Showcase for UK success
BerryAlloc are going big on Britain with the launch of a new showroom and office in London and a product collection tailored to the UK market.
In Islington’s Business Design Centre, BerryAlloc’s first UK showroom and studio space is now open bringing the brand’s innovative flooring to London’s trade, architecture and design communities. The showroom is a home to BerryAlloc’s best technologies and latest collections from across its high pressure floors, parquet, laminate, vinyl planks & tiles and wall panels products.
From the world’s strongest floors to DreamClick-enabled Pure luxury vinyl tiles, Les Iconics engineered wood and Ocean+ water-resistant laminate; it’s a formidable range made for today’s homes and businesses.
Scott Arundell, sales director UK, says of the new showroom; “We’ve established a strong retail network that has made BerryAlloc a presence in almost every town across the UK. With this solid base and a growing brand reputation, we feel now is the time to support our trade and commercial customers through a London showroom, which roots us firmly in the UK.”
“We mean business in the UK,”
says Scott,
“and we will really be pushing hard. We have unique, quality products and an increasing level of stock in the UK. We are really excited about the prospects,”
he said.
The company are ambitious for growth and are targeting the UK as a prime market to develop business. The UK is the third largest market for Beaulieu International Group’s flooring division and BerryAlloc is planning to multiply sales of hard flooring three fold in the next five years.
“We mean business in the UK,” says Scott, “and we will really be pushing hard. We have unique, quality products and an increasing level of stock in the UK. We are really excited about the prospects,” he said.
The new showroom provides the ideal location to show best-selling ranges and technologies to trade customers without overseas travel to the company’s Belgium headquarters. Its central London location will also help BerryAlloc to establish firm links in the commercial and project markets – identified as an area of growth opportunity.
USP or UBR?
BerryAlloc have taken a smart, thoughtful approach to their marketing position after extensive research across Europe.
One outcome is the company’s focus on UBR – Unique Buying Reasons – rather than the more conventional USP – Unique Selling Propositions.
“It’s not about what we can sell,” says Scott Arundell of Berry Alloc, “It’s about what flooring customers want to buy, and making sure we meet their aspirations.”
T +32 56 52 84 80 www.berryalloc.com
