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Brand loyalty
The department store was thrilled with Klin and faxed a request over to Alan to start stocking the cleaner in its own kitchenware range . “ They said , we love the product , but the name stinks ,” explains Howard Moss , CEO . “ So , they flew my mother and father over to New York to work on a new brand image with their marketing team . Hence , Astonish was born . Unfortunately , the department store closed some 18 months later , but dad was able to take the brand as his own to replace Klin , back here in the UK .
“ My joining the business was not typical by design . I was fascinated with retail and had started to help in dad ’ s rather small warehouse . The product was great , but we were missing a significant retail customer base , and although people loved it , they generally found it difficult to get hold of . Dad ’ s background was in demonstrating and visual
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