Ultra speeds up brand repositioning

Ultra Finishing is accelerating its programme of improvements to its infrastructure and brand positioning.

The group received a seven-figure Business Growth Fund (BGF) earlier this year and announced its brand realignment after Roxor CEO Dave Cullen (pictured) admitted that it had “far too many brands”.

In September, Ultra announced its new holding group – Roxor Group – after acquiring BC Designs, which is part of its plans to simplify its brand offering.

Following a strategic review of the business, Ultra has initiated further actions and investments, which are designed to “cement” its position and proposition in the bathroom market through a reduction in brand complexity.

Premium brand Hudson Reed will now be refocused to support its present status and customer perception as an “inspiring, growing and commercially valuable brand” for the market.

Premier will receive “considerable” investment to allow it to continue providing quality products to meet the market need for a value brand.

The Old London brand will no longer be a standalone entity and will now form the collection name of traditional bathrooms within Hudson Reed.

Products currently marketed under the Ultra brand will be repositioned within either the Premier or Hudson Reed brands – a process that happened during the first two weeks of October.

The two brands will be available via two group companies – Niko Manufacturing, for UK customers wishing to buy in bulk; and Ultra Distribution, for UK customers requiring a service from UK stock, including single-item orders, box or pallet quantity for 24-hour delivery where required.


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