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Following a seven-figure capital investment by Business Growth Fund, Ultra Finishing is realigning its brand which started with establishing the Roxor Group as a holding company.
It will see all its products marketed under the Ultra brand name repositioned within either the Premier or Hudson Reed brands, with separate consumer brochures for both brands.
In addition, the Old London brand will no longer be marketed as a standalone entity but will form the name for a range of traditional bathrooms within Hudson Reed.
Hudson Reed will continue to be positioned as a premium, design-led brand, with Premier as the company's ‘price fighter’ value brand.
Both Hudson Reed and Premier brands will be available through Niko Manufacturing for bulk orders and Ultra Distribution from UK stock for single order, box or pallet quantity with 24-hours delivery.
Commenting on the changes, chief commercial officer of the Roxor Group Tony Wood said: “BGF’s decision to invest in what is now the Roxor Group was a boost of confidence in the potential of the business. The brand realignment and accompanying dynamism it brings to the sector will help support this high growth strategy and deliver on its potential.”