Twyford has launched a major new range to the market as it re-boots the brand with new products and a flagship showroom. HVP reports.

The Energy Collection has been launched as part of a re-boot for the Twyford brand, as the company moves forward with significant investment and a fresh approach to the market.

A new flagship showroom at Twyford’s headquarters in Alsager, Cheshire proved the perfect place for the company to launch its Energy Collection, which is being brought to market this month as a sign of Twyford’s new “fresh and confident” approach.

Energy comprises three sanitaryware and furniture ranges – e100, e200 and e500 – plus two shower enclosure ranges – es200 and es400. Each range has been developed to cater for different price points and design needs, across both the residential and commercial markets.

Sabine Tawfik, Twyford’s trade marketing manager, explained: “Our customers already have the confidence that our products have design, quality and innovation built in. Now they want choice, good pricing and fashionable designs that sell.”

The entry-level offering is the e100, which Twyford believes offers style and quality with washbasins in both round and square designs. There is an extended choice of toilet styles, with features including Twyford’s Rimfree toilet offered as standard, and Flushwise water-saving technology.

Prices have been kept competitive, with a standard round 550mm washbasin available for £81 incl-VAT, with a full pedestal for £157. The e100 has also been created with the current trend towards multi-generational living in mind, including inclusive design products that cater for the less able.

Twyford has created the e200 range with awareness of the need for space-saving designs. As such, the products are full of features to bring the benefits of a bigger bathroom into compact spaces. These include corner basins, short projection washbasins and integrated towel rails, while a wide range of furniture sizes are available in both high-gloss white and grey finishes.

Wall mount, plinth and leg options make installation easy, while integrated towel rails and the choice of full or semi-pedestal units mean the range can be fitted in almost any space available.

The stylish e500 range brings luxury to the mid-price range, reflecting the trend for slim-rim washbasins in a choice of round or square designs. Water- and humidity-resistant furniture units are also available in high-gloss white or grey finishes. Again, all toilets feature Flushwise technology, and Rimfree is supplied as standard on the close-coupled option.

Increased height toilets and bidets offer comfort seating, while the entire range has contemporary styling without compromising on functionality, as the slim-rim washbasins maintain the same practical washing depth as a standard 120mm bowl.

Twyford has also invested in its shower enclosure offering with the es200 and es400 ranges. The es400 is the new, mid-market range of enclosures and bath screens complete with features such as Pro-clean anti-limescale glass treatment as standard, while the es200 offers entry-level affordability.

The company is also offering its Total Install wall bracket system as an optional upgrade on the e100, e200 and e500 ranges, and as standard on all its Energy shower collections, in the form of a click-lock mechanism for the quick assembly of horizontal profiles.

Brent Hudson, commercial operations manager at Twyford, said: “Twyford is a heritage brand with a long history of innovation and product development. Even with the challenging economic climate of recent years, the company has retained a strong position and has remained a household name. 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, while still retaining our reputation for quality, service and trustworthiness.”

For peace of mind, all Energy sanitaryware comes with a 25-year guarantee. The Energy shower enclosures come with a fault-free lifetime guarantee, while Energy bathroom furniture is offered with a two-year guarantee.

To launch these new ranges, Twyford has invested £150,000 into its new showroom at Alsager. The investment is part of parent company Sanitec’s strategic plans to raise the profile of the Twyford brand. The showroom features the new Energy Collection, alongside the five design collections of the luxury Keramag Design brand.All the ranges will be available in September, supported by new point-of-sale and marketing material.

This article first appeared in the September 2014 issue of Heating, Ventilating & Plumbing.