NEW BRAND STRATEGY

By Primavera - PR Agency Published on Friday, June 18, 2021 at 02:00 AM

Until now, within the Xella group, the range of cellular concrete products was available under the SIPOREX and YTONG brands. Each of them had its own distribution network to market equivalent products. SIPOREX, a brand that has become generic and is well-known to the general public and distributed exclusively in DIY superstores, is mainly used for interior design and decoration as well as the construction of partitions in the home. As for the YTONG range, it is marketed through materials dealers for the construction and renovation of houses, collective housing, professional buildings as well as the installation of fire walls.

SIPOREX becomes the new strong multi-channel brand dedicated to development projects and partitions in cellular concrete tiles

Today, to capitalize on SIPOREX's notoriety with individuals and professionals alike and ensure better visibility for YTONG, the Xella group has completely redefined its brand strategy. It thus establishes a new multichannel offer, clearer with strong brands, each anchored in their universe:

SIPOREX becomes the brand dedicated to second work for interior design (partition, storage unit, cladding, etc.) with a range of 5, 7 and 10 cm tiles available in Large DIY Surfaces and Materials Trading.

YTONG becomes the brand dedicated to structural work for construction (fire walls, individual houses, extension-elevation, collective housing, tertiary buildings ...) with blocks from 15 to 42 cm now available in Large DIY Surfaces and Materials Trading.

François CHARDON - Marketing and Prescription Director Xella

« We chose to reposition our SIPOREX and YTONG brands for several reasons. We want to better leverage SIPOREX's reputation among individuals and professionals and offer greater visibility to the YTONG brand to promote the benefits of YTONG walls, particularly to the general public, in conjunction with our YTONG Inside communication.

Next, it's essential to have a pitch that aligns with the key benefits for each application. Our ambition is to create strong brands for each sector—SIPOREX for finishing work and YTONG for structural work—with clearly differentiated resources. Finally, this approach responds to market developments and customer typologies. Today, both individuals and professionals source their materials from all distribution networks, from DIY stores to building materials dealers.

It is for all these reasons that we have completely redefined our strategy by proposing a new multi-channel offer for both brands, in order to make them strong brands in their own universe.»

New SIPOREX range: an optimized offer for interior design

Ideal for renovation, the new SIPOREX range has been optimized to meet all interior and exterior development projects: modulating rooms with straight or curved partitions, dressing walls, creating storage furniture, designing an outdoor kitchen, etc. Complete, it offers cellular concrete tiles and specific installation accessories:

- Straight tiles (smooth or interlocking): 5, 7 and 10 cm thick /

height 25 and 50 cm

- Curved tiles of 30 and 60°: 10 cm thick / 25 cm high

- Reinforced lintels: 10 cm thick / height 25 cm / lengths 125, 150 and 200 cm

- Installation accessories: adhesive mortar, ready-mixed adhesive, trowel.

SIPOREX tiles

SIPOREX tiles, curved tiles and lintels have exceptional characteristics for all landscaping jobs. Shock resistant and lightweight (22 to 55kg / m2), cellular concrete is a solid material which can receive heavy fixings. Waterproof, breathable and water-repellent, It can be used throughout the house, even in damp rooms (kitchen, bathroom). Incombustible and non-flammable, it is particularly suitable for cladding a fireplace. For the comfort and well-being of occupants, it is a healthy, ecological and A + classified material, which preserves indoor air. Practical, it is suitable for multiple applications.

In addition, the SIPOREX tile is easy to handle because it is compact and light. Easy to implement, It can be easily cut, sanded, and shaped to provide great freedom in your projects. Practical, it can be assembled by interlocking or gluing.

Many finishes can be placed on SIPOREX tiles: finishing plasters, tiling, paint, glass cloth, resin ...

Innovation: SIPOREX Easyfix

A ready-to-use adhesive to simplify the installation of SIPOREX tiles

To facilitate the installation of cellular concrete tiles and reduce the time taken to install a partition or create a layout, SIPOREX launches a new vinyl adhesive: SIPOREX Easyfix. Classified A+ and labeled EC1 Plus, This glue is perfectly suited to interior work because its formulation is healthy and ecological. With very low VOC emissions, it meets the highest environmental and health requirements.

Practical and ready to use, SIPOREX Easyfix is an adhesive that allows for quick, dry assembly without prior preparation, water, or tools! A real time saver.

Ergonomic, the double-ended bottle (4 cm apart) ensures a good distribution of the glue on the part of the tile to be glued. Its adjustment time is 10 minutes, which allows time to properly position the tiles.

The 1kg bottle is suitable for a project of 9 to 14 m2, and allows you to glue 50 linear m of SIPOREX tiles.

Recommended public price: 17,50 euros excluding tax / Points of sale: GSB, Materials trading

A new communication oriented "user projects"

Communication tools (social networks, site, installation guide, etc.) around the new SIPOREX range are geared towards users' projects. They want to awaken planning desires through visuals of finished, creative projects ... and a simple speech "With IS we can do anything!" ":

EFFICIENT!

A resistant, light, water-repellent, fire-resistant, healthy and ecological material.

EASY !

A material for multiple applications, even the most creative thanks to curved tiles, and quick to install with the

SIPOREX Easyfix glue.

PRACTICAL !

A compact material, easy to handle and work, which allows several finishes.

ECONOMIC !

A competitive material that saves time in its installation.

Sustained support from partner points of sale

To support the launch of the new SIPOREX range, Xella is providing distribution partners with a practical guide for users. Concise and educational, it presents the advantages of SIPOREX tiles with:

- a project approach “With IS we can do anything!” to offer the reader the possibility of projecting themselves into concrete achievements,

- a selection guide,

- assembly rules for partitions and storage.

ILVs and promotional offers are also offered. With these tools, points of sale can guide individuals and professionals in their projects, and ensure good product rotation in the store.

In addition, to perfect the knowledge of partner points of sale, Xella goes further by offering online training sessions and organizing a day of factory tour and product assembly.

Finally, Xella, partner of the VIPros loyalty program, is participating in the “Unlimited Series” operation to promote the new SIPOREX brand. From June 1 to October 30, craftsmen and building professionals have the opportunity to win a Ford Transit Custom hybrid utility vehicle, as well as several prizes offered by the partner brands of the VIPros program.