It's
a fact: this year for the first time ever in the UK we have more people
aged over 65 than under 18 and the trend is set to continue with the older
population increasing 70 per cent during the next 30 years.
Such a shift in demographics has an impact on business at home and abroad
and in a bid to prepare the Bathroom Industry for these changes the Bathroom
Manufacturers Association (BMA) chose to look at all aspects of the changing
consumer at this year's annual conference: The Consumer - Designing for
Life, Trend & Spend.
Rama Gheerawo a Research Fellow at the Helen Hamlyn Centre Royal College
of Art was the first speaker of the day and began by challenging our perceptions
of older people, the changes ageing present and what older people really
want from the products they buy.
Rama said that 2.7 million over 55s in the UK have stopped buying products
because they had difficulty using them and aspiration doesn't fade with
age, offering a key tip to inclusive design - combining style with ease
of use.
Next to speak was independent Occupational Therapist Kate Sheehan who
really took the Bathroom Industry to task over the design of bathrooms
that older and less able people are currently faced with.
Kate was quick to point out the unrealised potential of this market indicating
that 80% of UK wealth is held by the over 50s but there aren't many attractive
bathrooms for less able folk.
Kate did offer hope for the future though revealing a few bathroom designs
that do cater for older and less able people while still delivering stylish
practicality. These bathrooms featured wall hung products, wetroom designs,
trendy grab rails and generally more atheistically pleasing bathrooms
that consumers can be proud of.
Neil Parker, a Senior Economist at the Royal Bank of Scotland, offered
an overview of the financial climate. The upside for 2008, explained Neil,
is that there will be continued strength in house prices, imported inflation
pressures from the Far East, strong investment spending, stronger export
markets and strong overseas investment into the UK. The downside could
be the threat of prolonged financial market turmoil, the knock on effect
of housing market downturn in the US, the high value of the sterling undermining
manufacturing and a general US slowdown weakening global growth. He also
warned that consumer spend is likely to dip in 2008.
Designer
Ben de Lisi reminded delegates of the rising importance of design and
how the catwalk influences all aspects of life from music to bathrooms.
He also highlighted the important topic of sustainability indicating that
consumers in addition to demanding style and practicality also want sustainable
materials in their bathrooms such as waterproof materials from recyclable
foam and flooring and furniture from natural timbers.
Ben arrived at a very important conclusion, telling delegates that designing
for life doesn't necessarily mean installing a bathroom to last a lifetime,
but designing a bathroom to give the consumer a better quality of life
and he said there was no reason why the UK Bathroom Industry couldn't
become the trend setter for the rest of the world.
"It's about integrating form and function, the marriage of materials
merging beauty and practicality and the coupling of technical innovations
with aesthetic appeal," Ben said.
Will Medd, a Lecturer in Human Geography at Lancaster University, spoke
about the sustainability of water and water usage introducing some ideas
about water efficiency in bathrooms, arguing that current approaches focus
too much on water and technology, and not enough on what people do.
Will used examples from a number of research projects looking at the habits
and routines of water use in everyday life, bringing the bathroom to life.
Industry guru Ted Goold told delegates that if they want to profitably
grow their businesses they needed to look at emerging markets such as
India and China, which represent a third of the world's population. Overall,
Ted said, emerging markets constitute about 80 per cent of the global
population representing about 20 per cent of the world's economies.
But there was a warning to those brave enough to try it. Ted said it takes
serious investment, offers serious challenges requires absolute commitment
from the top and in short it's not for the feint hearted.
Andy Edwards ended the conference with a hugely entertaining insight into
human psychology. Andy encouraged delegates to be more aware of the effects
their behaviour can have on others and he also offered ways for delegates
to get closer to customers, increase sales and cut down on complaints
through proper understanding of personality types.
Commenting on the 2007 Bathroom Conference BMA Chief Executive Yvonne
Orgill said: "The BMA as 'the Voice of the Industry' preempts matters
of importance and communicates them to the Bathroom Industry. The Bathroom
Conference is the perfect platform for this.
"The theme of this year's conference is very timely, particularly
in light of recent news items highlighting how the population is ageing
and growing in numbers and how this trend is likely to continue.
"Unless the Industry prepares itself for the opportunities these
shifts present, valuable opportunities will be lost.
"We wanted delegates to leave the 2007 Bathroom Conference armed
with information that will help them prepare for the future, grow their
businesses and serve the needs of the consumer and we believe that this
is what we have achieved."
Take up for the 2007 Bathroom Conference is up a third from last year
with more than 160 delegates attending this year's event. The annual Bathroom
Conference has become an unmissable calendar event. Make sure you sign
up for next year!
For further information please email karen.floyd@bathroom-association.org.uk
or
telephone 01782 747123 and visit www.bathroom-association.org.
Big
Increase In Larger Showers
Recent
statistics from Ideal Bathrooms - the national distributor of branded
bathroom products - have revealed a surge in the large showers sector
of the market. Over the last year they have seen an increase in large
shower sales of over 400%. Ideal Bathrooms Managing Director, Martin Carroll
attributes this to a trend in the top-end market towards improving the
showering experience with more space and high spec showering systems,
in many cases replacing one of the baths in the home.
Said
Martin: "Corner baths, once the bathroom 'must have', are no longer
fashionable and many are being replaced by larger showers because the
space is already available for a larger enclosure without rearranging
the configuration of the bathroom. Walk-ins are also a significant part
of this growth, including providing facilities for the elderly and disabled."
The findings of a customer survey by showroom managers also supports Martin's
view. They were asked to comment on this statistic and to give an insight
into what is happening in their showrooms. Has everyone seen a change
in the market, who is buying these showers and what other factors have
they seen in their showrooms?
David from Alderley Edge says, "We have definitely seen an increase
in the sales of larger showers, mainly for older people who struggle with
a bath. Once they change to a larger shower they are much happier and
find it considerably easier and more convenient than a bath."
Atlas Heating Supplies' Edward comments, "Our customers are in the
30+ age group and tend to have more disposable income to spend. Atlas
has seen an increase in the sales of larger showers and in particular
wet rooms, where the showering area can be around 1400mm and we usually
sell a glass panel screen with it. Customers are always concerned about
the installation and also they want advice on the right type of shower
for their hot water system. Clients are replacing baths sometimes and
home programmes on the television have a lot of influence too - quite
often people come in having seen an idea on a programme and ask if it
can be achieved for them. Good advice is crucial when buying a bathroom
especially if you are thinking of replacing a bath or installing a wet
room."
Paul from Compass caters to the budget and middle end of the market and
has seen an increase in larger showers, but not a big increase: "Customers
are asking us for lower profile showers and walk-in showers - both the
young and old. The increase in combi boilers in homes has meant that customers
can have a good, powerful shower without the need for a pump; fewer pumps
are being sold because of this. "
Cliff Payne from Ashford Heating Supplies has also seen an increase in
sales for larger showers, particularly for wet room type installations.
All the staff at Ashford Heating Supplies have received specialist training
on wet room installations and are confident selling them to customers.
Cliff says, "It is fashionable at the moment and all types of people
are buying them with some customers replacing their baths." .
