BSW Group has unveiled an immersive showroom at BSW Timber Solutions HQ, in Stoke-on-Trent, designed to showcase the leading supplier’s breadth of sustainable timber products.
The showroom includes products from BSW Group member businesses BSW Timber and BSW Timber Solutions, as well as three-ply timber produced by parent company Binderholz. This includes internal products such as flooring, cladding, skirting and door frames, as well as a range of fencing and landscaping products, like incised posts, decorative sleepers and composite decking.
BSW’s IRO Timber and BSW Composites ranges have also been used to bring the showroom to life, delivering what has been described as an IKEA-esque vibe for visitors to the Staffordshire site. The main office areas, and several meeting rooms, have also been revamped, with hallways being decorated with graphics of the new BSW Group branding and nods to the company’s history.
Niall Spence, Marketing Manager at BSW Timber, said: “People know BSW Timber for construction timber, but the new showroom gives us a space to showcase the full product range. It allows us to open up more conversations about our mix of timber products, which is the most comprehensive in the country.
“Being in a central location was a key part of our decision, as our sawmills, in Carlisle or Newbridge for example, would be too far for many of our customers to travel to.”
“The aim is to inspire our customers – mostly merchants and DIY stores – by showing them how products can come together to create stunning, natural environments.”
With one room showing how indoor spaces can be transformed by utilising internal timber products, such as cladding and architraves, the outdoor space incorporates several different styles and colour schemes for the timber products on offer, from tongue and groove boards to composite fencing, which helps to illustrate just how the ideas of end users can come to life.
Niall added: “We wanted to go beyond delivering a range of samples, and instead promote to our customers the vision for the products they are buying. The aim is to inspire our customers – mostly merchants and DIY stores – by showing them how products can come together to create stunning, natural environments.”
Damon Hughes, General Manager at BSW Timber Solutions in Stoke, continued: “Remote working during the pandemic created a unique opportunity to completely revamp our head office space. With support from an external company, we designed our downstairs space to be more welcoming to both colleagues and visitors, while the marketing team supported this with the new showroom.
“Upstairs, next to the showroom, we created and modernised meeting rooms with breakout areas, for those moments of peace or focus which are often needed. What we have achieved is a more inviting and usable space that colleagues not only enjoy making use of but can also feel proud of.”
See the short video below for a sneak peek of the showroom:
