Ahead of its 25th anniversary, RAK Ceramics has revealed details of its new ‘streamlined’ UK distribution strategy.
In a statement the brand said the move – which will see it reduce the number of distribution partners it works with – was in response to retailer feedback and a comprehensive review of its distribution approach.
The distributors affected by the plan include Frontline Bathrooms, Smiths Briten, Robert Lee, Q4 Bathrooms, City Distribution, FBS Plumbing Supplies and Bedfordshire Bathroom Distribution.
As part of the new strategy, which it says has been implemented to improve the service it offers retailers, RAK Ceramics will continue its partnership with Ideal Bathrooms, while also maintaining direct distribution of its products. This, it said, will be supported by investment in its infrastructure and digital services.
Commenting on the strategy Alvin Biggs, MD RAK Ceramics UK said: “We have been fortunate to enjoy successful partnerships with our distributors over the years, and we are incredibly grateful for their contributions. However, as we approach our 25th anniversary, it is the perfect time to implement a distribution strategy that strengthens RAK Ceramics’ ability to meet the demands of an evolving market and ensure we deliver the highest standards of service.
“In challenging market conditions, leading manufacturers like RAK Ceramics have a responsibility to invest in their brand and make forward-thinking decisions that protect and support their customers. This streamlined distribution strategy will not only improve service levels for our retail partners but also lay the groundwork for long-term success in the UK.”
