As part of a global brand strategy review, bathroom manufacturer Ideal Standard is set to withdraw its Sottini brand from the UK retail market, with the process expected to be complete by the end of 2021.
The Sottini brand will be absorbed into Ideal Standard in the retail market and Armitage Shanks will remain the lead brand in non-residential and healthcare settings.
However, Sottini will be used in the specification market for new build homes.
By streamlining its portfolio, Ideal Standard reports it will renew focus and strengthen the impact of investments across retail, residential and specification markets.
This new strategy is led by the launch of Atelier Collections, as well as a series of new product introductions into the Ideal Standard range that will be released throughout the year.
As part of this process, Ideal Standard is “committing to substantial investment” to support retailers through its manufacturing capabilities and by ensuring availability of stock.
According to Ideal Standard it will provide retailers with “the strongest possible portfolio”, along with service and marketing support.