British furniture manufacturer Mereway Kitchens has announced the launch of an “affordable” brand Aura.
The standalone brand, which had a working title of Unity prior to its launch, will sit alongside Mereway and Trend Interiors brand and will be sold via network of selected retailers.
Aura Kitchens will span three styles of furniture, which includes Shaker, handlesless and slab designs in a selection of finishes, colours and worktops “to enable complete customisation”.
The brand has been created in collaboration with Uform and will be sold through both companies.
Speaking exclusively to Kitchens & Bathrooms News, prior to the launch, managing director of Mereway Mark Mills said: ” There is a synergy between the two businesses, both are family-run, and we think we can work very well together.
“Uform offers products we don’t sell. For example, Uform offers a replica in-frame and Mereway doesn’t because we’ve got our own genuine in-frame
“It’s very early days but I would imagine within three years, with all things going well, it [Aura Kitchens] could be 10 or 15% of Mereway’s turnover and over time there’s no reason why that can’t grow to 20%.
Mark Mills commented on the launch: “We are thrilled with the quality and options our new brand delivers.
“Consumers really can enjoy creating their new on-trend kitchen whilst being assured of quality craftsmanship and excellent value for money.
“We are delighted to deliver this exciting product offering to our displaying retailers.”