Dave Barber, Ideal Standard | THE KBBREVIEW INTERVIEW


Introducing Atelier Collections


Q & A


Q: Talk us through the brand consolidation at Ideal Standard… what was the catalyst and what does it mean for retailers? A: As a result of Covid, the Group – Ideal Standard International – reviewed its global brand strategy and decided to make a number of changes in 2021 to support continued growth in the market. This involves a cross-territory


brand streamlining,


enabling focused investment into the Ideal Standard brand. As part of that, the Sottini brand will be absorbed into Ideal Standard, and Armitage Shanks will remain the lead brand in the non-residential and healthcare markets. This consolidation of brands will give a renewed focus and


strengthen the impact of


investments across the retail, residential and specification markets.


Q: What’s the retail strategy in the UK for Ideal Standard now that you’re withdrawing Sottini from the market? A: Back in 2019 we relaunched Sottini with great intent and had some great pro - ducts to back that up. Our story at kbb Birmingham last year was even all about Sottini. It’s been our retail- led brand for many years but let’s not sugar-coat it, we’ve flip- flopped a little with our approach over the years.


As a UK business we invested heavily in Sottini but, it was only ever a UK brand and didn’t benefit from the same level of support from the Group when it came to marketing and, most importantly, new product development.


On top of that, coming over the horizon was this absolutely amazing, landmark, design-led collection called Atelier. So, we took the decision that it was best to really focus on our power brands of Armitage Shanks for commercial and Ideal


Standard for retail and


Available exclusively through independent retailers, the new premium Atelier Collections have been created in collaboration with Italian studio PS+A, founded by renowned designer Roberto Palomba. The collections – which include sanitaryware, brassware and furniture – are said to draw inspiration from some of Ideal Standard’s most iconic products. Colour is also key to the new range. Design partner PS+A has introduced a new colour palette specifically for Atelier. At the centre of the new collections is the minimal Conca range. The Blend range of WCs has been created to complement these basins. The new colour palette has been applied to the Ipalyss range of slim washbasins, designed


by Robin Levien.


Additionally, there is also new brassware, with two new lines of mixer taps, Conca and Joy. These are available in chrome and PVD finishes.


Conca basin from the Atelier Collections


The withdrawal of Sottini creates a more streamlined, simple portfolio for our retailers. It’s a completely new start for Ideal Standard in retail in the UK


residential, of which Atelier is a premier collection.


What this does as a wider business, is focus our effort, money and our attention on one brand. It enables us [Ideal Standard UK] to leverage the power of


the Group spending and the Group NPI.


It also makes a more


streamlined, simple portfolio for our retailers. It’s a completely new start for Ideal Standard in retail in the UK.


Q: Wasn’t the original launch of Sottini meant to be a new start for Ideal Standard in retail in the UK? What’s the difference this time around? A: It’s different this time because the drive of our entire international business is behind Atelier. Before, it was just the UK business behind Sottini, so there was less opportunity for investment. So, it’s good for us as a business but, more importantly, this is going to be great for our retailers. It’s an amazing design-led collection. It fits within the hierarchy of the company so it’s one power brand proposition.


Atelier will be available exclusively


through independent retailers and, some of the key – high-sell –


April 2021 · „ 43 Atelier


Collections Ipalyss basin


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