DIY Trade News October 2013
32
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The ladder to innovation
Established in 2009 by Dorian Isaacson as a ladder importing
company, Isaacson Ladders has quickly grown into an established
local manufacturer of ladder excellence.
The company was started in response to a gap
The new factory, based in Johannesburg, enables
seen in the local ladder market, which had not kept
the company to increase production capacity,
up with international trends of product quality and
product range and standard of its products, whilst
customer service in the ladder industry specifically.
also giving it the opportunity to support the local
Its manufacturing operation, now based in
labour market.
Johannesburg, saw the amalgamation of more than
The company’s strategy is a bold one. “Our
50 years of collective experience in the hardware
ladders are cheaper, stronger and more durable
and retail sectors.
than any of our competitors,” says Isaacson, adding
With ladders as its core business, the company
places safety in the workplace as a number one
that, “We have the best customer service record in
Innovation
Isaacson Ladders’ mantra of innovation goes a
long way in deciding which ladders it supplies.
The two most exciting ladders are the Little
Magic Ladder, which is the only one of its type
in South Africa, and the Telescopic Ladder is
also, a fantastic product that the South African
market has really taken to.
the industry and deliver on time.”
priority. Products are made of a high grade, durable
“Furthermore, our team has vast experience in this
any of our competitors. They look good on the shop
aluminium manufactured to an aesthetically modern
field and have successfully made ladders for ware-
floor and sell very quickly for a traditionally slow
design. The business provides a wide range of high
houses, oil tankers and shipping containers to name
moving item. This is due, in part, to our supportive
quality, economically fair and easy to use ladders that
but a few. We have the skills and expertise to manu-
marketing strategy where we actively promote our
will be an asset to any business or individual. It is also
facture ladders to any specifications our customers
products in store,” says Isaacson.
able to accommodate orders of any size and deliver
may require, as well as conduct the necessary qual-
throughout southern Africa. Isaacson Ladders also
ity control tests on the final product,” he says.
offer a range of castors at affordable prices. These
The business has seen growth amounting
are made from the highest quality nylon and rubber
to a 400% increase in sales volumes. This has
vehicles in the area to collect their own stock,
wheels and are able to serve most needs.
resulted in a significant challenge to its customer
receiving a discount on their entire order,” he says,
In 2012 the company began manufacturing a
service record, which it refuses to compromise on.
adding, “We have also implemented a customer
range of ladders in South Africa conforming to an
Accordingly it has begun a successful revamping
loyalty programme with further discounts and
international standard. This allowed it to invest in
of its distribution, stock control and administration
rebates available to stores that have consistently
more local employment and skills. This move also
services including the opening of a new
ordered from Isaacson Ladders.”
went some way to reducing costs, a benefit that has
Johannesburg office to allow for a more efficient
been passed directly on to the end customer.
He explains that the business has both a delivery
and pick up scheme. “This will allow our customers
who are based close to our warehouses or have
The company currently exports into various
markets in Africa and around the world. In Africa
service to its Highveld customers.
this includes Lesotho, Namibia, Botswana,
Its excellent customer service record and very
competitive pricing has made the company one
Why Isaacson ladders?
Zimbabwe, Mozambique, Tanzania, Zambia
of the fastest growing ladder providers in Africa.
“Our ladders are stronger, lighter and cheaper than
and Malawi. Because South Africa has very
competitive trade deals with the European Union
Products include:
(such as 1% import duty), our country is one
of the most competitive to export from. South
The Telescopic
Ladder
The Dual Purpose
Ladder
Africa’s shipping routes are also much shorter
than when importing from other countries as the
country is generally centrally located to service
Europe and Africa.
The Little Magic Ladder
“We have designed our ladders to meet the
most rigorous standards of the African continent
and our European clients can also rest assured
knowing they receive high quality, affordable
ladders that they can proudly put their company
name on,” concludes Isaacson.
For more info...
Extension Ladders
A-frame Ladders
Web: www.isaacsonladders.co.za
Tel: 011-794-4456