New id modern stairparts inspire customer sales

Published:  21 April, 2011

STOKE-ON-TRENT: A new design-led, customer focused brand offering an exciting new range of modern timber stairparts for today’s interiors is being rolled out to builders’ merchants across the UK.



Avoiding the cold industrial look of steel or glass, the design studio of Clive Durose has redefined timber balustrading with its id range, which delivers a totally unique and refreshingly different approach to the marketplace.


Offering customers a choice of design rich shapes – more modern than conventional turned spindles, and more distinctive than straight square balusters – the concept is totally complementary to modern homes.


Encompassed within a strong brand of id modern stairparts, exceptional POS displays have been developed – representing a masterpiece of design in-keeping with the brand’s credentials - to hold an optimum product range in the merchant environment.


Two POS display options have been created, supported by high impact graphics designed to give customers the inspiration to buy.


Each option features individual products displayed in attractive branded protective packaging to offer an orderly display method in-store.


The POS is supported with a sample of the unique id handrail to entice customers, and promotional cards explaining the key product features.


This material is supported by a national PR campaign and targeted sales and marketing activity, aimed at attracting sales among major specifiers, developers and self-build customers.


Managing director, Clive Durose said: “When we embarked on the id project we wanted to create something that would appeal to a new generation of home owners.


“id is ideal for people who want to replace turned spindles with something more suited to today’s interiors – and it achieves that and much more”


“Unlike straight square balusters, the shapes are interesting from every angle, they create a visually stunning effect that people find really beautiful and that makes them more saleable.


“As well as visual appeal, we’ve also carefully considered the ergonomics to produce a comfortable, tactile feel, which connects with the user and reinforces the brand’s superior quality.


“The main example of this is reflected in the new handrail which, as well as being developed to offer strength and safety, has also been designed to fit the hand perfectly.”


Howarth Timber and John A Stephens are the first merchants to take delivery of id modern stairparts.


Neale Brewster, Marketing and Product Development Manager at Howarth Timber, said: “id modern stairparts look fantastic. The whole id concept and package is exciting and really different.


“We are confident that it is the sort of product homeowners want.”


Merchants, tradesmen and home owners have access to a dedicated website which uses the same brand strength, inspirational photos, and information downloads, as well as a store and merchant locator.


id modern stairparts include a choice of three spindles, ez in ready primed plus flo and vu available in oak or ready primed.

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