Boutique-style showroom for plumbers’ merchant Graham

Ideal Standard is the solus supplier of plumbers’ merchant, Graham refurbished boutique-style showroom for trade and consumers, in Chester.

It has been created to help visitors visualise what is possible in the space they have. The showroom features 14 displays of ‘real’ bathrooms, wet rooms and cloakrooms, starting with the more entry-level ranges and ending with the premium collections.

The suites on display include Ideal Standard’s Alto, Playa, the new Concept Space and Softmood, while showering displays include Alto EV, Concept Easybox Slim, Synergy wet rooms solutions and Kubo and Synergy ranges.

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In addition, the re-designed site will showcase Ideal Standard’s mobility and access needs products, including adjusted height basins for comfort washing, which are integrated into the layout of a bathroom setup. The room has been developed in conjunction with a physiotherapist to ensure the products meet the needs of the less able.

National showroom manager at Graham, Derek Charge commented: “We are very excited about this new showroom and what it means for our customers. We have been able to enhance the Graham bathroom and tile showrooms current layouts to create an experience that responds to customer’s demands for more interaction and visualisation of products.

“Customers want to experience different styles, realistic price bands and layouts of products in order to determine how these will work in their own homes. This new layout helps them to do this, so that they can be confident in their final purchasing decision. Additionally the Graham and Ideal Standard joint venture enhances Graham Showrooms as ‘Home of the bathroom brands’.”

Gary Matthews, general sales manager for retail at Ideal Standard, added: “This new approach in showroom design will really challenge the way we view the selling process. It is an opportunity to showcase our total bathroom solutions, whilst helping trade professionals and consumers to visualise their projects.

“We are always looking for ways to drive value and incremental sales for our customers and have been working on this for a while. Graham was keen to test the theory with us and together we have produced a logical journey for the customer, designed to optimise sales, and we look forward to seeing how the industry and customers respond.”

Ideal Standard has recently announced its return to kbbBirmingham, where it is set to show its retail launches and initiatives.