the home of great ideas

CONTENTS
the home of great ideas
02/
04/
06/
10/
12/
14/
16/
18/
20/
22/
24/
26/
32/
33/
34/
35/
35/
36/
43/
44/
45/
46/
Who are JML?
Retail
The advertising
The promotions
Direct
Home shopping
JMLdirect.com
Catalogue
International
Subsidiaries
Our products
Brands
All under one roof
Product development
Creative
Fulfilment
Field support
Customer service
Our purpose
Our values
Our vision
Contacts
WHO ARE JML?
JML are a global market leader in consumer
products sold through innovative video
marketing.
Over the last 25 years, we have grown from a small family company into a global
business with an annual turnover of more than £100 million.
Our success stems from our unrelenting focus on the products we sell and the way
that we sell them. We have built our business by engaging with our customers
through dynamic multi-channel advertising, creating distinctive promotional videos
that inspire, entertain and sell.
We have grown by continually investing in product and brand development, and by
utilising the potential of new technologies to help us expand and communicate with
our customer base.
Our people are our biggest asset. We have a skilled and highly experienced team
who bring passion and drive to the JML vision and always put quality and service at
the forefront of everything we do.
02
C5
RETAIL
TV HOME SHOPPING
E-COMMERCE
RETAIL
Every JML product has a story to tell, and we
use a powerful multi-channel strategy to bring
that story to life in-store.
Our bespoke videos sell the benefits of each product to the largest possible audience
using a dynamic, visually exciting approach that entertains and persuades. Every
video highlights commonplace problems and provides compelling solutions that
create instant impact and delivers sales.
JML’s first demonstrations were performed live to audiences in stores and consumer
exhibitions around the country. Today we use a combination of TV spots, online video
content and infomercial advertising alongside in-store screen promotions.
Our multi-channel campaigns create screen-to-screen synergy, reinforcing brand
values and key selling points. This starts all the way from home televisions, right
through to point of purchase and on to our vibrant product packaging.
04
UK & IRELAND RETAIL PARTNERS
05
RETAIL / The advertising
We are 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.
06
07
RETAIL / The advertising
The power of our advertising...
What JML customers say:
91%
60%
64%
57%
said they were influenced
by our advertising
have watched JML on a
home shopping channel
have watched our
in-store screens
have seen a JML
advert online
SOURCE: JML commissioned independent research in a major retail chain.
08
RETAIL / The promotions
JML screen promotions are among the most
profitable uses of floor space available for
retailers.
Our attention-grabbing displays can be found in more than 20,000 stores worldwide.
Every promotion is tailor-made to suit each location and features HD widescreen TVs
that are pre-set to show our superior demonstration videos.
The synergy between our national advertising campaigns, videos and innovative
product packaging creates powerful, efficient and engaging displays that drive sales.
10
/50
21
21
DIRECT
Selling direct to customers is an integral
part of our business.
Customers can browse and order our products directly through traditional methods,
such as mail order and TV home shopping, or view our full product range online or
via mobile devices.
Our award-winning UK-based customer service team, distribution centre and inbound
sales team are based in-house, guaranteeing first-class service for every order.
12
13
DIRECT / Home shopping
Our home shopping channels broadcast our
infomercials 24/7.
Infomercials provide product information in an entertaining and interesting form that
sells. They enhance, support and share the product’s story and benefits to drive
demand and generate immediate sales. Our Direct customers can take advantage of
limited-time offers and enjoy a chance to see some of the latest products from the
US before they hit UK retail shelves.
You can see us on Sky channel 651 and Freesat channel 809.
14
/500
25
2
5
DIRECT / JMLdirect.com
E-commerce is a fast-expanding platform
for our rich video content.
Optimised for desktop and mobile devices, all of our products are supported by
demonstration videos and our infomercials are available to watch on-demand.
