100% Design: Sottini brand repositioned

24 Sep, 15

Specifiers and high street showrooms a focus for revitalised Sottini brand

Bathroom giant Ideal Standard re-launched and re-focused its Sottini brand at 100% Design,

The revitalised brand comprised of new and curated products, from across the company’s European network, amounting to 486 SKUs.

At the relaunch of the Sottini brand, the company reported the market has polarised, with the volume-end dominated by the internet, plus a growth at the top-end of the market for more exclusive, bespoke product.

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Marketing director at Ideal Standard Anna Burns explained with Sottini “we wanted to pull together and re-launch a differentiated brand.”

She said the concept was to offer customers flexibility in creating a bathroom environment: “This isn’t about saying we are launching a new bathroom suite. This is about saying we are launching pieces. We have deconstructed how we look at suites.”

However, the Sottini brand is divided into design categories: Precision Lines, Minimal Elegance, Organic Forms and Crafted Creativity.

The brand is targeting two key audiences, specifiers such as interior designers and architects working in high-end residential developments or hotels, as well as around 150 displaying showrooms.

The company currently works with designers such as Franco Bertoli and Anna Burns reported: “We will draw more designers in as we begin to evolve the brand.”

Supporting the brand is marketing and imagery created by Conran Design Group, such as brochures in slip cases and a dedicated website.