Diversification bears continual dividends

With a host of big name clients such as Umbro, Aldi, and Sega, Farndon House is a classic example of a print services provider that has survived and prospered due to its ability to adapt and change to market forces.

The company was formed in 2008 following a merger between two competing businesses in the promotional print sector, with managing director, Mark Ford, putting its annual 10 percent growth rate down to a flexible approach to product development linked directly to demand levels. Ford highlights that the company is run with efficiency as its mantra, seeing five highly trained staff run its operations end-to-end.

“During the downturn, the promotional merchandise side of the business took the biggest hit. We overcame that with the reusable bag side of the business. We import natural cotton bags from India, and we print them here in-house. The majority of these are used by business exhibitions, schools, charities and similar organisations. The business that we have built up from there has evened-out the losses of the merchandise side. So we’ve adapted and looked to alternative markets,” explains Ford.

The company has founded its annual growth on the core product area of garment decoration, using a range of techniques such as screenprinting, embroidery, direct-to-garment printing and digital printing.

One of its most recent investments has been into a Mimaki CJV30 printer/cutter from Signmaster Systems with a SS21 ink set. This decision to make the capital investment is one that Ford says has helped strengthen the company’s core production capabilities and seen it break into new markets.

“I’m confident in saying that Farndon House offers as comprehensive a range of garment products as you’ll find anywhere else in the north west,” enthuses Ford, adding: “The diversity of what we offer sets us apart from our competitors and helps iron out the trading peaks and troughs.”

Indeed, in addition to its core services, Ford outlines that Farndon is now growing new product lines such as signage banners, stickers, printed bags and posters, as he explains: “If a retailer comes to us for one requirement, we can offer other merchandise too. They get to deal with one supplier, making life easier for them and ensuring a consistency of design throughout.”

Ford outlines that in addition to making the right decisions when it comes to machinery and product choice, there is one defining factor that has led to his company’s success.

“Some of our biggest contracts have come about through word of mouth,” he says, adding: “It’s no secret that the way we work with our customers has brought us new business.

“Providing our customers with a ‘one-stop-shop’, respecting their trading relationships, and regularly looking to introduce them to new products has benefited both parties in the long run.”

Looking towards the future of the business, Ford outlines that social media marketing is going to be an area it will focus on to grow its customer base to complement its current business networking activities: “ I’ve been a member of a network for more than ten years, and if you are a small or micro business, where there are very few of you, having people out there who are aware of you, that if they hear an opportunity, they will introduce you, then it is a big bonus.”

dudsuhds