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In Design: 'If You Can Dream it... We can Help you Live it'

A new dimension in home making has reached NW London. An immense retail showroom area measuring more than 10,000 square feet has been transformed into a showcase for the very best in bathroom, bedroom and kitchen design.

Working with blue chip industry partners including Villeroy and Boch Bathrooms & Tiles and SieMatic Kitchens, In Design has gathered together some of the most desirable kitchen and bathroom products available in the marketplace and placed them under one roof. There are over 50 room-sets on display, many of them with working features, making it the Capital's largest dedicated Villeroy & Boch and SieMatic showroom.

In addition to the shopping experience being offered by In Design, its customers will benefit from the knowledge and expertise of its award winning designers and specialist installation team. Sara Wells, who recently joined the In Design team after securing the prestigious KBB 'Showroom of the Year 2005' award for a renowned central London studio, was instrumental in forging the new style of 'Lifestyle' retail environments that is now being enjoyed throughout the top end of the industry.

In Design is the fulfilment of a long cherished dream of an innovative family enterprise, whose history is seeped within the fabric of the General Construction sector. The Bhudia family is responsible for various market leading brands such as Stayfix Aluminium fixings and Lisa Timber. Mr. Devshi Bhudia, MD of the group, says the purpose of In Design should be to provide service-led, bespoke solutions for the growing number of time-strapped clients who wish to be able to enjoy the fruits of their labour within a luxuriously appointed, specifically designed home environment, and not have to worry about how it got there.

 
The opening ceremony was carried out in traditional Hindu fashion, extending hospitality with the presentation of garlands. In Design director Dhanji Bhudia spoke of his pride in having the best suppliers in the kichen and bathroom market under one roof: 'Quality is remembered long after price is forgotten' he said, adding that they had created - with the help of award winning designer Sara Wells - a uniquely pleasurable shopping experience, with full disabled access and a creche.

Villeroy & Boch

The In Design showroom displays Villeroy & Boch's extensive collections of stylish bathroom ceramics as well as many of its innovations such as CeramicPlus, an easy-care surface finish for sanitary ware and wall tiles whereby dirt particles are virtually unable to obtain a hold. On display in the showroom are popular ranges such as Subway, Century, Oblic, Aveo, Loop and recently launched collections such as Pure Stone, Bellevu and New Wave.

In addition to elegant ceramic bathroom collections, the showroom offers matching bathroom furniture with a superior standard of functionality, accessorised by co-ordinated tap fittings. Numerous integrated tile design concepts are available as well, with a variety of formats, surface finishes, colours and decors, which can be combined to suit the customer's preference.

Luitwin Gisbert von Boch-Galhau ('LG'), the 8th generation of Bochs at Villeroy & Boch, with 45 years in the business, was pleased to help open what is now the largest Villeroy & Boch showroom in London. Although boasting a lineage going back to 1748, Mr Boch stressed the value of looking to the future, saying that when a company finds itself with too many products, it must start developing concepts instead. He was also pleased to report that the UK represents one of the company's best markets, good at a time when the domestic German market is the worst in Europe. Talking of Europe, Mr Boch referred to the recent political gaffes around Europe, saying that it is up to the business community and the European people to forge ahead with a united Europe: not to leave it to the politicians. 'My wife is French, my mother is English and my grand mother is Spanish', he explained, 'so you can see we are already doing our bit'. Talking of family, the 10th generation of the Boch dynasty is now 7 months old. Perhaps we can expect a designer range of potty ware soon...

SieMatic

SieMatic shares the 10,000 sq ft showroom with blue chip bathroom manufacturer Villeroy & Boch as well as other key names including Geha bedrooms, Hansgrohe, Bisazza tiles and Bisque radiators.

SieMatic is the solus kitchen brand, chosen according to In Design director Dhanji Bhudia because it offers ‘unparalleled choice, oozes quality and design detail and above all, comes from a supplier with a track record that is second to none in terms of reliability and service’.

A total of eight kitchens from SieMatic's extensive range, including one low level one for disabled users, make up SieMatic's display in the large, cutting edge showroom. So that potential customers can not just see but 'test drive' a SieMatic kitchen, two of the displays are working kitchens equipped with Gaggenau and Miele appliances.

