The leading bathroom manufacturer and supplier Roxor Group has simplified its brand structure, in order to present a more logical and intuitive hierarchy to its wide and growing customer base.

Now, under the Roxor Group parent brand, Asquiths, Bayswater, Hudson Reed, BC Designs and nuie will exist as sub brands. It is anticipated that this will help to more clearly differentiate product groupings and deliver brand-by-channel solutions.

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Speaking about the new brand structure, Dave Cullen, CEO, Roxor Group, 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.’