the home of great ideas
the home of great ideas
Who are JML?
We are the world leader in retail screen
promotions, and a major force in TV home
shopping. We deliver quality, innovative
consumer products that have mass appeal and
‘make life easier’. We promote our products in
retail stores, on television, through our website our journey
and via print advertising. JML is one of the UK’s
fastest growing brands. We are ‘the home of
great ideas’. our home
our business areas
our way... screen to screen synergy
our customer service
our environmental goal
our studio, production and broadcast facilities
our contact details
Founded in 1986 by John Mills and now a global operation,
JML was once a small family company that developed through
consumer exhibitions with exciting live demonstrations of
Over the last two decades we’ve grown into a household name, one of the nation’s favourite brands and a world
leader in retail screen promotions and TV home shopping.
With ambitious plans for further rapid growth, you can ﬁnd our diverse range of products on virtually every high
street and in many of the biggest retailers throughout the UK and Ireland. Our retail operation in the UK is the largest
part of our business and continues to grow, but increasingly we sell direct to the customer through our website, our
seven TV home shopping channels and from our catalogue and print advertising.
Our international distribution is also expanding fast and we have a presence in over 70 countries worldwide.
JML began in Camden Town, North London,
Founder and Managing Director until May 2007, John has worked in product promotion at the point of sale since
1962. Now, as JML’s Chairman, John energetically helps steer the company’s reputation as a world player in audio
visual selling, not least by heading up our new product development team. In the wider business community, John
has had published a series of books on economics and spent 35 years involved with local government as an
elected Councillor. For much of this time John was responsible for Camden Council’s £800m budget.
Ken Daly Sanna Wei Shaun Tebble
Group Managing Director Financial Director Operations Director
Joining JML in 1994, Ken initially took on a sales Sanna is responsible for all aspects of JML’s Shaun joined JML in January 1997 as a Sales
role rapidly developing retail distribution in the UK ﬁnances and heads the company’s large Executive based in the North East. He helped
and Ireland. In 2000 he became Sales Director, accounts department. However, Sanna’s skills develop the sales operation and subsequently
later incorporating responsibility for the marketing and experience are broad and she is also a key became Sales Team Manager. He then earned
operation to become Sales and Marketing member of the Product Development Group, further responsibility for logistics as Head of
Director. Promoted to Group Managing Director utilising her close ties to the Far East. Sanna has Operations. In 2006, Shaun became a member of
in May 2007, Ken now heads all aspects of JML’s worked for JML since 1986, joining the Board of the Board of Directors. Most recently, Shaun set
operation including direct to consumer selling as Directors in 2000 and has been instrumental in up our own call centre and distribution operation
well as retail distribution. JML’s strategic direction. in South Shields, Tyne and Wear.
London, NW5 3EG
Located in the heart of bustling North London,
JML’s Head Ofﬁce is home to one third of the 300
strong workforce. With retail sales ofﬁces, state
of the art TV studio, media suites and broadcast
facilities, Regis Road is hub of the JML operation.
• Retail sales
• Creative, production and design
• Media and marketing
• Infomercial production
• International sales
• Human resources
JML House was ofﬁcially opened on
Tuesday 8th September 1998 by the
Rt Hon Frank Dobson MP.
Quality, innovation, great ideas, fun and fantastic value.
JML products are designed to ‘make life easier’. They provide features and beneﬁts over and above conventional
competitors. There is always a story to tell the consumer and we use in-store screens, TV advertising, web and
catalogue to demonstrate the information and promote the product.
We have an aggressive new product development programme, on average bringing 100 new lines to market
Before any JML item is launched, rigorous laboratory, consumer and market testing takes place. Therefore, upon
roll-out, we can be conﬁdent of complete customer satisfaction and exceptional sales.
In the Kitchen DIY, Home and Motors Health and Beauty
JML has become synonymous with quality, For the DIY enthusiast, we make professional From skincare treatments with proven results,
affordable kitchenware. We are constantly standards achievable for home improvements to ﬁgure enhancing slimming technology and
developing new and exciting ways to make with great products that cut down on time and personal grooming essentials, our health and
food preparation easier, from Halogen Ovens to effort. And our popular motoring accessories beauty innovations help our customers to look
Vacuum Food Sealers. range features everything from Parking Sensors good and feel great.
to Scratch Removal Kits.
With an extensive range, from ultra absorbent
cloths to environmentally friendly pastes
that remove the very toughest stains, JML
makes cleaning quick, hassle free and
We’ve sold over 10 million Fast Fit Ironing Board
Covers generating over £50 million at the tills.
our products... a selection
Tribod Dryer Balls VacPack
The ultimate mini-massager for relaxation on the go. Save up to 25% on tumble dryer running costs Vacuum seal storage bags that create space and
and soften fabrics without chemicals. protect possessions.
