December 2012

NEWSLETTERSI L V E R D A L E

Silverdale Bathrooms LimitedSilverdale Road Newcastle under Lyme Staffordshire ST5 6EL Tel: 01782 717175 Fax: 01782 717166

www.silverdalebathrooms.co.uk

UK Manufacturers of Luxury Ceramic Brands

t’s now just over a year sincetaking over the ceramic factory

in Newcastle Under Lyme,Staffordshire from Jacuzzi UK,effectively creating SilverdaleBathrooms. It has been a busyyear and we’d like to thank allcustomers that have supported usduring our first year of trading.

Thankfully we have seen sales growthfrom both our UK and internationalmarkets and have ended the year withover £1m incremental sales on the prioryear, which we are delighted about in thecurrent climate. Within this our UK,premium branded sales are up by over20% and continuing to grow thanks tomany many new displays and our raft ofnew product introductions. We have alsohad international sales success, attractingnew customers from Australasia, theMiddle East, India, Western and CentralEurope.

We started the year with a smoothtransition from Jacuzzi UK, becoming adistinct new business SilverdaleBathrooms and immediately switching toa 5 day lead time on our core brandeditems., We discovered early in Januarythat Jacuzzi UK were no longer to marketand sell the Jacuzzi range of ceramicsthemselves, so we immediately switchedthe supply of this range to, via our new

team of nationwide sales agents. Thosecustomers requiring Jacuzzi brandedceramic to complement their hydrother-apy products continue to have access tothe Jacuzzi Ceramic range and we willcontinue to support it with dedicatedliterature and our quick and directdelivery service.

In March we struck up a partnershiparrangement with Perrin & Rowe,distributing their bathroom brasswarerange to retailers throughout the UK. Wefelt that this UK Manufacturer of qualitybrassware aligned perfectly with ourproducts and our stance to promoteBritish made products.

In May we launched our Silverdalecontemporary range of products forretailers who wanted a comprehensiveUK manufactured ceramic product rangenot available on the internet.

September saw us at 100% Design withsome great new and long awaitedproduct for our B C Sanitan brand.You told us we needed furniture and welaunched it along with a collection ofluxury bathroom ceramic tiles tocomplement the BC Sanitan collection.We also took the opportunity to add insome really unique additions across oursanitaryware range. We have summarisedour key new product initiatives withinthis newsletter just in case youmissed any.

I Overall, it’s been a great start. We havesurrounded ourselves with a great teamat Silverdale and it’s a team that isgrowing in numbers with five newadditions to our production team thisyear, including a new apprenticeshipscheme to ensure the continuing potteryskill set for future generations.

Thank you again and we wish you andyour families’ a very Happy Christmasand a rewarding 2013.

Regards,

Mark Prince & Dave TuttonSilverdale Bathrooms

FIVE NEW ADDITIONS TO OUR PRODUCTION TEAMThese latest recruits join us with a real mix of experience from Ken Berrisford,with 33 years experience in ceramic production and Steve Cummings whosebeen in ceramics for eight years, to Kyle Timmis who has joined the companyafter six years in the army. We have started a new apprentice program toensure this established and extremely skilful craft is continued, John Freitasbeing the first to join our scheme. It is a credit to all in the business that wehave been successful enough, in our first year of trading, to start this longawaited apprentice scheme. These five new additions were on top of two veryexperienced new starters in July this year, Mark Dorricott and Gary Berrisfordjoined our blocking department with 61 years in mould making andprototyping between them.

Left to right: Ken Berrisford, John Freitas, Mark Chetwynd,

Steve Cummings and Kyle Timmis

A successful yearof product andbrand additions.

NEW in2012

Silverdale Branded Sanitaryware launched with new ceramics, freestandingbaths, brassware, wall hung frames and 100% no internet policy.

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D E F G

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A: Esher Collection.B: Cube Freestanding Bath.C: Richmond 44cm Countertop basin.D: Sutherland Tall Basin Mixer Tap.E: Wessex Tall Basin Mixer Tap.F: Derwent Tall Basin Mixer tap.G: 980mm WC Frame.

