- Client:Garth
- Sector:
- Services: Big market, BBQ, design
- Year: 2014
To entice international buyers, Garth and Stimulo collaborated to develop a range of barbecues designed specifically for DYI shops.
Who doesn’t like to enjoy a barbecue on a sunny weekend with friends and family?
Barbecue culture is all about pleasure, and Garth wants to make it easy and affordable for all of us. Garth, who has a long history in the industry, and backed by a deep knowledge in business, asked Stimulo to design a new range of barbecues to sell in your DYI trends around the world. And so we did.
The key success factors of the project were to design a product specifically for our client’s purpose while ensuring that the cost was kept to a minimum. Sometimes designers get carried away with a kind of ‘design fever’ that often results in products that don’t quite appeal to the end client… By contrast, with this project we put ourselves in our client’s shoes, and designed specifically for them. Gavin, Garth’s managing director, did not fail to record: “I think of your aunt’s house. This is our target!
Sales were a great success during their 2014 campaign. We are proud to say that design is a decisive tool when combined with strategy.
The final barbecue has a balance between robustness and elegance. It is attractive, powerful and, in some ways, close to what the average buyer would like to have in their home. And, of course, thanks to Garth’s experience and facilities in China, the cost of the product is low compared to the market leaders.
Other practical features such as a wider tile, a convenient accessory drawer, a complete system of accessories to anchor on the perforated sides of the barbecue, a smart anti-grease system, a transparent grill cover, among other things, made this product really attractive to buyers.
This turned out to be the perfect combination, as retailers such as Bauhaus showed great interest in the product and finally decided to put it on the cover of their European catalogue. In addition, sales were a great success during their 2014 campaign. We are proud to say that design is a decisive tool when combined with strategy…
“Working on the Rock collection with Stimulo not only allowed us to achieve great results, but also taught us how to strategically approach our creative process. Previous design attempts were mainly in-house and did not have a methodology like the way Stimulo structured the project. They were fully involved from the very beginning and I credit the quality of the end result, which is essentially products that can now be successfully marketed.”
Peter Van Dijk, Chief Operating Officer Europe