The Vale Bridgecraft upholstery brand has promised a a raft of activities in 2015, through which it aims to create a greater presence in both the trade and consumer marketplaces.
The unique show centre model created by Vale Bridgecraft (see our profile in the October issue for more) continues to grow the brand in both volume and value terms, with the Bridgecraft ranges benefiting especially from the close attention and expertise provided by the show centre staff, and the subsequent orders directly benefiting those Bridgecraft retailers within the show centre catchment areas.
Due to this success, an additional show centre has being created at the prestigious Harewood House, near to Leeds, further growing the brand’s Yorkshire heartland. Of all the show centres, those which attract customers who are also looking for a ‘day out’, perhaps with lunch at a nearby attraction, are proving the most successful for the brand. Harewood House, home of the Earl and Countess of Harewood and one of England’s greatest country houses, provides plenty of reasons to visit this area of West Yorkshire, and now its also convenient for visiting the Vale Bridgecraft Show Centre to try out the chairs and sofas on display.
In order to support the brand in both its own show centres and to drive footfall towards retailers, Vale Bridgecraft is increasing its already substantial investment in media spending. With the January period being crucial, advertising will run in both the national press and Sunday supplements, in carefully-targeted titles such as the National Trust magazine and, in order to support their growing presence in Yorkshire, the Yorkshire Evening Post and Yorkshire Life magazine.
Further show centres, greater media spending and the launches of a number of newly-created product ranges, including Bridgecraft Choices, a value-added luxury product which includes bespoke elements which target the most design conscious and demanding customers, meant it was time for the company to also review and revive the look of this most classic of brands.
Still targeting the older, more discerning consumer, the brand redesign still incorporates the ‘swatch’ square but now features a crisper, dark magenta shade which is more modern and has a better standout, and a clean, sans serif typeface also provides a fresher look. New-style advertising and, later in the year, a more engaging and interactive website, complete the look ahead.