Dyson
Cleans up at Interbuild's New Product Awards Showcase
INTERBUILD
has celebrated some of the latest innovations revolutionising the construction
products and services sector at its New Product Awards Showcase.
A total of 32 entries were shortlisted from a record number of entries
and the calibre of this year's products bodes well for the future health
of the industry.
This year's Overall Winner award was claimed by Dyson and its innovative
Dyson Airblade TM. The rapid hand dryer takes a mere 10 seconds to complete
the wet to completely dry cycle, is up to 80% more energy efficient than
traditional hand-dryers and hygienic to boot.
Sarah Dixon, Trade marketing manager for Dyson says: "The award is
the best possible start to Interbuild for us and provides recognition
from the industry that we have a product on our hands that is genuinely
revolutionary. To stand out amongst some other great innovations at the
show is particularly gratifying and supports all the hard work we've undertaken
to bring the product to market."
Flying the flag for the green theme running across the entire 2007 show,
British Hardwoods were presented with the Energy Saving & Sustainability
Award for its Green Floor product. Made from wide board French Oak, from
PEFC certified sources, the product is manufactured through a multitude
of green methods.
Green Floor's zero CO2 gain production process is wholly sustainable from
start to finish using waste wood to create heat and vegetable oil to produce
bio-diesel for electricity. The company also wraps its flooring product
in recycled materials, delivers using a bio-diesel powered vehicle and
even invoices on recycled paper.
Sales Manager, Jonathan Scott, says: "We have a green philosophy
and are prepared to go to great lengths to demonstrate a sustainable way
to manufacture our product. The award is fantastic for the business and
hopefully encourages the industry to embrace viable production methods
like ours."
In the Best Interior category, British Gypsum's GypWall Extreme took the
plaudits with a new lightweight alternative to block work for busy public
buildings.
Festool's Long-reach Sander Planex LHS225 scooped Best Tools & Equipments
designed for rapid sanding for hard-to-reach areas; while Stanley claimed
Gadgets & Gizmos after impressing judges with its versatile FatMax
XL FuBar. The multi-purpose tool - capable of ripping, splitting, bending
and striking - was developed on the back of observational research suggesting
that tools are often used for tasks that they are not specifically designed
for - such as using a hammer to pull something or break something up,
rather than the knocking nails in.
Best IT winner, Laser Surveys Ltd were awarded Best IT Product for its
new on-line mapping portal centremapslive.com providing fast access to
data and easy account management, backed by a customer service guarantee,
free training and technical support.
QTronics's RCV Computerised System was voted Best Building Services Product
controls piped services without having to gain access to property or person.
All this is achieved through a two-way wireless communications, which
brings about improved health and safety performance with enhanced operational
effectiveness.
Quickbase was presented with the Best Exterior Product award following
a collaboration between Wykamol Group and Shire Structures. The innovation
gained the judges recognition for its revolutionary new foundation system
which works without the need for mass concrete foundations.
In the final two categories Beresford's Flooring scored a winner with
the SLAPP Clamp, which took the Health & Safety category, while the
Offsite Solutions award went to L&R Products for Walls to Go.
Chairman of the Judging Panel, Michael Ankers, said in conclusion: "Despite
the painstaking hours of deliberation, it gives me huge satisfaction to
play such a pivotal role in celebrating our industry's greatest successes.
"There are some truly inspirational innovations on show, many of
which go a long way to overcome one of the industry's biggest challenges:
keeping up with changing legislation and regulation, which has been an
obvious key driver in this latest wave of product development.
"Well done to all our short listed entries and a special congratulations
to the winners. The standard of entries this year has been especially
impressive and all the nominations deserve recognition for making an exceptional
contribution to the construction products and services sector."
Masco
Reports Third Quarter 2007
Masco
Corporation's net sales from continuing operations declined seven percent,
with North American sales declined 11 percent and International sales
increased 13 percent. In local currencies, International sales increased
five percent compared with the third quarter of 2006.
Key retailer sales from continuing operations decreased one percent in
the 2007 third quarter compared with an increase of two percent in the
2007 second quarter and a decline of two percent in the 2007 first quarter.
International sales were strong, particularly for plumbing products, due
to stronger European economies, market share gains and the favorable effect
of currency translation.
Sales changes by segment in the third quarter of 2007 versus the third
quarter of 2006 were:
* Cabinets and Related Products sales declined 11 percent;
* Plumbing Products sales increased four percent;
* Installation and Other Services sales declined 15 percent;
* Decorative Architectural Products sales increased two percent; and
* Other Specialty Products sales declined 13 percent.
Income from continuing operations was $209 million or $.57 per common
share and $225 million or $.57 per common share in the third quarters
of 2007 and 2006, respectively.
Net income in the third quarter of 2007 was $205 million or $.56 per common
share, including loss from discontinued operations, net, of $4 million.
Net income in the third quarter of 2006 was $252 million or $.64 per common
share, including income from discontinued operations, net, of $27 million.
Gross margins were 28.2 percent in the third quarter of 2007 compared
with 28.0 percent in the third quarter of 2006. Operating profit margins
were 12.2 percent in the third quarters of 2007 and 2006. Operating profit
margins in the third quarters of 2007 and 2006 include the negative effect
of costs and charges related to profit improvement programs, as well as
reduced sales volume in both years.
Worral
Thompson Opens Mark Wilkinson Dubai
Celebrity
Chef Antony Worrall Thompson officially launched the Mark Wilkinson Furniture
showroom in Dubai at the end of October.
The television personality, is no stranger to Mark Wilkinson kitchens,
having just had The English Classic range by Mark Wilkinson fitted into
his new home in England - Antony Worrall Thompson has also had Mark Wilkinson
kitchens fitted into four previous houses over the years and is one of
a select band of Chef's, including Michel Roux and Gary Rhodes, who prefer
the celebrated designer's furniture.
For the Launch in Dubai, Antony Worrall Thompson undertook a Cookery Demonstration
using one of the kitchens at the Mark Wilkinson Showroom on Sheikh Zayed
Road. The Chef is also a distinguished restaurateur, popular television
personality and author of several, hugely popular books.
Company founder Mark Wilkinson, expressed his delight at the opening of
the Dubai showroom: 'We are very pleased to be now established in Dubai.
We see our products being a great fit for the homeowners in the United
Arab Emirates. More and more people are now looking for a total customer
experience, with top quality products and service levels of exceptional
quality. At the showroom in Dubai the designers and support staff pride
themselves on offering a unique customer experience at each step along
the way - we feel this will be much appreciated in Dubai.'
A
North-east firm has enjoyed a successful year, with turnover set to increase
to in excess of £10 million by the end of 2007.
NTP
Kitchens and Joinery Limited celebrates the first anniversary of moving
into its new showroom this week – which included a £1 million
investment by the company – and has revealed that this success looks
set to continue into 2008.
The firm, based in the city’s Broadfold Road, but with showrooms
in Inverness and Edinburgh, is also looking for new premises in Glasgow.
NTP managing director, Mike Davidson, says the last year in particular
has been a very fruitful one for the company.
