102 • SAFES
In August 2014, the management
team completed a buyout of the
European arm of Phoenix Safe Ltd.,
from the original owners - John
Thompson and John Solomon. As
part of that deal, they also purchased
the entire interest of Security Express
Ltd, which although not owed
by Phoenix Safe, did have some
common shareholders.
With new investment in place the
new team set about developing and
expanding the range of products.
In phase 1; all security certified
safes had an upgraded to ECB.S
certification, a brand new range
of small domestic safes designed
and many of the Security Express
products merged in to the phoenix
range. Phase 1 launch with a new
catalogue in July 2015.
Phase 2 of product development
started almost immediately with the
development of more deposit safes,
upgrades to some of the fire safes
ranges and improvements to the key
cabinet ranges. Phase 2 completed
recently, and culminated with the
launch of the new catalogue in July
2016, along with brand new website,
E-catalogue and downloadable app
for Apple and Android devices.
Daniel continues: “Whilst
developing our products we have
also looked at marketing initiative
which aid not hinder these sales
and have created a new catalogue
concept designed exclusively for
our retail dealer network. This uses
the Security Express branding, with
exclusive product codes that cannot
be searched for through the internet
to find the cheapest price.
“It also, allows the retail dealers to
promote the product and give their
vast knowledge to the customer,
without fear that they will simply go
and purchase from the internet once
armed with the valuable knowledge
pasted on by the dealer.
“All Security Express
correspondence will comprise
of this coding, helping our retail
dealers to have confidence that
should they being doing all the
hard work in creating a sales lead,
they are going to be the one who
supplies the user. Historically, this
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has created problems in particularly
when selling though catalogues or
online and we wanted to assure
our customers that we were fully
supporting their efforts through our
own marketing.
“From 1st July, we also revised
our delivery services to support our
customers by the option of offering
next day delivery on safes weighin