Using Brand Power to Create Arnold Laver's Flexible Range

OBJECTIVE

With 13 depots UK-wide serving builders, fitters and consumers, Arnold Laver needed a wide ranging, attractive offer relevant to their customers.

Recognising an opportunity in the merchant category for a stylish and cost effective worktop solution, Arnold Laver Sales Director Tom Andrews approached Wilsonart for an expert, two-fold solution to be delivered over a period of 8 weeks:

• A collection bespoke to the Arnold Laver customer and needs; not an off-the-shelf solution
• Business development support focused on training, marketing, launch and sales

ACTION

Working with Wilsonart Account Manager, Dale Miller, a full review of the range requirements was conducted, including;

• Historical product performance
• Customer profiles
• Trend reports & sales forecasts
• Category aims for the business

Ahead of launch, support for teams at head office and on site at depots was factored in too: teams would receive extensive training ahead of rollout, sample ordering would be facilitated in advance, and POS units would arrive on sites fully stocked.

OUTCOMES

Combining Wilsonart worksurfaces and cutting edge non-matching splashbacks from Bushboard, a Wilsonart owned company, Wilsonart and Arnold Laver created The Verve Collection: a highly flexible, bespoke offering, carefully designed for the Arnold Laver customer.

Verve comprises:

• A 21-décor range of laminate worktops in a variety of thicknesses, edge profiles and surface textures
• The full range of Bushboard Vista acrylic and MDF splashbacks

In the weeks before launch, business development teams at Arnold Laver worked in training sessions with Dale Miller and David Goode from Bushboard to create a smooth rollout process including marketing, sampling and sales.

Tom Andrews says, “We are excited about the opportunity in the market for the Verve collection as a new addition to our extensive range of decorative products. The marketing and insights from Wilsonart has given us a significant competitive advantage to grow our worktop category.”

Dale Miller says, “We are delighted to welcome our new partnership with the Arnold Laver Group. There are exciting developments in the worktop category and Arnold Laver will be an integral part of our growth strategy over the next few years.”

The Verve Collection launched in March 2019 and in April 2019, the collection is set to expand with the addition of Bushboard Evolve compact laminate in July 2019.