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28th January 2021

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Alchemy - PWS's new classic brand for the modern era

PWS has launched Alchemy, its new, classic kitchen brand. Alchemy defines what classic means to today's consumers, following in-depth market and consumer research, coupled with an understanding of historical architecture and interior influences.

Speaking directly with consumers and retail partners, PWS's research revealed key information about the balance of classic elegance with functionality. A key indicator of the market review identified that classic style is no longer favoured solely by the older generation, it is relevant and appeals to any age group.

The research was distilled to create five distinct styles that reflect today's classic look. "The market is evolving, and whilst there continues to be a place for designs with traditional links, there's a strong move towards a classic look which is much calmer, more orderly with a modern interpretation," notes Lizzie Beesley, PWS's strategic design manager.

"Alchemy is a considered collection of product, providing flexibility and detailing that enables retailers to tailor designs to meet their consumers' expectations."

Alchemy forms part of PWS's biggest-ever product launch, supported with enhancements to its modern Biography brand, a host of new Strata granite, timber and quartz worksurfaces plus major enhancements to its Kesseböhmer collection.

Over 400 customers attended the recent Alchemy preview events, hosted at PWS's Northern and Southern Design Centres, and gave a unanimously positive response to the products and the brand. As a consequence, the Alchemy display network is building swiftly and beyond PWS's expectations.

"We have used a mix of newly-designed product and existing, well-established product ranges to create Alchemy's 5 styles," explains Lizzie Beesley. "Our formula is; the right product and layout to create iconic kitchen designs'.

"It was very apparent, from our research, that there is a new modern-classic consumer. We spent time understanding and interpreting this new market in Alchemy."

Alchemy is positioned alongside its contemporary sister brand, Biography, with the same ethos underpinning its values, offering a classic alternative with a robustly-researched, flexible design and colour palette, affordable pricing and ease of availability attuned to British lifestyles and architecture.

Glyn Davies, managing director of Aristocraft Kitchens comments: "Once again, PWS has raised the bar, delivering a brand that precisely sums up what today's consumers want from a classic kitchen collection.

"We had no hesitation in agreeing our first Alchemy display, at the preview event, and have since ordered a second to take pride of place in our showroom window, plus a third to be the hero display for our new, flagship showroom in Solihull."

The Alchemy product range consists of eight door families, in 33 finish options, with an additional 27-strong colour palette available through PWS's paint-to-order service. It is also backed by the full Kesseböhmer range, new Konfigure internal drawer system, handle collection, lighting and extensive bespoke Strata worktop range.

Retailers will be supported with a comprehensive marketing package, including an inspiring lifestyle brochure, consumer website, social media platforms, a showroom design service and dedicated catalogues on the major CAD planning software.

Main image: Style3 from Alchemy, featuring Mornington Shaker painted in slate and partridge grey, teamed with Strata quartz rain storm worksurfaces

T: 01325 505555
E: [email protected]

19th May 2017