Omega PLC Unveils The Very British Collection & New Brand Ambassador
OMEGA PLC INVITED RETAILERS to its head-office in Thorne, Doncaster for its retailer event in July and to reveal ‘The Very British Collection’ and new brand ambassador George Clarke.
The company began a major brand and product development process twelve months ago with a strategic review of all products and the positioning of all its kitchen brands and growing Contracts Division.
Chief Executive Peter Walker said: “Product is king but we also understand the importance of brands for our retailers. Brands help consumers make big buying decisions in a crowded market place and the positioning and differentiation we achieve is crucial.
“We know consumers are more savvy than ever before and spend a lot of time researching products before they commit to buy, so strong sign-posting along with brand equity are important.”
“We decided to look at all our brands with fresh eyes to develop a strong and clear brand proposition for each and to achieve greater differentiation between our brands and the wider marketplace.
“Britishness is part of our DNA and shapes everything we do. It’s not just about great tradition and heritage. British designers are known for being forward thinking, innovative and leading edge and ‘The Very British Collection’ best describes what we do.
“We also made an important brand name change. Contemporary and stylish kitchens created with modern life in mind has always been the ethos of the ‘Omega Kitchens’ brand. However, our research revealed some confusion between Omega PLC and the Omega brand identities and so English Rose was reborn bringing back a brand that has British heritage and fits perfectly with the Omega design ideals.”
“Whilst developing the look and feel of all our brands we also felt it was the right time to introduce a new brand ambassador. George Clarke is an accomplished architect, designer and writer. He is also the presenter of a number of very successful TV series such as Channel 4’s Restoration Man and George Clarke’s Amazing Spaces.
“We are thrilled to have George on board as an advisor and someone who can inspire and support consumers navigating the daunting world of buying a kitchen. George is an acknowledged expert in architecture and design and will provide helpful advice and tips throughout all our communications to guide our consumers.”
“Our brochures and point-of-sale material has been improved and we’ve added inspiring new lifestyle photography and tips from George about planning the perfect kitchen. We want to excite and enthuse consumers whilst retaining a focus on what’s really important, our products, quality craftsmanship and expert design – and our retailers are the real design experts that create dream kitchens.
“The changes at Omega are not just about marketing and positioning. We’ve also aligned and expanded some of our most successful product lines and introduced a range of new products and accessories for 2014 to offer even greater consumer choice and options for our resellers. Sheraton and Mackintosh, both supplied rigid built, will see the introduction of six new doors including lacquered Gloss Anthracite – a ‘J-pull’ style door with an integral handle - an In-frame style door available in 10 painted colour options, three new textured, wood grain effect slab doors and a Gloss Grey PVC slab. A new handle-less solution ‘Inset’ has also been launched into the range which is available with a choice of 36 modern door styles.
Chippendale and English Rose, both supplied ready to assemble, will also see the Gloss Anthracite J pull door, gloss grey PVC slab and in-frame style painted door introduced into their offers, along with several new accessories including a matching corner post and island end panel for the J-pull style ranges and a variety of painted open units in smooth and wood grain finishes.
Omega PLC also confirmed a significant £3m investment in 8 new machines at its Thorne plant to further improve quality, efficiency and also capability, which is specifically relevant for new product launches planned for later in 2015.