No, I am not 8 feet tall, this SieMatic kitchen has been designed for wheelchair users. The new In Design showroom is very visitor friendly, with full disabled access and a creche. SieMatic UK managing director Bernard Otulakowski spoke of the design excellence which had been achieved by Sara Wells, saying that 'In Design has achieved the latest benchmark for SieMatic studios, a beacon of excellence. In Design will become a destination showroom for discerning trade and consumer customers who simply want the best and have a zero tolerance of broken promises, second class quality and botched installation. Against this background, SieMatic was the logical brand choice as the company's size and position as the worlds leading quality kitchen manufacturer lent In Design's directors all the confidence they needed to invite us to be a partner’

SieMatic UK Managing Director Bernard Otulakowski says: ‘In Design is an exemplary business that knows its market and what its market demands. Whether it's for a homeowner, an architect or an interior designer, few showrooms offer such a coming together of 'A' brands that so perfectly partner one another’.

Contact: Sara Wells or Dhanji Bhudia
In Design
Kiran House
53 Park Royal Road
London NW10 7LQ
Tel: +44 (0)20 8963 5841
Email: mailto:info@akshars.co.uk
Web: http://www.akshars.co.uk

Opening hours - 9.30am to 5.30pm Mon - Fri, 10.00am to 4.00pm Sat, 10.00am to 2.00pm Sun

Inaugural KBSA Design Innovation Awards Proves Huge Success

The inaugural KBSA Design Innovation Awards was declared a huge success by all of those who attended the presentation ceremony and awards dinner on 16th June.

The awards were presented at a glamorous dinner following the association’s AGM at the Millennium Copthorne Hotel in Slough/Windsor.

The evening was presented by KBSA’s managing director Graham Hayden and operations manager Lucinda Kenny. Surprise host, Toyah Willcox presented the awards and gave the after dinner entertainment an exciting start with an impromptu performance of the Guns ’n Roses’ hit ‘Sweet Child of Mine’. Several award sponsors joined Toyah on stage for a fine display of air guitar skills!

‘Our inaugural awards presentation evening was a tremendous event, enjoyed by everyone in attendance,’ said Lucinda Kenny.

‘The KBSA is dedicated to promoting best quality and service throughout the interiors industry and we have always supported awards because they serve a key purpose in spotlighting and rewarding talent,’ added Graham Hayden.

‘We’d like to thank our awards and event sponsors for their invaluable help – Alno, Amtico, Britannia, Clearwater, Construction Skills, Essential Publishing, Hepplewhite Fitted Bedrooms, In-Toto, Nicholas Anthony, Planit, Poggenpohl, Smeg, Yellow Pages – and everyone who took part.’

Award winners were: Malcolm Pressey of Roomers (Kitchen Design), Mario Dryden of Hepplewhite Fitted Bedrooms (Bedroom Design), Jean Marc Signori of Bain Douche Creations, Paris (Bath Design), Upstairs Downstairs Interior Design (Retailer Excellence), Ray Foley of Neff (Supplier Excellence).

Runners-up were: Andy Stone of Crabtree Kitchens, James Feather of Arcade Kitchens (Kitchen Design) Carlo Ferino of Mapleleaf Interiors, Martin Callaghan of Mayfield Bedrooms and Studies (Bedroom Design), Mark Garton of Dajon Interiors (Bath Design), Waterways Bathrooms and Tiles, Kestrel Kitchens and Bathrooms (Retailer Excellence).

(Left-right) Graham Hayden, Managing Director KBSA, Toyah Willcox, Rob Hassell, Clearwater Collection, Tony Nicholas, Nicholas Anthony

Smallbone Acquires Mark Wilkinson for £5.6m

Kitchen and stone flooring supplier Smallbone has become one of Europe's largest bespoke furniture manufacturers after buying Mark Wilkinson Furniture for £5.6m.

The Wiltshire company, which plans to manage the MWF brand as a separate business, said immediate benefits will be derived by introducing its stone flooring products into the MWF sales offering.

'The directors believe that further margin improvements and overhead savings can be obtained from the enhanced purchasing power of the enlarged group,' it said.

MWF manufactures bespoke kitchen, bedroom and bathroom furniture with eight directly operated showrooms in the UK and a network of dealerships in the US, UK, Russia and Europe.

The company which employs approximately 290 employees made pretax profits of £280,000 last year on the back of sales of £19.25m.

Turning to current trading, Smallbone was upbeat saying its order book stood at just over £16.1 million at the end of May - 15 per cent ahead of 2004, and added that MWF's order book was also ahead of its year earlier period.

