Kitchen Specialist Cooks Up New Brand Identity Ahead Of Major Marketing Push
A national supplier of fitted kitchens and bedrooms to trade and contract customers Lanzet (Interior Contracts) has unveiled a new brand identity ahead of a major marketing campaign and new business drive.
The privately owned business, with offices in Blackburn and Reading, has also outlined ambitious plans for growth, including increasing revenues by at least 50 per cent in the next three years. Lanzet currently employs more than 30 people across its two sites and, through a partnership with fitted kitchen and bedroom retailer Betta Living, it manufactures all products in Oldham, Lancashire.
Per annum, Lanzet supplies in excess of 1,000 fitted kitchens and bedrooms and scores of specialist furniture solutions to its customer base of architects, property developers and house builders in the UK. These include key clients such as Wainhomes and Orchard Homes. Its ranges include more than 50 designs of kitchens and 40 fitted bedrooms with price points from budget through to top-end handcrafted ranges; and specialist furniture solutions for the elderly, infirm, disabled and the student and social housing markets.
The driving force behind Lanzet’s rebrand and marketing drive is Managing Director Barry Casement who explained: “The business was originally established in Trafford Park as Interior Contracts in 1985. Following a Management Buy Out and the formation of a partnership with Betta Living in 2008, we saw the addition of bedrooms and other specialist furniture to our offer. We bought Reading-based contract kitchen specialist Lanzet UK Limited in 2009 and subsequently became known as Lanzet Interior Contracts.
“Following an in depth brand review and strategic planning exercise, to help inform our plans for growth and future expansion, we identified an opportunity to re-affirm what we stand for with a refreshed look and feel.”
Barry continued: “We have decided to focus on the Lanzet name, dropping Interior Contracts and believe this simplified approach will help us to reinforce our core values and business proposition. The new logo and branding, including the new tagline – Kitchen Excellence Since 1985 – will be applied across all of areas of our business, from the website to fitter uniforms.
“Our new brand image brings to life our values of craftsmanship, quality, dedication and precision, attributes that have been at the heart of the business for well over 25 years. As a long-established business, we’re also secure in our abilities and wanted to be able to communicate that confidence more clearly in this competitive market.”
Over the years, the company has delivered the highest quality furniture solutions to house builders, developers, architects, and specialist housing projects both in the private and public sectors. It has built up an industry-beating service ethic that is based on meticulous design, planning and installation, adopting rigorous quality assurance procedures. Its aim is to deliver 100 per cent of products to perfection first time, every time, and in unmatched lead times. To this aim it offers a dedicated design and project management service, on-site survey and a lifetime cabinet guarantee.
The rebrand was led by North West marketing agency The PR Boutique, with design from London-based From The Fray.
Kirsty Hunt, Managing Director of The PR Boutique, said: “The rebrand follows in-depth customer research and will help us re-affirm the Lanzet name in the market place. The company has all the qualities to be number one within its sector and the new brand image says that with confidence.
“From the Fray has produced a look and feel package that immediately reinforces all the qualities and values our client offers, which we’ll be taking across all marketing and communications. We’re in the process of completing a new website, planning a direct mail campaign and will be producing a regular digital newsletter to keep customers up to date with what’s happening at Lanzet as well as the wider market place.
“As part of the marketing, a Lanzet furniture plate will also be produced to sit inside every Lanzet kitchen. It will demonstrate rigorous quality assurance and high standards, which will become synonymous with kitchen quality.”