The new Graham showroom will display the latest innovations from Ideal Standard.

Ideal Standard and Graham unveil showroom in Chester

Published:  18 December, 2013

Ideal Standard has teamed up with Graham to create a new showroom experience.

Located at 10 Hartford Way, Sealand Road Industrial Estate, Chester, Ideal Standard will be the sole supplier to the showroom, exhibiting its range of total bathroom solutions.

Recognising the increasing pressures put upon busy showroom managers, the two companies have developed a concept that acts as a support solution, by optimising the experience for both trade customers and members of the public, helping them to visualise what is possible in the space they have.

The layout will guide visitors through a natural progression of the styles and price bands of Ideal Standard’s innovative collections. They will get to see ‘real’ bathrooms, wetrooms and cloakrooms in place, starting with the more entry-level ranges and ending with the premium collections. Customers will have the opportunity to completely interact with 14 bathroom environments and see the true potential of the suites in situ.

Stepping away from the traditional showroom setup, the re-designed site will showcase Ideal Standard’s latest innovations to support a range of mobility and access needs. The room has been developed in conjunction with a physiotherapist to ensure the products meet the needs of the less able. The environment will demonstrate how such bathrooms can maintain a relaxed, personal style.

Derek Charge, national showroom manager at Graham, said: “We are very excited about this new showroom and what it means for our customers. We have been able to enhance the Graham bathroom and tile showrooms current layouts to create an experience that responds to customer’s demands for more interaction and visualisation of products. Customers want to experience different styles, realistic price bands and layouts of products in order to determine how these will work in their own homes. This new layout helps them to do this, so that they can be confident in their final purchasing decision.”

Gary Matthews, general sales manager for retail at Ideal Standard, added: “This new approach in showroom design will really challenge the way we view the selling process. It is an opportunity to showcase our total bathroom solutions, while helping trade professionals and consumers to visualise their projects. We are always looking for ways to drive value and incremental sales for our customers and have been working on this for a while. Graham was keen to test the theory with us and together we have produced a logical journey for the customer, designed to optimise sales and we look forward to seeing how the industry and customers respond.”

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