Ferguson streamlines branding and showroom concept
Ferguson Bath, Kitchen & Lighting Gallery and Build.com will now operate under one name: Ferguson Home. The company says it's new entity is a single destination for all things kitchen, bath, lighting and home improvement.
Ferguson Home aims to create a "fully integrated shopping experience," with an emphasis on convenience and personalization. Build.com focuses on e-commerce, offering a wide range of products for DIY customers and professionals. Ferguson Bath, Kitchen & Lighting Gallery, meanwhile, is a showroom-based "experience" designed to provide hands-on interaction with products and personalized consultation services. Ferguson Home combines these two entities, creating a brand that unites digital and physical spaces, per the company.
Ferguson's core customer, trade professionals, as well as homeowners will be able to shop in the way that is most convenient for them and matches their personal project needs, the company says.
"From luxury appliances, high-end fixtures to beautiful lighting and custom hardware, home is at the core of everything we do," said Caroline Danielson, Ferguson's director of showrooms. "Today's customer values a fluid and connected experience, and Ferguson Home now combines the expert guidance, extensive product selection and project support our customers have come to rely on with the flexibility to shop the way that best fits their needs. We are excited to take this step forward transforming and elevating the experience across all touchpoints, ensuring seamless, top-tier service."
To prepare for an in-person showroom consultation, customers can pre-select products online and then experience them firsthand with expert showroom associate guidance. This is the Ferguson Home difference.
What's next
FergusonHome.com launched on February 25, but the company says Build.com will remain live for six months "to ensure a smooth transition."
Ferguson says it has more than 250 showrooms and more than 1,200 "product experts." The company says it's in the process of updating all signage, branding and social media to reflect the new company direction.
Danielson adds: "This marks an exciting new chapter for Ferguson, where our unified brand identity empowers us to serve customers better and expand our reach nationwide. As the company steps into this new era, Ferguson Home fully embraces a harmonious integration of our physical storefronts with our dynamic digital presence, helping us deliver on our goal of ensuring our customers' projects are a success."
