The Metlex brand is being relaunched with a renewed focus on the independent bathroom retail channel, with the occasion marked with a dedicated launch event at this year’s kbb Birmingham.
Part of the Norcros Group, in previous years the Metlex brand was targeted predominantly towards the commercial and trade markets. However, following its comprehensive relaunch, Metlex says it is now firmly targeting the bricks-and-mortar independent showrooms.
Discussing the new brand identity with kbbreview, Matt Clarke, business development director for the Metlex brand, explained: “This is a dedicated brand for the independent retailer. We know that it’s a tough time for everybody right now in terms of business rates, taxes, and the big retailers controlling quite a lot of the market as well. But essentially, we’re a nation of shopkeepers. There’s a lot of small family-run businesses out there, and this rebrand is really aimed at them – it’s a bricks-and-mortar showroom product.
Discussing where the brand sits alongside the rest of the Norcros portfolio, Clark said: “Right now, Metlex is still a part of Croydex, but we’re really trying to position this as a standalone brand. So we’re proud that we’ve got Metlex, Croydex, Vado and Merlyn to offer.”
When asked why this was the right time to relaunch the Metlex brand, Clark explained: “Really, it’s down to the success of the rest of the other channels. We’ve been hugely successful in DIY and ecommerce, but that means we want to look a bit closer at the independent retail channel. At the end of the day, we know that our retailers want a good quality product that they don’t have to walk uphill to sell, but equally, we think it will help them be very profitable, and they can carry on trusting those products day after day.”
As part of the official rebrand, Metlex’s renewed identity is launching alongside a new collection of minimalist illuminated mirrors and cabinet ranges, all of which are said to have been designed in the brand’s Andover studio.
“I couldn’t be more proud of the team,” commented Croydex managing director Jon Langford, following the launch. He continued: “Watching the ground-up development of this entirely new collection has been a truly rewarding experience. The collaboration, hard work and dedication on display throughout the business has been remarkable. A huge thank you to this talented group of people who deserve so much credit for what they have achieved.”