IKO BRAND RESTRUCTURE

IKO UK is embarking on a major programme of brand repositioning to further cement its place as a leading supplier of roofing and waterproofing products in the flat roofing market. The rationalisation programme, set to take effect in January 2010, will enable the company to offer a clearer sales and support structure, as well as simplifying the product range to customers, while combining the strengths of its existing brands.

IKO is a company which has enjoyed remarkable growth in the UK, thanks largely to a programme of investment and product development, as well as the acquisition of some of the most respected businesses in the marketplace, including the Permanite Engineered Roofing Systems, Marley Waterproofing, SpectraROOF and Ruberoid Building Products brands. As a result, IKO now boasts a portfolio of superior products and brands, each of which are backed with their own remarkable heritage and which have been marketed over many years by the best professionals in the industry.

IKO’s profile of setting the standard in roofing and waterproofing has been progressively raised in recent years and the company now believes that the time is right to continue IKO’s evolution by developing a simpler, more streamlined offer that is built on the combined heritage and strengths of its separate brands, but which sit under one IKO roofing offer.

Roger Turner, Managing Director of IKO UK said; “We have looked closely at the product portfolio and have identified those products which have the strongest market position in each area. In doing this we have also identified areas of product duplication which are potentially confusing for customers and which compete unnecessarily against each other. By tackling this issue we can ensure that resources and marketing efforts are channelled more effectively towards supporting the strongest product brands. This will also allow us to be more efficient and to continue developing market leading products for the future.

“We are very proud of the brands which exist under the IKO banner and respect the heritage of each. We also understand that our customers are very loyal to their favourate brands. However, the values which those brands have been built on have become the values of IKO. Our customers can be assured that those values not only remain, but will be strengthened by this programme. IKO will continue to offer the best products, giving the best performance, brought to market by the best team and with the best support structure.”

The change means that the market leading roofing businesses, Permanite Engineered Roofing Systems and Marley Waterproofing, will now be integrated into one harmonised team, lead by the overall IKO business. Further details on specific product ranges will be communicated to the market in due course.