He said: “Our new state-of-the-art showroom, opened in October last
year but recently completed, is five times the size of our previous premises
and this has given us the ideal platform from which to showcase the impressive
and extensive range of kitchens, bathrooms and appliances we have to offer.
“The move has also allowed us to continue to add to the portfolio
of services and products we can provide, including windows and exterior
doors, bedrooms, flooring and lighting.
“We are delighted with the success we have enjoyed over the past
year and figures show that we are on course to surpass this in 2008.”
Mr Davidson added that three new members of staff are to join the company
this year and that the total number of employees is expected to reach
65 within the next six months.
To celebrate the first anniversary of the showroom, NTP hosted two open
evenings for invited customers, suppliers and interested parties. More
than 200 people attended the events, held on October 23 & 24. Cookery
demonstrations, competitions and live music were among the activities
which took place.
NTP Kitchens and Joinery Limited, part of the CHAP Group, supplies a full
design and installation service to customers as well as installing kitchens
for major home builders. It has recently begun supplying windows and exterior
doors, with this business on target to achieve sales of £1 million
in its first year.
For further information about NTP Kitchens and Joinery Limited, please
call 01224 823423 or visit www.ntp-kitchens.co.uk.
Retirement
Ahead After 26 Years' Service
It
may seem unlikely that Tim Henman and Nigel Denning of Ideal Bathrooms
would have anything in common. However, not only have both recently announced
their retirement, but both play each year at Wimbledon. Nigel Denning,
who retired in August after 26 years at Ideal Bathrooms, is a keen tennis
player and competes in the annual National Veterans tournament at the
All England Club - although he'd rather meet Tim off the court than on!
Beginning
his sales career with Procter & Gamble in 1965, Nigel was proud to
receive a Leading Salesman's gold watch award while with the company.
In 1969 he entered the bathroom industry when he joined French bathroom
cabinet manufacturer, Allibert and then progressed to the Sales Team at
Fordham Plastics. Little did he realise that he would still be in the
bathroom industry some 38 years later!
In 1981, Fowzi and Isaac Baroukh were planning a bold business venture
in Kingston upon Thames by opening an elaborate bathroom showroom and
setting up a distribution business. Fowzi approached Nigel, asked if he
would like to join them, and he became Ideal Bathrooms' first employee.
It was tough being a distributor in 1981. Until then the old route of
'manufacturer to merchant to retailer' existed and delivery times to the
retailer and consumer were long and arduous. Bathroom distributors came
up against much criticism and builders' merchants and distributors were
competing for the business from independent retail outlets. But with distributors
holding more and varied stocks and offering next day delivery, retailers
began turning to distributors for a better service. During the recession
in the late 80s, builders' merchants were forced to reduce their stocking
levels. However, with a rise in consumer demand and an increase in the
number of suites being produced, builders' merchants could no longer cope
with the service levels required. It was only a matter of time before
builders' merchants themselves began using distributors for non stock
items, resulting in the situation as it is today.
Nigel has seen many changes within the bathroom industry during his time
at Ideal Bathrooms. The market has become increasingly sophisticated and
there has been a shift in the importance of the bathroom from a room of
function to a major selling feature of the house.
"Over the last 26 years, trends and colours within the bathroom industry
have gone full circle," recalls Nigel. "From contemporary styles
and just six colours stocked at Ideal Bathrooms in 1981, the late 80s
saw the warehouses full of every colour you could think of and a return
to nostalgic designs. Nowadays, walking around the warehouse you will
find it hard to see any colour but white and the trend is for modern designs.
One thing that hasn't changed though is the price of a bottom end suite;
in the early 80s you could buy a bathroom suite for under £250 and
today - amazingly - you still can!"
On the subject of the environment, Nigel has noticed great changes in
the industry: "For the majority of my career, energy efficiency was
something we never even considered. During the early days we sold a lot
of huge baths. Corner baths were very popular - some held 50 gallons of
water! - and the WCs flushed on 9 litres. Of course nowadays we are down
to cisterns of 6 litres and less and are taking more showers to reduce
the amount of water and energy we are using."
"The whole bathroom industry has consolidated and there are now fewer
names around - including manufacturers, builders' merchants and retailers.
It is a tougher business, more competitive and margins are very tight.
However, 26 years on Ideal Bathrooms still supplies many of the same loyal
customers they did when they started trading: Ashford Heating Supplies,
Abbott Heating Supplies, Boast Plumbing Supplies, Cobham Heating and Plumbing
Supplies and Harris & Bailey to name but a few. Plus, Ideal Bathrooms
is still selling some of the same brands including Armitage Shanks, Ideal
Standard and Twyford."
"I have thoroughly enjoyed my time working for Isaac and Fowzi and
would definitely say they are the most inspirational people I have met
in the industry. After 26 years with Ideal Bathrooms it will be a shame
to retire, although I intend to play more sport, do some voluntary work
and still keep busy.
Mereway
Bathrooms Employees Bathe in NVQ Training Success
Workers
from a leading Birmingham Bathroom Furniture Manufacturer attended South
Birmingham College to gain their NVQ qualifications and are now bathing
in success after achieving a 100 per cent pass rate.
Workers
at Mereway Bathrooms, based in Tyseley, Birmingham passed their NVQ level
2 in Performing Manufacturing Operations (PMO) - an on the job course
aimed at people in the manufacturing industry.
The students spent two hours a week taking modules including organising
work for manufacturing operations, controlling operations, contributing
to organisation effectiveness, developing and maintaining working relationships
and contributing to health and safely in the workplace.
Most staff had already gained their Level 1 NVQ's with Mereway Bathrooms,
and this is the first time workers have taken a Level 2 course.
Adele Robinson works as a Stores and Goods In Supervisor at Mereway Bathrooms
and said she really enjoyed the course. "I did the Level One course
with South Birmingham College last year, but apart from that I haven't
studied since I was at school. It's good fun and it's great to be able
to show off your work skills. Hopefully I'll be able to take a Level 3
qualification next".
The government funded initiative 'Train to Gain Scheme' coordinated through
South Birmingham College, helps to build businesses through staff development
and training investment.
"We have developed a good partnership with South Birmingham College
and are looking forward to it delivering more courses to our workers"
comments Adrian Harris, Production Manager at Mereway Bathrooms. "We
were delighted with their performance and dedication to the course and
look forward to introducing more in the coming months".
Discussions are due to take place for implementing the next round of NVQ
qualifications in 2008. Mereway continually encourage workers to gain
qualifications to further their education and development. "Mereway
Bathrooms will continue to support staff in future personal development
and are constantly looking into courses for them to achieve this"
Adrian adds.
Mereway Bathrooms are dedicated to developing their staff through training
courses and further education qualifications, they are committed to ensuring
courses will be available to learn new skills.
Anyone interested in joining Mereway Bathrooms and becoming part of their
success story should contact Adrian Harris, Production Manager 0121 706
7844 or email adrianharris@merewaybathrooms.co.uk.
For more information about the company you can visit their website www.merewaybathrooms.co.uk.
County
Expands with New Area Managers
One
of the south east's leading kitchen and bedroom retailers, County, has
appointed two new area managers with more than 45 years of joint experience
to strengthen the Surrey and Sussex teams.
