Multi-channel retail brand, Bohen, to focus on high income women aged over 45

Builders and plumbers merchant group Grafton GB is targeting high street kitchen and bathroom sales with the launch of Bohen retail showrooms.

The showrooms will form part of a multi-channel retail brand, with the merchant initially opening 13 outlets, as well as offering the opportunity to buy online at www.bohen.co.uk. Grafton will be opening more Bohen outlets throughout the year, but presently it is unknown how many.

This retail proposition has been designed to target high income women aged over 45 and sells kitchen brands, including AEG, Miele, Rangemaster, Quooker and Zanussi. Bathroom brands supplied by Bohen number Ideal Standard and Hansgrohe.

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Bohen showrooms launch in Swindon, Corby, Oakham, Southampton, Andover, Hove, Poole, Haslemere, Theale, Maidstone, Camberly, Heathfield and Portsmouth on December 27, 2013.

The showrooms will be positioned alongside its Buildbase and Plumbase trade outlets and the launch will be supported by TV advertising on ITV Meridian and radio stations across the South and South East. In addition, there will be full-page advertisements in regional and national consumer magazines and newspapers, online and outdoor advertising, plus a door-to-door campaign.

The advertising will feature the strapline “Buy Clever”, which Grafton says shows the company’s proposition for offering consumers high-quality kitchens, bedrooms and bathrooms from those trusted by the trade for great service, know-how and value.

Consumer marketing director at Grafton GB and manager of the Bohen brand, Rebecca Morgan said: “We’re offering consumers a cleverer way to buy kitchens, bedrooms and bathrooms, with a premium offering in a stylish shopping environment, but with all of the know-how and competitive pricing that’s usually reserved for builders and plumbers.”

Third largest builders merchant and in the top four plumbers merchants, the Grafton Group recently acquired a Belgium merchant business.