We have 9 transactional websites with over 22 million page views per year. We also
share our video content socially via Facebook, Twitter, Instagram, YouTube, Google+
and Pinterest to help build brand awareness, raise interest and drive engagement.
16
17
DIRECT / Catalogue
Our Direct Catalogue is delivered to more than
half a million homes every year.
Created by our in-house designers, it is an ideal showcase for the entire JML range.
Using the very highest-quality photography, shot in-house by our creative team, our
catalogue provides an easy-to-browse, informative guide for every JML product.
18
19
INTERNATIONAL
JML products are available in over
70 countries.
Our cohesive multi-channel strategy is flexible and can be easily adapted to suit
virtually any market, in any country. JML infomercials, TV adverts and in-store films
are available in more than 27 different languages and have transformed the turnover
of many entrepreneurial distributors.
Recognising the growing demand for JML products overseas, we opened our first
international offices in 2008, expanding our Retail and Direct businesses around
the world.
20
70
distributor
markets
27
languages
17
subsidiary
markets
8
UK
South Shields
UK
London
HOLLAND
Hoevelaken
GERMANY
Darmstadt
THAILAND
Bangkok
MALAYSIA
Kuala Lumpur
SINGAPORE
HONG KONG
global
offices
21
INTERNATIONAL / Subsidiaries
JML BENELUX & SCANDINAVIA
JML Benelux and Scandinavia are part of
Omni Channel Group, a joint venture
between JML and Home Shopping
Holdings. HSH is the parent company of
Tommy Teleshopping, by far the biggest
TV home shopping operator in the
Netherlands and a household name.
Covering the Netherlands, Belgium and
the Nordic countries, our Benelux and
Scandinavia business was founded in
2009 and is based in Hoevelaken. Retail
partners include Blokker, Marskramer,
Kvickly and Carrefour. JML branded TV
adverts feature our retail partners and
are broadcast throughout the year on
RTL 4, Net 5, VTM, Vier, Kanal 4 and TV2.
22
JML GERMANY, AUSTRIA &
SWITZERLAND
Based in Darmstadt and founded in
2008, our Germany, Austria and
Switzerland division is primarily focused
on direct-to-customer selling via mailorder catalogues and live home
shopping. Our infomercials are broadcast
24/7 on our bespoke shopping channel,
JML SHOP, and TV commercials are
advertised on DMAX, Austria 9, Mein TV,
Munich TV, Anixe TV, Tele 5 and many
more.
JML SOUTHEAST ASIA
JML Far East was set up in 2009, selling
first to Singapore before growing into
Thailand, Malaysia and Hong Kong in
2012. Retail partners include Watsons,
Guardian and Giant, and TV advertising
spans prime TV channels, such as TV3,
8TV, TVB Jade and BBTV Channel 7.
GLOBAL RETAIL PARTNERS
23
OUR PRODUCTS
You can find a JML product in seven out of ten
UK homes.
We specialise in promoting products that solve everyday problems, have a story to
tell and help make life easier.
Over 25 years, we have demonstrated and promoted a diverse range of innovations,
from health and beauty to DIY and beyond.
JML PRODUCTS:
ü Solve problems ü Tell a story ü Offer great value
24
KEY PRODUCT AREAS
KITCHEN
LAUNDRY & CLEANING
HEALTH & BEAUTY
Our kitchen products are designed to
make cooking simpler, healthier and
tastier. Our award-winning brands, such
as Ceracraft, GoChef , Regis Stone and
Halowave, offer affordable alternatives
to high-end appliances, but without ever
compromising on quality.
With over 25 million ironing board covers
sold worldwide, JML continues to lead
the way with brands such as FastFit and
Doktor Power. Our smart and versatile
solutions help save time and money,
whilst delivering professional results.
From the latest anti-ageing cosmetics to
must-have accessories, our innovative
range of health and beauty products
are designed for men and women of all
ages. We have developed an exceptional
reputation for foot care thanks to best
sellers such as Ped Egg and PediPro
Deluxe and are constantly developing
new ideas to help our customers look
and feel great.
