Expansion of ladder concept

Jonas Netterström, the new vice president and marketing manager, considers that the ladders themselves are the reason for this rapid growth: "Telesteps are probably the most innovative and flexible ladders on the market, and they have also received the most awards. These telescopic ladders are easier to transport, more convenient to use and simpler to store than conventional ladders."In order to achieve exactly the right height with a Telesteps ladder, you just need to pull it out step by step until the required length is reached. The company acquired the patent for this concept in 1997. The original idea has been expanded since then, leading to the development of a broad programme of telescopic ladders, stepladders, combination ladders and loft ladders. The essential components of this access equipment are manufactured from anodized aluminium "which offers dimensional stability and a smooth gripping surface resulting from the anodization", is how Jonas Netterström explains the product's advantages.The company has developed the "Red Line" specially for the DIY market. In the early stages production was geared solely to professional users, for whom the "Black Line" was developed. Today the ladders are available in European DIY stores, e.g. Obi, Bauhaus, Hagebau, Toom and Hornbach in Germany, Leroy Merlin in France and Focus in Britain.Telesteps is offering a new merchandising display in order to optimise and simplify sales of the "Red Line" in DIY stores. A standard pallet, which consists of a display box with two times nine ladders, can instantly be set up at the POS. To make it possible to keep pace with the rate of growth in terms of personnel, the company has now appointed a vice president/marketing manager as well as export area managers for a number of markets. It is Jonas Netterström's conviction that, "With our new marketing organisation we are well equipped for the challenges that further expansion in the DIY market will have in store for us in 2007."Since early 2006 Telesteps has been a subsidiary of the Swedish Gunnebo Group, an international security group with annual sales of approx. € 720 mio and 7 000 employees.
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