Arco: Experts in safety

This case study demonstrates how a repositioning of the brand Arco, a distributor of safety equipment, workwear and factory equipment in the UK, to address difficulties caused by economic recession.

Arco: Experts in safety

Thompson Brand Partners

Executive summary

Arco was established in 1884. By 2008, annual sales had reached £214m with Arco operating as a distributor of safety equipment, workwear, factory equipment and general supplies. But then the recession hit…

Arco's customers struggled and performance stagnated. The firm's market share was under threat as competitors cut prices and online operators entered the space.

The response has been to unlock the potential of the Arco brand by re-focussing on what it stood for, leading to a substantial and sustained improvement in performance.

At the heart of the new brand strategy...

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