Crown Imperial celebrates 70 with 70 new ranges

Crown Imperial and Waterline have unveiled 70 new collections of kitchen and bedroom furniture at its 15,000sq ft Daventry showroom.

Crown Imperial, which owns distributor Waterline, was celebrating 70 years in business at the Midsummer showcase event, which opened yesterday (June 21). But Waterline had a birthday too – it is 30 years old.

The new collections – Textura, Polaris, Calypso matt and Locano Touch – were revealed exclusively at its three-day event. Waterline sales director Rob Taylor said he is hopeful the event will see more than 1,000 customers through the doors over the three days.

“What we want to get out of the three days is for people to view things, then go back to their showrooms, sell off their displays and put new displays on,” he said. “And that applies to existing Crown customers as well as potentially new ones.”

Speaking to kbbreview, Taylor said the focus for the company was not only to attract new customers, but expand on the products it offered to its current retailer base as well.

“It’s about people that buy furniture from us at the moment, who then start to buy everything else that we do, so the work surfaces, the appliances and the sinks and taps,” he added. “The real work starts after these three days. The task will be now to measure up and go away, design new displays, get them ordered, get them fitted and then hopefully, for the rush that happens in our industry in the autumn, we then start to see the fruits of that.”

Crown Imperial has also released a series of ‘mini’ snapshot videos that retailers can share with customers in-store and online. Each snapshot offers insight into the heritage, product portfolio, independent retailer network and its 100,000sq ft factory in Kent.

Home > News > Crown Imperial celebrates 70 with 70 new ranges