Ideal Standard is making a number of changes for 2021 to support continued growth in the market. The Sottini brand will be absorbed into Ideal Standard in the retail market and Armitage Shanks will remain the lead brand in the non-residential and healthcare settings.

As part of a review of its global brand strategy, this cross-territory brand streamlining will enable a focused investment into the Ideal Standard brand. The new strategy is led by the launch of Atelier Collections, as well as a series of new NPI into the full Ideal Standard range that will be released throughout the year.

Ideal Standard is committing to substantial investment in its support for retailers through its manufacturing capabilities and by ensuring ready availability of its stock. This will provide retailers with the strongest possible portfolio, along with service and marketing support as the sector looks towards recovery following a particularly challenging period.

The withdrawal of Sottini from the UK retail market will be complete by the end of 2021; however, the brand will continue to play a key role across the specification market for new build homes.

Ideal Standard’s experienced sales and customer service teams will work with retailers to make this transition as seamless as possible, and this will ensure that both existing and new retailers will not only have a stronger portfolio going forward, but will have access to a robust support network. Ideal Standard is also investing in its retail team, with new appointments to support the ongoing growth.

This new structure within Ideal Standard means that all residential products will now fall under the namesake brand, with the Palomba Serafini Associati (PS+A) curated Atelier Collections taking centre stage as the premium product ranges. These new striking collections feature pieces that not only strengthen the brand’s long-standing design philosophy, but look back to its heritage while shaping and inspiring bathrooms of the future.

David Barber, Managing Director of Ideal Standard UK, said: “With the confident backing of our investors who believe in our long-term potential, this consolidation of our brands under the Ideal Standard name will give us a renewed focus and strengthen the impact of our investments to support our continued growth in the retail, residential and specification markets.

“We recognise, and are hugely grateful for, the continued support that our retail and specification partners have shown us. This focused approach will allow us to offer more dedicated support and packages than ever before, and will mean that retailers and specifiers will have access to our whole range of innovative new products in one streamlined portfolio. We will work closely with them to tailor their offering in order for them to continue to thrive and succeed.”

For more information about the new comprehensive Ideal Standard offering in the UK and the new packages and support available for retailers, please contact the retail sales team through the Ideal Standard switchboard on 01482 346461.