DIY
HOME
JML home products are designed
to make daily chores simple with an
element of fun. From smart storage
solutions, such as VacPack, to pet care
and essential car maintenance with the
Mantis range, we have a product to solve
almost any household task.
We have promoted many of the best
new DIY innovations over the past
decade. Our smart tools help to make
home improvements faster, easier and
safer so that beginners and enthusiasts
can obtain professional results and save
money at the same time.
25
OUR PRODUCTS / Brands
We have created award-winning brands that
have sold millions of units around the globe.
Using rigorous market research and comprehensive competitor analysis, our in-house
team of strategists and designers has developed powerful and attention-grabbing
brands with clear differentiation. The result is a brand strategy, story and experience
that appeals directly to our customer base and sells in large quantities.
26
27
OUR PRODUCTS / Brands
28
DOKTOR POWER
MANTIS
Doktor Power puts cleaning superpowers at your fingertips.
This dynamic and fresh household cleaning range features
products acclaimed by Which?, Good Housekeeping, Ideal
Homes and more. The bright, vibrant and memorable branding
makes Doktor Power stand out in any store environment to
drive high-volume sales.
Developed and used by professionals, Mantis is our industryapproved 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 cars
looking as if they just left the showroom.
BELVIA
FASTFIT
Belvia is our acclaimed ultra-comfortable shapewear brand.
The award-winning Belvia Bra has brought comfort to millions
of women across the globe, thanks to the unique fabric design
that moulds to every shape. The range has grown to include a
best-selling collection of shapewear, outerwear and swimwear,
designed for all-over body shaping and maximum comfort.
FastFit products are designed to make caring for clothes easy.
The FastFit Ironing Board Cover is our single biggest-selling
product of all time and continues to be the no. 1 market leader
in this category in retailers all over the world. Other products in
the range, such as, Bobble Off and Sticky Rollers, have sold in
high volumes backed by significant media campaigns. The
FastFit range continues to grow with more innovative products
regularly in development.
Winner Women's Clothing Category
Survey 10,005 people by TNS
29
OUR PRODUCTS / Brands
GOCHEF
REGIS STONE
GoChef products offer high-quality kitchen appliances at
affordable prices, so any amateur chef or culinary enthusiast
can enjoy all the benefits of professional food prep.
GoChef 8-in-1 multi-cooker is a brand leader and sells in high
volumes direct to consumers on TV and on every high street.
The range continues to expand with fast and user-friendly
products designed to make life easier.
Regis Stone pans offer the ultimate in hard-wearing, nonstick cookware. Created with a unique marble-style coating,
there is no need for added fat or oil, thereby promoting
healthier cooking. The Regis Stone range is renowned for its
durable construction to make cooking faster, easier and more
enjoyable.
Winner of Kitchen Appliance category.
Survey of 10,175 people by TNS”
30
HALOWAVE
Our range of halogen ovens cook 40% faster than a
conventional oven and offers full fan-assisted cooking for
perfect results. The JML Halowave is an international best
seller on live shopping, online and via direct TV sales and
continues to lead the way in halogen home cooking.
CERACRAFT
Ceracraft is our award-winning range of non-stick ceramiccoated cookware. The range has been acclaimed by the Good
Housekeeping Institute and the House Beautiful Awards and
named 2014 Household Product of the Year. Ceracraft pans sell
in millions on TV and in retailers around the globe.
31
ALL UNDER ONE ROOF
Design, film production, accountancy,
marketing, sales, customer service, logistics,
merchandising, distribution and more.
We do it all under one roof.
We believe passionately in the benefits of keeping every aspect of our operation
in-house because it gives us the control and flexibility to react quickly to demand.
It also inspires greater passion in our team: from idea to customer acquisition, we
utilise in-house expertise in everything that we do to provide a truly unique service.
