Bathroom manufacturer and supplier, the Roxor Group has simplified its brand structure “to present a more logical and intuitive hierarchy” to its customer base.

Under the Roxor Group parent brand, featuring the tag line, “Profitable Partnerships”, there will be five sub brands.

These include: Asquiths, Bayswater, Hudson Reed, BC Designs and Nuie.

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According to the company, the new brand structure will “help more clearly differentiate product groupings, with each having its own focus, to help deliver a brand-by-channel solution, with the Roxor Group offering everything from luxury to affordable products to suit every consumer’s needs.”

Speaking about the new brand structure, CEO of Roxor Group Dave Cullen said: “Roxor Group is enjoying significant growth across all of its brands, bucking the trend in what is seen by many as a stagnant period for the economy.

“The new simplified structure helps give each brand its own identity, with a clearly defined link to the parent group and the resources and values that it represents.”

He added: “Roxor Group has decades of manufacturing experience, such that most of its products can boast of being ‘Made in Britain’ or at least in our wholly owned factories overseas.

“As a manufacturer and distributor, Roxor Group is also in the enviable position of being in full control of its supply chain, able to react rapidly to market trends as well as bring innovation and creativity more readily to the market.

“With our brands all now being a part of the Roxor Group, we are better able to communicate all these advantages, and which do make a positive difference to both retailers and their customers.”

To accompany the new brand structure, a revised website, www.roxorgroup.com, has been launched.