This July I”had the pleasure of making the trip up to Twyford‘s brand new flagship showroom at its Alsager headquarters ahead of the landmark launch of its Energy collection. The significant build-up to this launch has not merely surrounded the promise of more intelligently-designed products from this reputable and well-loved bathroom brand, but is as much due to the rejuvenation of Twyford’s image and identity that this particular collection marks.
Given”Twyford’s impressive 160-year history of innovation, and its significant investment not only in the longevity and quality of its designs, but in building enduring relationships with its customers, many will breathe a sigh of relief that the company has in no sense shed its intrinsic and long-upheld values.
Indeed, the Energy collection – characterised, as its title would suggest, by a sense of colour and vibrancy – marks something of a renewal for the brand, reaffirming its heritage credentials while demonstrating that Twyford is moving forward with strong investment, contemporary designs and a market-centred business approach.
“Twyford is a heritage brand with a long history of innovation and product development,” says Brent Hudson, commercial operations manager at Twyford. “Despite the recession, we have continued to invest in new product development and are now at a key stage in the modern history of Twyford.
“With the exciting and invigorating new Energy collection, we are re-booting the Twyford brand – we have a modern design story to tell that makes Twyford very relevant to the bathrooms of today. It is this commitment that shows we are a brand that is moving forward, whilst still retaining our reputation for quality, service and trustworthiness.”
During the formal presentation of the new collection, it was clear to see the time and resources that have been dedicated to ensuring this next phase is a resounding success and, perhaps most tellingly, the pride and confidence shared by the team in this renewed approach.
Available from September, the collection itself comprises three sanitaryware and furniture ranges – e100, e200 and e500 – as well as two shower enclosure ranges, es200 and es400. Each of these ranges has been strategically developed to cater for varying price points and design needs within the domestic and commercial markets.
Beginning with the entry-level range, e100, the emphasis is on ensuring style and quality at an appropriate price point. The versatile range includes washbasins in both round and square designs, as well as an extended choice of toilet styles featuring the innovative and easy-clean Rimfree toilet as standard.
Recognising the growing need for space-saving designs, e200 is packed full of intelligent features to incorporate bigger-bathroom benefits into compact spaces. Corner basins, short projection washbasins, integrated towel rails and an array of space-saver units – offered in high gloss white and grey – are just some of the features that make this range ideally suited for smaller bathrooms.
At the mid-market end of the scale, e500 is designed to hit the market sweet spot for excellent design, quality and value. Design-wise, the range reflects the latest trend for slim-rim washbasins, which are available in round or square designs.
Complementary and versatile water-and-humidity-resistant furniture units are also available with e500, finished in high gloss white or grey. All toilets feature Flushwise water-saving technology and Rimfree comes as standard on the close-coupled option.
Completing the Energy collection are the es200 and es400 shower enclosure ranges. es400 is a mid-market range of enclosures and bath screens complete with stylish features and anti-limescale glass treatment as standard. The es200, meanwhile, is designed as an entry-level range of stylish and affordable enclosures.
Also on display within the new £150,000 Alsager showroom are five design collections from luxury brand, Keramag design.
The Xeno² collection, designed by Robin Platt, is positioned at the mid luxury segment and offers a comprehensive range of washbasins, hand rinse basins, a Rimfree toilet, bidet, mirrors and furniture with ultra-smooth surfaces, push-to-open operation and integrated LED”lighting.
The Mattis bath, on the other hand, is the first freestanding bath in the Keramag Design portfolio. Featuring organic lines and a contemporary design, it is created from resin stone – a high quality material that’s warm to the touch, while being resistant to heat, shock and chemicals.
Opale, meanwhile, is an elegant new range of ultra low-profile shower trays available in eight sizes, perfectly designed and positioned to take advantage of the move towards larger shower trays. The range features the unique, patented Waterbox technology for fast water drainage – up to 36l per minute – and is made from high quality Varicor solid surface for durability.
Given the Twyford team’s commitment and hard work – not forgetting the credentials of these new products – the Energy collection certainly heralds a successful new chapter for the company.
