PWS has launched BioGraphy, its new flagship modern kitchen brand.
The culmination of intensive research, market reviews and product development, BioGraphy is a major launch for PWS that aims to evolve its whole modern offer by delivering a collection that reflects the strong demand for contemporary, linear kitchen designs with a steer towards a British palette, focused around the British home and consumer.
Presented with a completely new look and feel, BioGraphy brings the latest colours, materials and finishes, with a targeted approach, uniting a high-quality collection covering a range of price points.
Based around five themes, PWS says that BioGraphy reflects today’s British lifestyles, with realistic room sets, demographic profiles and budgets that the target audience can both relate to and achieve.
Having identified the growing trend for a European-inspired linear concept a key aspect of the collection is how it creates a true handleless look with a more commercial door offering positioned to rival continental brands.
For retailers, the benefits of BioGraphy are: speed and ease of availability, affordable pricing and a well-conceived design palette being key competitive advantages. The core range of matt and gloss colours in the Remo and Porter ranges are ex-stock, together with feature doors in character graphite and reclaimed oak.
An additional 20-strong colour palette, offering more choice and design flexibility, has a paint-to-order lead-time of 21 days. Retailers can be confident that BioGraphy is geared towards their market, with a range content, presentation and marketing support material that equips them to be an authority on modern consumers, what their expectations are and being able to deliver them.
Richard Gates, BioGraphy brand manager at PWS said: “BioGraphy is all about bringing consumers’ interiors to life and creating designs that suit their way of living. It caters for the specific needs of an increasingly discerning, switched-on and growing group of consumers who know exactly the look and feel they want from their new contemporary kitchen – a modern linear design.
“BioGraphy is forward-thinking, this is evident from the fact we are already looking ahead to phase two of the project; this is a brand that promises to evolve and really capture a design ethos that will be highly regarded in the marketplace.”