Masterclass unveils its largest ever product launch

Masterclass Kitchens has revealed a whole new range of products in what it is describing as the biggest ever launch in its 45-year history.

The launch also marked a milestone for the Welsh company as it was done entirely remotely because of coronavirus lockdown restrictions – a move commercial sales director Steve Tough described as ‘invigorating’.

It includes new modern and classic ranges, colours, worktops, splash backs, accessories, features and storage solutions.

There are two new classic ranges – Hatfield (pictured) and Melrose – and three new mix-and-match modern ranges – Milano, Ligna, and Metalix

Tough said that the success of the enforced virtual launch has made the company think differently about how to unveil new products in the future.

“As any manufacturer will tell you, leading up to a new product launch can be nine months of work if you want to do it properly,” he said. “We had a lot of different events planned for the end of March and beginning of April and that was scuppered pretty quickly so we had a decision to make.

“The products were ready to go, the catalogues had been updated and the brochures were ready to go so we decided to have a digital launch, which is something we’d never even considered, and it was all hands on deck to get ready for that.

“But what that allowed us to do was launch the product to every single customer at the same time rather than over a five or six week period, and that was great. We followed it up with a live Q&A session four days after the launch to let them ask us anything, and we had nearly 100 customers joining in with that.

“It all seemed to go down so well, we’ve had some incredible responses back so it’s made us think differently. This technology has been here for a long time, and we’ve all dipped in and out, but this situation has fast-tracked us into the future and it’s probably how things should’ve been done previously.

“Personal face-to-face relationships with our customers are hugely important, and that will continue of course, but from a product launch point of view, the speed we’ve been able to execute this and get the message out to everyone at the same time means it something that’s here to stay.”

Find out more about the new ranges at the Masterclass website

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