has never been so active. Its social media interaction with pet owners continues to drive demand – its Facebook engagement, for example, is consistently the highest of any pet grooming brand in the world. The marketing team has grown in number and they are clocking up the miles as they take their multi-award winning Animology pet care brand “on tour”, attending a record number of shows and events for the company.
By the end of 2015, the Group55 team will have covered over 17,500 miles, attending trade and public shows both at home and abroad. The public shows provide a platform that allows Group55 to engage with and recruit new customers, who after using Animology for the first time, look to make a repeat purchase at their local store.
Group55’s Sales and Marketing Co-ordinator, Shaun Warrington, explains: “Taking our Animology brand on the road has allowed us to put our products into the hands of a large number of pet owners, some of whom may not have used Animology products before. Our presence at these shows has proven to be an invaluable and effective marketing tool that has increased brand awareness and generated greater demand for our products.”
Keeping the momentum of growth is the next challenge for Group55 and with new products and new brands scheduled for launch over the next 18 months there is much to look out for from the Lancashire based manufacturer. As Stephen assures us: “Our customers, the retailers who stock our products, rely on us to drive demand for our products and deliver a product portfolio that is current and sells. As the company continues to grow we are committed to investing even more in our face to face and social media marketing strategies that deliver growth for us and our trade partners.”