New look, new Lakes

Published:  01 October, 2018

Lakes has revealed its new name, logo and plans for the future, following a rebrand.

Its name has changed from Lakes Bathrooms to just Lakes, and is shifting its focus to showering “spaces” rather than “enclosures”.

Sales and Marketing Director Mike Tattam explained that the last 20 years have seen some big changes in home improvement markets due to a fast-growing population, demographic shifts and the growth in multigenerational households, as well as a reduction in the size of new houses and strongly rising housing wealth.

This has led to two diverging markets – the Haves, wealthier over 55s, and the Have Nots, under 55s who are “just about managing”.

Tattam said the Haves market is thriving, whereas the Have Nots market is “flat at best”.

He said: “We are repositioning Lakes, so we and our customers can benefit from the fast-growing market of the Haves, while continuing to serve traditional markets.

“This includes launching the first in a series of exciting new products and developing a pipeline of unique and outstanding products to launch in 2019 and after, so our partners can grow strongly with us.”

The images in Lakes brochures are changing too. Tattam said: “Rather than replicating the same old images of people stepping out of the shower, we’re focusing on lifestyles and what the showering space means to each of us.

“It will be a powerful sales tool for stockists and installer customers, because homeowners’ lifestyles are changing, and Lakes is engaging with them to help them buy and our partners to grow.”

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