JML (John Mills Limited)

JML (John Mills Limited) is a UK based consumer products company, specialising in retail promotions, TV home shopping and ecommerce. Founded in 1986 by John Mills, it has two divisions: a retail division which sells products in stores via on-screen promotions and its direct division which sells them direct to consumer via its website JMLdirect.com, TV Shopping channel on Sky 651 and Freesat 806, and through its catalogue. In 2010 it was named as one of Europe's Top 500 Growth Companies.[1]

History

Mills founded JML in the basement of his house in Camden in 1986. Reverting to a model of selling at trade shows, the company expanded into consumer selling after a trial involving end of aisle video demonstrations in third-party owned retail shops.[2]

Today, JML has its headquarters in Kentish Town, North London.[3] Home to one third of the company’s 300 strong workforce, it contains the product development, marketing, direct to consumer, video production, international sales and broadcast operations. The fulfilment centre is based in the Port of Tyne,[4] comprising a 24/7 call centre, retail sales team, warehouse and distribution facility.

Divisions

JML Retail

JML’s core business is known for retail screen promotions. These can be found in over 20 UK and Irish retailers including Asda, Boots, Focus, Robert Dyas, Debenhams and Tesco. When consumers visit a store they see demonstrations of the product on in-store screens. Products are sold directly underneath these. The company has a team of over 120 support staff who visit every retail promotion regularly and change over stock and films. The brand also sells ranged lines.

This is supported by wide-scale TV advertising throughout the year. The adverts are usually 30 seconds in length and aired on all terrestrial and major digital TV channels and are usually filmed in a direct response style.

JML Direct

The brand also has a direct-to-consumer business. It sells directly to the consumer through its shopping channel (on the Sky platform), website and catalogue. The channel is JML Direct TV (operates on Sky 651 and Freesat 806). This features UK infomercials. They are largely produced in-house as well as featuring product demonstration video content from across the globe. JML also broadcasts through third parties. The brand publishes a bi-yearly catalogue. The e-commerce site www.JMLdirect.com offers a wide range of products.

International operations

JML products are sold in over more than 80 countries worldwide. JML GmbH launched in Darmstadt, Hesse state of Germany in 2008. It has direct operations companies in Singapore, and Central Europe.

References

  1. ↑ "Europe's Top 500 Growth Companies" (PDF). Europe's Top 500 Growth Companies.
  2. ↑ http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10310722/Rich-private-school-Oxford.-Meet-John-Mills-Labours-biggest-donor.html
  3. ↑ "Financial Times". Financial Times.
  4. ↑ "Shields Gazette". Shields Gazette.


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