PWS has launched its new classic kitchen brand, Alchemy, following “in-depth market and consumer research coupled with an understanding of historical architecture and interior influences”, which found that the classic kitchen style is “no longer favoured solely by the older generation”.
The new range of Alchemy products – which forms part of PWS’s biggest ever product launch, the company said – comprises eight door families in 33 finish options, with an additional 27-strong colour palette.
PWS will provide retailers with a “comprehensive” marketing package including a lifestyle brochure, consumer website, social media channels, a showroom design service and dedicated catalogues on the major CAD-planning software.
“The market is evolving, and whilst there continues to be a place for designs with traditional links, there’s a strong move towards a classic look which is much calmer, more orderly with a modern interpretation,” said PWS strategic design manager Lizzie Beesley.
“Alchemy is a considered collection of product, providing flexibility and detailing that enables retailers to tailor designs to meet their consumers’ expectations,” she added. “It was very apparent, from our research, that there is a new modern-classic consumer. We spent time understanding and interpreting this new market in Alchemy.”
Alchemy forms part of PWS’ biggest-ever product launch, supported with enhancements to its modern Biography brand, a host of new Strata granite, timber and quartz worksurfaces plus major enhancements to its Kesseböhmer collection.
Over 400 customers attended the recent Alchemy preview events, hosted at PWS’ Northern and Southern Design Centres, and gave a unanimously positive response to the products and the brand. As a consequence, the Alchemy display network is building swiftly and beyond PWS’ expectations.
“We have used a mix of newly-designed product and existing, well-established product ranges to create Alchemy’s 5 styles. Our formula is; the right product and layout to create iconic kitchen designs,” explains Lizzie Beesley. “It was very apparent, from our research, that there is a new modern-classic consumer. We spent time understanding and interpreting this new market in Alchemy.”
Alchemy is positioned alongside its contemporary sister brand, Biography, with the same ethos underpinning its values, offering a classic alternative with a robustly-researched, flexible design and colour palette, affordable pricing and ease of availability attuned to British lifestyles and architecture.