JML extends shopping channel strategy

JML has bought two more television shopping channels from Sky’s Electronic Programming Guide.
The company now has five such channels, which it says is more than any other player in this sector. The move is part of its strategy to increase direct-to consumer sales.

The quintet of channels will be branded as JML on Sky Channel 631, JML Lifestyle on 632, JML Choice on 652, JML Ideas on 656 and JML Solutions on 657.

The largest part of JML’s business is selling products direct to high street retailers such as Boots, Asda and Woolworths and demonstrating them on screens in-store. It also operates a website, jmldirect.com.

JML managing director Ken Daly said: “Sales of JML products have doubled since 2004. In fact JML products have appeared in almost 50% of British households. Purchasing these channels sends a clear signal about our intentions in television shopping: we want them to replicate the success we’ve achieved in retail in 2007.”

He added that the company was primed for further growth this year.

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