17th June 2014
New SIG roofline brand set to make its mark in building plastics
SIG Roofline has received a major overhaul as part of the rebrand and restructure recently introduced by parent company, SIG UK Exteriors – formerly SIG Roofing & Roofline. Alongside several other brands, SIG Roofline now forms part of the new SIG Building Plastics division that has been established to target the roofline, windows, drainage and sheet materials sectors. A separate new division, SIG Roofing, will offer a dedicated roofing proposition.
Established to help customers and end users easily identify and connect with its diverse portfolio of brands, products and services, SIG Roofline is dedicated to the lucrative and growing market for roofline that is estimated to be worth £200m. Combining 68 roofline branches, SIG Roofline now offers a clear and defined structure that delivers a powerful roofline proposition that is easy identifiable with customers.
In order to ease the rebrand process and to demonstrate ongoing loyalty to all its branches throughout the UK, the existing identity of each branch will sit alongside the flagship SIG logo for a transitional period – estimated to be one year. This is also testament to SIG UK Exteriors’ mission to deliver a national voice with a local accent.
The rebrand is currently being rolled out across all SIG Roofline branches and will take on new signage, in-store branding, merchandise and POS displays, vehicle livery and uniforms. To educate and raise awareness of this major development, a high profile media campaign will run until the year end and a new website www.sigroofline.co.uk has also been introduced.
Commenting on this latest development, Category Manager of the newly formed SIG Roofline, Stuart Grindle said: “By creating a dedicated brand for the roofline sector and one that is instantly recognisable and understandable, we are confident that we can add even greater value to our proposition for roofline, rainwater, cladding, insulation, ventilation and building plastics materials.”
As part of this new customer proposition, the focus will be on four areas:
• To increase branch efficiency, a new IT system will be introduced, along with a specially developed integrated Customer Relationship Management (CRM) and accounting system.
• Careful to maintain its enviable reputation and proven reliability of service, two primary sectors have been identified, namely Roofing and Building Plastics, and the company’s internal structure has been split accordingly. By providing a clear focus to these two areas, customers will be able to source the right product at the right location.
• A core range of products has been developed that will be available at any time and at any branch, providing customers with a ‘familiar sense of relief’, regardless of where they are in the country.
• There will be a strong focus on ensuring that customers obtain the right products, in the right places, in the right quantities, at the right time, via the company’s 200+ depots nationwide and its national logistics network.
“Set against a backdrop of rising house prices and increased confidence in the RMI housing sector which is estimated to be worth £1.3 billion, the timing of this latest development could not be better,” adds Stuart.
Driven by the brand promise ‘Make it Happen’, SIG Roofing and Roofline’s metamorphosis into SIG UK Exteriors and the subsequent formation of the SIG Building Plastics division is seen as one of the most ambitious developments in recent years. The development follows the company’s broadening footprint in the building plastics market and its continued growth and increasing recognition and reputation. SIG Roofline will sit alongside new brands SIG Windows, SIG Drainage and SIG Sheet Materials within the SIG Building Plastics division.
For further information on SIG Roofline, contact Stuart Base on 01480 466777 or visit www.sigroofline.co.uk
Pictured here; the brand identity for the newly formed SIG Roofline. Forming part of SIG UK Exteriors, formerly SIG Roofing & Roofline, and part of the SIG Building Plastics division, the new brand incorporates 68 roofline branches. For a transitional period, each brand’s existing identity will sit alongside the flagship SIG logo.
About SIG Roofline: SIG Roofline supplies a comprehensive range of products for any type of roofline, rainwater, cladding, insulation, ventilation and building plastics materials project. This impressive breadth of range combines with an unwavering dedication to excellent customer service, expertise and advice. Quality products, flexible lead times, fast and convenient ordering and outstanding after sales service help set this brand apart. Products and services are available via a nationwide network of branches.
Julie A. Garrido
Tel: 0161 973 6763