Frontline Bathrooms has fully rebranded its exclusive Aqua range, with MD Darren Allison saying the range is now even more “easy to understand, straightforward to sell and built on substance”.
The range is being re-introduced to the industry with a new logo, updated typography and a fresh new colour palette, which is being supported by a new 404-page brochure. Frontline also says nearly all the products under the Aqua brand will be supported by new guarantees, including lifetime guarantees.
As part of the rebrand, Frontline explained that retailers will benefit from new POS materials “tailored to individual partners”, which will be shaped around individual retailers’ specific requirements.
The rebrand is said to have been led by feedback sourced from both within the company and from the wider industry, including retailers, merchants, designers, specifiers and installers. As a result, Frontline says its refreshed Aqua range now has a renewed focus on UK-led design, which includes collaboration with well-known industry figures such as Barrie Cutchie. Frontline has also reviewed and strengthened its supply chains with its manufacturing parters all operating within ISO-certified facilities.
Darren Allison, managing director at Frontline, said: “When I joined Frontline Bathrooms, my priority was to listen to the trade properly. I spent time speaking with retailers, merchants, designers, installers and our own teams to understand what was genuinely missing from the market, and the feedback was very clear. The industry wants products with real differentiation, credible design, transparent value and a supply chain that can be relied upon to deliver.
“Aqua is our response to that. The rebrand goes far beyond aesthetics; it is about strengthening the product offer, benchmarking it rigorously and backing it with ISO-certified manufacturing across the UK, Europe and internationally, alongside a next-day service proposition that reflects how the trade actually operates. Design has played a key role, which is why working with Barrie Cutchie was such a natural fit, bringing experience, restraint and longevity to the range rather than short-term trend chasing.
“We have also been very deliberate in simplifying how Aqua is presented and supported, from the new visual identity and brochure format through to tailored point-of-sale for individual customers. The aim is to deliver a genuinely exclusive trade brand that is easy to understand, straightforward to sell and built on substance rather than inflated claims.”
In other news, Frontline also recently announced it has once again become the exclusive distribution partner for the Roca-owned bathroom furniture brand Royo.