Capital investment supports brand realignment for Ultra Finishing

Published:  16 October, 2017

Following the seven-figure capital investment by Business Growth Fund (BGF) earlier this year Ultra Finishing is accelerating its programme of reviews and improvements across its business and infrastructure, in particular its brand realignment, which commenced recently with the establishment of ROXOR Group Limited, the holding company for all of the company’s UK and overseas businesses.

Following the seven-figure capital investment by Business Growth Fund (BGF) earlier this year Ultra Finishing is accelerating its programme of reviews and improvements across its business and infrastructure, in particular its brand realignment, which commenced recently with the establishment of ROXOR Group Limited, the holding company for all of the company’s UK and overseas businesses.

Customer feedback coupled with a strategic review of the company’s position, via its many brands within the market place, has initiated further actions and investments that are designed to cement its position and proposition to the bathroom market through a reduction in brand complexity and portfolio.

The premium design-led brand, hudson reed will be re-focussed and will receive investment and product introductions, to support its present status and customer view as an inspiring, growing and commercially valuable brand for the bathroom market.

Premier, one of the company’s most popular and commercially successful brands and which is recognised as a quality ‘price fighter’ in the market, will receive considerable investment to allow it to continue providing a wide range of quality products to meet the market need for a value brand.

The old london brand will no longer be marketed as a standalone entity and following some product rationalisation will now form the collection name for a range of traditional bathrooms within hudson reed.

Additionally, any products currently marketed under the ultra product brand will be repositioned within either the premier or hudson reed brands, a process that will happen over the first 2 weeks of october. As a result, the current combined ‘ultra finishing ltd’ catalogue will be split into two new and vastly improved consumer brochures for hudson reed and premier. An enhanced marketing support package for these two brands will be launched early 2018, together with many new product introductions.

The hudson reed and premier brands will be available via the two group companies: niko manufacturing, for uk customers wishing to buy in bulk, shower trays, furniture or shower valves and ultra distribution, for uk customers requiring a service from uk stock including single item orders, box or pallet quantity for delivery in as little as 24 hours where required.

Commenting on the changes, tony wood, chief commercial officer for and on behalf of roxor group ltd, said: “bgf’s decision to invest in what is now roxor group limited was a boost of confidence in the potential of the business. The brand realignment and accompanying dynamism it brings to the sector will help support this high growth strategy and deliver on its potential.”

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