PLUMBING & HEATING I
t might initially seem odd to articulate the value of a brand for something that’s mostly hidden. Unlike a car, designer clothes or watches, branded products in construction don’t always come with a shiny logo that turns heads. In supply and drainage, for example, the piping system is hidden behind the wall – invisible to anyone except maintenance engineers once installation is complete. However, as any marketer will tell you, there’s more to a brand than just the name. In any sector, brands are synonymous with quality, Geberit’s senior product & applications manager, Antony Corbett, believes. He says: “The phrase ‘You get what you pay for’ comes to mind - in fashion, there is an expectation of longevity; in food, of standards. In construction materials, those expectations are no different – adding value and delivering benefits that far outweigh any difference in upfront cost. For merchants, choosing branded products as the first point of call during customer sales can be a sure way of doing just that, while helping to enhance customer satisfaction and keeping them coming back for more.”
Quality, certification and testing Corbett says that perhaps the most evident benefit is the premium quality that comes with a brand name – and the work that goes into providing assurance of that quality. Regulatory compliance is non-negotiable in modern construction, and branded systems remove uncertainty by providing clear, independently verified certification. He says: “In many cases, third-party testing also confirms the strength, flow and temperature resistance of pipes. Generic pipes may look similar, but tolerances and chemical resistance can differ enormously.
“This certainty reassures contractors, reducing the risk of costly non-compliance and providing the quality needed to meet additional building standards. Which, for merchants, can mean improved customer satisfaction, retention and loyalty.”
Technical support and digital tools
Corbett adds that another advantage of supporting customers in choosing a branded system from a reputable manufacturer is the depth of technical support available. Generic products may come with a basic product sheet, while leading manufacturers invest heavily in research, development and technical resources. “At Geberit, we support customers with digital integration through pre-sales tools such as Building Information Modelling (BIM), 2D/3D modelling platforms, prefabricated design and virtual design software – adding value to projects
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WHAT’S IN A NAME?
BMJ spoke to Geberit to explore what merchants should look for when choosing to stock a brand.
across a range of systems. Not forgetting technical support including training and installation guidance, to a level which is simply not available with most low-cost products. “It’s all about supporting the standard of installation, extending the lifecycle and ultimately driving value.”
Installation savings
Sometimes value can be measured in more tangible terms, such as the time savings made possible through innovative installation methods from leading brands. This allows teams to calculate the true installation project costs, focusing on upfront cost and labour savings, rather than just the initial investment. Corbett adds: “Geberit Mapress press fit technology is quicker and cheaper to install than traditional jointing methods because it requires no hot works, no soldering and no threading. Installers simply need to cut the pipe to size, debur the inside and outside, mark the socket insertion depth on the pipe, push the pipe into the socket of the fitting, then press the joint and connecting pipe using the pressing tool. Coloured pressing indicators are fitted in the seal rings, which offer easy identification of both the material and any unpressed joints during the installation process”.
Enhanced installation also lowers maintenance and replacement costs, whilst reducing the risk of leaks or failures.
Durability and lifecycle Many branded piping systems offer extended service life, which can reduce the need for replacement and deliver cost savings over the lifecycle of the product. These products usually come with guarantees too, offering customers reassurance from manufacturers who back their products.
He explains that the standard Geberit Mapress guarantee is ten years, but an extended guarantee up to 25 years can apply under specific conditions, depending on the product type. “Notably, the warranty is void if Mapress components are mixed with third-party products – another reason for merchants to support branded parts.”
Sustainability and environmental credentials With sustainability now a central requirement in procurement, branded products offer environmental benefits too that are often unachievable with generic alternatives. Corbett says: “This can be via an eco-design approach, embedding lifecycle assessment into product development and adopting a circular economy approach.
“These credentials not only improve environmental outcomes, but also contribute to BREEAM, LEED and other green building certifications, to help customers meet their emissions targets.” BMJ
www.buildersmerchantsjournal.net March 2026
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