BATHROOMS, SHOWERS & KITCHENS 2020: THE BEST LAID PLANS... T
he start of the New Year – and the normality that came with it – seems a distant memory in these uncertain times. Every business in the UK,
Europe and worldwide now finds themselves re- evaluating their plans and taking action for future survival.
After an unstable 2019, due to prolonged Brexit indecision, the start of the year brought a welcome reinvigoration of the market along with optimism and enthusiasm. We all knew where we stood after four years of uncertainty and we were all determined to have a bountiful 2020. Saniflo leapt into the New Year with revised branding, which was rolled out globally by the company’s parent company, SFA, of France. The new logo, a sleek evolution of the former, highly recognisable brand, retains familiar characteristics, such as the name, whilst aligning with the global SFA name and graphic water droplets. It has now been rolled out across all marketing, packaging, digital and functional platforms.
At the same time Saniflo was busy planning the launch of a whole new range of pumps following the acquisition of the German pump brand, Zehnder. This move strengthened the commercial portfolio of large lifting stations and enables the company to compete for larger projects with business directed back through merchant customers.
For the lesser known Kinedo brand, the decision to participate in the KBB show for the first time in many years was taken to strengthen the name which, it was decided, needed to standalone from the Saniflo brand. Kinedo shower cubicles have proved to be successful in
Ann Boardman, head of marketing and product management at Saniflo, talks to BMJ about how the company has had to evolve its plans for this year, thanks to the current pandemic.
many niche sectors and projects and are highly regarded. Recently a new range of products was added to the portfolio and the KBB show provided the perfect platform to launch these to the bathroom sector. A bespoke stand was commissioned to incorporate a clever display of the trays, the new Brooklyn industrial-design cubicle and the stunning new copper Kinespace enclosure. The investment in the show was considerable, but mitigated by the response from visitors. Every sales person was kept busy from opening till closing, bar the last day which had quietened down.
Enter Coronavirus
As it has now transpired, the show took place during the early stages of the current pandemic and might well be the last show for some time yet. Whether the interest will translate into sales is yet to be seen, but for now business is firmly on hold.
A skeleton team at Saniflo is working round the clock to support emergency NHS projects
May 2020
www.buildersmerchantsjournal.net
that require shower cubicles for temporary staff accommodation and a mixture of pumps to discharge water quickly and efficiently from new treatment sites.
Our builder and plumbing merchant colleagues have now received clarification via the BMF that they can remain open and we are working with them to supply goods as quickly as possible. Most branches are closed to the public but are operating delivery services for essential services in order to protect their employees. Very robust social distancing and hygiene protocols are being observed by us all here at Saniflo and our merchant customers as we observe the guidelines from the Government.
How the rest of the year is now going to pan out is anyone’s guess. We spent a lot of time making sure our new product launches tapped into the latest trends for industrial chic, metallic colours and natural stone shower tray finishes. However, our priority for the time being is to ensure our colleagues remain safe and our business survives. We are looking forward to the return of normal times – whatever shape that will take. We are determined to double down and come back fit and fighting. BMJ
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