New fleet livery latest investment for ambitious Omega

Ambitious British fitted kitchen specialist Omega has unveiled new livery on its distribution fleet as part of multimillion-pound investment and expansion plans.

Earlier this year, the firm, which manufactures kitchens from its factory in South Yorkshire, said it would be spending £20 million to expand its warehouse, factory and HQ.

This, it said, would take the 80,000sq ft operation in Thorne to 400,000sq ft with the aim of increasing production capacity to more than £125m over the next two years.

At the time of the announcement, Omega chairman, Sir Bob Murray said the “significant” investment was a “key indicator of how well our business is performing, and underlines our confidence in future sales and continued growth in the sector”.

Omega said the new livery design was created to make use of its strongest advertising channel – its fleet of vehicles.

It comes after Omega handed its logistics and distribution operation to logistics specialist XPO Logistics, which has introduced a number of new benefits to Omega customers since the partnership was agreed earlier this year.

This includes a new customer smartphone app, two-hour timed delivery slots, sign-on glass and improved order tracking and live delivery updates,

Head of marketing Chris Blackham said: “It’s an exciting time for Omega as we are close to completing our £20m investment and expansion programme and, as we have recently joined forces with XPO Logistics, it was the perfect time to make a change to the livery on our fleet of vehicles.

“Whether parked outside one of our retailers’ showroom, a consumer’s home or a prestigious new housing development, the new livery design has been created to make use of one of our strongest advertising channels – our fleet.”

The livery was designed by Midlands marketing specialist Cogent, which the firm appointed in April, as its lead creative agency for its Very British Collection of self-assembly and rigid brands. These include Sheraton, Mackintosh, Chippendale and English Rose as well as for its fast-growing Omega Contracts division.

Blackham said the partnership was a further indication of Omega’s business ambition. He said at the time: “A significant investment in marketing and communications is the next crucial step in our expansion plans as we look to energetically grow our market share.”

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