Peter Earthy, aged 51 has been appointed as area manager of the Guildford
and Esher showrooms, and 48 year-old Martin Jacks is area manager for
Worthing and Chichester.
The company, which has stores in Camberley, Guildford, Esher, Hove, Worthing,
Horsham and Chichester has appointed both Peter and Martin to help drive
the company's recent expansion plans across the south east of England.
Both Peter and Martin have a wealth of experience in the kitchen and home
interiors industry and have worked for large national retailers.
County's parent company, Sigma 3, is the driving force behind the County
brand in England. The 32 year-old Welsh company has recently created a
new corporate brand identity to bring the existing Welsh and English brands
under one umbrella.
Pat Thomas, Managing Director at County said: "The appointments of
Peter and Martin have come at a crucial time to the company. Both men
have a lot of experience in managing and bringing out the best in people
so their positions as area managers will help our staff achieve higher
targets and help us to ensure continued customer satisfaction."
www.countykitchens.com
New
Solus Pronorm Studio opens in Edinburgh
Upmarket
retailers opening in an upmarket location need an upmarket brand to match.
That's the story behind the selection of Pronorm as the solus brand for
the new 1,600 sq ft showroom recently opened by EKCO in the smart Stocksbridge
area of Edinburgh.
Four extensive room sets feature in the prestigious new showroom, showcasing
the designer appeal and ergonomic excellence of the Pronorm portfolio.
EKCO has chosen PrimeLine handle-less in black gloss and vanilla gloss;
Proline Nut Tobacco and PM White. EKCO has worked with the Pronorm brand
over the last two years at their Uphole showroom and Stuart Bruce, managing
director of EKCO says:
"We decided to run the Pronorm brand exclusively in this showroom
because its credentials in contemporary design, ergonomics and product
quality fit our target demographic extremely well. The Pronorm brand has
very good reach and we have already attracted customers with budgets in
the £60k mark."
Jason Grinton, Pronorm's Business Manager for UK & Ireland comments:
"This is a great example of how a dealer is switching to the benefits
of the Pronorm brand. The focus of EKCO's business has changed significantly
with Pronorm now the dominant and growing kitchen furniture brand."
For more information on Pronorm products, please contact Jason Grinton
on t: 07801 862691,
e: jason.grinton@pronormde.co.uk;
w: www.pronorm.co.uk.
James
Theobald's customers attended the recent unveiling of Theobald's latest
kitchen, bathroom and appliance collections at its trade showroom and
head office in Kent. During the two day event in October, Theobald's launched
an array of new products, ranging from innovative double ovens, luxurious
spa baths, as well as showcasing two new kitchen ranges.
Steve
Brooks, Joint Managing Director, Theobald's comments " We were delighted
with the open days, it was an ideal platform for us to present the latest
product offering whilst meeting our extensive customer base. Customers
were able to experience the depth of our ranges and visualise with so
many choices our one stop shop philosophy".
On display for the first time, Theobald's unveiled two new kitchen ranges,
Bespoke and Elements, both meeting the needs of different ends of the
price spectrum. The Bespoke range is a high end collection, with a choice
of natural timber, painted and sanded finishes in a classic in-frame style,
it is tailored to individual needs. In contrast, the Elements range is
an entry level product and has a choice of 15 kitchen settings in different
styles and finishes.
To accompany the new Brompton and Butler ranges, Theobald's has launched
two new brochures incorporating all the latest products providing customers
with up to date information and stunning photography. Please call Theobald's
on 01622 776700 or visit www.theobalds.com
for further information.
Screwfix
Cuts 1,000 Prices In Latest Screwfix Catalogue
Ideal
for serious home improvers as well as Christmas presents and/or stocking
fillers, the new Screwfix catalogue (issue 89) features over 1,000 price
cuts across more than 1,000 pages with significant savings on everything
from hand and power tools through to lighting and workwear. Packed with
almost 17,000 high quality, low cost building, maintenance and home improvement
items, this latest issue also includes SITE, a brand new range of exclusive
power tools that combines top end performance with excellent value for
money.
Each of these high quality, low cost items can be accessed 7 days a week
via a call to Freephone 0500 414141, a click onto screwfix.com, or a visit
to one of the growing UK network of Trade Counters (full address details
can be found at screwfix.com/tradecounters).
Recognised as being "where the trade buys" and promising a fast,
reliable service, Screwfix has cut prices right across its range. In power
tools, for instance, there is a saving of £75 on a DeWalt SDS Drill
and Driver Pack at £99.99, and an £80 reduction on a Makita
18V Combi Drill at £99.00 (all prices include VAT). Prices have
also been cut in Landscape Power with a Makita Chainsaw down by £40
to £299.90 and, for those who need directions on the move, TomTom
Sat Navs for GB and Western Europe have been reduced by £20 each
to £149.99 and £179.99 respectively.
Screwdriver Bits have also been reduced by as much as 36% with a 3-pce
Nut Socket Driver now as low as £3.49, whilst a Holesaw Set of Drill
Bits is down by a quarter to just £29.99. Savings of up to 25% can
also be found on Diamond Tile Cutting Blades. Sealants have been reduced
by up to 50%, whilst there is a saving of 20% on Internal Door Packs and
a Stainless Steel Wall Uplight. Also in lighting, Rechargeable Spotlights
are down by as much as 38% to just £14.98 and, in the electrical
section, a 4-socket Extension Lead offers a 34% saving at just £2.90.
In bathrooms, the Ideal Standard Studio Suite offers a saving of £150
at £699.99 whilst the Chrome Sun Ray Shower Kit is reduced by 20%
to only £79.99. For other cleaning applications, Karcher systems
are also down in price with savings of £60 on a Steam Cleaner at
£189.95 and a reduction of £75 on the Puzzi 100 Carpet Cleaner
at £284.95.
As well as a 15% reduction on all Lutron Dimmers and Oil Filled Radiators,
there are 10% savings on Flooring and Hammers and 25% reductions on Convector
Heaters. Safety and workwear items have also benefited with a Standard
Hard Hat down by 13% to £2.59, savings of 11% on Disposable Vinyl
Gloves, 13% reductions on Apache Tan PVC Waterproof Fur Lined Rigger Boots
at £19.99, and savings of 23% on navy Work Trousers at £9.99.
Fully committed to customer care and support, Screwfix despatches, on
average, more than 70,000 parcels a week from its state-of-the-art, 325,000
sq ft fulfilment centre. Each item in the catalogue can be ordered 24
hours a day, 365 days a year and all products are supplied complete with
a 30-day money back guarantee. Simply click online at the award winning
screwfix.com, call Freephone on 0500 414141 between 7am and 10pm from
Monday to Friday, and 8am to 8pm on Saturday and Sunday, or visit one
of the Screwfix Trade Counters.
For a free catalogue, call Freephone: 0500 414141 or Freefax: 0800 0562256,
or visit the Screwfix Internet site: screwfix.com. Catalogues are also
available at Screwfix Trade Counters. Visit screwfix.com/tradecounters
for address information and opening times.
