Household brands Graham bathroom range

Household has created a name, identity and showroom concept for a new range from plumbers’ merchant Graham, a suite of bathroom products designed especially for the over-50s.

The range, which launches in Eastbourne next month, will be rolled out across selected Graham showrooms. Branded as Living Works, the products have been created in conjunction with inclusive design specialist Easy Living Home director Alison Wright, who is also developing the retail proposition. Products feature elements such as non-slip bases, improved grip and ergonomically designed taps.

According to Household insights director Michelle Du-Prât, the range responds to the needs of an ageing population. ‘More people need care-related products in their homes, but generally what’s on the market is NHS hospital-style products that you wouldn’t really want to use. This range is stylish and well-designed; the kind of thing people would like to have in their home,’ says Du-Prât.

Household project manager Paul Foley says it was important to create a retail concept that is more consumer-focused than most plumbers’ merchant showrooms, as the range targets consumers purchasing for their elderly parents, as well as professional specifiers.

‘We’ve brought warmth to the environment through softer lighting and materials like limestone, and used imagery that is about the emotional response to the products,’ says Foley. ‘The tone of voice needed to be expert and clever but also clear and descriptive. We are aiming to demystify elements of inclusive design.’

Household was appointed to the project in January this year without a pitch.

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