Posted 5th February

Roxor launches new ‘high-end’ bathroom brand

By KBBDaily on 5th February 2019 - 10:03am
bathroom, roxor group, brand, asquiths, launch, shower, accessories, brassware, kbb, kbbdaily

Roxor Group has launched its new bathroom brand Asquiths, which the bathroom manufacturer and supplier said is designed to appeal to the premium sector of the market with a focus on “luxury, wellbeing and spa-like qualities”.

According to Roxor, it has created the new brand in response to customer demand for a “quality, upmarket bathroom brand that is designed to invoke emotions centred on relaxation, meditation and the transformational qualities of water”.

The new Asquiths brand has the message ‘Bathrooms of Transformation’ and is supported by a full brand package for independent retailers as well as marketing materials and end-user brand communication, Roxor said.

Its product collections – Tranquil, Solitude, Sanctity, Revival and Restore – are “inspired by the natural elements”, Roxor said, and are designed to “appeal to the consumer through messages focusing on the emotional power of water”. The initial launch will focus on brassware, shower accessories and heating, with other product categories set to launch in 2020.

“As part of the group’s ambitious growth plans, we wanted to create a new luxury brand that would sit at the top of our own-brand hierarchy, aimed at the premium bathroom sector,” said Roxor Group marketing director Adam Chinn.

“We are very excited about the launch of Asquiths and have already partnered with a number of retailers who have visited our new Asquiths showroom at our head office in Halifax, which features displays of the new ranges, branded point-of-sale, brassware display stands and marketing collateral.”

Chinn added: “Retailers who take on the new brand can expect to receive a comprehensive support package backed up by a targeted consumer marketing campaign to help raise the brand’s awareness end encourage product pull-through.”

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