Style and Substance from Croydex B
athroom accessories manufacturer, Croydex is rapidly approaching its 100th anniversary, but their fresh thinking and innovative engineering belies the notion that they are anything but a progressive, modern, leading edge business at the forefront of their sector. Managing Director Nick McGrellis explains the success and longevity behind this great British brand.
“It’s very simple really, we focus our energies on developing the best possible product solutions that deliver the ideal end user experience from installation through to day to day practical use. It really is that straightforward and based on the wide distribution and consumer audience our products reach it is vital this level of product integrity is maintained and consistently evolved”.
A company that is soon to turn 100 years old may not seem like the first place to look for cutting-edge product design. But, helped in no small part by a management team that has a wealth of experience in the industry and a determination to invent and create market-changing products, Croydex is still continuing to grow and develop in an ever challenging market.
Commercial Director Jon Langford takes the view that to be truly successful the brand has to be democratic. “There’s no value in having great design and unique practical benefits if you can’t make them accessible through price and market distribution”, he says. “We are extremely proud of the extensive “shop window” our products are able to enjoy and that is ultimately testament to the outstanding value and quality the Croydex brand delivers”.
18 BKU APRIL 2016 BATHROOM SUPPLEMENT
It seems that Croydex continue to deliver their “conveyor belt” of innovation by yet again adding over 100 new products to the existing portfolio in 2016, this on top of the 148 lines introduced during 2015. It appears that no category is safe from the tenacious endeavours of this forward thinking brand. Peter Pegden, Director of Product & Procurement
is under no illusions as to the importance of re- invention and has a very clear view on product and category development initiatives. “We tend to focus our attention on identifying problem areas in product design, particularly those where solutions have eluded the market over many years. We then develop novel, sometimes obvious solutions that
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