Limavady business aims to clean up in global markets
Limavady-based Northern Ceramics has been assisted by Invest Northern Ireland to reach new markets for its range of innovative cleaning products for internal and external flooring surfaces.
The family-owned and managed company, based at Drumsurn Road, used Invest NI’s successful Design Development Programme to develop a brand and marketing materials for its SurfaceFirst products. The company has also received technical advice and support from Invest NI.
Commenting on the marketing support for SurfaceFirst, Olive Hill, Invest NI’s Director of Innovation and Technology Solutions, said: “The company had developed the products and needed to create a visual brand identity for the SurfaceFirst range that would help it attract new customers from outside of Northern Ireland.
“Our experienced design team was able to provide advice and practical support to the company that led to the creation of a name for the range of products, label design, graphic artwork and point of sale display.
“What our support has enabled is the diversification of a small business specialising in the retail and distribution of ceramic and porcelain wall tiles into one that has now developed its own range of associated cleaning products especially for export markets,” added Mrs Hill.
Managing Director of Northern Ceramics Barry McCluskey, who founded the business in February 1999, said: “The guidance and support we received from Invest NI’s Design Development Programme was superb. It resulted in very professional branding and marketing support materials that are enabling us to compete more effectively against rivals in our target markets.
“The marketing showcases the unique feature of the SurfaceFirst range, its fragrance, two of which – Seabreeze and Lemon and Lime – are available for cleaning tiles and other floor coverings. I developed the products with the assistance of an experienced chemist in Belfast. It’s the only tile cleaner using fresh fragrances.
“The product is aimed at homeowners and cleaning contractors. We are developing two routes to market – online sales and retail outlets. Initially the products are being introduced into the Great Britain and Ireland markets. Our aim will be to focus resources on developing export sales”, he added.
Northern Ceramics plans to extend the product range with a further eight cleaners and is producing these in half, one and five litre containers.
The range also includes sealers, strippers, maintainers and impregnators, providing flooring restoration and maintenance solutions.