Four former directors of bathroom brassware manufacturer Vado have come together to launch Armera – a new bathroom brand that has been created in response to a gap in the market. Sarah and Jim Williams, along with Dean Pamphilon and Dan Carter, have joined forces to offer what they say is “true support to the bricks and mortar showrooms”.
“We believe the main influencer is the showroom salesperson, and that if they are properly supported and protected, they will sell our products successfully for their business and enable a great end-user experience,” says MD Sarah Williams. “We feel there is too much choice of many similar products with scattered prices, even from the same manufacturers, and that it is overwhelming for the consumer,” she explains, adding that this is where the physical showroom experience is vital. “We know that our products are best sold in a professionally supported way, that is where consumers can touch, feel and understand the technicalities and real aesthetics and quality of the product – everything looks different in the flesh!”
With a view to taking out the complexity of the purchasing process, Armera is presenting a co-ordinated portfolio of furniture, ceramic basins, countertops, toilets, concealed cisterns along with flush plates, taps, basin and bath wastes, thermostatic showers and accessories, all at a range of price points. They are currently in the process of setting up a ‘selected distribution club’ of ‘appropriate retailers’, and currently have 40 retailers already committed. The aim is to grow the network with likeminded partners to around 150-200 in total in the future.