Edwin Loxley have always listened and responded to the needs and requirements of their dealers. "It's vital, both to the success of our dealers and Edwin Loxley, that we pay attention to the needs and demands of our dealers, after all, they re our front line troops and are therefore best placed to direct us, in terms of what the retail market is demanding" comments Joe Cavani, Edwin Loxley's Founder and Managing Director.

‘Pure', which will be launched at the start of 2009, will be a rigid, in-frame kitchen furniture range manufactured entirely at Edwin Loxley's Nottingham based factory.

Whilst having a simplified specification and choice of finishes, the furniture will still feature birch veneered, plywood cabinets, hardwood- dovetail jointed drawer boxes with ‘Blumotion' runners and a choice of butt hinges which allow the cabinet doors to open to 180 degrees. Even in this simplified form, Edwin Loxley's ‘Pure' range will put many of the coveted in-frame brands to shame.

Joe Cavani remains firm that the quality of ‘Pure' will be consistent with other furniture from the Edwin Loxley brand. "The idea is that there will be one door style and a choice of materials in various finishes. By doing this, we can, at the request of our dealers, bring the Edwin Loxley brand to a wider audience.

‘Pure' will enable our dealers to protect their margins without having to resort to multi sourcing and mixing ingredients, such as Italian fronts and UK made chipboard carcases. This will enable our dealers to satisfy the demand of the ever shifting market place.

Loxley will produce everything in house, just as with our ‘Benchmark' range. This will ensure that the Edwin Loxley brand retains its integrity and reputation for outstanding quality and specification."

‘Pure' will be available through selected Edwin Loxley dealers from January 1st 2009.

0115 9758168

www.edwinloxley.co.uk

Enquiry no: 407

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