What's in a name? In the case of Hayter, I don't think many would argue against the answer being 'quite a lot actually'.
Hayter is clearly one of the most historic and storied mower brands in the UK. The company have been known to use the term 'iconic' when describing their own products, and I think they have a point.
Since 1946 when Doug Hayter founded the company in Bishop's Stortford the name has been a stalwart of the UK garden machinery industry. Like any company there have been ups and downs, but the brand has always been a cornerstone of many a dealer's showroom.
Since 2005 the brand has been owned by American giant, The Toro Company, so I suppose this week's announcement of a corporate name change to Toro U.K Limited was almost inevitable at some point.
Had the Hayter name disappeared entirely, I think most would have considered that a genuine shame. However, we're told today that will not be the case. You can read the official announcement here.
To gain a little extra clarification on what the name change means for the company and specifically for their UK dealer network, I caught up with Toro UK's sales and marketing manager, Craig Hoare, yesterday.
Here's what I discovered:
Service Dealer: Just to be clear, the Hayter name isn't disappearing? New machines will still be produced, badged Hayter and in the Hayter colours?
Craig Hoare: The Hayter brand will remain and we will continue to invest in and develop the brand. New Hayter machines will still carry the Hayter name and remain in the classic Hayter green.
SD: Will dealers see any significant changes in store? Will Hayter signage or point-of-sale for example, remain valid?
CH: Dealers will see no change in store. As there is no change to Hayter as a brand, all signage and point of sales remains valid and will continue to be used.
SD: You say the name change "will help us to layout our strategy for the Toro & Hayter brands in the UK market". - What does that mean? Is it possible to expand on how that strategy might affect dealers?
CH: Our strategy for the UK market is to grow the Toro brand alongside the Hayter brand. This will involve our dealer network and we look forward to our Dealer days where we will be sharing the opportunities available to Dealers in the Toro brand.
SD: In changing the name, were the company not concerned that confusion could be drawn regarding the Toro products distributed in the UK by Reesink Turfcare?
CH: By changing the company name we are bringing the UK operation inline with the rest of the Toro organisation. As per the press release we will be focussing on growing the Toro brand within the Consumer, Landscape Contractor, Arboricutural and Light Construction Markets. We are confident that there will not be any confusion about the change as we continue to work with Reesink who distribute our Toro Grounds and Golf equipment.
It will be interesting to hear what these "opportunities available to dealers in the Toro brand" will exactly be at the upcoming dealer days - another reason to attend I guess. But from the official statement and from what Craig has told us here, it does sound like the Hayter name is not going anywhere, anytime soon.
This must be good news because that heritage and trust which such a historic British name evokes in the minds of the buying public shouldn't be underestimated.
Everyone remembers in the early 2000s when some genius decided it would be a marvellous idea to turn the Royal Mail into Consignia! That lasted for all of a year or so before reverting back to its proper name. Quite rightly scorn and confusion meant the bigwigs had no choice but to return to the identity that had built up such recognition and confidence amongst its customers.
Toro appear to have played sensibly with this week's move. It's understandable that they would desire all their foreign subsidiaries to adhere to their worldwide corporate branding.
But to have kept that historic name, logo, and identity alive is something to be thankful for.
