A small business in Warwickshire is having Farm-yard Fun and Jungle Joy after diversifying into a new range of products.
Artforum from Henley-in-Arden has launched a new range of giftware thanks to help from the West Midlands Diversifi-cation Programme.
The company, which employs nine people, designs and produces high quality traditional gift-ware and sculptures for UK department stores, garden centres, interior design shops and independent retailers.
Now it has enjoyed success with its new Farmyard Fun and Jungle Joy gift ranges which were launched almost a year ago and have attracted new business with large department stores and independent retailers.
The company turned to the diversification programme when it realised it needed to increase its market share to remain competitive.
Managing director Cameron Read said: "We were facing a declining stage in the life cycle of our traditional giftware and sculptures and so we wanted to grow the company and expand our product range to appeal to a different customer base.
"It was at this point that we sought assistance and secured funding from the West Midlands Diversifi-cation Programme to help design a range of new giftware."
Artforum worked closely with an advisor from Business Link Coventry & Warwickshire to develop a two-fold strategy to help grow the business.
Advisor Alan Lord said: "The first element of the strategy focused on designing a range of products and the second focused on the formation of partnerships with over-seas companies to market products in the UK.
"With this strategy in mind the diversification programme provided funding which was put towards design costs for the new range and sales consultancy."
The West Midlands Diversification Programme was established by Advantage West Midlands in 2002 to help small and medium sized manufacturers, like Artforum, diversify into new, higher value products or markets and reduce their reliance on traditional markets.
Mr Read said: "We have since completely changed our sales strategy, adopted a new management and monitoring system and appointed two new members of sales staff."
