KBzine: your kitchen and bathroom industry news - first
17th May 2013
New brand launch: Live Life The Mereway
A coffee is just a coffee, right?
An instant coffee is just that, instantly made and instantly forgotten, but a coffee that has had time, passion and effort lavished on it is a coffee to be savoured, enjoyed and never forgotten.
This is the philosophy behind the new Mereway Kitchens brand. There are kitchens and then there are Mereway kitchens. An ethos captured in the new strapline 'Live Life The Mereway'.
Living Life The Mereway means exercising taste and judgment, but more than that, it means taking the time to make choices that enhance your life. Just as a coffee lover would never choose an instant coffee because it was cheaper, quicker to make or more conveniently available, so a typical Mereway Kitchens customer would take the time to select a kitchen on the basis of quality of craftsmanship, inspirational design and exceptional customer experience.
Of course, although the launch of the Mereway Kitchens brand is new in the consumer marketplace, in fact Mereway is proud to have been manufacturing high quality, hand finished kitchens in the UK for the last 25 years.
Mereway kitchens were previously marketed to consumers through a nationwide network of independent retailers, some of whom were trading as Wentworth Kitchens under a JV agreement. Mereway's three established kitchen ranges, English Revival, Cucina Colore and the Complete Kitchen Collection, will now all be marketed under the Mereway Kitchens brand.
According to Sales & Marketing Director Graham Jones, the Mereway Kitchens brand in the consumer marketplace will build on its strong reputation for quality, style and innovation.
"In some senses, until now we have been hiding our light under the proverbial bushel," he says. "Although we are well known and respected in the trade, it's time for us to tell our story to a wider audience. We know consumers love our kitchens and believe that it's time for us to raise awareness of the Mereway Kitchens brand, claim recognition for being British and let everyone know that Mereway means commitment to quality, service and style."
Each of the Mereway Kitchen ranges is being positioned within the consumer marketplace to appeal to distinct groups - each will have a 'brand champion' that personifies the design characteristics of the collection, as well as sharing the Mereway Kitchen brand values.
The first of the collections to be rolled out under the Mereway Kitchens brand is Cucina Colore. Highly contemporary, Italian inspired and characterised by bold colours and contrasting textures, the collection will be promoted by Penelope Jordan, a young artist working with textiles to create vibrant, individual artworks that have won plaudits and recognition at the London Design Festival and Tent London to name a few.
"We have created a series of scenarios for each collection to illustrate the Life Live The Mereway philosophy that underpins our brand," Graham explains. "For Cucina Colore, it is the lady who loves coffee - we have also carefully selected people who we can work with, who in their own sphere' Live Life The Mereway'.
"Penelope Jordan is young, aspirational and loves to work with colour and texture. Like us, she is passionate about what she does and creates individual work that people will love and treasure. That's why she is the perfect Brand Ambassador for the Cucina Colore range, the first of our collections to be rolled out under the Mereway Kitchens brand."
A new range of beautiful hand stained and hand painted natural wood veneers, glazed cabinets, open shelving and lifestyle furniture is available within the Cucina Colore collection from Spring 2012.
The Complete Kitchen Collection and the English Revival range will be unveiled later this year.
1st June 2012