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HPM September 2017

44 S P E C I A L R E P O R T S New generation boosts Redring range HPM’s Bethan Grylls gets a sneak preview of Redring’s family range of non-thermostatic electric showers, which the company believes will help it compete with the leading shower brands The electric shower market is rife with strong competition – and Redring knows this. Despite acknowledging this fact, the company remains optimistic that there is a third position in the market to be filled. HPM attended a recent sneak peak at the company’s latest product range of non-thermostatic showers, which Redring believes will help accomplish its goal of doubling its market share within three years. The three new generation showers; Pure, Bright, and Glow have been designed, specified, and marketed as a direct result of focus groups with both installers and stockists. Julie Mclean, marketing director, said: “During this project, we were very much about total market understanding. We spent a great deal of time sizing the market, looking at competitors, benchmarking, talking to installers and distributors, and looking at price. We decided what was crucial in this investment into the shower market – where there are two very strong players – was to design the products around the customer’s requirements. We wanted to listen to what they wanted and prioritise those requirements, and essentially, allow them to design the products for us. “There are a number of aspects that customers, installers, and distributors want from an electric shower – and by talking to them you understand what are real must-haves and what will make a difference.” The three showers are price-tiered so to cater to a wider audience, with Bright and Glow featuring an extended threeyear warranty. Richard Braid, head of showers and water heating, said: “After our focus group sessions, it was clear that, for installers particularly, an extended warranty offers peace of mind and confidence that these new showers are reliable and robust.” “We felt confident with the product,” Julie added. “So why not go an extra mile and give it an additional year? We believe it’s good enough.” The products were designed to be adaptable and provide easy installation, with multiple cable and water entry points. “We wanted to make sure it had flexibility so it could replace almost any other electric shower on the market,” Julie explained. “The decision to have these products manufactured by Redring’s partner in the Far East was “based enquiry number 123 absolutely on making sure that the customer’s requirements were accomplished.” As the day drew to a close, Julie concluded on an ambitious and positive note: “We will be big in electric showers.” Time will only tell if the company manages to take hold of its longing third position in the market, but the optimism and determination is certainly something to be admired.” Clever design solves bathroom space issues Smart storage is the solution to compact bathroom design, and for installers looking to offer expert advice to customers, it’s important to stay on top of the latest and well-designed products on the market. Ash Chilver, sales director at HiB, explains www.hpmmag.com September 2017 With space in such short supply in homes across the UK, property experts are putting a high price on extra bathrooms – 57% of estate agents state that a shower room adds 6.8% to the value of a standard property. Despite boosting house prices, these small rooms must cope with high use and a large number of items to store, all while presenting the consumer with a place of refuge away from the stress of daily life. In order to maintain an atmosphere of relaxing tranquillity, it’s vital surfaces are kept uncluttered, and that each bathroom essential has its place. The first consideration is the furniture selection – what unit will work best for a customer’s bathroom, both in terms of making use of the available area, and making a style statement. Wall-hung units with basins are an excellent recommendation, enabling installers to present their customers with a multi-functional storage solution and create the illusion of even more space through their suspension over the floor. Short projection floor standing units are another option, offering generous space without imposing into the room itself. More emphasis should be placed on mirrors as they are an excellent way to add light and the illusion of more space into the smallest of bathrooms, while cabinets also provide precious extra storage. Fortunately, there are plenty of styles, so whatever the desired look for the space in question, be it ultraglam or a little more traditional, installers can find an option to suit. Illumination should play a key role in installers’ decision process when suggesting a mirror. Ambient lighting will enhance the existing design scheme, complementing and emphasising space, colour and texture. Light adjusting capabilities will open smaller rooms up and add drama to the customer’s overall look, allowing them to vary the colour temperature in the bathroom throughout the entire spectrum of cool to warm white. When considering cabinets, installers should look for a unit with mirrored sides – a subtle feature which completes the aesthetics of any bathroom scheme, tying it in seamlessly with any style or theme. With all of these clever design features, and as Britain continues to embrace a ‘don’t move – improve’ mentality, bathrooms become more of a focus for homeowners than ever before. There is a real gap in the market for installers to provide consultancy while giving themselves an edge over the competition. To achieve this, they must keep abreast of the latest innovations in design-led products that will save space and afford consumers the stylish bathroom they dream of. “We will be big in electric showers” Bright is Redring’s multi-entry level shower enquiry number 124


HPM September 2017
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