Oak Furniture Land is the UK’s largest retailer of solid hardwood furniture, reporting sales of approximately 40 million for the last financial year. With more than twenty ranges of solid oak, mango and mahogany furniture available, they currently meet the needs of over 150,000 customers per year. By cutting out the middlemen and keeping costs to a minimum, Oak Furniture Land have carved a niche for themselves; offering high quality, handcrafted furniture at massively reduced prices.
Despite the harsh economic climate, Oak Furniture Land has gone from strength to strength and has been recognised for the second year running as one of the UK’s fastest growing companies by The Sunday Times Fast Track 100. To accommodate their growth, the company has recently relocated its Head Office and Distribution Centre to larger premises in Wiltshire. In addition to providing extra office space for their expanding team, the move has reduced lead times even further by providing more storage space for stock and a larger delivery fleet.
Launched in August 2011, the company’s television campaign has proved to be a great success and continues to be aired on national channels. Produced by Wordley Production Partners, the advert aims to raise brand awareness and reinforce the company’s core selling point: ‘No veneers, no chipboard, just solid hardwood’. Featuring some best-selling items (oak coffee tables from £119.28 and rustic oak sideboards from £298.12), customers are directed to the website where they can find fully-matching ranges.
In line with their tactical marketing strategy, Oak Furniture Land also plans to return to newspaper and radio advertising in 2012. Further plans for 2012 include teaming up with a leading wax polish manufacturer, to produce a new exclusive woodcare product which is specially formulated for their furniture. Last year, Oak Furniture Land sold over 150,000 tins of wax polish, contributing over 2.2 million to their turnover.
Since handing over the reins of their affiliate programme to Existem-AM (now Optimus-PM) in 2008, Oak Furniture has reported a dramatic increase in traffic to the website with an impressive conversion rate. Ross Lawson (Head of IT) commented: ‘Their customer support and attention to detail is superior to any other affiliate marketing company we have used. I would highly recommend Optimus-PM to anyone who is looking to increase online sales’.