At the FIT Show, the MASCO UK Window Group will officially launch its Group-wide rebrand with new visual identities, logos and website uniting all group companies under a single, stronger and more sustainable national brand. (Stand 216).
This rebrand strengthens the full-service, vertically-integrated Group’s ability to deliver a consistently great customer experience. From extrusion and manufacturing to the dedicated trade business, its industry-leading marketing innovation and customer service will continue under the Group banner.
Commenting on the rebranding, Wayne Devine, CEO of the MASCO UK Window Group explains: “Our re-branding symbolises an important step in our evolution and strategic direction, providing an umbrella brand under which we can continue to expand our products, services and locations during our next phase of growth and development.
“Having recognised the need for changes if we are to achieve our targets, our completely new focus will drive the business forward, communicate our added-value services, such as our consumer brand Safechoice and establish ourselves as the service leader to UK window and door fabricators, installers and retailers.”
The MASCO UK Window Group’s new logo is an evolution of the existing identity. An iconic ‘honeycomb’ design is central to each company’s new contemporary design, symbolising the Group’s scale, individuality, strength and stability, while more accurately reflecting its 21st century ambitions and vision.
MASCO UKFabrication brings together Griffin, Premier and Techniglass, enabling existing and prospective customers to benefit from their individual product, service and marketing propositions.
Wayne continues: “As this division offers much more than just windows and doors, we have developed a full service business support package encompassing online ordering, sales tracking and next day remakes, to name but a few. So we can offer the complete UKFabrication proposition across our entire customer base, while allowing us to further develop the division’s value-added services.”
The MASCO UK NewBuild division is an end-to-end complete supply chain solution for housebuilders. It delivers the expertise, stability and support demanded by both local and national housebuilders, backed by a nationwide network of BBA-accredited installers.
‘Making the Difference’ is the Group’s strapline for the company’s Duraflex extrusion arm. The Duraflex profile is integral across the Group’s entire product offering, encapsulating the brand message to both existing and prospective customers of ‘striving to make the difference, whether that is through product innovation, customer service or marketing support’.
Distinct rebranding of Seven Day, the Group’s nationwide network of trade depots, delivers valuable differentiation in representing the company’s unique value proposition and expansion plans. Seven Day has grown year-on-year thanks to its product and service offering, plus an unwavering commitment to customer support. Customers benefit from dedicated marketing support, technical assistance, stockholding and a free skip on site; all designed to equip local builders and installers with the tools to win more business.
Last year’s acquisition of Phoenix Doors as a dedicated composite and panel door specialist further enhanced the group’s success, which continues to be driven by its customer-focussed approach and impressive product portfolio.
Concluding, Wayne states: “This is an exciting time for the MASCO UK Window Group as we have continued to evolve and develop as an organisation, despite the challenging economic climate. Through strengthening our brand we are also strengthening our presence in the market with innovative quality products, best in class support and service, backed up with a Group-wide commitment to delivering customer excellence.”