Glen Dimplex Group has established a new Gas Fire Division, incorporating Valor, Wonderfire and Robinson Willey.
The company claim the new division will stimulate the UK gas fire industry as a whole across both retail and trade sectors.
In a statement the Glen Dimplex Group said: “Whilst a well-established pedigree runs common to all three gas fire brands, their different roles and identities within the new Gas Fire Division is clearly defined following an intense process of product integration and harmonisation.”
Whereas Wonderfire will be marketed to the retail sector as a premier brand, both Robinson Willey and Valor brands will target retail and trade sectors, including social housing, with a comprehensive gas and electric fire portfolio.
An exclusive retail offering will continue to be available via Valor Centres located nationwide.
Newly appointed commercial director of the Gas Fire Division Richard Beaman explains: “Whilst preserving the identity of each brand, we are delighted to offer a new and streamlined portfolio of gas and electric fires that is both brand and channel specific.
“Not only are we able to provide added choice for both retail and trade sectors, we can breathe much needed fire into the gas fire industry as a whole.”
Mr Beaman adds: “To help reinvigorate the gas fire industry, we will be rolling out a high profile consumer promotional campaign. As well as helping boost demand for gas fires and recapturing the ‘lost generation’ of customers who no longer seem to view gas fires as a viable option, it will help fill the void left by British Gas.
“As well as highlighting the development in gas efficiencies and running costs, we will be heavily promoting gas fires as an affordable and economical form of space heating.”