As a marker of its development since the completion of its acquisition last year by STARK Group, Jewson has unveiled its new rebrand as it builds towards its “vision to be the most trusted builders’ merchant for UK tradespeople.”
The national merchant introduced the refreshed visual identity, website, branch signage and truck branding at Jewson Live On Tour in Birmingham on Friday 26 April – the inaugural event of a new series which takes the merchant’s proven supplier exhibition and industry forum ‘on the road’ to a number of venues across the UK over the coming weeks.
The new identity has been designed to “reflect its improved value proposition which provides the range of high-quality products and services that customers are looking for.” The branding also adopts ‘Anton’ – the mascot of STARK Group, the parent company of STARK Building Materials UK which acquired Jewson in March 2023, and described as a visual personification of the hard-working builder.
A new colour palette showcases dark and sky blue, said to “underpin the company’s commitment to nurturing high-quality customer relationships,” while a vibrant coral accent “reflects Jewson’s fresh and innovative approach to merchanting.”
Jewson’s new brand identity also forms part of STARK UK’s ‘Trust in Better’ strategy and the company asserts that this symbolises the improvements it has been making to its value proposition for customers, including range, availability, price and distribution enhancements. At the outset of the refresh, customers will see the new brand reflected on the Jewson website along with regular communications such as delivery notes and invoices.
As part of a phased roll out, the new brand will be coming to life in branches, from promotional materials and bulk bags to property refurbishments and delivery trucks. Indeed, the new truck design was voted for by 70% of Jewson’s drivers – marking a clear commitment by the company to recognise and celebrate its valued colleagues.
Overall, the merchant’s branches are benefiting from a “comprehensive investment programme” which ranges from “light-touch improvements” to substantial refurbishments and new purpose-built ‘Branches of the Future’ which the firm describes as presenting a “fundamentally different builders’ merchant offering” to the UK’s tradespeople.
Opening in May, Jewson’s Bridgwater branch in Somerset will be the first to benefit from such a refurbishment and will include several elements of the full ‘Branch of the Future’ concept including customer meeting area, drive-in material pick-up bays, a food offering and specialist product services. Branch Manager Richie Rich said: “The transformation project taking place here at Jewson Bridgwater is incredibly exciting, and we can’t wait to welcome customers in May to see our newly improved branch.”
Finally, and complementing the new brand identity, the business has also announced the relaunch of its Build Aviator estimating service.
Commenting on the rebrand, STARK UK CEO John Carter said: “For any business that starts a new journey, just as Jewson did 12 months ago, there is always a reset and a new call to action. The rebrand – which we were excited to reveal at Jewson Live On Tour – allows us to demonstrate clearly that we are taking positive steps to be different. We have a new mindset that is centred on our customers, investment, ambition, and building pride in the industry.
“The rebrand represents part of the transformation journey, but there is a bigger picture to consider. Jewson is proud to partner the trades, and our Trust in Better strategy is a framework we’re using to become the most trusted builders’ merchant for UK tradespeople. That involves investing in our branches, product range, availability, our people, technology and above all else, the quality of service we’re able to offer.”
He continued: “We have more than 450 branches across the UK, giving us a huge opportunity to put merchant relationships at the centre of tradespeople’s businesses. That’s what we aim to achieve, and we believe we’re on the path to transforming not only the Jewson business, but the entire customer-merchant experience.
“This is just the beginning.”