PAB
Launches Oz Clarke Connoisseur Brand For Christmas
This
month, Premium Appliance Brands has launched its Connoisseur range of
five drink-inspired gift products, endorsed by wine expert Oz Clarke.
PAB gained the license for the Oz Clarke Connoisseur range with its acquisition
of small appliance firm, Catalyst Home Products in early 2007. Ever since,
PAB has been updating the products in the range, ready for the new portfolio
to launch in time for Christmas.
The revitalised Oz Clarke Connoisseur range now includes:
* A top of the range wine chiller (£49.99), which has an electronic
temperature control from 1(C to 50(C and takes bottles up to 10cm in diameter.
The advanced cooling technology, comprising of a thermoelectric cooler
with heat exchanger, chills white wine and champagne to the correct temperature
AND maintains red wine at room temperature.
* The Oz Clarke Connoisseur electric corkscrew (£22.99). The rechargeable,
cordless corkscrew, ergonomically designed with an easy grip handle, quickly
removes wine corks at the touch of a button.
* The Oz Clarke Connoisseur drinks maker (£29.99) features two speed
controls, a stainless steel mixing shaft and a 300ml stainless steel mixing
beaker, making it ideal for mixing drinks and cocktails.
* The Oz Clarke Connoisseur ice shaver (£24.99). Ideal for cool
drinks and cocktails, slushes or desserts, the powerful stainless steel
crushing blades produce 400g of shaved ice per minute (from cubes).
* The Oz Clarke Connoisseur wine server (price). With a fully variable
electronic temperature control from 3 to 50 degrees, the wine server takes
bottles up to 8.5cm diameter and the digital LED display indicates when
the wine is ready to serve.
Guy Weaver, Chief Executive of Premium Appliance Brands, comments, "The
Oz Clarke Connoisseur range complements our other celebrity endorsed small
appliance ranges perfectly, as it reaches a different audience. Connoisseur
products are an ideal gift range for the mature male, and with the new
and improved products in place we are sure that they will be a best seller
this Christmas..
Indesit
receives a special mention at the 2007 Ecohitech Awards
The
innovative content and eco-sustainability of the new Hotpoint-Ariston
dishwasher (triple A class), reduction of cardboard used in packaging
and workplace health and safety management at the Manisa plant in Turkey
were the three aspects that earned Indesit Company a special mention at
the Ecohitech Awards, in the environmentally friendly products category.
The Awards, at their 9th edition this year, are organized by Consorzio
Ecoqual’It in collaboration with WWF Italia, within the framework
of an agreement with Regione Lombardia (regional administration) and the
Milan Chamber of Commerce, and address companies in electronics and hi-tech
industries which achieve outstanding results in terms of eco-compatibility,
energy efficiency and waste management. Indesit Company’s special
mention in this context is yet another reflection of the success of the
environmental policies it is implementing across all its activities.
In the first and most important part of the special mention (eco-compatible
technology), Ecohitech recognized Indesit Company’s major success
in terms of innovation and environmental responsibility in the new Hotpoint-Ariston
dishwasher (triple A class), the first in a line of products employing
an innovative platform that saves up to 20% in electricity and 80% in
water thanks to a sensor that selects the optimum mode of machine operation.
Also singled was the reduction (over 50%) in the cardboard used in the
packaging and the pilot project in the Manisa plant (Turkey) to define
and implement a workplace health and safety system (to OHSAS 18001).
Indesit Company has had two other important successes at previous Ecohitech
Awards. In 2002, it received acclaim for eco-friendly technology in its
products, production processes, distribution and services, and in 2006
for the innovative content of the Aqualtis washing machine and its capacity
to offer advanced technology and design whilst ensuring ease of use for
consumers and full respect for the environment.
Innovation as key strategy
Indesit Company’s research and development of new ideas, products,
processes and forms – in short, its innovation capability –
has always been a strategic priority and one of the main factors in its
success, as also seen in the numerous other awards it has won over the
years. In 2000, the Galaxy Energy Awards recognized the Company’s
excellence in terms of energy efficiency; in 2005, its received the much
coveted German Plus X Awards for technological innovation and respect
for the environment; also in 2005, it was acclaimed at the Home Innovation
Awards in the UK for the technological innovation and eco-friendliness
of Ariston’s Experience drawer fridge and oven. In 2006 Aqualtis
received the five stars awarded by the Australian Standard Tests in the
Water Rating category for new-generation domestic appliances that reconcile
high quality of service with reduction of consumption levels and environmental
compatibility. Indesit Company also received a mention at the 2005 Grand
Prix de l’Innovation for the Extendia line fridge, while at the 2007
Grand Prix the Indesit Moon washing machine won an award.
OFT
Obtains Undertakings from Directors of Solar Water Heating Companies
Following
action by the OFT, Floyd Lewis and June Lewis - the directors of Solar
Technik Ltd and Ultimate Energy plc, have signed undertakings that they
will not mislead consumers, poorly install solar water heaters and use
unfair contract terms.
Solar Technik Ltd was put into liquidation in March 2007 but Ultimate
Energy plc continues to trade.
The OFT has secured personal undertakings from each of the directors that
they will not, in the course of business, breach certain consumer protection
legislation. In particular, the undertakings broadly state in the future
they will not :
- give the misleading impression or make misrepresentations that products
will: provide heating (including background heating) if they will not;
reduce a person's fuel, energy, gas, electricity or oil bills or level
of usage if they will not; or that people will save money equal to or
more than the cost of a product,
- supply goods which are not of satisfactory quality, reasonably fit for
purpose or do not correspond with their description, or fail to repair
or replace goods (where appropriate) within a reasonable time and without
causing significant inconvenience;
- fail to carry out a service with reasonable care and skill; or
- fail to inform consumers, where required, of their cancellation rights.
Full details of the undertakings are at: http://www.oft.gov.uk/
Ray Hall, OFT Director of Markets and Projects said:
'It is essential that consumers are not misled when making a purchase
and are given accurate information about their rights. This is especially
important with newer products such as solar energy systems where consumers
will rely much more on the information given to them by the companies
supplying the product.'
Philip Sellwood, Chief Executive of the Energy Saving Trust said:
'We welcome this action by the OFT, to ensure consumers are not misled
about the benefits of renewable energy solutions such as solar. As the
independent organisation in this field, we recommend consumers who are
considering solar technology always employ an accredited installer, for
example via the Low Carbon Buildings Programme.' Consumers can find out
helpful information about the renewable energy industry from the Energy
Saving Trust at: http://www.energysavingtrust.org.uk/help_and_support.
Homag
BOF Increases Turnover at Counter Production
Leading
specialist Corian fabricator, Counter Production, have installed a high-tech
Homag BOF211 CNC router at their Red Kite Works in Buckinghamshire.
Managing
Director Patrick McGrath started the company 22 years ago with 3 people
and now employs 40 at the new site into which they moved 2 years ago.
They are a wholly bespoke manufacturer of solid surface components to
the kitchen and bathroom sectors in the main.
Patrick McGrath says that he has delayed investing in CNC technology as
he was sceptical about its ability to cope with the hugely flexible demands
of individual and bespoke production as opposed to larger batch production.
