Please provide an overview of the products and services offered and areas of specialisation.
Based at Kirk Langley, Derbyshire and employing 37 members of staff, Dennis and SISIS equipment are divisions within the Howardson Group. We design and manufacture world class turf maintenance equipment for both natural grass and synthetic surfaces.
The machines can be found at many of the top sporting venues such as Wembley Stadium, premiership football and rugby grounds, first class cricket venues, racecourses and overseas at venues such as Real Madrid, Bayern Munich and Paris St Germain.
The Dennis G860 cassette system machine will be used in Brazil for the forthcoming 2014 FIFA World Cup at all stadiums including those that will host the opening match in Sao Paolo and the final itself at the world famous iconic ‘Maracana’ in Rio.
How did you find out about emita and what benefits do you find the most valuable?
Emita approached Howardson a number of years ago and we were keen to get involved with a local group where we could network and share ‘best practice’ ideas. The choice of events is excellent allowing us to pick and choose according to our future export plans.
How long has your company been active in the export / import market and which countries do you currently trade with?
We have been active in overseas markets for many years within Europe, The Middle East and we are currently working with USA a great deal at the moment.
What made you decide to expand your business overseas?
The demand for our product, many groundsmen, greenkeepers and gardeners use our equipment and become brand advocates. These customers want to continue working with our products as they move positions. When other venues see the surface these customers achieve they want to use the same product in order to get the same result.
What has been your biggest exporting / importing challenge?
Finding the correct type of dealer or distributor to work with, this research, selection and appointment process is critical in ensuring the brand is promoted in the correct way. It is important to ensure exports fall in line with our brand guidelines in order to maximise future success.
What’s the most helpful piece of international trade advice you have received?
To be as close to the market as possible and ensure you are fully aware of the local etiquette when visiting.
What does the future hold? Any particular markets you are looking to target next?
We visit Australia in June to exhibit at the Australian Turfgrass Conference and Trade Exhibition. Due to the success of our websites we receive plenty of enquiries from Australia and we feel now is the right time strategically to look at possible development there.