Established in 1981, Newform is based in Valsesia, Italy, and manufactures kitchen and bathroom brassware under its own brand name and OEM for sale across the world.

Sales director Stefano Corino

In fact, sales director Stefano Corino says: “We have manufactured some of the most iconic designs and ranges of the industry under various labels, for leading industry brands, and we continue to do so. You are never far away from a Newform fitting, you might just not know it.”

Led by Tiziano and Alessandra Gessi, the company is now looking to build on its success in the UK retail market.

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Value for engineering

The Newform brand is positioned at the mid to high-end of the market, and its range of metallic finishes has become a signature of its bathroom and, more recently, kitchen collections.

Newform’s range of metallic finishes has become a signature of its bathroom ranges, such as Haka, and kitchen collections.

Stefano Corino says Newform is renowned for its “attention to detail, high expectations and real value for engineering”.

He expands on this, explaining: “You get a lot of brass for your money. People would say that we were in the mid to high sector based on our designs and styles but generally are surprised at our competitiveness.

“We believe that to succeed we need to offer the right product, at the right price, and if sometimes we can surprise the customer that is always a good thing. What does surprise everyone is our investment into the shower sector and in particular thermostats, which we offer mainly for our export markets.

“Every bathroom collection has a matching shower option, with thermostats offering from one to five outlets.”

Growing UK market

Now Newform is looking to grow its company’s sales in the UK, as Stefano Corino explains “We are really at the beginning with the Newform brand in the UK and in Ireland.

The Maki kitchen mixer comes in a choice of models, including this single lever tap with squared spout. It is available in seven finishes

“What we are in the process of doing is securing strong collaborations for a more serious relationship in the market with retailers interested in a new opportunity.

“So far it is going very well, despite the obvious restrictions over the past months.

“In fact, as retailers return to their shops, we see a new energy and a motivation for change and this is what we can offer.”

And Corino is keen to point out that what Newform can offer isn’t a one-size fits all approach, but instead targeted to the UK market.

He explains: “As part of a large family business selling globally, we are eager to develop a future proof strategy that is flexible and open to the various individual markets.

“This open approach has proved to be the key to success. We don’t have just one recipe for this but try to use the local ingredients to present a new dish for our guests wherever we may be.”

And the “local ingredients” in the UK include a partnership with a home-grown company to ensure stock availability.

“In order to support our efforts in the market, following the success of KBB 2020, we knew it was important to have stock locally-based and so are proud to have established a collaboration with Marflow Engineering in the UK.

“They have stock on the shelf and are managing the day-to-day delivery and customer service for our dealers. This has been a big step”, says Corino.

Bricks and mortar

And Newform is seeking to expand its network of retailers in the UK, who are likeminded to the company, “as they are always the people who work best and stay the longest with us. It is all about people, really.

Shown here as a prototype, Nio is available to UK bathroom retailers and comes in single hole and three-hole mixers for basins and baths, plus as a freestanding filler

“Of course we want them to show our product, that is the benefit of the high street, but as a family business with a passion for the industry it matters to us to find likeminded retailers”, says Corino.

He continues: “It seems silly to say but we want to work with people who want to work with us, who want to be different, follow a different direction.

“What we find with this attitude is that all things become easy, the decisions natural and responsibilities shared.

“We have an extensive operation in design, production, technical laboratory, marketing department and even a display design and build team and all of these facilities are available to our customers.”

And Corino reports Newform is “wholly focused” on bricks and mortar showrooms which can present the brand and “look the end users in the eye and explain to them why they too should choose to be different.”

However, the company recognises the internet will influence the kbb industry, but Corino states Newform will work alongside its retailers to help them benefit from online: “We have a long-term strategy and though we believe the internet will continue to change our industry, we believe that it is our opportunity to develop this alongside our customers, helping them to set the right tone online, add value and enhance their choices”.

Seeking global success

Corino believes the greatest challenge for Newform will simply be the speed at which it can communicate its message to retailers in the UK and, in fact, globally. “This is all we need, the ability to meet people, share our story and ambitions and to demonstrate our expertise and openness.

Newform is based in Valsesia, Italy, and manufactures kitchen and bathroom brassware under its own brand name and OEM for sale across the world

“This past year has made meeting people very difficult, though despite this, we start our year with a 30% increase in sales and new important markets, opening up to us”.

The company has worked in partnership with local retailers and opened 12 Newform design stores across major cities of China, in the past two years alone. “We are promoting and they are demanding a “Made in Italy” lifestyle, so we are selling more than just taps and showers, but essences, bath robes, towels, design ideas”, says Corino.

And he believes this holistic approach to selling bathrooms and lifestyles is the way forwards, as he concludes: “It is a real vision of the future of retail I believe.”