Following extensive research and development, including feedback from independent retail customers, PJH identified “a clear opportunity to introduce a new kitchen brand to the market that would appeal to a defined group of consumers who wanted more than the larger retailers could supply.”
The result is the launch of Virtu, a new premium kitchen brand.
Kimberley Cooper, Head of Multichannel Marketing at PJH, explained: “Our findings highlighted that this target consumer wanted the look and style of a high-end kitchen, supported by a personal service but with an achievable price. Rather than simply develop our existing K kitchen brand, which remains a popular choice with many, we decided that a new different kitchen brand would allow us via two brands, to satisfy two types of retailers and consumers, looking for different properties in their kitchens.”
PJH says the new premium brand has been comprehensively developed and has not only been meticulously designed but is supported with all the components that aim to make a brand successful – from retailer support to marketing collateral to end-user marketing communications.
Supplied as rigid cabinets – a first for PJH – underlines the quality craftsmanship built into the new Virtu collection. The product range, which is divided into four Virtu families, is said to be a result of a fusion of a number of European quality credentials; Italian-sourced doors, British built cabinets, German engineering (Vauth Sagel and Hettich accessories) and Spanish stoneware (Silestone worktops).
PJH will continue to work in a partnership way with its retail customers, so new Virtu stockists will receive the support required to help make Virtu kitchens a success from the outset. An impressive Virtu showroom is now open at PJH’s Cannock offices, allowing retailers to see for themselves the new roomset displays complete with working appliances whilst these facilities can also be used as a training centre for staff.
Marketing support includes a Virtu product specification guide, Virtu branded point-of-sale and merchandising materials, easy on-line ordering using PJH’s new Partners Portal website (and its innovative ‘kitchen order pad’ tool), competitive display deals and showroom planning advice. And to help drive footfall into showrooms, PJH will be generating plenty of end-user marketing communications on a continuous basis to help raise brand awareness. This will include the use of social networks to help advise and inspire (Pinterest – for ideas boards), a nationwide consumer PR campaign, and an aspirational Virtu consumer website and brochure.
With kitchen furniture styles including handleless (the Nouveau range), contemporary (the Expression range), shaker style (the Artisan range) and traditional (the Elegance range), the Virtu collection offers a clear choice of door styles, that can also be personalised via 20 painted colour options and 23 door finishes. There is an impressive new range of lighting options, as a result of a partnership with premium lighting brand, Leyton, and a comprehensive choice of solid quartz worktops from Silestone.