Builders’ merchant group Grafton has launched a new showroom concept for fitted kitchens, bathrooms and bedrooms.
The Bohen brand, launched last week in 13 showrooms in out-of-town locations alongside existing Buildbase and Plumbase trade outlets, is aimed at taking bigger chunk of the retail market.
As well as the showrooms in Swindon, Corby, Oakham, Southampton, Andover, Hove, Poole, Haslemere, Theale, Maidstone, Camberly, Heathfield and Portsmouth, there will be an online offer.
The launch will be backed by a TV advertising campaign, which will initially air on ITV Meridian, a 30-second radio ad targeting the South and South East, and a national and regional press campaign. The multi-media strategy will feature the strapline ‘Buy Clever’.
The brand is aimed at high-income women aged over 45 and will offer mainly own-brand kitchens, bedrooms and bathrooms, as well as products from brands such as AEG and Electrolux.
“We’re offering consumers a cleverer way to buy kitchens, bedrooms and bathrooms, with a premium offering in a stylish shopping environment, but with all of the know-how and competitive pricing that’s usually reserved for builders and plumbers,” said Rebecca Morgan, consumer marketing director at Grafton GB and manager of the Bohen brand.