Buying and marketing group for bathroom showrooms and plumbing stores The IPG has joined forces with merchant buying group the IBC to promote independent businesses.

They will continue to serve their member bases and sectors, independently, but will align under a unified marketing strategy to drive customers to businesses and support suppliers.

At the heart of the alliance is one message “Support your local independent business. Because when independents thrive, communities flourish.”

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It follows on from The IPG Trade Local Day, launched to encourage tradespeople to buy from its independent bathroom showroom and plumbing store members.

This partnership is designed to empower independent businesses, helping them grow their presence, connect with their communities and compete more confidently.

According to the organisation, the alliance is more than a co-ordinated marketing effort, stating its commitment to helping members grow their businesses, attract more customers and tell their stories in a way that resonates.

Importantly, this marketing alignment opens new doors for suppliers, to connect with customers through member stores and showrooms, whether through collaborative promotions, co-branded campaigns or strategic support.

The combined marketing team will work on national campaigns, cross-promotional strategies and shared insights to shine a spotlight on the value of supporting alliance members.

Founder of IBC Vick Patel said: “This is more than just joining forces – it’s a movement.

“It’s about using our combined marketing strength to champion our independent members with a louder, clearer voice – while still protecting the individuality and personal service our members are known for.”

“We’ve always believed in the power of independence – but even more so, in the power of working together,” said founder of The IPG Robin Beal.

He added: “This alliance gives us the opportunity to support our members and suppliers in smarter, more impactful ways– helping them grow, stay competitive and feel truly seen in the market.”