From May 1, 2022, Puraflow and Puracast will only be available to be purchased from Imex Ceramic UK, after the acquisition of the two brands from Pura Bathrooms.
The transition for retailers will be smooth as existing product codes and range names will not be changed and Imex partners only have to change the supplier from May.
James Wood, Imex Ceramic UK retail sales director, said: “We have had a fantastic response to our Imex UK product collection, following feedback from our partners there is a huge demand for Imex to provide a complete offering. Our global strategy is to also become a complete bathroom solution to our customers.
“As our Imex products were previously distributed by Pura Bathrooms in the UK and share in most instances the same range names, coupled with the commercial understanding of their Puracast Baths and Brassware sales, made this decision of acquisition very easy. The brassware is already seeing good growth within the UK and will see an increase in customer support as well as product development from our own Imex UK team.”
Imex plans to be a complete bathroom solution and to continue to build up its product offering and develop its brassware and bath offering. Speaking about Imex becoming more like a one-stop-shop, Wood said: “The benefits to our customers take effect from 1st May 2022 they can order brassware, sanitaryware, all types of baths as well as our very own Imex furniture directly from us at Imex Ceramic UK, with one point of contact and an easier way to trade.”
The acquisition is said to ‘only further strengthen the manufacturing capabilities and service of Imex across further bathroom sectors.’ Over the next few months, Imex will be renewing the packaging and branding of all the new products of the Puraflow and Puracast Brands and it will gradually all become Imex branded products.
Commenting on the work outside the products, Wood said: “Imex are employing all staff involved within the acquisition and growing both our internal and external teams almost immediately. This will fast track the extra support and communication needed to our customers. We are very confident we will see a much quicker response to our customer needs. The aim will be for a new complete collection brochure later this year.”
Pictured: Puraflow Suburb floor mounted bath shower mixer