Page 24 - Landscape-Issue128

FEATURE

ROLUX RE-INVENTED

The Rolux name has been a fixture in the South African domestic lawn care market
for over 60 years, and the familiar Rolux Magnum jingle is still recognisable to many
people, almost 40 years after the last TV ad was flighted.

n 2017, after a few challenging years,
Rolux was bought by Professional Lawn
IEquipment, another South African brand
that has been making lawn mowers for
almost 60 years.
The manufacturing facility, based in
Babelegi, Hamannskraal, was geared for
growth but maintained the skills base that
had been created over many years.
The market
As the South African economy came
under pressure, there was a significant rise
in cheaper imported products. Another
change was that consumers moved away
from purchasing from traditional, local lawn
mower shops and increasingly purchased
from the big box stores.
Rolux was not unique in the challenges
this presented, as quality and durability lost
its appeal.
The solution
The obvious solution was to look for new
markets outside South Africa’s borders and
the company actively sought markets in
Australia, New Zealand, India and the Far East.
In 2019 we started exporting the
Professional cylinder machines to Australia
and rapidly gained a foothold in that market.
The market in the Far East, whilst small, was
very important.

Covid challenges
In all aspects, the Covid pandemic was
a challenge for everyone. For Rolux, the
challenge was meeting surging demand shipping delays and significant increases in fit the criteria of strong, durable, affordable
whilst dealing with raw material shortages, costs. and suited to South African conditions.
The company used this period to re- Major brands include Stihl, Professional,
evaluate its business model and the Lasher, Hustler as well as some of the
concept of Rolux Wholesale was born. prominent chemical products.
Initially linking the Stihl and Professional
brands, these products would be offered to The future
the commercial market. It is our intention to roll out more stores
The Rolux and Professional businesses countrywide and we currently have small
were split and were able to focus on their operations based in Cape Town and Port
core markets. Rolux remained a domestic Elizabeth.
product whilst Professional would focus on Rolux will offer an effective full solution
the commercial market. to facilities companies, landscapers and
garden services. An important part of the
New beginnings offering is on-site training for people using
The Rolux flagship store was opened in the products, as well as the vital aspect of
November 2021 and offers a full range servicing and maintenance.
of products designed for the commercial
market. Along with a fully equipped Guy Williams 082 490 3052
workshop manned by trained technicians, www.lawnmower.co.za
the company improved its offering and 5 Remblok Street
service to its target market. Strijdom Park
The Rolux store is selling and servicing Randburg
major brands in South Africa, all of which https://goo.gl/maps/mX7HiFscBs2dHqxK7 n

22 Landscape SA • Issue 128 2023