GROWTH STORY

Russells Curtains & Blinds is a real Kiwi success story. Originally a fabric merchant, they are now one of New Zealand’s largest manufacturers of curtains and blinds. Our partnership with Russells began in 2015 with a request for a new website. Through our Plato methodology, we quickly identified a deeper challenge and an ambition for growth. So, we set about what we do best – shaping a pathway to help them get there.

Over a decade-long partnership, our commercial strategy has enabled Russells to achieve well over eight-figure revenue growth and significant market share expansion, even amidst the challenges of the COVID-19 pandemic and subsequent recession.

This strategic framework utilises data-driven insights and aligns all key business functions, including brand, marketing, sales, and operations. By focusing on creating brand equity, sustained demand, improving conversion rates, and building lasting customer loyalty, we've provided Russells with a clear path to measurable, predictable, and profitable expansion.

Building a sales and marketing engine

Rather than taking a traditional marketing approach of reviewing channel activity and planning media, we dive deep into the operational side of Russells’ sales function. Initially, this identified challenges with sales data tracking, continuity between regions and a need for robust business intelligence on where the fundamental issues lay. To remedy this, we’ve helped Russells establish a new sales CRM and a renewed sales function. Once in place, we were able to pinpoint regional challenges and customise marketing tactics to address these.

That success is built on an intimate shared understanding of what levers drive profitable growth; in collaboration, we continue to set and review lead volume, value and conversion targets as key performance indicators.

Since the early days of our partnership to the present, sales and marketing alignment has been crucial. From the outset, we established streamlined tools and systems that support the entire customer journey. The website, CRM, and quoting tools are integrated, opening the door for stronger customer experience and referral initiatives.

10+ years of sustained growth doesn’t come easy, but that is something we pride ourselves on delivering for Russells Curtains & Blinds. Working directly with the founders at the board level has allowed us to build trust, ensure strategic alignment at all times and, most importantly, has ensured accountability.