Liverpool-based Rayware has benefited in recent years from a 1994 decision to advertise in leading women’s interest titles such as Hello, OK and You magazine. Founded by Ray Endfield in 1975, the company imports a range of brightly coloured household goods, including crockery, vases, oven gloves and glassware. It sells them to a variety of retail chains and independent customers, including fellow Profit Track companies Wilkinson and Dunelm. Its latest advertising campaign, drawing new customers into the target stores, cost £1m. Owned and run by Ray and his brother Tony, Rayware has seen profits increase 27% a year, from £2.3m in 1996 to £4.6m in 1999, when sales reached £29.2m.
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