It said its showroom roll-out was progressing well, with one in Glasgow opening in July and a flagship New York showroom expected to launch in early 2006.

Meanwhile, the end of year re-launch programme for Smallbone Bedrooms and Bathrooms is well advanced while trading in the US for Paris Ceramics is significantly ahead of last year.

Smallbone has promoted part time finance director Gordon Montgomery to a full time role and said it will appoint Mark and Cynthia Wilkinson as executive directors on completion.

The two will become Smallbone's biggest shareholders, with a holding of approximately 8.3 per cent.

Charles Smallbone, chairman of Smallbone, said: 'Mark and I were partners 25 years ago at the very start of Smallbone and since then he has also done a fantastic job of building his own company up to the position it enjoys today.'

ALNO to Open Flagship Store on Wigmore Street

ALNO (UK) is to open a flagship UK dealership in Wigmore Street to provide a large central London presence for the brand.

The new store provides 4000 sq ft of retail space and will display 12 kitchens over two floors. The interior is being designed in Germany to reflect a distinctive ALNO style which is being rolled out in flagship stores throughout the world.

John Kinder, managing director of ALNO (UK) says, 'A strong central London offering demonstrates our commitment to further develop ALNO into a nationally recognised luxury kitchen brand. It goes hand in hand with additional marketing resource behind the brand and the development of an increasingly professional and ALNO-exclusive independent kitchen specialists with the skills and drive to sell the product effectively.'

Further facilities at Wigmore Street will include training rooms for dealer staff and John Lewis kitchen planners. ALNO plans that the Wigmore Street store will open in July and be fully operational before the key Autumn selling period.

Hotpoint Opens Stylish Training Kitchen

On Wednesday 25th May, Hotpoint officially opened its Training Kitchen, at Indesit Company Headquarters, Peterborough. The kitchen highlights the Experience Built-In range and provides the perfect training venue for both retailers and distributors.

Indesit Company chef Philippe Roge, who has worked for the company for 15 years, opened the kitchen to a hungry audience of customers and press.

Philippe enthused over the Experience range with an impressive explanation and demonstration of the products in action, cooking an array of culinary delights. The kitchen not only proved to be spacious and functional but stunning in appearance.

The Hotpoint Experience range was complemented by contemporary, high gloss kitchen furniture from Symphony Kitchen Furniture Supplier.

Neil Tunstall, Marketing Director, Indesit Company comments: ‘Developing the Training Kitchen was an important and necessary development for Hotpoint. The opening was a significant day and was positively received by all who attended. The Training Kitchen not only provides a perfect Showroom for the Experience range but also creates an essential product training facility.'

Tel: 08701 50 60 70
Web: http://www.hotpoint.co.uk

Metro Misleads in 'Kitchen for £1995' Advert

According to information published by the Advertising Standards Authority (ASA), Metro Designer Interiors claimed in a regional press advertisement that it would fit a kitchen 'for £1995 regardless of shape or size', but then said the offer was limited to 10 units. The ASA agreed that this was misleading.

A member of the public from Lanarkshire objected to a regional press advertisement, for a fitted kitchen supplier, headlined "80% OFF KITCHENS". Text continued " We will GUARANTEE to supply & fit your designer kitchen for £1995 regardless of shape or size ... METRO DESIGNER INTERIORS". The complainant, who understood that the promotion was for a maximum of 10 units, objected that the advertisement was misleading.

The Complaint was upheld:

The advertisers said the claim implied they would fit a kitchen of any layout or shape, but it had not implied any number of units were available for the promotional price. They said 10 standard-sized units were the maximum number of units that they offered for that price.

The Authority considered that readers could infer from 'regardless of shape or size' that there was no maximum limit on the number of units available for the promotional price. It considered that, because consumers were charged more for kitchens with more than 10 units, the advertisement was misleading.

It told the advertisers to remove the claim and make clear in the body of the advertisement that the promotion was limited to 10 kitchen units.

Graham Hayden becomes Managing Director at KBSA AGM

Graham Hayden, formerly Chief Executive of the KBSA was elected as the association's first honorary member and Managing Director at the 2005 AGM held on 16th June. Members voted on a number of resolutions that allowed Graham to take up the new post as part as part of a series of changes to the operational structure of the association.

The changes were first announced last month as part of a re-structuring plan that would prepare the association for future growth and development.

