Benchmarx sets sights on premium market with new ranges

Retailer to the trade Benchmarx has unveiled four new kitchen ranges.

For the first time in several years these include a premium-end kitchen – the Chelsea family framed slab (pictured).

The launch took place at its Inspire event at the Royal Show Ground in Warwickshire.

The other ranges include the mid-market Sherwood family charcoal classic shaker, and the low-end Soho family gloss light grey PVC integrated handle and Eton family matt dove grey slab.

“We’ve always tried to offer a broad appeal for the mass market,” said Benchmarx commercial director Terry Brown. “I think there are products that go along with our kitchen range that can get you to that higher position. So if you look at our worktop collection, for example, or AEG and Neff appliances, if you’re in the market for an upmarket kitchen or want to spend some money, you can do that with the appliances not just the kitchen furniture, so that’s one part of what we do. But hopefully these [new] products will wow people.”

Brown added that his hopes for the new ranges are not only to show how innovative the company is but also help it to be market leaders.

“For me it’s continuing to show that we’re innovative, that we’re keeping up with the market but also trying to lead the way in certain sections, that there’s always something new for our customers, because our customer base – the trade – build the market,” he explained. “They’re interested in seeing new stuff as well and it gives us a reason to talk to a customer again. New is kind of the lifeblood of the business, you need to be constantly ticking this market where it tends to be more and more fashion driven. You have to keep up otherwise you sink very quickly behind. If you miss a cycle of development, you find yourself suddenly two years behind the game and it’s difficult to catch up. And at the end of the day we’d like to sell a few more kitchens.”

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