Marketing Strategy - Twins Add Value to Humble Homewares Through Design Innovation

The use of innovative design as a source of competitive advantage lies at the heart of this entrepreneurial success story - detailed here in an excellent Guardian interview.It is always good to see twin brothers succeeding in business! And the Joseph twins seem to have combined their talents very effectively to help re-invigorate their family business.

In just over a decade, the Joseph brothers have built a fast-growing, internationally-successful business in the "homewares" market. For homewares, think chopping boards, utensil holders, storage units and cleaning implements. Perhaps not the most exciting household product market, but therein lies much of the Joseph Joseph success. They have developed a USP based around design and innovation!

The fact that John Lewis is the firm's biggest retail customer in the UK tells you something about the target customer segment for the Joseph Joseph product range - priced somewhat higher than the mainstream competition. A great example of how innovative design can help add value!

Of course design and innovation needs to be protected, and the Guardian article explains how the brothers have had their struggles with counterfeit products (particularly from China - no surprise!).