The new structure means that Graham will, as Managing Director, concentrate on representing the association at government level and progressing industry issues, such as the new Part P legislation, WEEE directive, Quality Scheme and introduction of 3 way consumer cover. Lucinda Kenny, operations manager, has taken on full responsibility for the management of head office and the support services of the association.

Commenting on the changes, acting National Chair Tony Nicholas said, ‘We are a strong active association and this re alignment of tasks will enable us to fully exploit our potential in delivering tangible benefits to our members and ensure that we are ready to take advantage of new opportunities.

Graham Hayden commented, ‘It was great to see so many people at this year's AGM and I am pleased that they approved unanimously all the resolutions put forward by the board. The industry is facing some significant changes and challenges and the association is now well placed to keep ahead of the market, to continue to set standards and ensure that our members remain best in class.’

Corporate Expansion at Mereway Group

Birmingham based furniture manufacturer Mereway Ltd is currently experiencing a significant period of growth throughout all areas of the company. Since dividing the business into smaller, more focused areas in 2003, Mereway Kitchens, Mereway Bathrooms and Mereway Contracts now successfully make up the Mereway Group of Companies.

Mereway Kitchens has appointed Jonty Bruce as new Area Sales Manager for the Central London region. A recent graduate in interior design Jonty will be a valuable asset to the company.

Mereway has appointed Chris Breslin as the new General Manager for Mereway Bathrooms and relocated its central premises to a new state of the art site, which is in close proximity to the central Mereway Limited headquarters. With a background in international Business, Sales & Marketing, Chris Breslin has a broad commercial background with companies including Royal Dutch Shell, Massey Ferguson and Dixons/Currys.

‘My experience of managing high growth businesses will enable me to help the company maximise its strengths. We have all the elements to achieve our goal; a committed team of people, the right products and a respected brand name’ says Chris Breslin. ‘Together, we can develop the company in a robust manner that will allow us to build our standing in the industry, and challenge the market leader in our sector’ he continues.

Mereway Bathrooms now operates autonomously to the Mereway Kitchens division, and has relocated to a 30,000 sq.ft site a 1/4 mile from the central Mereway Limited site in the heart of the Midlands.

Mereway Contracts has also experienced considerable growth since forming as a separate division in the year 2000. This autumn will see the division relocate to even greater office and warehouse premises covering 60,000 sq.ft and within 1/4 mile of the main Mereway site.

Mereway Limited has strengthened its group marketing support with the appointment of Kimberley Owen as Marketing & PR Assistant and Jennie Sanders as Technical Communications Assistant to increase the provision of technical data regarding Mereway products. Greater investment in Product Development has also seen the appointment of Andy Menzies and Phil Ashcroft to the design team.

‘Mereway has always been committed to investing greatly in both technology and people, in order to build on our reputation for supplying quality products and service to our customers,’ says Ginette Crowther, Marketing Manager. ‘These are just some of the many developments taking place designed to improve our business further. These are exciting times for us all.’

Tel: 0121 765 3603
Web: http://www.mereway.co.uk

BMA Joins University Project

BMA President Martyn Denny and Richard Moss Ideal Standard, represented the Industry at the Kitchen and Bathroom Conference held in conjunction with both Lancaster and Manchester Universities at the end of January.

The two day conference debated Papers, which were presented by delegates from Finland, Holland and Denmark as well as the UK, on the practices, economics and hardware of the kitchen and bathroom.

Jointly sponsored by the Economic and Social Research Council and the Centre for Research on Innovation and Competition, the conference drew over forty delegates from three sectors – Academics, Services and Industry.

The Open University and the Universities of Durham, Cardiff, Centre of England and London plus the Manchester Business School represented academic institutions from the UK. The Delft University of Technology and the Wageningen University attended from Holland with Scandinavia represented by the Danish Building Research Institute. The Technical University of Denmark and the National Consumer Research Centre from Finland also attended.

Seven Trent Water and Building Research Establishment, Three Valley’s Water and The Environment Agency brought the service sector of the UK to the table, while UK Industry was represented by Martyn Denny, Richard Moss and Paul Moores from Unilever. Editor Grahame Morrison added his extensive experience to the debate.

Moss says, 'from this first session, it is not yet clear what will come out of the Lancaster/Manchester initiative, it was though, very encouraging to hear Gert Spaagaren in his summing up welcoming the introduction of Kitchen and Bathroom courses at Universities'.