32
PRODUCT DEVELOPMENT
Sourcing/ Our experienced product
development team delivers over 100 new
products to market every year.
The excellent relationships we have
forged with factories, inventors, suppliers
and entrepreneurs enable us to create
winning products time after time.
Development/ We are specialists in
shaping ideas and developing products
into successful commercial opportunities.
We assess each new concept through
rigorous testing, competitor analysis and
consumer trials to ensure it meets our
high standards for innovation, quality
and value. A product is only approved
once there is no doubt it will deliver
exceptional results to our customers.
33
ALL UNDER ONE ROOF
CREATIVE
Marketing/ Our Marketing Department is
responsible for telling the story of every
JML product using a unique multichannel strategy that encompasses film,
packaging, print and online media.
We are renowned for our innovative and
award-winning approach to deliver
distinctive, dynamic campaigns that
engage our customer base and deliver
exceptional results for retailers.
Design/ We have a dedicated, multidisciplinary team that creates
high-impact designs across a wide range
of media. We balance information and
aesthetics, illustrating unique selling
features in a way that is both clear and
appealing. Each product requires a
different solution and our in-depth
understanding of the retail environment
ensures our packaging sits perfectly in
promotional or category space.
34
Film/ Our team of experienced
producers, editors, writers and directors
creates over 100 TV commercials every
year at our own state-of-the-art JML
Studios. We use the latest technology to
create influential and compelling
advertising that is seen by millions of
people across the globe. Combining
computer-generated images with
product demonstrations, testimonials
and professional endorsements, JML
films effectively communicate the
benefits of our products and brand to
drive exceptional sales across all media.
FULFILMENT
FIELD SUPPORT
Warehouse/ Central 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 meet the extraordinary
growth in demand for JML products
and to give us the space and scope
to expand further. Today we have
over 20,000 square metres of floor
space and process in excess of 2000
shipping containers every year.
Merchandising/ Our merchandising team
offers custom-built display solutions for
retailers of every size.
We design easily adaptable layout plans
that optimise floor space. With an estate
of over 10,000 HD digital media screens
worldwide, all customised to play our
latest commercials, JML promotions
are continually updated to support
our national TV campaigns and other
promotional activities.
Distribution/ Fulfilling orders for our
Retail and Direct businesses in the UK
and Ireland, our bespoke distribution
centre processes more than 300,000
individual orders and transports over
1.5 million cartons for retail every year.
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 ensure all JML
promotions are fully stocked and
expertly presented. Aside from providing
advice and information to staff, they also
enable us to react quickly to demand,
ensuring we can adapt our products and
promotional space to expand customer
interest and further drive sales.
35
CUSTOMER SERVICE
We are passionate about offering the best
possible service to our customers.
Our award-winning customer service team is composed of trained experts in JML
products and services. We actively research and listen to how our customers think
and feel about our products and marketing so we can continue to enhance and deliver
a world-class customer experience.
36
37
THE TEAM
Our team has an unparalleled wealth of
experience across retail, e-commerce and
direct-response TV.
We are passionate about investing in people, giving them the opportunities to
develop and grow through training and internal promotion.
Our Directors have had the opportunity to know the industry at a variety of levels.
This shared involvement and in-depth knowledge of the business has created an
outstanding leadership team that has helped JML grow into an international
household brand.
38
THE TEAM / The team
40
JOHN MILLS
KEN DALY
SANNA WEI
Chairman
Chief Executive Officer
Chief Financial 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 spearheads the company’s global
growth and leads the senior
management team. With a background
in electronic engineering, Ken joined JML
in 1994, initially in a sales role, when the
company was a small organisation.
Having held various key posts driving
the company’s expansion, Ken was made
Group Managing Director in 2009
before becoming CEO in 2012.
Following a highly successful career in
corporate finance, Sanna joined JML
when the company was incorporated in
1986. Today Sanna oversees all aspects
of the company’s financial planning and
leads the substantial accounts team.
