PRODUCT FEATURE | International bathroom brands
The Olympia range from Decosan
Continental shift
We turn our focus from the UK towards Europe and beyond, focusing on international bathroom brands and their benefits for retailers. Francesca Seden reports…
he engineering prowess of the Germans and Swiss, the design flair of the Italians, the cool hues of Scandi- style or the technological advancements of the Koreans and Japanese – such stereotypes abound
T when we consider
international brands and design. But with so many international brands within the UK market, what are their benefits, what can they offer that British brands may not, and what of practicalities such as lead times, customer service and the impact of Brexit? On the first question, according to our contributors this month, a key benefit of pairing with international brands is the wider, global perspective they offer. Or, as (Grohe) Lixil EMENA UK commercial leader, Chris Dodds, notes, “having a global outlook with a local focus, using the design, quality and sustainability elements of a global brand while maintaining the UK focus in terms of product, innovation and route to market”.
The Designer Collection by RAK Ceramics sees the manufacturer collaborating with some of Europe’s renowned design figures
50
Global brands often have a wider scope and a broader perspective, with the ability to draw inspiration from a much larger pool. Some believe that
Mermaid’s Ravello has a stone-like finish, with gentle touches of black running throughout
international brands are arguably better able to stay ahead of design trends and the latest technology developments.
Global outlook concepts
“An international brand brings innovative
and a global
outlook to the UK market. By working in different marketplaces, brands can expand their view, and they can see things from a different perspective,” says Kaldewei UK head of sales Adam Teal. “They get a feel for rising trends; a colour, or design that is becoming established in one area, can then inspire a designer to adapt it to the sanitaryware market.” Similarly, Nathan Dracott, marketing manager at leading provider of indoor climate solutions, Zehnder Group UK, notes that they explore global trends to influence this and track advancements throughout the rest of the world. “As an international brand, we have the scope to do this well and provide the UK a greater offering for its customers.” In terms of how international brands
have helped the industry as a whole, Dracott also believes it really comes down to cutting-edge technology and design. “There are technologies out
• November 2023
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