The BMA’s commitment to Qualifications, Education and Training for the bathroom Industry continues with the production of Industry Generic Training Modules, available to download free of charge from http://www.bathroom-association.org and with the work it is doing with plumbing colleges and other Industry qualification initiatives, the BMA welcomes the extension of courses being introduced at Universities.

For further information please email mailto:info@bathroom-association.org.uk or telephone 01782 747123

Barn Conversion Opts for Great Alternative

One year on since the launch of the company's veneer wrapped MDF architectural mouldings, Doncaster based manufacturer BLP UK Ltd is now starting to see its product used within some interesting developments; especially within the interiors of housing developments, where designers want to create a more luxurious feel.

The most recent project to use BLP’s veneer wrapped mouldings, was within a barn conversion near Rotherham in South Yorkshire. Ben Bailey Homes had bought the old manor farm site at Treeton, a farm which dates back 100’s of years and comprised an old farmhouse, large barn and land. Ben Bailey Homes appointed building contractor, Lemmeleg, to convert the barns into eight prestigious homes.

To stay in keeping with the character and not to lose the rustic charm of the original barn, wood finishes have been carried throughout the interior. A country style oak kitchen, veneered doors and to complement the overall look, the use of white oak veneer wrapped MDF skirting and architrave from BLP UK Ltd.

The site manager on the Treeton development said 'I have used wrapped MDF profiles before on other projects, and find it really good to work with, and the final look achieved is the same as solid wood.'

BLP’s wrapped mouldings are available in standard ranges including Torus, Ogee and Pencil skirting and architrave, door linings and windowboard. However, with the company's history in veneer and experience of manufacturing MDF wrapped mouldings for the furniture manufacturing industry, BLP is also able to offer a bespoke design service. This is exactly what the company did for the development in Southend for RD & D builders, where RD & D used its own design of skirting wrapped in a figured sycamore veneer, which gave a high quality interior finish.

BLP’s Sales and Marketing Director, Barry Berman said, 'With the rise in popularity for using real wood within developments, our veneered wrapped mouldings are a fantastic alternative to solid, it creates the same look and feel of high quality solid wood, but not at the same cost. We have some really exciting developments in the pipeline, in which our veneer wrapped mouldings will be used. Watch this space.'

Tel: 01302 794301

Miele Marks 30 Millionth Vacuum Cleaner

A reason to celebrate at Miele's Bielefeld plant: The 30 millionth vacuum cleaner has left the production line. The appliance is from the new S5 range of vacuum cleaners, production of which began in Bielefeld at the end of April, and Miele is donating this appliance, an S 5580 Ambiente, to a charitable organisation. In future, the S 5580 Ambiente vacuum cleaner in garnet red metallic will be giving service to a group of residents at 'Haus Kapernaum' in Bielefeld-Bethel. Members of this group work at the Bethel-ProWerk workshops in which, among other things, accessories for Miele vacuum cleaners are also assembled.

Miele, founded in 1899, became devoted to cleaning in the home at a very early age. In 1901, the first washing machine was already cleaning laundry, and vacuum cleaner production began in Bielefeld in 1927. Modifications were quickly made to the first bucket-type vacuum cleaners which were soon joined by cylinder vacuum cleaners mounted on castors or skids and later by stick vacuum cleaners.

Over the years, developments have continued apace, and today the colourful appliances from Bielefeld are characterised by powerful performance and excellent filtration. In short, vacuum cleaners are quick to pick up dust and, thanks to high-performance filters, make sure it is retained in the appliance. This is confirmed by HEPA 12 certification for the whole appliance. Furthermore, the 'Suitable for allergy sufferers' label for air hygiene from the TÜV test institute also confirms that even respirable particles, domestic dust, fungal spores and allergens are retained by the filter.

The Miele plant in Bielefeld – second largest production facility of the Miele group – has experienced a variety of changes in the course of its almost 90-year existence. Founded in 1916 and initially responsible for the production of cream separators and electric motors, the plant devloped its own product range in the 1920s. Bicycles (1924) were joined by vacuum cleaners (1927) and the first electric dishwasher in Europe (1929). Later, the bicycle sector was expanded to include motorised bicycles and motorbikes. However, from 1960 onwards, production concentrated wholly on vacuum cleaners and domestic dishwashers, supplemented in the following years by commercial washer-disinfectors. Today, the Bielefeld plant is an ultra-modern production facility for dishwashers (domestic and commercial) and vacuum cleaners. A good 500,000 dishwashers and washer-disinfectors and more than 1.2 m vacuum cleaners are manufactured by almost 1,800 employees every year.

