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NEWS EXTRA


IBMG LAUNCHES PRO RANGE


set up as a way of replacing manufacturer brands, Kenny is keen to stress. “We know what installers want and we know what makes a product “great”, so launching a private-label range, exclusive to us and our customers is a logical step for us. We are still very keen brand supporters, and we work closely with our suppliers on this.


Fiona Russell-Horne finds out about the first private-label offer from IBMG.


IBMG, THE SOUTHERN builders and plumbers merchant group, has taken its first step into the private-label product arena with the launch of its ProRange brand; the first product to hit the shelves being underfloor heating: ProRange UFH.


It’s been designed exclusively for the trade installer, and includes a two-year guarantee on manifolds, pumps, controls, mixing valves, and a 50-year guarantee on pipes. It will be available via IBMG’s 46 plumbing branch network, - Total Plumbing Supplies, Grant & Stone, RGB, Sussex Plumbing Suppliers, DW Burns , Parkers.


Ian Kenny, group marketing and ESG director of IBMG, is keen to point out that this isn’t a move to develop an own-brand or side- line supplier.


He says: “This is a development that makes sense now that IBMG


has grown to the size and scale that we have. We have developed a professional procurement and category management operation, and this allows us to look at


February 2024 www.buildersmerchantsjournal.net


opportunities that will benefit us and our core trade customers.


“We are delighted to launch our first private- label product providing our customers with increased choice.


“The range is private- label rather than


own-brand so that it can be sold easily across the various merchant brands in the IBMG portfolio.” Kenny adds that


there is also the benefit of ensuring security of product supply. “Product supply has been an issue in some areas over the past few months, so knowing that this is an exclusive range to us will give us that continuity of supply with a degree of certainty,” he says. The ProRange is not being


However, as with all companies that grow the way we have done, there comes a time when you need to simplify your offer, and streamline your portfolio. “It’s great to be able to offer our customers a wide choice of products, but there’s a point at which too much choice defeats the object. That is why we Developed the ProRange, it was a part of this organic process.” IBMG will be adding to its ProRange line over the coming year, with the intention to provide a comprehensive product range to customers. “We are starting out with the ProRange heating offer, once we roll out further developments there will be the ProRange Bathrooms, ProRange Timber, ProRange Roofing, ProRange Plumbing, and so on, as we bring in new products. “We see this as a natural evolution of our offer to customers. It gives them a choice of what to buy, it gives us a choice of what to sell, and it allows us to work closely with our suppliers as we continue to develope the range. “Installer feedback on ProRange UFH has been very positive so far.” BMJ


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