However, after carefully researching the entire market for CNC technology
Counter Production entered into technical discussions with Homag UK and,
in particular with Roger Wilks and Industrial Sales Manager Simon Brooks.
Initially one of the Weeke CNC machines was under consideration but a
thorough assessment of Counter Production's current and future needs ended
with a Homag BOF211 being specified for its heavy engineering and, in
particular, the fact that it's 300mm capacity in the Z-axis would not
place any restriction on production at Counter Production. It has a 12-plate
tool changer.
Programming and software was also central to the specification - Counter
Production have sophisticated systems for digitally measuring on site
and setting up digital templates which can be transferred directly to
the Woodwop operating software on the CNC controller which is also compatible
with Counter Production's Alphacam CAD design software. This means that
machine positions, settings and operation is automatically controlled
and the operator merely has to call up the correct programs and load the
machine which has patented LED clamp positioning on the bed.
Since the Homag BOF211 has started operating Counter Production have already
realised a number of important benefits. "We are able to carry out
all the previously intricate manual operations like cutting out sink apertures,
hob openings, scribing to walls and drainage grooves. We also carry out
highly accurate rebating and connection points for perfect assembly in
the factory or on site" explains Patrick McGrath. He adds that finish
and accuracy are of such a high quality that final sanding of draining
grooves on a kitchen work top for instance used to take 45 minutes to
an hour and now takes just 5 minutes. "We have also eliminated a
large amount of dust from manual routing processes as the extraction system
from the router head is highly efficient" explains Patrick McGrath.
The
BOF211 has also come into its own in the processing of MDF moulds for
Corian components that need to thermo-formed like shower trays.
Counter Production manufactures worktops and components for around 120
- 130 high quality kitchen and bathroom designs per month. "Our USP
is quality" says Patrick McGrath, "and that's exactly what we're
getting from the Homag BOF. We have been able to significantly increase
production without the associated increase in labour overheads."
An example of the speed, flexibility that the BOF machine has brought
to Counter Production is the fact that they have been able to take on
contract work for table tops and legs to be delivered to the Heathrow
Terminal 5 project.
"This has been a highly successful investment" says Patrick
McGrath. "I am fully confident of the back-up and technical support
we can have from Homag UK and their training is excellent. We're also
aware of the technical and engineering superiority of the manufacturing
at Homag in Germany."
Another element of the investment that significantly helped at Counter
Production was that Roger Wilks was able to utilise Homag UK's association
with the Bank of Scotland to organise finance for the machine as well
as dust extraction and tooling.
Investment in Homag CNC at Counter Production has seen a marked increase
in turnover since the machine was commissioned under a year ago.
Easyquote
Helps Chamois Eco- Kitchens Handle Business Growth
After
benchmarking a range of software solutions, Wolverhampton-based Chamois
Eco-Kitchens has ordered more than 50 seats of Easyquote's leading business
management system for the KBB industry - in order to increase efficiency
throughout the company.
"Easyquote
offered a comprehensive and integrated system that would manage all areas
of the business from sales, order processing, order tracking and factory
management," explains Chamois managing director Andy Jones Dutt.
"The company's ability to demonstrate that the software can be tailored
to the way we work, rather than us having to change our systems to fit
- was a key factor in selecting Easyquote."
One of the largest specialist suppliers of kitchens to the social housing
sector in the UK, Chamois identified a need to increase output to meet
the volume of orders expected over the next few years as well as to improve
its competitive advantage. Team leaders from all departments within the
company were involved from the outset in the decision-making process,
which included demonstrations of the Easyquote software in action at existing
customer sites.
"We spent several months researching all of the leading systems to
find the best package for our requirements," says strategic marketing
officer Gareth Richards. "With its extensive industry experience
and expertise, Easyquote offered the most user-friendly set-up with the
ability to seamlessly integrate with our existing business systems - others
on the market didn't come close in terms of adaptability.
"We expect the system to be up and running by December and if we
can achieve just 50% of what it offers - the results will be amazing."
A total solution with the ability to maximise every sales opportunity
and manage all aspects of a business, easyquote is a proven tool employed
by the industry's leading companies - from the independent bespoke product
manufacturer to multi-user organisations.
"Chamois has positioned itself as a leading supplier of eco-friendly
quality kitchens using recyclable materials wherever possible," says
Easyquote sales director Andy Peters. "We are pleased to be working
closely with this forward-looking company in harnessing the full capabilities
of our software."
www.easyquote-software.co.uk
.
Dynamic
Space® on Show at Lord Distribution
Based
between Bath and Bristol, Lord Distribution Limited is one of Britain's
fastest emerging suppliers and distributors of quality fittings and furniture
systems nationwide.
"Inside
Kitchens" is the title of Lord Distribution's catalogue and the introduction
explains: "Inside Kitchens is what LDL is all about. What's on the
inside is what matters! Especially when it comes to kitchen functionality,
innovation and design."
As an official distributor of Blum products and systems, Lord Distribution
has now become an accredited supplier of Dynamic Space® components
having equipped their showrooms with a full working display of the Dynamic
Space®
concept with all the associated Blum storage solutions.
Dynamic Space®
by Blum is now recognised as the most advanced and developed method of
efficient and ergonomic kitchen planning to ensure lifestyle comfort and
day-to-day working enjoyment on an individual basis. The core principle
of Dynamic Space®
organise specific storage solutions according to five main zones of activity
in any domestic kitchen - Storage of consumables; Storage of non-consumables;
Preparation; Cooking; Cleaning.
The display at Lord Distribution clearly demarcates these zones and visitors
can then view the fully propped units attributed. Naturally these include
full extension drawers and pull-outs in all base units with integrated
Blumotion soft close. The drawers and pull-outs all have excellent and
flexible internal organisation including the Blum Orga-Line divisional
system. The corner unit accommodates Blum's unique Space Corner system
which uses optimal volume inside this difficult unit giving full access
and vision to the entire contents. Other special units include the under
sink drawer and the Blum Aventos lift system for overhead cabinets with
integrated Blumotion. A full height larder unit is also included.
A special feature of the Lord Distribution Dynamic Space®
display is Blum's Servo-Drive which allows automatic opening of drawers
in base units in response to light pressure on the drawerfront.
Managing Director Matthew Lord says that installing the display has been
a great success giving them the ability to conduct quality training for
customers and even attracting end use customers into the showrooms on
a word of mouth basis.
Anyone interested in further Dynamic Space®
information should contact David Sanders at Blum UK (01908 285700) who
runs regular seminars.
Dyson
Wins Complaint against LG Vacuum Ad
According
to recently published information from the Advertising Standards Authority
(ASA), a complaint from Dyson Ltd about a TV Ad for LG Electronics has
been upheld on three counts. The TV ad, for the LG Compressor vacuum cleaner,
featured several people creating large clouds of dust when trying to empty
their bagless vacuum cleaners. The ad then showed a man using the LG Compressor
and emptying it without producing a dust cloud. The ad included a scene
from inside a bin where the material, collected by the LG compressor,
could be seen to fall from the device as two solid blocks. A voice-over
at the end of the ad stated "Compress your dust, compress your worries.