B C Sanitan saw a number of neB C Sanitan saw a number of ne

H

I

J

L

Offering the flexibility to produce bespoke ceramic is a rapidly growingarea of Silverdales business, especially to International customers.It has included 22 carat gold branding and motif for a major 7 starhotel development and individually logoed basins for a leading architect.The freestanding baths too have been ordered to match décor usingRAL numbers, the latest example has been ordered in December tomatch the new range of B C Sanitan ceramic tiles.

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N: Victorian BlueGarden, classic white,basin and pedestal.

O: 22 carat gold leafdecoration on a wc pan.

P: Personalised pottery, here showing BelvoirCastle crest.

Q: Personalised colour baths, this just oneexample from a choice of 139 colours.

OffeareaIt hhoThRAm

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ew product additions too.ew product additions t

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The new Hillingdon1200 perfectly completesthe Hillingdon suite andsits alongside the beautifuland acclaimed Hillingdon860 and 650 console unit,already available.

H: Hillingdon 1200console basin.

I: Hillingdon 860 console basin.J: Victorian furniture double

basin unit.K: Balasani furniture single

basin unit.L: Empire console basin

and pedestal.M: Victorian/Belgravia wall

hung pan.

AVAILABLEJANUARY

2013

Earlier this year we joined a growingnumber of British manufacturers toparticipate in the Made in Britaincampaign. Today it has over 600members and it is developing plans, tobecome a real promotional force, todrive business to genuine Britishmanufacturing companies.New criteria is to be set imminentlythat will ensure that only thosebusinesses that truly manufacture inBritain (using the vast majority ofBritish supplied raw materials) will beidentified, ensuring customers andconsumers can readily seek out thosecompanies.

Our British manufacturing heritage canbe traced back to the mid-19th cen-tury when our site was a prominentbusiness heavily involved in the localceramics industry. In modern times ourpremium handmade ceramics havebeen manufactured at our SilverdaleRoad site since the early 1980’s when

Keeping in TouchWe have been communicating to ourcustomers via regular e-shots since theAutumn. If you haven’t been receivingthem, please let us know via email onsales@silverdalebathrooms.co.uk and wewill add you to the distribution.

Balterly Bathrooms Ltd acquired it andstarted production. The sitesubsequently became part of theSpring Ram Group in 1986 beforebeing acquired by US Industries,owners of the Jacuzzi business, in2000. In December 2011 it was soldprivately to Mark Prince andDavid Tutton.

The production of ceramics from thesite has remained largely unchangedduring this 30+ years. We still use‘Bench Casting’ so each item is madeby hand because, in many cases, itsimply couldn’t be made any otherway. That’s our mantra, our USP and itgives us the ultimate flexibility to makewhat our customers agree is the verybest quality bathroom ceramic made inthe world today.

Silverdale Bathrooms and our brands,will continue to manufacture andmarket 100% of our sanitaryware atour factory in the Staffordshirepotteries. Now with our new UKmanufactured additions of bathroomtiles, furniture, brassware, seats andaccessories, together with the finestquality UK manufactured ceramics, wewill strive to continue to provide youwith the very best in customer serviceand support across all our ranges.

Silverdale Bathrooms Limited.,Silverdale Road, Newcastle under Lyme Staffordshire ST5 6EL

Tel: 01782 717175 Fax: 01782 717166 www.silverdalebathrooms.co.uk

NEW BUSINESSDEVELOPMENTMANAGERWe are delighted toannounce that AmandaBrazell is to join thecompany in a newly created role ofBusiness Development Manager fromJanuary. Her role is to support UKcustomers and our team of national salesagents. Amanda joins us with a wealth ofexperience in both Bathroom retailing andmanufacturing having started working inthe industry in 1988. With such a broadproduct understanding, she will be a mostvaluable member of the managementteam. Amanda said of her appointment “Iam very proud and excited to be joining aBritish manufacturing company. I have soldSilverdale products for many years inretailing and their quality is secondto none.”

XXmmaass CClloossiinngg::Silverdale Bathrooms will be closed fromthe 21st December and re-open on the 2ndJanuary 2013.

New B C Sanitan Website goeslive JanuaryThis new B C Sanitan website at www.bcsanitan.co.uk, will be live in January complete with all new productslaunched during 2012 and support materials including drawings and fixing instructions.