Atelier Collections will enable the Residential Team to target the high rise residential and hotel markets like never before.
The broad range of premium design-led products, launching alongside the ProSys pre-wall and in-wall solution and its range of flush plates, strengthens our residential proposition in the key London market.
The development of a national network of flagship showrooms, led by the Retail Team, will also enable regional designers, developers and architects to see and feel the products, which is crucial to winning specifications in the emerging high rise centres in cities nationwide.
Tom Burdon, Channel Director – Residential, said: “Atelier Collections is a range full of stunning products, coloured brassware, ceramics and quality furniture that will really enable us to deliver greater channel growth.
"The breadth and depth of the ranges, marketing support and levels of investment directed at making Atelier Collections a huge success are in excess of what I anticipated.
“This all fills me with great confidence that this is a range that our customers will really want when they see it."
Displays of Atelier Collections products in the London Design and Specification Centre (LDSC) have already begun gaining traction with potential customers.
Tom said: “The opening of the LDSC has demonstrated the importance of physically getting our products in front of consumers, developers, interior designers… when people see and feel the products they absolutely love them.
“We obviously have that for the London market and the Retail Team is now working to develop a network of flagship showrooms across the country.
“We have had a lot of success in high rise markets outside London, such as Manchester and Birmingham, and these showrooms will be critical to our success across the country because we need people to see and feel the products.”
There will also be challenges in overturning perceptions among some high end developers that they need to avoid brands used by the major national developers. This has previously meant that such developers were reluctant to specify Ideal Standard products.
Tom said: “We have faced difficulties previously in the high rise hotel-led market, which is where these super brands like Grohe and Duravit have had success, because they didn’t believe that Ideal Standard fitted the perception that they wanted for their developments.
“Now with Atelier Collections, I think we have the kind of products, with the coloured ceramics and brassware, the depth of range, the new Ideal Standard logo and all the marketing investment we are putting behind Ideal Standard, we have all the tools we need to change that mindset.”