Performance and personality – Victoria Carpets
Victoria just looks so good these days! – and if you don’t believe me, ask the judges at the BGNFS event who gave the company their prestigious best stand award at the show.
But it is not just a cosmetic thing, although the stylish new branding and visual personality that the group has rolled across their identity and marketing is one of the most modern in the sector. It is that Victoria has overhauled its whole approach to the market.
It has taken the breadth of its offerings across man-made and natural carpets, vinyl and LVT and re-configured it into a much more accessible, engaging and organised portfolio.
“Each time we come up with a new idea or offer, we think long
and hard about how we can make it easier for the retailer to deal with and sell, and for the consumer to understand and purchase,” says Debbie Turvey, marketing manager at Victoria.
Streamlined ranges, colour-coded information, meaningful icons, coordinated web content and creative photography are all part of the mix that help retailers and consumers navigate the growing range of popular products.
And it is growing, with a busy programme of product development. BGNFS visitors saw a couple of great examples.
New Tudor Twist takes over the pedigree of the company’s flagship Victoria Twist and then some, with two qualities in Classic and Regal and a super choice across 36 colours with all the latest warm tones and
on-trend pastels. All presented on a stylish new lectern.
In wool loop, the popular Habberley range has extended from its classic styling to two new designs in herringbone and a ridge pattern and with six new colours including subtle pastel blues and greens and warmer greys.
For Victoria Designflooring, the company is delivering a huge project to make its LVT offer as smart as possible with a combined offer across what were the Universal and Distinctive ranges. An impressive
swing-arm display brings all that LVT together for the first time – ideal for range comparison and trading up.
All this development is closely mapped across to the consumer websites and retailer portal so that online and in-store, everything adds up – and looks greater than ever!
T 01562 749300 www.victoriacarpets.com
