Haldane originally began its life in 1945 as a specialist wood machining company focused on supplying basic woodturnings, furniture components, mouldings, and spinning wheels. Until 1991, its key industry targets were whisky, furniture, and wool industries - all low margin, high turnover and declining markets.
However, the bold management decision to pioneer CNC timber machining, with its first substantial investment in two pieces of machinery worth over £1/2 million.
This required a completely different management approach whilst retaining the company's core values of quality, value and customer service.
Haldane's substantial capital expenditure in state of the art 5-axis CNC machinery means that it has the capability to manufacture timber handrails in whatever shape, profile, length or angle specified.
Haldane pinpointed interior designers and architects as key market influencers to achieve ROI and increased profit margins.
Haldane's key messages and marketing approach changed as Haldane began targeting this market.
Haldane's change of marketing focus has altered the company's perception and participation in the market in which it operates.
It has aided Haldane in winning many lucrative contracts that include Windsor Castle, Eurodisney, The British Embassy in Moscow and a number of prestigious shopping centres around the UK, such as the Bluewater Shopping Centre in Kent and The Overgate Centre in Dundee.