Following recent investments into its AQUA brand this year, Frontline Bathrooms says it has recently seen a 52% rise in new trade accounts, along with sales from those accounts also growing by an impressive 28%.
In fact, Frontline says it saw a year-on-year sales increase of nearly £500k in the three months following the release of its new AQUA brochure, marking a boost of around 15%.
Frontline fully rebranded its AQUA range earlier this year, a process which included totally refreshing its brand position, developing new products for the collection and rolling out new point-of-sale support materials.
“This growth is a really positive sign for us because it shows that more trade customers are looking again at what Frontline and AQUA can offer,” commented Darren Allison, Frontline Bathrooms’ managing director.
“We have put a lot of work into the brand over the last year, not just in terms of how it looks, but in making sure the range, the brochure, the product offer and the support behind it are all much stronger for merchants and retailers.
“The market is not easy at the moment. Customers are still investing in their homes, but they are taking longer to make decisions and are much more aware of value. That is where AQUA is landing well, because it gives our trade customers a range they can sell with confidence, with products that look current, are competitively positioned and are backed by a team that understands the day-to-day pressures of the trade.
“For us, this is not about chasing growth for the sake of it. It is about building a stronger network of customers who see the direction AQUA is going in and want to be part of it. The 52% rise in new accounts tells us that the investment is starting to cut through, and we are very focused on keeping that momentum going through the second half of the year.”