News

November 2006
BESPOKE LIFEJACKETS ATTRACT UNEXPECTED INTEREST AT METS

Despite being the world’s leading manufacturer of inflatable lifejackets, the sales team at International Safety Products Ltd (ISPL) has been taken aback by the level of interest being expressed in its bespoke lifejackets. The company made its custom manufacturing capability a major feature of its stand at Amsterdam’s Marine Equipment Trade Show (METS) in November and was delighted to have received over 60 serious enquiries.  These were from a wide variety of organisations attracted by the commercial or corporate image benefits available from commissioning their own design of lifejacket.

“Bespoke lifejacket manufacture has always been a major part of our business but we had not realised just how many organisations would be interested in them until we attended METS,” said Geoff Billington, sales director for ISPL. “Visitors to our stand quickly realised that attractive lifejackets manufactured in the colours of their company and displaying its name and logo can be used to generate useful lines of additional income. Alternatively, organisations that use large numbers of lifejackets realised that crews working with their own style of lifejacket can boost the company’s image in a practical and cost effective way. We are now hoping to turn as many of those enquiries as possible into definite orders. This will probably be a lengthy process and we are realistic in our expectations but we have been genuinely surprised by the initial response and feel that this represents an interesting new development in marine equipment manufacture and marketing.”

ISPL lifejackets are produced to meet the highest applicable codes and standards at the company’s factory on Merseyside, England where manufacturing is geared to ensure that bespoke service customers are never embarrassed by poor quality. ISPL believes that its lifejackets can provide organisations with a natural extension to their existing product range. It maintains that foul weather clothing manufacturers, for example, could be neglecting a gap in the market if they do not complete their catalogues with their own distinctive lifejacket. Boat and engine builders can encourage pride of ownership if their customers can wear a lifejacket that advertises their choice of product. ISPL believes that because lifejackets are essential accessories to every boat, builders enjoy a unique opportunity to supply a long lasting product that promotes the quality of their name while earning them a worthwhile return on the transaction.

Buyers of bespoke lifejackets can choose from a range of automatic or manually inflated systems that are manufactured to comply with the highest international safety standards. Covers and webbing can be chosen and designed to create stylish yet functional lifejackets that can be supplied in batches from 250 jackets upwards. Models suitable for sailing, power boating and water sports can be commissioned to present an exclusive image for the wearer while still meeting all of the functional requirements needed for optimum performance. High quality printing enables names and logos to be applied to the fabric to create a distinctive product that can generate revenue while offering the best in maritime safety.

Explaining the reasoning behind this marketing opportunity, Geoff Billington,  said;  “It seems illogical to build a beautiful and expensive boat and equip it with anonymous and mundane safety equipment. Lifejackets can often be worn for many hours at a time so it makes good marketing sense to reinforce the customers’ loyalty by enabling them to wear a product that carries your name,” he said. “Judging from the interest shown at METS, this is clearly an idea that is catching on.”

Bespoke Lifejackets... Find out more...

Press enquiries:   Paul Eastaugh 

Tel: +44 (0)118 934 1101 Fax: +44 (0)118 934 1137 Mobile +44 (0)7889 432014

Email:  [email protected]

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