Liberon reports that its recent investment in a new brand image, refreshed packaging, a new-look website and two new exterior woodcare products “have all been well received by stockists and trade users.”
The company states that “with woodcare in its DNA, (it is) renowned for excellence in products such as dyes, waxes, oils and varnishes, and is widely viewed as a ‘must-stock’ brand for builders’ merchants.” And discussing the response to the rebrand, UK Head of Marketing Richard Bradley explained: “The roll out of our new branding across both exterior and interior product packaging has brought clear benefits for stockists and users alike.
“Now, each product area is colour-coded, which makes finding and selling the products easier. Our new-look website is simpler to navigate, and carries inspirational tips and advice alongside useful product information. For stockists we have also introduced an extensive support package, including refreshed point-of-sale material, leaflets and guides, shelf talkers and colour range boards.”
He added: “The aim has been to secure our traditional market, but also broaden the brand’s appeal to potential new users too. We have been pleased with the comments we have received from stockists and end-users about our investment.”
Examples of this feedback include Rob Alexander, Manager at Leyland’s Kingston store, who said: “The new Liberon branding looks fresh and far more modern. It’s a good idea that each product area is now colour-coded so that we and our customers can find the products they need nice and easily. All in all, a good move forward for Liberon.”
Stevie Jones, owner of Jones Decorators, operating in Wales and the Southwest of the UK, added: “I think it’s brilliant that Liberon has introduced the new branding and packaging. The new look is much more up to date, so you really get the impression that the brand is moving forwards. I’m a huge Liberon fan and I love their products. You just know the quality is so high so that I can always be sure of a really professional finish for my projects.”
Liberon asserts that its intention is to continue to drive the external and internal woodcare market with ongoing investment, and is clear that “addressing the requirements of builders’ merchants, and growing business in this sector are going to play very important roles in its strategy going forwards.”
As Richard concludes: “We want to be known for high-quality products offering excellent value for money to end users, which in turn ensure decent margins for stockists.”
For more information, visit www.liberon.co.uk.
