Lecico MD: Brand not over-distributed

10 Jul, 14

Lecico has strengthened its retail range, MD Graham Bucktrout explains why

Lecico has strengthened its showroom range and has plans to build on its 1/20-strong network. We ask how can it compete with established retail brands?

Q: As an established player in the commercial bathroom market, why did you make the recent decision to strengthen your retail range?

A: The move has been to support today’s changing showroom needs, with less ranges but offering a deeper breadth of product offering water-saving, space maximisation, with consumer-friendly marketing material. The biggest change for Lecico has been an investment in people. We have built a management team with an excellent core skill set who fully understand our industry, have a passion for customer satisfaction and a ‘want’ to build our brand and share our message.

Sponsored Video

Q: Many manufacturers seem to be focused on offering a retail-only range, will your retail collection be exclusive to showrooms or will it also be sold through merchant channels?

A: Our product ranges fit into two main areas of the market, the Atlas Commercial range is a comprehensive selection of commercial products that naturally have a trade/merchant bias, while the Style Collection is perfect for the showroom. Rather than dictate who can and can’t have access to our ranges, merchant or retail, we try hard to match the collections to the customer.

Q: How does Lecico propose to stand out in a competitive retail landscape against the established brands of Ideal Standard, Duravit, Villeroy & Boch, VitrA, Twyford, Roca etc?

A: In addition to great manufacturing quality, excellent service and consistency of supply and new designs, we are a brand that isn’t over distributed and I feel this offers our customers an excellent opportunity to maximise showroom value and profit. It is the same value and service we have offered the commercial sectors for over /20 years.

The full article appears in the combined July/August issue of Kitchens & Bathrooms News.