As RAK Ceramics UK gears up for its 25th anniversary in 2025, the manufacturer has announced a “major” update to its distribution strategy. Designed to strengthen its position in the UK market, the updated approach is said to focus on improving service levels for retailers through “a more streamlined and efficient” distribution model.
In response to feedback from retailers and following a thorough review of its existing operations, the manufacturer will reduce the number of distribution partners it works with. This strategic move includes maintaining a close and ongoing partnership with Ideal Bathrooms, alongside continuing direct distribution of products. The company will also reportedly invest in enhancing its infrastructure and digital services to ensure seamless operations.
Alvin Biggs, managing director of RAK Ceramics UK, explained, “As we approach our 25th anniversary, it is the perfect time to implement a distribution strategy that strengthens RAK Ceramics’ ability to meet the demands of an evolving market and ensures we deliver the highest standards of service. We are incredibly grateful for the support of our distribution partners over the years, but now, more than ever, it’s essential to make forward-thinking decisions to help secure long-term success.”
With an annual turnover of approximately $1bn (£810m), RAK Ceramics says it continues to push forward with a “customer-centric approach that sets it apart in the global ceramics industry”.
