TIMBER MAKING WOOD
Liberon, the brand known for waxes, oils and interior woodcare has developed a new exterior woodcare range as well as a new brand image. Fiona Russell Horne finds out the details.
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selection of new products is being launched this year by woodcare people Liberon, alongside a new brand identity to bring the products’ packaging and customer appeal more up to date. The new ranges include an exterior woodstain range and a new decking stain, and the interior range branding will be updated later in the year.
Liberon’s UK Marketing Manager, Richard Bradley, explains that the new branding and logo is much brighter, cleaner and more up to date. “We are thinking about it along the lines of bringing the woodcare category back to life, bringing the image firmly into the 21st centuary,”he says.
“It’s been really important to us that we don’t lose any of the trade appeal as that is the part of the market where we really operate,” he continues.
“One of the interesting things that our extensive research brought up was that, whether we are talking about builders’ merchant or decorators’ centres, the profile of the shoppers is changing. Trade users want more modern looking, appealing products, and there are more serious DIYers coming in to buy the products. Part of what we have done, therefore, is to really secure our traditional market, but also broaden the appeal. A big advantage to stockists will be the fact that each product area will be colour-coded, will which make selling the products easier.” The exterior products are first to launch, because it means hitting the key selling season for outdoor products with them. Bradley says the approach was to recognise that woodcare is a big market, and target parts of it accordingly. “The largest part is fencing treatments , though that is heavily dominated by retail, then stains and exterior woodstains for doors and cladding, followed by decking products, and then varnishes, and a plethora of interior products. One of the reasons why we focussed on the
exterior market first is because we know it’s big, and we know there are great opportunities there for making changes. Liberon has been around for a long time, a well-recognised trade brand, well trusted, with woodcare firmly in its DNA. Plus, of course we have been very successful with our decking oils, so we know we have strength to bring to this market.” The first new product range launched under the updated branding is a range of ‘Superior Decking Stains’ that now makes its selection of decking options comprehensive. The new stains join Liberon’s flagship decking oil products. Liberon Superior Decking Stain is water- repellent, protects against damage from sunlight and has a ‘biosourced’ formula, which means it’s based on vegetable oils and modified bio-based resins, reducing its environmental impact, but still maintaining a superior performance.
Other key benefits are long-lasting protection against moisture and sunlight; it’s anti-slip and easy to apply, thanks partly to an excellent spreading rate. Quick-drying, it produces a natural, semi-transparent finish once dry. The new decking stain comes in Light Silver, Gunmetal, Light Oak, Teak, Black and Clear colour options. It is available in 2.5L tubs, which will cover 15sq m with two coats or a 5L option, to cover 30sq m with two coats. Also new is the Superior Protection Woodstain, which extends the brand’s range. It comes with a quick-drying satin finish, and is smooth and simple to apply. It’s water- repellent, with a non-drip formulation that makes it microporous once dry, which allows
June 2023
www.buildersmerchantsjournal.net LOOK GOOD
wood to breathe. After just three hours, the first coat is dry ready for the application of a second coat, which is all that is needed. This, Bradley says, will be key to the product’s appeal. “The quick-drying and spreading rate aspects are particularly key as we can say to customers that they only need two coats, whereas other products require three. This means the job can get done in much less time, a real benefit for trade user particularly.” Liberon Superior Protection Woodstain is available in six satin-finish colours: Clear, Light Oak, Medium Oak, Dark Oak, Mahogany and Charcoal. Colours are formulated in a satin finish. Available in 750ml and 2.5L tins, the 750ml size is enough to cover 9sq m and the 2.5L tub enough to cover 30sq m. Suitable for most woods, hard and soft, new or old, it can be applied over most existing woodstains. “We’re confident that our impactful new livery and new products will be warmly welcomed by stockists,” Bradley continues. “The packaging’s modern treatment places it visually way ahead of other exterior woodcare products. What we’ve never had before, and we do now, is a strong, broad range that can really offer a true alternative to other products and brands that are out there in the market. “Our intention is to be offering really good value products, that might have a little bit of a premium, but not so premium that we price them out. These products offer good value for customers and consequently good margin for stockists.” BMJ
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