Page 19 - LandscapeSA Issue 110

CoMPANY BrANDING FEATUrE

THE REBRANDING OF ROLUX

Rolux was established in 1956
and is a brand well known for

its tough and dependable
Rolux Magnum lawnmower.
Now, 66 years later, there
is a new leadership team
dedicated to maintaining

the trust it has built up over
the years. Under the name
Panners Investments, the

team is bringing a fresh focus
to the brand and a new, more
diversified range of products.

Rolux Magnum X lawnmower

his has allowed them to expand An exciting development for Rolux was Lifestyle brand
on an already well-established the launch of an E-commerce store which The new team wants to offer customers
Tcustomer base to a new generation has enabled them to service the needs of tough and cost-effective equipment and
of South Africans, and the brand has been customers wherever they might be in South a high standard of service. This strategy
relaunched with the Rolux Magnum X Africa. They also started exporting to more extends beyond lawnmowers.
range. Towards the end of 2021, they also than ten countries globally.
launched a flagship Rolux concept store The quality and reliability that has made
in Randburg, which provides solutions Overcoming challenges the lawnmowers a household name has
for all customer gardening and outdoor Rolux has a colourful history in this country, been extended to a range of chainsaws,
maintenance needs. with many customers nostalgic about its brush cutters, line trimmers and service
iconic lawnmowers. The team, comprising components for these machines which
A flagship store is a relatively new concept in MD Bruce Williams, Tracy Williams, brand includes oils and trim line, and now also
the gardening brand space. The Randburg manager, and CEO Stuart Williams, saw garden implements such as rakes.
Rolux flagship store carries a range of leading potential in bringing back its legacy of
products from various gardening equipment durability and reliability, and building further They will continue to ensure that they
providers, not just rolux. In addition, it on this. The brand is strong in South Africa provide products and service of a quality
functions as a service centre for most leading and is associated with quality products and that will satisfy users that their lifestyles are
lawnmower brands and gardening products service. improved, leaving them more time to do
and equipment such as professional, Stihl, what they enjoy most – spending time in
Lasher, Culterra, Gardena, Starke Ayres, protek In 2021, they identified a glaring gap between their homes and gardens with friends and
and Efekto. the brand’s value and its performance, and set family.
out to close this gap by offering a new, more
Amongst other things, customers can expect diversified range of products. They have also Regardless of one’s lifestyle, Rolux’s motto
the following at the store: introduced a “Rolux Cares” initiative to help is to provide the product and experience to
• On-site service, repairs and maintenance of build a better relationship with their reseller match it.
garden equipment. partners and have invested in a thorough
• Garden equipment spare parts for almost marketing strategy, with skilled personnel The team will continue to create
all power equipment brands. helping to build the brand into something entrepreneurs in South Africa and support
• Lawncare products including the Rolux that people around the world can once again them by connecting them with people/
rakes, spike rollers, smooth rollers, know and love. businesses who can help grow their
fertilisers, lawn dressing, irrigation systems business and in some cases, by providing
and garden tools. With the markets they have entered products to expand their offering. Whether
• Highly trained staff offering friendly, overseas, expats are drawn to this brand they are helping garden stores expand their
personalised service and top-notch advice that they’re familiar with, as well as the offering, supporting the service centres
for a great customer experience. There is South African reputation for reliability with high quality components and service,
also free collection and delivery to local and durability which many of the mass- or encouraging entrepreneurship through
customers. produced competitors seem to lack. garden care services, as entrepreneurs
n

Landscape SA • Issue 110 2022 17