Halas plans for a bright future in 2005

Australia's largest dental retailer, Halas Dental, is in the process of restructuring its operations and planning for 2005 following the appointment of new business leader, Mr Andrew Hoggard, late last year (ADP Nov/Dec 2004).

"There's been considerable change in the dental industry over the last few months and we certainly haven't been immune," Mr Hoggard said. "Since taking over the running of the business in October, myself; the board of our parent, API; and key staff members within the company have been scrutinising every aspect of the way we do business.

"We've already initiated a number of carefully planned changes that are designed to help the organisation work more effectively and serve our clients better in the future.

"We've also had to accommodate changes that were thrust upon us, most notably Sirona's decision to establish a direct sales channel in Australia and New Zealand.

"Whilst some of these occurrences may have been perceived as negatives, they will ultimately end in positive outcomes for our customers, staff and suppliers."

Mr Hoggard said that Halas retains its commitment to being a full supply house with consumables and equipment and a technical service division. They will also continue to maintain functional showrooms throughout Australia to provide working demonstrations of their product range in both surgery and laboratory.

"We will run with our contractual obligations until May 2005 with Sirona and then past this time, we will launch our new equipment sales and service segment which will work in close harmony with the consumables supply side of our business," Mr Hoggard said.

"Halas and Shalfoon in New Zealand have a combined business life of 110 years and much of this success is due to a continued adherence to the purpose and a vision of the original owners. The desire to provide dentists and laboratories around Australasia with caring, personal service was embodied in the practical way Joe Shalfoon and Martin Halas formed close partnerships with everyone they met.

"We continue to focus our resources towards ensuring we can provide an educative and supportive sales staff and marketing program to our customers. Already our marketing program has begun to reflect a change in direction away from high priced giveaways to be more centred on customer support and education.

"Our deepest commitment remains to our customers and we want to be able to provide a great experience for them embodied in the same values delivered by the founders of our business."