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AIS to breathe new life into former star brands

Ducal-logoBuying group AIS is to reintroduce two former multi-million pound interiors brands as own-label ranges for its members.

AIS has bought the Stag and Ducal brands, and plans to relaunch them as cabinet ranges in September. Is says the brands have a rich background and resonance with consumers and retailers alike and, as well as having heritage values, are also capable of being updated and relevantly positioned in today's market.

Ducal will be lower priced and more contemporary in its design direction whereas Stag will be higher-end and more classical in look and feel. Both have the potential to extend into upholstery and present a rounded product offer to the consumer, according to AIS.

The AIS buying team will work with manufacturers globally to source the right quality products to sit under these names and benefit from the brand equity that already exists or that will be built by accompanying promotion and awareness driven by AIS and its members.

AIS believes that, in addition to providing exclusivity, Stag and Ducal will offer improved margins for branded ranges and counter the expansion of multiples into some of the proprietary brands and growing online competition.

The first products under these will be shown at the AIS show in September with more to follow by their January event. All will be supported by photography carried out at AIS's own studio, marketing material and websites.

Peter Mallinson AIS merchandise director for home has been the prime mover behind this initiative. 'Our acquisition of these brands is a fantastic opportunity and benefit for our members. We will reinvigorate them, the start of which can be seen already in the refreshed brand logos, with a product proposition that will be attractive to retailers and customers alike.'