Company: Jenolite, Biggleswade, Bedfordshire
Company Description: Jenolite is Europe’s oldest and most reputable rust removal and conversion brand. Since 2013 father and son team, Neil Wildon (CEO) and Connor Heaps (MD) have successfully regenerated the brand from a traditional distribution model to selling 400+ ranges of paints, primers, sealers, and polishes direct-to-customer (D2C) through Amazon, to 50 countries worldwide.
Nomination Category: Achievement Categories
Nomination Sub Category: Achievement in International Expansion
 Nomination Title: Outstanding international expansion through rapid growth and innovative ecommerce development
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since 1 January 2022, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 200 words used.
History: Europe’s oldest and most reputable rust removal brand
Established in 1939, Jenolite is Europe’s oldest and most trusted rust removal and conversion brand used to preserve landmarks including the Eiffel Tower and London’s Big Ben. But when it fell into the ownership of large distribution companies, including Shell Chemicals, its identity was lost.
In 2013 father and son team Neil Wildon (CEO) and Connor Heaps (MD) took control of the business and rapidly transformed it from a lacklustre company into an internationally renowned brand, selling to high-profile customers including Boeing, Airbus and the MoD.
Past Performance: regenerating a heritage business
As proud custodians of the brand, in 2018 we identified potential opportunities to appeal to a younger demographic interested in upcycling, and pivoted the business from a traditional distribution model to a thriving direct-to-customer (D2C) ecommerce model.
In just five years we have increased the product range from 6 to 400+, and now sell to 301k customers in 50+ countries.
Underpinned by our core values of unrivalled quality and uncomplicated customer service, we have delivered outstanding results:
- 75% growth since 2021, including a 455% increase in sales via Amazon
- Turnover has increased by 2038%, (£289k -£6.18M), since 2018
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
Achieving outstanding international growth through ecommerce
Using Amazon, which accounts for 90% of our income, to strategically grow both our visibility and sales has accelerated growth into new D2C markets. Allowing our family business to scale up fast, and deliver the very best quality products to 50+ countries, including our biggest exporters France, Germany, Italy, USA, and Spain.
Unprecedented global growth has been delivered in the financial year January-December 2023.
Revenue increased by 42% from £4.35m to £6.18m
Profit soared by 137% from £419k to £994k
International sales grew by 77% from £1.22m to £2.16m
Total customers are up 40% from 215k to 301k
Establishing a customer-centric expansion model
Known for our core values of unrivalled quality and uncomplicated customer service journey, we empower our small team of 9, including 5 family members, to achieve stand-out servicing and enhanced product development.
Since 2022, the product range has grown by 57% to include hundreds of complementary products such as paints, seals and polishes, building upon our desire to become a DIY ‘one-stop-shop’.
Innovative online search tools help our 301k customers find the right products.
- Find Your Fix - an online tool that helps customers find the appropriate product; 500 people have used this since its January 2024 launch.
- Product Support Line - a service allowing 5,000 annual customers to discuss their needs directly with one of Jenolite’s expert teams.
Customer feedback is outstanding: “Great service, answered my query with a comprehensive reply.” Mark Page, Trustpilot
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 250 words used.
Transformative ecommerce performance
Inspiring an entirely new generation of upcycling DIYers to engage with our paints, seals, and polishes via a thriving ecommerce platform and Amazon has helped us achieve outstanding growth. Transforming Jenolite from a lacklustre brand selling just six products via a traditional retail distribution model, to an international brand selling 400+ products online to 50+ countries.
With a bold entrepreneurial vision and a commitment to the 85-year-old brand’s legacy our small family business outperforms its competitors as we seek unique solutions to create a market-leading ‘one-stop shop’ for global restore and repair projects.
Our unique ecommerce growth plan has us on target to export to every major continent across the globe within 2 years: Mexico, Japan and Canada (2024), India and South Africa (2025), and Brazil and Australia (2026).
Customer-led processes deliver outstanding results
To strengthen our reputation as a world-class brand we continue to go that extra mile for our customers, utilising our unique online search tool Find Your Fix and Product Support Line to deliver transformative customer-centric experiences.
For example, we introduced trigger sprays to aid convenience, expanded our courier service to cover all of the UK, and satisfied demand with larger 5-litre bottles of Rust Stain Remover.
We receive handwritten letters from older customers who appreciate the personal service. Excellent results are generated:
Trustpilot: 83% 5-star ratings
Feefo: Average score 4.5/5 on products
Forecasting £8.05M turnover this year - a 30% rise - we're rapidly expanding, selling worldwide and predicting further growth.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 249 words used.
Outstanding international growth and expansion can be illustrated throughout our document which contains images, statistics, and feedback to demonstrate our successes:
Restoring a heritage brand to its former glory: Established in 1939 Jenolite is Europe’s oldest and most reputable rust removal and conversion brand used to treat some of the world’s most iconic buildings including the Eiffel Tower and London’s Big Ben.
Renovate, reuse and recycle: We help over 301k DIY enthusiasts around the world with their restoration projects, stopping thousands of items going into landfill - whilst spreading joy amongst our new generation of upcyclers whose videos are going viral.
A customer-centric approach includes our unique Find Your Fix online search tool and Product Support Line, service thousands of customers annually and outperform competitors' support. Our Feefo service score is an outstanding 4.4/5.
Putting Jenolite at the heart of the community: We believe in using our business platform to help others progress too so we focus on giving back to the community, for example this year £10k will be donated to local sports teams, a county youth league, and a local charity.
Generous employment packages incentivise our loyal team, and include; annual bonuses based on a % of overall business turnover, and a 6-15% increase in employer pension contributions.
Delivering outstanding growth across the globe: Our robust strategy will put Jenolite back onto the UK high street whilst expanding into international markets, including Mexico, Japan and Canada (2024), India and South Africa (2025), Brazil and Australia (2026).
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