The LG Compressor".
Dyson Ltd objected that the:
1. claim "Compress your dust" was misleading, because they believed
the LG appliance compressed only larger material, such as fluff, which
was stored in a different chamber to the dust,
2. ad misleadingly implied that dust collected by the LG appliance was
compressed into a sold mass; they believed dust was filtered into a separate
chamber, which was not shown in the ad; and
3. ad was misleading and potentially denigrated competitors' products
because it implied that they produced larger dust clouds than the LG Compressor.
Dyson believed the advertised product actually created a larger dust cloud
than most competitors' products because dust was filtered into a separate
compartment, where it was more concentrated and susceptible to dispersion.
Response
LG Electronic UK Ltd (LG) said the ad was intended to highlight their
technological solution to a common problem that consumers experienced
when emptying a bagless vacuum cleaner. They pointed out that the ad Dyson
complained about had been superseded by an amended version, which included
on-screen text that stated "Up to four times more capacity than existing
LG bagless vacuum cleaners". Nevertheless, LG said the claims in
both ads were supported by scientific testing and were cleared by the
Broadcast Advertising Clearance Centre (BACC).
1. LG said, in the context of the ad, 'dust' referred to all of the material
collected by the LG Compressor during normal use. They believed consumers
understood that dust collected by a vacuum cleaner comprised of different
materials and debris in varying sizes, from spores and dust mites to large
fibres, fluff and hair. LG therefore maintained that there was no valid
distinction to be made between 'dust' in the main collection chamber of
the LG compressor and the two outer chambers in which the very finest
dust particles were collected. They said the strap line "Compress
your dust. Compress your worries" was chosen because it encapsulated
the benefits of the LG Compressor's Dust Compression system. LG said the
claim "Compress your dust" was a qualitative, not a quantitative
statement. They sent a copy of an independent test report, which, they
maintained, demonstrated that the claim was truthful and accurately reflected
the technology used by the LG Compressor.
LG said the technology illustrated in the ad was not a gimmick and pointed
out that it was the subject of a patent application. They said the dust
container was split in two; the upper side contained a dust separation
cone and the bottom part, comprised a fixed plastic wall and a blade.
They said the blade, powered by a secondary motor placed underneath the
dust container, rotated continuously from side to side to compress the
dust against the fixed plastic wall. They said dust separation was then
performed by 'Multi Cyclonic Action' where the first cyclone, in the filter
above the dust container separated the heavier dust from the fine dust.
LG sent a step-by-step illustration of how the appliance produced the
end result shown in the ad - two compacted dust blocks. LG acknowledged
that dust compression occurred only in the main collection chamber and
maintained that the ad illustrated that clearly.
LG believed the fact that only the dust in the main chamber was compressed
did not detract from the truth and accuracy of the claim "compress
your dust". They said the test report demonstrated that, in the LG
Compressor, there was substantial compaction of dust, which resulted in
up to four times more capacity than existing LG bagless vacuum cleaners
and more capacity than competitors' equivalent vacuum cleaners. LG accepted
that fine dust could not be compressed substantially, given the size of
the particles. They asserted that the compression of fine dust, if included
in the main chamber, would contribute nothing in practical terms to the
overall increase in capacity of the LG Compressor. They pointed out that
the amount of fine dust in the outer chambers was insubstantial, when
compared by weight and volume, to the dust compressed in the main chamber.
2. LG said the finest dust particles were separated into an outer chamber.
They pointed out that the outer chamber could be seen in the depiction
of the dust collection chamber and the scene of the Compressor being emptied
towards the end of the ad, but they believed the viewer's attention was
not drawn to it. Instead, they said the ad concentrated on the main collection
chamber where compression occurred. LG sent a video, which demonstrated
that, when the dust container was full, dust fell out in two blocks when
the appliance was emptied. They said the dust would, in every case, come
out in two blocks because the main compartment was separated physically
into two sections, where material was compressed between a fixed plastic
wall and moving blade. LG said the tightness with which the dust stuck
together in each block would vary according to the size and type of dust
particles being compressed. They maintained that under normal circumstances,
the more material compressed into the container, the tighter the packing
and, thus, the more solid the block.
They said, when the appliance was emptied, the greater weight of the compacted
material caused it to fall out as two dust blocks, releasing a small amount
of fine dust into the atmosphere. They said the fine dust collected in
the separate, outer chamber of the LG Compressor fell out separately when
emptying the dust container. They pointed out, however, that the ad was
quite clear that it was the matter which was compacted in the main chamber
that could be seen falling out in two blocks during the depiction of the
Compressor being emptied.
3. LG believed the ad did not compare the performance of competitors'
vacuum cleaners when being emptied. They said the dust containers used
in the ad were all manufactured by LG except one, which, was not a Dyson
product. They said the ad was intended to illustrate the LG Compressor's
key advantage over 'non-compressor' models in that less dust was dispersed
when the appliance was emptied. LG said the problem of dust being released
when a bagless vacuum cleaner was emptied was well-known to consumers.
They believed the ad emphasised it in a humorous manner; actors were depicted
emptying dust containers by banging them against garbage bins or brushing
filters releasing dust into the air. Although LG accepted that the depictions
might be seen as extreme, in the sense that more care could have been
taken when emptying the dust containers thereby reducing the dust released,
they believed the scenes were not unrealistic. They maintained that, by
contrast, dust from the Compressor was ejected from the main chamber in
two blocks without the need for banging or a resultant dust cloud. LG
acknowledged that that might be a best case scenario, but maintained that
it was a realistic depiction.
LG accepted that a viewer might assume the ad was comparative. They said
that was why the test report also dealt with the relative amount of dust
created by emptying the LG Compressor in comparison with leading competitor's
products. LG pointed out that the test report supported fully the assertion
that the LG Compressor produced substantially less dust when emptied than
their competitors' comparative products.
They said the LG compressor was tested against a similar LG bagless model
and four other competitors' models. They said the Compressor proved to
have superior dust capacity than the other models tested. Furthermore,
they maintained that it required less emptying due to its superior capacity
and, therefore, dispersed comparatively less dust. They said the results
showed the Compressor had 4.6 times more capacity when compared to another
LG vacuum cleaner, 2.3 times more capacity when compared to a Dyson DC08
and 2.4 times more capacity when compared to a Dyson DC11. For example,
LG pointed out that emptying the LG Compressor once released 0.242 mg/mÞ
of dust. They said, by comparison, emptying a Dyson DC11 released 1.078
mg/mÞ. They believed that, because the DC11 had to be emptied 2.4 times
to equal the LG Compressor's capacity; the cumulative and comparative
amount of dust released was 2.5872 mg/mÞ. LG pointed out that that equated
to 10.69 times more dust dispersed into atmosphere when emptying the same
quantity of vacuumed dust. LG also said the other version of the ad, which
featured, "Up to four times more capacity than existing LG bagless
vacuum cleaners" emphasized the fact they did not make a competitive
claim.