 The Miele plant in Bielefeld can look back on 30 million vacuum cleaners.The company has donated the anniversary appliance to a charitable organisation in Bielefeld-Bethel. Udo Bröker (left), head of the Bethel proWerk workshops where a group of residents from the organisation work, was presented with the appliance by Sabine Bivolarevic and Andreas Schmedt from the Bielefeld plant. A blast from the past is a vacuum cleaner mounted on skids which was manufactured in Bielefeld 50 years ago.

Kaldewei With New Brand Appearance at ISH 2005

Kaldewei, European bath specialist, had a completely new company appearance for the International Sanitary and Heating Fair, ISH. As part of an international relaunch of the brand, Franz Kaldewei GmbH & Co. KG used the occasion of the world’s most important sanitary trade fair which was held in Frankfurt am Main from 15th to 19th March to introduce a number of product innovations as well as its new Corporate Design and a strongly differentiated range structure. Kaldewei is using a global advertising campaign with the slogan 'At the centre of your bathroom is at the centre of your life' to position itself more strongly as an international brand for superior bathtubs and shower trays and introduce emotion into its marketing.

New products: from Cono Design to Vivo Turbo
In Frankfurt, Kaldewei had some 460 square metres of stand space to present a starburst of new products with over 60 new bathtubs and shower trays: highlights are the Conoduo and Conoplan models from the renowned design studio Sottsass Associati in Milan and designed by the star designer Ettore Sottsass himself as an expression of a new style. Further fair highlights were the two newly-developed whirlpool systems Vivo Turbo and Vivo Aqua Eco. Kaldewei says that Vivo Turbo is the world’s only whirlpool system which operates without external piping, which is difficult to clean. And with Vivo Aqua Eco, Kaldewei provides a beginners’ system for the home spa.

The Kaldewei stand at the fair was based on a modern concept: open bathing and showering situations were presented along a cloister-like walkway in a style reminiscent of Roman hot springs. Each bathing environment had a different design and the trade public from home and abroad were invited to let themselves be inspired by Kaldewei for the world of the bathing experience.

New range design: Triple A Strategy
With its new so-called Triple A Strategy, Kaldewei has subdivided its range into the Avantgarde (pictured), Ambiente and Advantage segments. The individual segments stand for the customer types 'Quality seekers', 'Pamperers' and 'Functional', which have been defined on the basis of qualitative market research among other things. With Avantgarde, Kaldewei meets the requirements of the design-oriented class of customer for whom the bathroom is both a theatrical stage and a place of peace and relaxation. Ambiente is directed at the Pamperers target group whose emphasis is on using the bathroom as a private spa. The Advantage segment is designed to meet the requirements of the Functional customers who are interested mainly in value for money.

New main catalogue: 'Bathing, Showering, Whirlness'
Superiority, aesthetics and target-group oriented customer targeting characterise the new Kaldewei main catalogue 'Bathing, Showering, Whirlness'. The catalogue was developed as a core component of the new Corporate Communication approach and was used at ISH for the first time. It serves to introduce the emotion of the brand and conveys the company’s claim to total competence for the bathroom as a cultural space. Its organisation corresponds to the new Triple A Strategy and helps the customers in finding their way around it. It guarantees clarity and enables the specialist sanitary dealers to provide purposeful advice and appropriate customer targeting.

New advertising campaign: 'At the centre of your bathroom is at the centre of your life'
Kaldewei’s new orientation completely interlinks its range strategy, advertising campaign and Corporate Design for the first time. The integrated advertising campaign 'At the centre of your bathroom is at the centre of your life' has been in operation since September 2004. It is intended to also convey the Kaldewei brand recognition in the important international markets such as England, France, Italy, Spain and Switzerland as well as Asia, China and Eastern Europe. The customers are targeted by means of target-group specific advertising motifs which do justice to the corresponding customer types 'Quality seekers', 'Pamperers' and 'Functional' in a special way.

The campaign 'At the centre of your bathroom is at the centre of your life' is directed at both B-to-C and B-to-B media. By focussing on selected titles for end users, special interests and the trade, the company achieves both a powerful advertising effect and also a high advance sales commitment for the market partners. Responsible for the company’s new international orientation, which covers the Asian and Eastern European markets in addition to the European one, is Alexander K. Althof, 52, Kaldewei’s president and CEO. 'With all the effort which is associated with such comprehensive brand relaunch,' says Alexander K. Althof, "the only thing that counts in the final analysis is the feedback of our customers. On this issue as well, the response at the trade fair has come up to our expectations in every respect.'

