Established bathroom manufacturer Provex Products is changing its name to Lakes Bathrooms.
According to sales director, Robin Craddock, the name change has been prompted by increasing awareness of the firm’s leading brand of shower enclosures and bath screens; the Lakes Range. “We commissioned market research and mystery shopper exercises across trade outlets and retailers in the UK,” he explained. “What the findings demonstrated was that our Lakes brand was well known and recognised across the market. Given that the name is established and proven to represent quality in buyers’ minds, its strength makes it the logical choice of title to spearhead the next phase of our company’s growth.”
Robin is keen to point out that customers can expect the same quality of service and delivery: “We have 22 years of success in the bathroom market and our year-on-year growth has resulted from quality products that offer aesthetic desirability and high value to the consumer and make sound commercial sense for the trade. We want a name that compliments the design and style of our products, a brand that appeals strongly to the consumer and is immediately recognised by our existing trade customers. We believe Lakes Bathrooms delivers all these factors.”
The company offers two complete ranges of shower enclosures and bath screens that include fully frameless, semi-frameless and fully framed. They are recognised by plumbers and the bathroom trade to be quick and easy to install. Andy Webb, bathroom manager at Gardiners in Bristol says the majority of “Lakes and Italia enclosures come out of the box pre assembled so they’re much quicker to install. We sell a lot of Lakes’ products and changing the company name to Lakes Bathrooms name is a good move.”
As part of the rebranding, Lakes Bathrooms is renewing all of its packaging, literature and point of sale materials. The company’s fleet of vehicles has also been updated with new livery.
A new name won’t be the only change for Lakes Bathrooms this year. The company has plans for major technical announcements in the coming months and is being positioned for further growth.
Lakes Bathrooms have just launched a new brochure for the Lakes Classic Collection of shower enclosures, doors and bath screens. In every copy is a DVD that explains their protective AllClear® coating, now supplied as standard on all silver enclosures and doors.
The 72 page brochure includes high quality photography of the company’s products in a range of bathroom settings. The Lakes Classic Collection encompasses fully framed and frameless enclosures and doors plus bath screens and shower trays. Designed for the mid market, the enclosures range from straightforward corner entry to quadrants, bow-fronts, compartments and walk-ins. Prices are from £236 plus tax.
AllClear was recently added as a standard part of the Lakes Classic Collection products, without additional charge. It is an invisible protective coating that repels water, dirt, soap scum and limescale on bathroom surfaces and, Lakes claim, offers savings in cleaning time, and products plus hygiene and eco benefits.
Sales director, Robin Craddock, explains the launch of the brochure and DVD; “We are investing heavily in a consumer marketing campaign to promote AllClear as an integral part of our products, which is due to start in August. Our advertising schedule includes Ideal Home, Homes and Gardens, BBC Good Homes and all the top quality lifestyle consumer press. In readiness for the enquiries and interest we expect this to generate for our retail and trade customers, we have published this high quality brochure and stocks are now available upon request.”
“To complement the brochure we have commissioned a film that explains the AllClear technology and the benefits the coating offers to consumers and commercial specifiers. This will be included on a DVD in every copy.”
According to Robin, the company’s next project is a new website: “The new site should walk consumers through their decision making. It will obviously feature all our products and give an easy route for those prospective buyers to find the retailers and stockists in their area. The AllClear demonstration movie will also be on the site and there will be the facility for visitors to either request a hard copy of the brochure or download a PDF. The site is due to launch during the summer and will take over our existing domain, www.lakesbathrooms.co.uk.”