The BACC said pre-production script advice was not given because LG submitted
only a finalised version of the ad. They said the ad LG submitted included
stronger claims but the version cleared featured only visuals of how the
LG Compressor worked. The BACC said they sought firm reassurance that
the demonstration was genuine. They said they had received a copy of an
independent test report and referred it to an expert. They said they had
concerns about whether the visuals could be denigratory to other manufacturers
and their products but said they took great care to ensure that there
were no recognisable models depicted. The BACC maintained that the ad
did not place the product in a competitive framework. They believed the
ad merely showed a trait common among bagless vacuum cleaners. However,
the BACC maintained that none of the containers were likely to be identified
as those of LG's competitors as they believed the visuals used were entirely
generic.
Assessment
The ASA took expert advice on the evidence and comments sent by LG and
the BACC.
1. Upheld
The expert noted the ad showed clouds of 'dust' in the scenes where the
vacuum cleaner containers were shown being emptied and considered that
that could be described more accurately as 'fine particulate matter'.
He pointed out that the International Electrotechnical Commission's (IEC)
vacuum cleaner standard (60312) referred to types of soil tests independently,
for instance, the tests for "dust removal from carpets", "fibre
removal from carpets" and "thread removal from carpets".
The expert considered that the contents of the main chamber, where he
acknowledged that compression occurred, could be described more accurately
as 'dirt' because it consisted of several different types and sizes of
material.
We noted the voice-over stated "compress your dust" shortly
after an image of the matter collected being emptied from the LG Compressor's
container, in what appeared to be two solid blocks. We noted the ad also
included several scenes where people emptied other bagless vacuum cleaners
producing large clouds of fine particulate matter. We understood that
LG believed the word "dust" referred to all the matter collected
by the LG Compressor, but we noted the expert's view was that 'dust' could
be interpreted to refer only to fine particulate matter. We considered
that the ad focused on the problem of dust or fine particulate matter
being emitted into the atmosphere when a bagless vacuum cleaner was emptied.
Although we acknowledged that, in some circumstances, it might be reasonable
to refer to all the matter contained in the vacuum cleaner's main chamber
as 'dust', we considered that, in the context of the ad, viewers were
likely to interpret the claim "Compress your dust" as a reference
to fine particulate matter. Although LG had shown that the Compressor
could compress the material contained within the main chamber, which comprised
a mix of what the expert termed 'dirt', we noted they had not shown that
the appliance could compress fine particulate matter. We therefore concluded
the claim was likely to mislead.
On this point, the ad breach CAP (Broadcast) TV Advertising Standards
Code rules 5.1 (Misleading advertising) and 5.2.1 (Evidence).
2. Upheld
The expert noted predominantly larger matter, such as fluff and fibre,
was contained in the main chamber of the container. He said a quantity
of 'dust', or fine particulate matter, would coat the larger particles
and, therefore, the main chamber would contain a true mix of what could
be considered 'dirt'. He said the dirt was by nature bulky and occupied
a larger volume per gram than pure dust, which made it susceptible to
the form of compression used by the LG Compressor.
We noted the compressed matter would, in normal circumstances, include
some fine particulate matter mixed with larger material. We noted the
ad showed other vacuum cleaners creating clouds of dust when being emptied
and the LG Compressor was seen to produce no such cloud; rather the ad
showed only two solid blocks of material falling from the main chamber.
We noted, however, that fine particulate matter was filtered into a separate
chamber and the ad gave no visual indication or otherwise that would lead
viewers to understand that the device incorporated a second chamber for
fine particulate matter. We considered that viewers would infer from the
ad that all fine particulate matter could be compressed into a solid mass
avoiding completely the problem of dispersion when the Compressor was
emptied. Because some fine particulate material was collected in a chamber
that would need to be emptied we concluded that the ad was likely to mislead.
On this point, the ad breach CAP (Broadcast) TV Advertising Standards
Code rules 5.1 (Misleading advertising) and 5.2.1 (Evidence).
3. Upheld
The expert said the results of the test report showed clearly that dust
or fine particulate matter was emitted when the LG Compressor's container
was emptied. He noted there were three other vacuum cleaners tested with
lower dust emissions, one of which was another LG model. He said, normally,
as a vacuum cleaner dirt receptacle filled up, dust was mixed with and
held within fibres and other larger material, which reduced the amount
of dust emitted when the appliance was emptied. The expert pointed out,
however, that if a significant quantity of dust was stored separately
from the fibrous material, there was nothing to bind and hold the dust.
He therefore considered that any such dust could be spread into the air
without significant restriction.
Although we noted only the containers of the other vacuum cleaner models
were visible in the ad, we considered that viewers were likely to understand
the depiction as a generic reference to 'non-compressor' bagless vacuum
cleaners. We noted the ad featured several depictions of people emptying
a bagless vacuum cleaner container and producing large clouds of fine
particulate matter. We noted, by comparison, the ad depicted no fine particulate
matter being dispersed during the scene where the LG compressor was emptied.
However, we understood from the expert that fine particulate matter, which
was not held within fibrous or larger material, was more susceptible to
dispersion and we noted the test report had demonstrated that the LG Compressor
emitted more dust than three other vacuum cleaners they tested. We acknowledged
that the LG Compressor was shown to have greater capacity than other models
and, consequently, required less frequent emptying. Although we noted
LG's assertion that, comparatively, the Compressor emitted less dust for
the amount of dirt emptied, we considered that that was not communicated
clearly to viewers. We therefore considered that viewers were likely to
understand the comparison to be based on the individual operation of emptying
each vacuum cleaner once.
Because the LG Compressor was shown in the tests to emit more dust than
several other 'non-compressor' models when being emptied, we concluded
that the implied comparison between the LG Compressor and 'non-compressor'
bagless vacuum cleaners was likely to mislead and unfairly denigrated
competitors' products.
On this point the ad breached CAP (Broadcast) TV Advertising Standards
Code rules 5.1 (Misleading advertising), 5.2.1 (Evidence), 5.4.3 (Denigration)
and 5.4.6 (Comparative advertising).
Action
We told LG that the ad should not appear again in its present form.
BAL
Congratulates Award-Winning Tiling Trainees at Skillbuild 2007
Four winners from UK regional Wall and Floor Tiling competitions have gone wall-to-wall and floor-to-floor with each other in a gruelling 15-hour practical skills test at the Skillbuild 2007 National Finals in Birmingham. The eventual winner was 18-year-old Stephen Elliott from Northumberland College who is an apprentice with R. Parker Tiling Contractors in Gateshead
Stephen
Elliott, Wall & Floor Tiling Champion at Skillbuild 2007 with Dave
Rowley from BA
Dave
Rowley, Training Centre Manager for Building Adhesives, who was one of
the judges at Skillbuild 2007 and made a presentation of BAL tools and
merchandise to the winner, congratulated all four contenders for the tiling
gold medal:
"As manufacturers of BAL professional tiling grouts and adhesives,
we're naturally delighted to encourage the emergence of talented young
professionals into the tiling industry. All four finalists demonstrated
their enthusiasm, focus and ability to work under the pressures of a competitive
build situation - but Stephen Elliott was a worthy winner. Full marks
to him for persistence too, having been runner-up in 2006. We wish him
and his fellow finalists every success in their professional careers."
Further information is available from Building Adhesives on 01782 591123.