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Grafton to launch Bohen KBB business

Builders' merchant and DIY group Grafton is looking to take a bigger chunk of the retail market with the launch of Bohen, which it describes as a 'brand new consumer retail concept for buying fitted kitchens, bathrooms and bedrooms'.

Grafton, which is this week expected to be admitted to the FTSE 250, will launch Bohen on 27th December, initially opening 13 showrooms in out-of-town locations alongside existing Buildbase and Plumbase trade outlets. As well as the showrooms in Swindon, Corby, Oakham, Southampton, Andover, Hove, Poole, Haslemere, Theale, Maidstone, Camberly, Heathfield and Portsmouth, consumers will also be able to buy online.

The brand, which was developed by retail marketing agency The Market Creative, is aimed at high-income women aged over 45 and will offer mainly own-brand kitchens, bedrooms and bathrooms, as well as products from brands such as AEG and Electrolux.

The launch will be backed by a TV advertising campaign, which will initially air on ITV Meridian, a 30-second radio ad targeting the South and South East, and a national and regional press campaign. The multi-media strategy will feature the strapline 'Buy Clever', which Graften says 'reflects Bohen's unique positioning, offering consumers high-quality kitchens, bedrooms and bathrooms from those trusted by the trade for great service, know-how and value'.

“We're offering consumers a cleverer way to buy kitchens, bedrooms and bathrooms, with a premium offering in a stylish shopping environment, but with all of the know-how and competitive pricing that's usually reserved for builders and plumbers,” said Rebecca Morgan, consumer marketing director at Grafton GB and manager of the Bohen brand. “The Market Creative has encapsulated what we're all about, creating a brand that stands out in the category and runs through every element of the launch campaign.”

Source: KBB Daily

21 December 2013
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Thank you for the excellent presentation that you gave at Woodbury Park on Thursday morning. It was very interesting and thought-provoking for our Retail members. The feedback has been excellent.

Martin Elliott. Chief Executive - Home Hardware.

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