150 models in the standard programme

However, custom-made products are only part of the portfolio. Halfar offers a full-service package for the promotional bags, including above all a comprehensive standard line-up of bags available from stock from the Bielefeld warehouse. Boasting 150 different bag models, Halfar?s range of standard products offers an unequalled selection. A large choice of colour alternatives enables CI-compatible designs. For example most of the bags are available in up to ten colours, the original Lorry Bags? made of truck canvas even come in a selection of 37 shades.
When the company was expanded two years ago, Halfar invested in a modern warehouse, which disposes of 2,700 palette storage places. A warehouse with a further 1,500 storage places has been rented close-by. At the moment approx. 180 orders, customised and non-customised, leave the factory every day, with an upwards tendency.
The online shop of the German company is a further advantage for their distributor partners. The distributors can integrate the virtual bag shop with individual CI design into their own web site. All warehouse stocks can thus be called up online.
Halfar has also extended its customising techniques. The bag people also dispose of an in-house embroidery shop since 2006. ?Embroidery is the preferred customising technique for advertising messages, because it looks classy and is durable,? Halfar pointed out. ?We consider embroidery to be part of the service for our distributors. They receive a full-service package for the bags from one source.? The latest acquisition is a digital printing machine, which allows films and truck canvas to be customised in photo-realistic quality ? a good alternative for small orders with short lead-times.


Breaking away from uniformity

Halfar?s standard programme doesn?t only clearly distinguish itself from many all-rounders in terms of the depth of the line-up. ?We don?t want to offer any mass-produced goods, but aim instead to develop own products to suit the branch and the demands of the market,? said Halfar outlining their own demands. ?Own designs are becoming increasingly important for us. We want to break away from uniformity,? added Peter Leseberg.
Product Manager Simone Rath and the designer Christian Allk?mper are responsible for the development of new bags and for putting together the collection. They create unique bags, which ?tell a story? as Leseberg puts it. Striking examples are for instance the Bullet Proof-series ? bags made out of the material used for bullet-proof vests ? or the notebook bag Revolve: ?The exceptional feature of this bag is its patented twist-action magnetic clasp,? said Simone Rath. ?The clasp is unique on the bag market and immediately arouses the play instinct. The advertising message really comes into its own as a doming on the clasp. We discovered the clasp at an exhibition for products of a different branch. This reflects our method of operating, we also take a look at the trends of other markets and subsequently adapt them for our promotional bags.?
The company experiments a lot with different materials: Felt, imitation grass or discarded jute sacks are implemented as well as nylon, 600 D polyester or truck canvas.


Power marketing

Halfar has attained its reputation on the promotional products market as a result of its customer proximity and know-how in the bag business, but also as a result of targeted and sustainable marketing measures: As well as catalogues, trade shows appearances, advertisements and PR articles in trade magazines, the measures also include a large pool of service offers for its distributors: In addition to participating at in-house shows, collections for showrooms are also compiled, advertising postcards are designed for distributors, in-house training programmes are conducted, company site tours are arranged and customer-specific online shops are made available. Furthermore, the distributor receives support in drawing up presentations for the end customer.
The company has already conquered a top place in the rankings of the promotion bag segment in Germany following this philosophy. Now they are testing the ground on the European markets. Leseberg: ?It is our long-term objective to be accepted as the specialist in promotional products Europe for bags and rucksacks.?

Mischa Delbrouck


www.halfar.com