Sottini brand to be withdrawn from UK retail market

As part of a global brand strategy review, bathroom manufacturer Ideal Standard is set to withdraw its Sottini brand from the UK retail market, with the process expected to be complete by the end of 2021.

01 Apr, 21

As part of a global brand strategy review, bathroom manufacturer Ideal Standard is set to withdraw its Sottini brand from the UK retail market, with the process expected to be complete by the end of 2021.

Sottini brand withdrawn from UK retail market

 

The Sottini brand will be absorbed into Ideal Standard in the retail market and Armitage Shanks will remain the lead brand in non-residential and healthcare settings.

However, Sottini will be used in the specification market for new build homes.

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By streamlining its portfolio, Ideal Standard reports it will renew focus and strengthen the impact of investments across retail, residential and specification markets.

This new strategy is led by the launch of Atelier Collections, as well as a series of new product introductions into the Ideal Standard range that will be released throughout the year.

As part of this process, Ideal Standard is “committing to substantial investment” to support retailers through its manufacturing capabilities and by ensuring availability of stock.

According to Ideal Standard it will provide retailers with “the strongest possible portfolio”, along with service and marketing support.

The company’s sales and customer service team will work with retailers “to make this transition as seamless as possible” and Ideal Standard is also investing in its retail team to support the ongoing growth.
Managing director of Ideal Standard UK David Barber commented: “With the confident backing of our investors who believe in our long-term potential, this consolidation of our brands under the Ideal Standard name will give us a renewed focus and strengthen the impact of our investments to support our continued growth in the retail, residential and specification markets.
“We recognise, and are hugely grateful for, the continued support that our retail and specification partners have shown us.
“This focused approach will allow us to offer more dedicated support and packages than ever before, and will mean that retailers and specifiers will have access to our whole range of innovative new products in one streamlined portfolio.
“We will work closely with them to tailor their offering in order for them to continue to thrive and succeed.”
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