SUPPLIER PROFILE | Vado
Flush plates and new finishes, such as brushed bronze, are part of Vado’s plans to add value to its proposition for retailers
collaborate with. So, we’re small enough to listen, but big enough to act.”
followed by Zone, a new patented thermostatic shower valve in May, then the brushed bronze finish in July. Vado is now gearing up for the launch of a coordinated range of bathroom furniture in early 2024, which will allow retailers the opportunity to offer a full bathroom solution from the brand. “We’re known, and respected, as a core brassware business, and we believe there are still plenty of opportunities for us to grow in that sector,” explains Baines. “But we believe by offering better value to our retailers we can achieve so much more – both for Vado and them as individual retail businesses. “We understand how challenging curating a full bathroom solution can be. Retailers often have to deal with multiple suppliers to complete one project, so by introducing more categories to the Vado proposition we feel we can make their lives easier.”
retailers, is taking a holistic approach to the design of our new portfolio and instilling a common design language across both brassware and furniture, sanitaryware and accessories.
Furniture colours
We believe by offering a tailored proposition to our retailers we can achieve so much more – both for Vado and them as individual retail businesses
Consumer demand is also one of the core drivers behind the brand’s decision to expand its portfolio. As Neve rightly points out, consumers are more informed via the internet and often start the purchase journey by exploring social media and supplier web - sites to decide on their desired look. There’s so much choice, and the process can be overwhelming, but this is where the retailer adds value by simplifying the options and interpreting requirements to deliver their perfect bathroom.
Neve adds: “Where we have added the value for 42
have been developed to work together with our brassware finishes and flush plates, so the consumer gets a seamless look and retailers have a full package to sell from one supplier.” While Vado is perhaps one of the smaller brands in the bathroom sector, it is one that Baines and Neve take obvious pride in. Of course, Vado is
part of the
Norcros Group, which, among others, also owns Triton, Mer - lyn, Croydex, Grant Westfield and Abode.
How does this benefit Vado and how easy is it to maintain small brand status and stay close to retailers when it’s part of a much bigger group?
“What’s great about Norcros is that it allows each individual business to run autonomously, but there’s also opportunity to collaborate,” explains Baines. “There is the chance to do some great things, which is exciting. So, we get the best of both worlds effectively. “Vado is still run like it’s a small family business – we’ve got a great group of people with a really strong can-do attitude and who are really invested and passionate about the brand.”
He adds: “But we also have the backing of a bigger, parent company and other fantastic brands to
Baines is no stranger to leading brands that are part of big corporations and, with a career spanning 27 years, he’s no stranger to the bathroom sector either. An industrial designer by trade, he joined Vado as MD in July last year. During his career he has been the head of design for Daryl, which became part of Kohler during his tenure, and then went on to become head of new product at Mira Showers, which was part of Kohler. Before joining Vado, he was president of US bathroom brand Robern, also part of Kohler. His learnings from these roles, he says, helped form his strategy for developing Vado. “As I’ve gone up the leadership chain, I’ve become more focused on leading through the team around me,” he explains. “I’m lucky that Vado has a great team and I Iove working within the Norcros Group. “Obviously we’re known as a brassware brand, but with the introduction of new product categories, and by offering better value to our retailers, we believe there are lots of opportunities to help our retailers grow. We take things on in a way that you might expect us to be a bigger brand. We’re not scared to try new things and that approach is really my leadership style.” Playing on Baines’s 27-year career in the sector,
I’m keen to hear his predictions for the market as we near the end of 2023 and beginning of 2024. “The market is pretty flat at the moment, in general, but we’re doing okay,” he says. “So, from our own perspective and speaking to our retailers, there’s good reason to be positive moving into 2024. The motivation behind people wanting to buy a bathroom remain the same and will continue to do so as years go on. “As a brand, we’re holding our own right now, but
in light of the additions we’re making to our portfolio, and the investment in additional support we’re offering retailers, we expect to be able to start to take market share. We want to become the natural choice for retailers.”
• November 2023
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