Not very sexy …
This is a long established business looking to take a new direction moving into online sales but their product range is simply not very sexy.
They had already been let down by several agencies. The customer base is well defined, with minimal supplier loyalty, so price features strongly. What to do? SMF it! Go to market with so much front! Rebrand. Launch a new ecommerce website. Loads of traffic to the site. Hockey stick sales.
Plus a great user experience. Job done!