Baxi has launched the Avanta range of combi, system and heat only boilers and accessories, which will be exclusively available through independent UK merchants from August 1 2013. This is the first Baxi range to be sold via independent merchants, with Avanta previously being an independent offer but marketed under Baxi’s sister brand Remeha.
Capitalising on the strength of the Baxi name among consumers, the move is designed to make it easier for installers and merchants to sell the Avanta range onto their customers.
The Avanta range comprises the Avanta Exclusive and the Avanta Plus combi boilers, the Avanta Plus System boiler and the Avanta Heat Only boiler – all available in a range of outputs.
As its name suggests, Avanta has many advantages. The boilers are quick and easy to install with a common technology platform and the inclusion of fixing frames and flexible flueing options, and the combis are available in outputs of up to 39kW.
The Avanta Exclusive is compact and lightweight, has a stylish backlit boiler controller and an optional seven-day digital control. The Avanta Exclusive also benefits from a five-year parts and labour warranty; the other Avanta models are covered for two years, subject to registration.
From August 1 2013 the boilers will be marketed under the Baxi name. This follows an installer and consumer research programme which revealed that, because awareness of the Baxi brand is very high among UK consumers, installers would find it easier to sell Avanta as a Baxi, rather than Remeha, branded boiler.
The Baxi Avanta boilers and accessories are an exclusive proposition for independent merchants nationwide, providing installers with a wide choice of Baxi products whether they choose to buy from a national chain or their local independent supplier.
Andrew Keating, Baxi’s UK marketing director, said:
“The Remeha Avanta has a great reputation with installers, with the breadth of the product range, the technology platform, ease of installation and use and its premium look making the boilers very desirable.
“Our research indicated that 70 per cent of installers would find it easier to sell an Avanta boiler if it was Baxi branded, and we also have evidence to suggest that merchants have a similar view. We are also aware that installers were already leveraging the Baxi name to sell Remeha products.”
“We want to make things easy for installers and merchants, and will always listen to our customers, so rebranding Avanta to the better-known, more renowned and established Baxi name – which came out top in our research – was an obvious decision to make.”
“Independent merchants remain an important channel for us, and we wanted to continue to support them with an exclusive premium product range that also has the bonus of being Baxi branded to make it an easier sell.”
“We believe the Avanta product range coupled with the Baxi brand really is a winning combination. The research has clearly demonstrated the strength of the 147-year-old Baxi name and that it has high levels of recognition among homeowners.”
Baxi believes the rebrand will add value to the Avanta range. The boilers are compatible with Baxi’s MultiFit flue system, ensuring installation flexibility and consistency. Installers benefit from access to nationwide training centres, the Works online loyalty and business support scheme, nationwide technical support and aftercare through Heateam and same or next day spare part delivery through Interpart.”
From August 1 2013 all Remeha domestic boilers will be discontinued in the UK market. Remeha remains a renowned, established name in the commercial sector, with Remeha Commercial being the UK’s leading supplier of commercial heating solutions and a pioneer in condensing boiler technology and low-carbon boiler systems.
Baxi is a leading manufacturer of domestic and commercial boilers and renewable products.
For further information visit, www.baxi.co.uk
