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16th February 2018
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KBB 2018: British Ceramic Tile sets out to sell the dream, bringing the latest interior trends and new product launches to retailers - D89
'Sell the dream, not just the tile' is the key message to retailers from British Ceramic Tile at KBB this year. The company is looking to work with retailers at the show, communicating the key trends set to influence the market and the solutions that will help consumer dreams become a reality.
The aim is to demonstrate to retailers how they can embrace the same philosophy in store and tap into consumer demand for buying the complete look. The company will showcase its new concept stand, which brings to life the latest design trends in four different kitchen and bathroom environments, alongside a central social area where the team will be on hand to provide one-to-one expert advice on how customers can best recreate these looks in their showrooms.
This new messaging and show concept is part of British Ceramic Tile's new brand strategy, which sets out to firmly establish the company as the number one consumer brand within tiles as Jayne Adamson, head of retail marketing and brand, explains:
"KBB is the ideal platform for us to communicate our new brand strategy to new and potential customers. From our brand research, it was apparent that there is a real lack of brand authority within the industry and that consumers are in need of inspiration and advice when it comes to choosing tiles. They want design solutions, not just a tile, that will transform their kitchens and bathrooms.
"As a brand, it's our role to provide the consumer with all the help they need during the decision-making process and that has to start with the support we give to our retail customers. We want to inspire their customers to buy the dream; the full look from start to finish.
"Our product launches are timed with the show to ensure we're bringing the latest innovations to the retail audience as well as specialist one-to-one advice on how to sell these in store."
The company will unveil a number of new products exclusively at the show. Retailers can expect a sneak preview of HD wood-effect ceramic tiles, a stylish terrazzo-inspired collection and the unveiling of a brand new large format range. The standout development will be the launch of the innovative new Impression Glass, which is set to be a hero product for the company in 2018.
Alongside sneak previews, the stand will showcase recently launched products, purpose built to tap into current interior trends. A key focus will be on the new HD Galvanised collection, which embraces the trend for industrial living. The range offers the same design aesthetics as subtly rusted metal with a unique oxidised effect and fine glass granule finish for maximum impact.
The company will also be showcasing its iconic designer collaborations, with emphasis on the stunning new V&A Metro collection, which combines a love for classic styling with an elongated version of the metro tile.
Visit stand D89 to find out more.
2nd February 2018