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23rd June 2017
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Bathroom Brands outlines wide-ranging plans to drive growth at 3-day internationally attended launch
British and Irish bathroom retailers, international customers, partner-distributors and the media gathered at Brocket Hall this week to hear news of further significant investment in the bathroom market. Bathroom Brands is the fastest growing bathroom business in the country, so a three day launch at a British stately home was the perfect scene to announce more ground-breaking advances.
To support projected growth, a £20 million investment is being made including a stunning new UK head office facility. Alongside this vast infrastructure investment, Bathroom Brands announced total rebranding, significant marketing actions and a new flagship brand - Arcade.
The new strategy, which includes a comprehensive support package of products, innovative showroom display materials, inclusion in Virtual Words and display advertising, represents a further £1 million spend.
Bathroom Brands reassessed its brands' values, the personality and tone of voice, with the aim of developing clear market positions for each, that really resonate with the consumer. Working in partnership with Reef Design, the company has overseen a colossal photographic programme. Drawing on Bathroom Brands' British design heritage, its use of high quality materials and the best manufacturing as well as the sheer depth of ranging, these four new brands bring new solutions for bathroom buyers and unprecedented business opportunities for retailers.
The four brands new identities are:
* Burlington Beautifully Traditional
* Clearwater Simply Exclusive
* Britton Stylishly Contemporary
* Arcade Timeless Luxury
"The products here lead the market in innovation and quality in so many ways" said Bathroom Brands' CEO Patrick Riley. "The new structure brings our brands together in a compelling package. This venture into high end luxury with Arcade, reflects extraordinary effort and true ingenuity which will benefit both the trade and the end consumer."
New Brand: Arcade Timeless Luxury
Belle epoque style and a whole host of exciting new features, define the new brand from Bathrooms Brands - Arcade. Styled with a distinctly European air, Arcade captures the vibrant, cultured society of pre first world war Paris with its poets, painters and composers. Available in the summer of 2014, this new range dares to bring a stunning alternative design, including a new type of Nickel-finish on baths and shower enclosures that is as hard wearing as chrome.
"We looked very carefully at the market for authentic period bathroom ware before we developed this range, explained Patrick. "It is a complete collection that brings something different to the market - and the Belle epoque styling means that it will work well in either traditional or contemporary interior.
"Take the nickel-finish as an example. Rather than the fragile nickel you see currently, we have selected a unique PVD nickel-finish which offers outstanding durability. The resilience of this finish means we can use it for a range of products including baths, shower enclosures and fittings with absolute confidence. Customers at the luxury level demand high standards in design, finish and choice - and this is exactly what Arcade offers them."
Top: New brochures for each brand.
Arcade Pashley Bicycle iconic piece. The Boat freestanding bath from Clearwater. Burlington's Edwardian large round basins. Britton Gull wing cabinet and basin.
9th May 2014