text: Both Plumbmaster and Bathline are part of Haldane Fisher, and this latest rebrand will provide a positive, dedicated focus on the bathroom sector for both retail and trade customers.
  David Haldane, Managing Director of Haldane Fisher in Northern Ireland, explained, “This is another positive step forward in our strategy of bringing a new focus to the different aspects of our business while retaining the strong links to the Haldane Fisher name. However, rather than simply viewing us as a specialist builders’ merchants, customers can now also see us as offering a dedicated bathroom service and a dedicated plumbing and heating service.”
  Eamonn McCarthy, Plumbmaster Director, added, “This is more than just a lick of paint in our showrooms and a new name, but a complete culture change. We have a great set of people with vast experience, and BATHLINE will build on this. We have opened a new central distribution centre and introduced new design software, new products and enhanced our staff training and procedures.
  “Along with our focused marketing approach, this will lead to both increased footfall and increased sales which will bene t our trade customers.”
  Sonya O’Neill, Sales Manager for BATHLINE, is also keen to highlight the added benefits of the new Bathline division.
  “We have six showrooms across Northern Ireland, and each one has been upgraded, with new lifestyle bays showcasing the complete product service that we offer. “Our staff have undertaken new product training and I am con dent that we offer an unrivalled service in terms of being able to bring the customer through every step of the process.”
  The new design service is integral to this, with the latest computer software available in each of the six showrooms as well as the addition of a VR headset in the Bangor branch. Sonya added, “Customers can now easily visualise their finished bathroom thanks to our 3D technology. The VR headset takes this a major step forward, with customers able to virtually walk through their new bathroom. We have it at the Bangor showroom at the moment, but this can be moved to other branches while we may add more.
  “This all highlights our focus on ensuring customers get their dream bathroom. We have a comprehensive product range from world-leading manufacturers. This includes sanitary ware, showers, taps, bathroom furniture and tiles.
  “We are excited about working with our new tile partner Halo Tiles and have a wide range of tiles on display around our showrooms. We also have a dedicated tile showroom and consultation area in our BATHLINE showroom in Lisburn with over 35 large tile panels on display.”
  The rebranding will be backed by a dedicated marketing campaign, as Stephen Rooney, Marketing Director, explained. “We have launched a new, standalone website and are investing in advertising across social media and on TV to highlight the new BATHLINE range as well as exhibiting at home improvement and self- build events.”