AGA Boss Calls for Major Changes to Frying

In his summing up at the Clean Up Frying summit held on 12th May, William McGrath, Chief Executive, Aga Foodservice Group plc, urged for a call to action by the catering industry on safety, health, hygiene and waste relating to the use of fryers in commercial kitchens.

'At today’s summit we have heard the views of academics, dieticians, scientists, catering industry experts and from caterers who prepare thousands of meals everyday. It is clear that fried food is here to stay – consumers enjoy it and caterers profit from it – but there is a need for change to ensure that caterers are only serving the best quality fried food.

'Our call to action is on the following grounds:

Safety
Hot oil, inexperienced staff, complex machinery and tight space – a combination that contributes to making oil related injuries the primary cause of commercial kitchen accidents. 

We welcome the current review by the HSE of regulations covering commercial kitchens. We believe in-built filtration and reducing oil movements in the kitchen can make a real contribution to accident reduction, offered by our new Infinity Fryer.

Health
Academic research and the gathering of industry test data into free fatty acids in cooking oil and on process contaminants such as acrylamides is, surprisingly, still at an early stage. We welcome the international research programmes that are radically improving the knowledge base. 

We are pleased to be providing the Food Standards Agency with our findings and are launching a major 6-month investigation with Reading University. We call on major users, such as the QSR chains, to respond as the food manufacturers themselves have done so and join in the analytical work.

Hygiene
The primary research among foodservice operators shows that oil may be changed once a week in restaurants, every half term in schools or perhaps only when it is rancid. Filtration and oil change practices are arbitrary. All users should be reviewing their operational practices and more training is a must.

Oil Usage and Life
Oil is the largest consumable cost in frying. We call on the finance teams at foodservice companies to recognise that 16 litres needed in the Infinity Fryer is less than 24 litres in most standard fryers and that longer life, with fewer complete changes, is a bottom line opportunity. 

Waste
The combination of efficient burners and in-built filtration means that consumption of oil and gas falls dramatically. In the USA, states like California have identified QSRs as wasteful users of natural resources. Wasting oil and gas because of outdated burners is hardly defensible when climate change is a key challenge. We call on DEFRA to recognise that tighter regulation can bring real benefits immediately. 

The consumer 86% against commercial 50% efficiency requirement is an anomaly that should go.  Efficiency levels can rise. DEFRA should show commitment to its own rules as on waste oil. The November 2004 regulation designed to keep waste oil out of animal feed is under-publicised. It should be given teeth as there is no reason for non-compliance.  
    
We have clearly highlighted areas where our sector should do better; customers and regulators have the right to expect it, but we have also the means to bring improvement. So one further call to action. Workers of the world unite – we have nothing to lose but our chains to cool zones – Join the revolution.

'Our Infinity Fryer is a revolution because the burner efficiency and inbuilt filtration not only increases output, but also raises standards in safety, health and hygiene. We are proud as manufacturers to highlight what a commitment to R&D can deliver for our customers and consumers.'

The Right Choice as Shower Momentum Builds by Stuart Gizzi, MD Intatec

The momentum continues to build in the UK shower market, as though the public have suddenly woken up to what good showering is all about. Driven by a combination of lifestyle changes and higher expectations, fuelled by compelling TV style programmes, displays in boutiques, in retailers and in show homes, shower buyers are now expecting more for their money than just a warm squib.

And with good reason - there has never been more choice, and as merchants, retailers and fitters, there's never been more opportunity to capitalise on it. The skill is making the right choice and to do that you have to be properly informed.

There are aesthetic choices, technical choices, performance and value choices. And for merchants, retailers and fitters, understanding the choices now is the only way to ensure a trouble free transition as the whole country goes thermostatic.

Customers are clear on what they want - instant hot water, and loads of it with no sudden surges of hot or cold, all delivered reliably from a stylish fitting. What the industry needs to be clear on is what exactly, they're offering to the customer.

Over the past couple of years, manufacturers have been gearing up for anticipated changes in legislation, governing the supply of hot water at safe temperatures in domestic bathrooms. Different manufacturers have taken different approaches, some have dusted off old products, or just tweaked with European specifications, others have refined and re worked products, presenting something creditable to the market. But those who mean serious business have made significant investments in research and development of brand new products into coherent ranges that will meet and in some cases exceed the demands of legislation.

