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IDEAL STANDARD Announces New Brand Strategy For 2011 And Unveils New Products

Ideal Standard today unveils a host of new products for the first half of 2011. A new brand strategy will also be rolled-out for 2011, following extensive research with consumers and customers conducted over a two year period.

Ideal Standard is a heritage design-driven brand, and this design focus will continue to be critical. However, moving forward, there will be a greater emphasis on developing products driven by consumer insights and different consumer needs for their bathroom space.

This new dual approach will ensure Ideal Standard continues delivering innovative, design-driven bathrooms while being equally led by what consumers are looking for in their bathrooms, be that young families who require practical, space saving solutions, professionals looking for stylish, design-led spaces or older audiences prioritising safety and accessibility.

Keith Boad, Managing Director, Ideal Standard commented, ďThe roll-out of a new brand strategy is an important milestone for Ideal Standard. We will be making a significant investment in the Ideal Standard brand.Ē

The new brand strategy is being revealed at a week-long event at the Williams F1 conference centre in Oxford, where customers and media can find out more about the companyís new direction. Ideal Standard is also unveiling its 2011 range of bathroom products at the conference centre, which include Playa, Kubo, Idealrain, Strada, Countour 21, ITV exposed shower valve and Ceramix Blue.

Playa range

Playa is a design-led bathroom collection and has been developed for consumers looking for good quality products at an affordable price, without compromising on style. The range has been designed by ARTEFAKT Design.

Kubo range

Kubo is Ideal Standardís brand new shower enclosure. With an emphasis on style and design, the shower enclosure has been developed for consumers who want a contemporary unit at an affordable price.


Idealrain is Ideal Standardís newest range of shower kits and has been designed by ARTEFAKT Design. With a sleek, modern design, the range offers excellent performance at an affordable price. The range includes four hand sprays, six shower kits, three shower sets and three rain showers, all with a superior flow rate.


Strada is Ideal Standardís new basins, furniture and accessories range, offering a co-ordinated look through ceramic and furniture ranges from one brand and design style.

Contour 21

Contour 21 extension products are additions to the original Contour 21 products, designed to fulfill the requirements of Part M building requirements. The Contour 21 extension range is about identifying the user and regulations of each commercial sector and providing product solutions and layouts to satisfy these needs.


Ideal Standardís new ITV exposed shower valve is available as part of the ITV shower pack. ITV, just as the Idealrain S1 single function shower kit, was designed to have an excellent flow rate even at a very low water pressure (down to 0.1 bar) and is therefore suitable for all water systems.

Ceramix Blue

Ceramix Blue is Ideal Standardís newest brassware range, designed by award winning design house ARTEFAKT. It has been developed for consumers requiring a modern, stylish range of brassware with superior performance where user safety and water saving are a priority.

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News Categories:
Bathroom designs Shower enclosures Bathroom sinks Shower kits

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