New London showroom for progressive agency IntCeram

New London showroom for progressive agency IntCeram

September 2017

Based in fashionable Chiswick, IntCeram’s new London showroom is fitted with displays that cover the agency’s broad portfolio, from 60 by 250mm through to 600 by 1,200mm formats.  It will enable long-standing customers, plus potential new clients, to visit a factory-style showroom in the U.K.

Following the success of IntCeram’s Leeds showroom over the last 12 months (as featured in TSJ, May 2016), where feedback from clients has been extremely positive, this progressive and foward-looking agency has now opened an impressive new showroom in West London.

Based in fashionable Chiswick, the new showroom is fitted with displays that cover IntCeram’s broad portfolio, from 60 by 250mm right through to 600 by 1,200mm formats.  Using a similar model to that developed in Leeds, this new showroom will enable long-standing customers, plus potential new clients, to visit a factory style showroom in the U.K.

“As tile formats have increased in size, such as our 600 by 1,200mm and 800 by 800mm porcelain,” explains IntCeram’s Peter Hughes, “it is increasingly difficult to give these products the presentation they deserve when travelling on the road.  The showrooms enables the clients to view such products in comfortable surroundings and, with our Chiswick site, there is the added bonus of a hotel across the road and numerous restaurants within walking distance.”

Another benefit of this strategic West London location is it’s excellent transport links.  Chiswick is situated at the end of the M4, 15 minutes from Heathrow, and is also on the North circular, providing good access to the M40 and M1 plus, of course, the London Underground network with the local station, Turnham Green, is just around the corner.

“We are extremely excited and pleased with the new site,” says Darryl Shaw.  “Although smaller than Leeds, we have managed, with the help of Yurtbay Seramik’s design team, to give a feeling of space and yet still display all the ranges in a stylish and practical way.”

IntCeram: A company profile
IntCeram was founded by Peter Hughes in 1998 and is now firmly established as one of the UK’s leading ceramic tile agencies.

In 2012 Darryl Shaw joined the company as a Director in 2012, bringing 28 years’ experience at Ceramic Prints and extensive knowledge of the DIY and multi-site tile retail sector.

With a broad portfolio of products, many held in stock in the UK, IntCeram felt that the logical next step in the company’s progression was to create an administrative hub and showroom that would do full justice to a product portfolio that offers a wide range of designs and price options.

The ideal location was found on the same site that is occupied by the agencies outbound logistics supplier, Walker’s Transport.  This long-established provider of pallet collection, pallet delivery, freight forwarding and warehouse services, relocated its Leeds operation to a large site located just off Pontefract Lane, Leeds; literally minutes from the M1.

It was here that a neglected two storey brick-build office was transformed into an office and showroom facility between November 2015 and April 2016.  Today IntCeram’s Leeds HQ features a fully-equipped office suite with reception area, meeting room, kitchen and offices, alongside an impressive state-of-the-art showroom space.

Both at Chiswick and Leeds, the showrooms bear eloquent testimony to the long and fruitful working relationship IntCeram has enjoyed with ambitious Turkish tile manufacturer, Yurtbay.  The factory fully embraced both projects, supplying new displays and point of sale materials that effectively showcase both the width of the range and the exemplary quality of the factory’s output.  

Yurtbay has also leveraged their in-house design talent to add value and visual impact in both the Leeds and Chiswick showrooms.  At Leeds, for instance, the initial showroom design featured three tiled paths lead to distinct areas showcasing Polished, Stone and Wood-effect tiles.  These zones, plus the well-designed roomsets, display all of the Yurtbay ranges that are held in stock in the UK.

The showrooms also feature sliding displays which cover the full extent of Yurtbay’s portfolio, with all products available from the factory via the normal transport links at impressive lead times.

With Chiswick adding to IntCeram’s visibility and profile in the highly important London tiling scene; with its raft of high end retailers, interior designs and architects, the agency will be able to exploit its existing strengths.

For instance, the Leeds HQ, as well as providing 280 sq. metres of showrooms and offices, is located just across the car park from Walker’s Transport’s 33,500 sq. ft, purpose-designed, Leeds logistics hub.

With this warehouse offering 5,000+ pallet capacity, IntCeram now has stock literally on the doorstep, allowing it to continue to grow while maintaining exemplary customer care standards.

The first point of contact at the Leeds showroom is Rebecca Sharpe.  Rebecca has a solid tile background, having previously held administrative roles at Marazzi and Ceramica Impex.  She now provides guaranteed continuity of contact for customers.

IntCeram prides itself on it’s stability, and long-term relationships with financially strong factories. It offers a comprehensive service and can generally match most tile company’s price and design requirements, from 300 by 300mm budget red body tiles through to sophisticated large-format designer ranges.

The new Chiswick showroom should prove a very valuable resource for customers and specifiers, as well as a strategically-located base for the agency itself.

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