Scratch Remover Halogen Oven
The professional pedicure that ﬁts in your palm.
Restores paint colour and removes scratches for Cooks 40% faster than a conventional oven, but
a showroom ﬁnish on any vehicle. unlike a microwave, it browns and crisps. Includes
an ingenious self-cleaning function.
Beauty Wand Nano C3 Doktor Power
A hair trimmer and precision eyebrow styler in Car cleaner, polish and protectant all in one. Multi-task cleaning paste that removes the most
one, with built-in LED light. Developed with technology used and approved stubborn dirt, grease and grime. Non-toxic and
by aviation, aerospace and marine industries. biodegradable, Doktor Power is manufactured in
a European solar powered factory.
A revolutionary fresh food vacuum storage system Toasta Bags
that helps save on shopping bills. Removes stubborn screws without damage and
includes a bonus 3D milling bit. Make tasty toasted sandwiches straight from the
toaster. Also ideal for heating snacks, such as ﬁsh
ﬁngers and pizza slices.
our business areas.
JML’s screen promotions are proven to
generate exceptional proﬁt for retailers.
JML promotions can be found on virtually every high street
and retail park in the UK and Ireland.
We supply the retailer with the following key elements:
• Innovative, top selling JML branded products • In-store screen promotion
• Frequent store visits from our Field Support Team • Heavyweight TV advertising
Our concept is one of the most proﬁtable uses of ﬂoor space for retailers. Our clients can choose from our great range
of versatile, bespoke display options, tailor-made for their stores to generate maximum proﬁts.
Following launch through in-store promotions and TV advertising, many of our products have become well
known brands with strong, on-going demand from consumers. Such items are ideally suited for permanent
ranging within the relevant categories.
Crucial to our success in retail distribution is our heavyweight TV advertising. Typically we split the year into six
promotional periods. Within each, we may be advertising four or more individual JML products. Therefore we are
advertising more or less continuously throughout the year.
Not only do the featured products and the JML brand beneﬁt from this advertising, our research has shown that it can
signiﬁcantly uplift retail sales of related non-JML products and those of items located near to JML promotions.
Field Support Team
We provide a ﬁrst class service to retailers. A critical element to this is ﬁeld support. We have a team of over 120
highly trained staff, whose role is to visit every JML retail promotion on a regular basis.
JML’s direct to consumer business is the fastest growing sector
of our UK operation.
Home shopping has grown rapidly for JML over the last three years, and we now sell direct to the consumer
through our website, catalogue and seven home shopping channels on the Sky and Freesat platforms. With our
in-house call centre and fulﬁlment, we can guarantee ﬁrst class service for all of our customers.
TV Home Shopping
Our seven TV Home shopping channels feature high quality UK infomercials produced by our in-house team as
well as the latest product demonstration ﬁlms from across the world. In addition to operating our own channels, we
also broadcast through third parties and for example our most successful shows can be seen on Freeview.
Customers can browse the full range of JML products, watch streaming video demonstrations of our latest
innovations and take advantage of exclusive online offers when they visit www.JMLdirect.com.
‘The Collection’ is our seasonal quarterly catalogue which features a selection of our newest and most popular
products and offers. We also provide our customers exclusive discounts on everything from high street
shopping to weekend breaks with the JML ‘VIP Savings Club’. To further enhance our CRM program we have
developed ‘Great Ideas’ magazine which gives recipe ideas and tips for fresh thinking and inspired living.
Turn the page to see more…
VIP Savings Club
We stay in close touch with our direct customers
and send them offers that might appeal to them.
These include high street retail promotions as well
as home shopping deals. Part of this programme
is the JML ‘VIP Savings Club’. For an annual fee,
members receive a vast array of discounts in retail,
leisure, travel and dining. They also receive news,
details of product launches and discounts from
JML, including information about the latest retail
Recently integrated into the JML marketing mix,
‘Great Ideas’ is our new quarterly publication,
distributed free to existing direct customers. This
magazine is designed to continue improving our
brand relationship and enhance the customer
experience. We aim to inspire our readers with
ideas for living, while showcasing our latest
‘The Collection’ is JML’s consumer catalogue,
distributed on a quarterly basis. This publication
has proved highly popular, and includes top selling
items from both our retail and home shopping
businesses. The catalogue is distributed with
every order dispatched from our warehouse, it is
also mailed to key customers and copies can be
JML ﬁlms have been translated and
aired in 27 different languages.