There are three major factors to consider in the battle for the thermostatic market. The first and arguably the most important is TMV accreditation, which is an independent scrutiny of the product, its performance and manufacturing process through BuildCert. There are two levels of assessment. TMV2 covers showers and thermostatic valves for domestic installations and the slightly more stringent TMV3 accreditation covers installations in care environments, the equivalent of the NHS Estates DO8 standard.

The second major consideration when choosing valves is flow. This is where differences in manufacturers really start to show, and where the money spent in research and development pays off. At Inta, our biggest challenge was to engineer valves that deliver high flow rates at low pressures, which thankfully we've achieved. In fact, we believe we deliver some of the best flow rates in the market.

The final consideration, which at this early stage in the world of thermostatic, is largely being ignored is maintenance. No matter what technology manufacturers are using, at some point in the future, a thermostatic valve will need to be serviced or maintained. Even ours. We believe that cartridge type valves are the easiest and quickest to maintain, offering ongoing durability and reliability.

With product choices that range from a simple failsafe valve that cuts off the supply when the hot gets too hot to a single valve capable of controlling the water temperature for every outlet in a bathroom, technical advice should never be overlooked. Look for a manufacturer who can give you the right support.

So what is on Inta's tick list for choice? Well, style, because it has to be stylish to sell. Accreditation, so it complies with future legislation and performance, so that customers can have a satisfying shower. All backed up by a technical team that you can actually talk to, because even though it's all hot water, not all valves are the same.

Ahlsell Acquires Finnish Market Leader in DIY Sector

Ahlsell AB has concluded an agreement with privately-owned Finnish DIY company Malk Teollisuuspalvelu Oy on the acquisition of its operations. Malk Teollisuuspalvelu is Finland's largest supplier of pre-packaged heating and plumbing materials. It has an annual turnover of about SEK 60 million and 20 employees.

Malk Teollisuuspalvelu Oy is market leader within the heating and plumbing product area on the Finnish DIY market and its main customers are retailers throughout Finland. The company is based in Konala, Helsinki, and has regional representatives in Oulu, Kuopio, Seinäjoki and Pori.

'Thanks to this acquisition, Ahlsell is entering the Finnish DIY market where we are establishing ourselves as market leader. It also reinforces our leading market position as a supplier to the DIY sector on the Scandinavian market. In addition to a strongly positioned and well-established company, we obtain access to an interesting market which opens up new business opportunities for Ahlsell's product range', says Göran Näsholm, President and CEO of Ahlsell.

The company's operations will be integrated with Ahlsell's activities in Finland and its present CEO, Risto Lahe, will continue to manage its operations under Ahlsell's Scandinavian DIY manager, Peter Johansson.

The acquisition will be consolidated in the Ahlsell group from July 2005 and will have a positive impact on the Group's operating result as from 2005.

Electrolux Introduces Outdoor Kitchens to North America and Sweden

Research shows that consumers spend an increasing amount of time cooking, eating and entertaining outdoors during the summer. The new product category Outdoor kitchens from Electrolux will allow consumers to enjoy cooking with the same high quality equipment regardless if it is indoors or outdoors. The outdoor kitchen range includes a series of stainless steel grills for families of all sizes.
 
'During the summer period, the kitchen and living room area is extending outdoors, the garden and patio have become another room of the house', says Henrik Otto, head of design at the Electrolux Group. 'We know that consumers want to be with their family and guests, not run back and forth from the kitchen to the patio. We have a full range of products that allow them to take care of their guests and be with them.'

The Electrolux outdoor kitchens allow consumers to enjoy cooking with the same high quality equipment Electrolux has been providing to indoor kitchens for generations. The outdoor kitchen range includes a series of stainless steel grills for families of all sizes, with a cooking surface ranging from 65 to 130 cm.

The grills offer easy-to-clean cooking surfaces, stainless one-piece hoods and convenient side shelving. Every model features 304 stainless steel construction and electronic ignition. Select models encompass state-of-the-art features like infrared burners that deliver heat in 6 seconds, a side burner to handle additional tasks such as stir frying, and side burning gas ports.

The Electrolux Outdoor kitchens is available in stores since spring 2005 in USA, Canada, and Sweden.