Since 1851, the name SINGER® has been synonymous with sewing. The Blessington team is here to continue that tradition, bringing you reliable sewing machines paired with friendly advice and excellent service.
SINGER® sewing machines are distributed across Australia and NZ by Blessington, a Sydney-based company staffed by a caring and passionate team who are dedicated to helping people express themselves through the craft of sewing.
Blessington was founded in 2000 by Ernest Arulkumar, a former Management employee of SINGER® Corporate who took on the distributorship for Australia, New Zealand and the Pacific Rim. After only five years, our team was awarded ‘Worlds No 1 Singer Distributor’ due to strong performance and savvy business acumen that helped drive the company forward.
Then in 2009, as a result of continued strong performance, Blessington was also appointed the Australasian distributors for PFAFF and Husqvarna VIKING Sewing and associated products, sister brands that are nestled under the head company SVP. Blessington is also involved in the distribution of SINGER® home appliances, covering everything from toasters to table-top appliances.
Sewing was once a creative skill that was passed down through the generations. In recent years it has been considered a dated practice with an aging audience. However, during the the prolonged stints of COVID lockdown, there was an unexpected spike in interest from a younger audience, discovering the world of sewing for the very first time.
SINGER® Australia is an established sewing brand with a rich heritage, strong brand recognition and a community of loyal customers.
Prior to COVID SINGER® had focused their efforts on their dealer network and selling through traditional retail channels. During COVID this changed and Singer, like all retailers experienced a significant increase in online sales.
However, once COVID was over and we all returned to a normal lifestyle, online sales dropped significantly and SINGER® had to find new ways to engage customers and maintain strong sales.
Two years ago SINGER® engaged Orange Digital as their digital marketing partner providing creative, digital and marketing solutions to the business.
Our primary objective was to drive growth through online sales by helping them build and nurture their online community, establish a strong ecommerce presence and generate a consistent stream of revenue through direct website sales.
Through an ecommerce-focused digital marketing strategy, a revitalised brand identity and a modernised website design built on BigCommerce, we helped SINGER® Australia cement themselves as leaders in the digital marketplace.
Since the launch of the website, we’ve continually optimised the website, created ongoing monthly social media marketing campaigns, provided ongoing SEO and Paid Media strategic advice and execution and improve customer communications through effective EDMs and motion based video marketing.
We have implemented a combination of Google Shopping Ads, SEO-optimised content creation, email marketing and a community-centric social media strategy to drive traffic to the new and improved SINGER® website. The result? Increased sales, improved website performance and a more engaged online community.
The Results
Looking for ecommerce solutions, then why not reach out and book a meeting