JML products are sold in more than 70 countries.
The JML International Division continues to expand rapidly. From France to the Philippines, our products are
promoted by numerous TV shopping stations, retail stores and catalogues.
Our multi-channel marketing strategy can be replicated successfully in any region and we have managed to
dramatically expand the turnover of many entrepreneurial distribution companies around the world.
Our most successful regions include Asia, Eastern Europe and South America. Businesses in these countries have
made exceptional use of our brand and expertise.
“For many years JML has been one of our best “Eight years and 129 in-store retail
and biggest partners. We highly respect JML concessionaire outlets later, our JML sales
and the very reliable, long-term collaboration that continue to grow yearly at a very healthy rate.”
we have built together.”
Steve Payne- Primeline Products
Jiri Heger & Hana Hegerova- Tena Inc Philippines Inc.
CZECH REPUBLIC PHILLIPINES
“JML supplies us for distribution in Brazil through “JML’s good quality video demos, attractive
our various sales channels. Their products are packaging and great pricing, combined with the
always the ﬁrst to draw attention at shows. In our non-stop, excellent service of the International
search for long term and dependable relations, Team creates a perfect partnership for us.”
JML is consistently reliable.”
Eli Shahaf- Iska Tova Trade &
Arthur Barbosa- Polishop Marketing Ltd
screen to screen synergy.
From our in-store screen promotions to our national TV advertising campaigns and home shopping
channels, all of our audio visual activity creates ‘screen to screen synergy’. Key JML brand values and
messages are reinforced and spread through all formats, ensuring we deliver maximum impact with our
Our most effective retail advertisements are
usually 30 seconds in length and are aired on
all terrestrial and major digital TV channels.
With a multi-million pound budget, we are one
of the largest daytime TV advertisers in the UK.
Using a direct response style of advertising,
our commercials are incredibly effective at
driving consumers into retail outlets to purchase
When consumers visit a retail store they will see
the same demonstrations of the product on our
in-store screens that they have seen in the retail
TV commercial at home. We call this ‘screen to
screen synergy’. The power of our demonstration
ﬁlms combined with the commercial directing
shoppers into stores makes our TV advertising
highly successful, delivering substantial proﬁts for
our retail customers.
TV Home Shopping
Our TV home shopping channels also have
synergy with retail. We air our 30 second retail TV
commercials in between infomercials, reinforcing
our product range and high street presence.
We reach 25 million UK homes every
month with our TV advertising.
JML’s Call Centre receives over 60,000
sales calls every month.
It is the JML philosophy to bring activities in-house
For this reason, all direct to consumer fulﬁllment is handled by our own warehouse and distribution facilities in the
Port of Tyne Authority Estate, South Shields, Tyne & Wear.
Our call centre operation utilises the latest telecoms technology and is also located on the same site in South
Shields. A dedicated team of JML staff answer sales calls and handle all customer service for both direct and
Tyne Dock, our distribution centre
our environmental goal.
to reduce the JML carbon footprint by 15%
per £ of turnover year on year, EVERY YEAR.
The Green Way
We are striving to develop a culture at JML
deeply committed to environmental care and
protection. We make every effort to manage
and lower our global impact - and donate
a percentage of our proﬁts to international
conservation charity, the World Land Trust.
We’re passionate about encouraging our staff to
think of the environmental impact of their actions
and have an incentive scheme which shares
resource cost savings with our employees.
our studio, production and
photography. ﬁlm. video.
broadcast television. multi-camera.
complex has been running
successfully since 2004.
Originally developed and still used for the JML
shopping channels, we now offer a choice of
two fully air-conditioned, acoustically treated
sound stages. These tailor-made ﬁlming studios
can cater for all production needs within
Whether our clients are looking for a four wall
studio without crew or equipment - or a fully
serviced multi-camera studio with live playout
capability, Kentish Town Studios can deliver.
Great ideas for you
We demonstrate great products through audio
visual means, whether this is in-store screen
promotion, TV advertising, TV home shopping
or web streaming. All other activities such as
press advertising, mail order and production
facilities are complementary. Our products and
services are designed to ‘make life easier’ and
we are meticulous about quality and customer
satisfaction. At the very heart of JML is an
incredibly passionate team of talented people
who are dedicated to excellence.
If your business involves one or more of the
following areas, JML can help you generate very
signiﬁcant and incremental proﬁts. We would
dearly love to hear from you:
• TV Home Shopping
• Internet Shopping
• Mail Order Catalogues
• International Distribution
• Film Production
our contact details.
Phone: +44 (0) 20 7691 3800
London, NW5 3EG
the home of great ideas