Sanna is also a core member of the
Product Development Group, and her
native Chinese is a significant asset when
negotiating and building relationships
with Far East suppliers.
SHAUN TEBBLE
CAROLINE CORBY
JANIE PEACE
Chief Operating Officer
Non-Executive Board Director
Director of International Sales
Shaun heads all aspects of JML’s
logistics, retail field support,
merchandising and operational planning.
Shaun joined JML in 1996 to manage
the sales function in the north of the
UK. He subsequently established a
nationwide network of sales people as
the company grew and further took
on responsibility for warehousing and
distribution. Shaun was promoted to
the Board as Operations Director in
2007 before becoming COO in 2012.
Following a successful career in the city
as a private equity specialist, Caroline
has more than 20 years’ experience as a
board member on over 20 private sector
boards. In 2007, she joined the London
Probation Trust and went on to become
chair in 2013. Caroline is also a board
member of North West London Hospital
Trust and chairs Fitness to Practise
Panels for the Nursing and Midwifery
Council. Caroline provides non-executive
strategic assistance to JML.
Janie founded our International Division
in 2000. She is responsible for the
export of JML products and films to over
70 countries worldwide with a rapidly
expanding network of global partners,
retailers and home shopping companies.
Janie also oversees sales and distribution
to major UK and Ireland mail-order
businesses.
41
THE TEAM / The team
42
BRIAN KEOGH
JESS LEVY
VENN LUSCOMBE-MAHONEY
Sales Director
Group Marketing Director
IT & Multi-Channel Director
With over 15 years’ experience in retail,
Brian is responsible for all aspects of
our UK and Ireland retail business.
Brian started his career at JML in our
field sales team in 2004 before moving
into our Head Office in 2007 where
he was responsible for many of our
major retailer accounts. In response
to the growing expansion of our retail
operation across the globe, Brian was
promoted to Sales Director in 2014.
Jess is responsible for our marketing
strategy, encompassing design, film
production, media and public relations.
Jess began working with JML in 1993
as a product demonstrator and later
as a presenter for TV and infomercials.
Jess was Head of Film Production and
Design before being promoted to Group
Marketing Director in 2014. Jess is also
responsible for the brand and ensures
our values are communicated across
all media and championed around the
globe.
Venn heads our global IT strategy,
helping to develop, update and
implement software solutions across
all platforms. He is also responsible
for e-commerce and channel playout
systems. Venn started his career as a
systems analyst for General Electric,
before moving into retail in 2005 and
establishing IT strategies for Achica,
La Senza, The Dune Group and White
Stuff.
Our purpose...
Having fun building
a globally successful
company
43
Our values...
Passion for,
and pride in,
our company
43
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 vision...
A JML product in
every home
44
CONTACTS
HEAD OFFICE UK
JML House, Regis Road,
London, NW5 3EG, UK
T: +44 (0)20 7691 3800
F: +44 (0)20 7691 3801
[email protected]
www.JMLdirect.com
45
DISTRIBUTION &
CUSTOMER SERVICES
Unit 1, Eastside, Port of Tyne,
South Shield, NE33 5SP, UK
T: +44 (0)800 781 7831 UK
T: +44 (0)41-978 0003 ROI
[email protected]
JML GERMANY
JML BENELUX & SCANDINAVIA
JML SOUTHEAST ASIA
Steubenplatz 12, D-64293 Darmstadt,
GERMANY
T: +49 6151 870 3057
F: +49 6151 667 3732
[email protected]
www.jml-direct.de
Hogebrinkerweg 19, 3871 KM Hoevelaken,
NETHERLANDS
T: +31 332 581 010
M: +31 651 064 453
[email protected]
www.jmlshop.com
1 Kaki Bukit Road, #01-05 Enterprise One,
SINGAPORE, 415934
T: +65 6742 1018
M: +65 9276 3178
[email protected]
www.jml.sg
46
www.JMLdirect.com