Challenge

GarageTek was founded by former Harley Davidson executives to provide garage organizing systems to men who wanted a great space to work on their motorcycles, cars and other projects.

The company's original product and marketing were designed to appeal to men, using black and silver as their colors and appealing to men to make their garage their sleek, cool oasis in which to do their projects.

It quickly became apparent that the strategy was not working and the garage organizing systems just were not selling very well. Franchisees were getting restless, and GarageTek turned to The James Group to help them understand what their issues were and how to resolve them.

The challenge we faced was to understand why the product was not selling very well; it was clearly a superior product in the garage organizing marketplace, and the product, sales and marketing resources supporting it were solid.

Results

The James Group's work quickly revealed that it was women, and not men, who were the primary decision makers when it came to renovating a garage. And the most important attribute for a garage for women is that it is clean.

The James Group created a new GarageTek brand - "The World's Cleanest Garage", gave it a clean, fresh and more feminine look and feel, and redirected marketing support and sales efforts to the woman of the household.

Sales took off, and in less than two years, GarageTek had become the largest seller of garage organizing systems in the United States.

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com