Rothley: Reinventing The Curtain Pole Category

Rothley have just solved a problem facing all new home owners and DIY’ers. For too long the humble curtain pole has been left unloved and unnoticed by the home improvement market. It’s the item that everyone needs but nobody wants to fit due to the complicated brackets, lack of colour choice and let’s not forget the horrible acetate box you can’t get into in the first place! Rothley’s new range of BAROQUE curtain poles and accessories has re-energised the market and proven that the best ideas are indeed the simplest. They deliver this whilst committing to reducing unnecessary packaging, plastics and removing all chrome (Cr6+) plating, which is proven to be extremely harmful to those exposed to carcinogenic by-products created during the plating process.

Stuart Hobbs, Managing Director has explained why Rothley made a return to the curtain pole market, “Rothley were a major player in the curtain pole category back in the 1980’s. When we recently reviewed the current market offer, we were amazed to see that retail consumers are being offered much the same as they were 30 years ago – chrome plated product, which often endangers workers in the country of manufacture, housed in unnecessary, environmentally polluting, acetate boxes”.

Rothley Klick-Fit Curtain Pole system in Antique Brass including the Crystal Orb finial

The completely customisable “mix & match”, chrome-free, 25mm system lets shoppers choose their pole, brackets, finials and rings separately, allowing you to create unlimited unique combinations that fits your chosen home décor look perfectly. The range is available in all BAROQUE colours: Matt Black, Antique Copper, Antique Brass, Brushed or Polished Silver effect with 5 styles of finial available.

The new patented “klick-fit” bracket is the star product with no unsightly grub screws or awkward installation. The back plate can be screwed in using a parallel action, reducing the need for difficult angles and potential damage to your fixing surface. The poles are then placed into the non-slip clip with no need to fix into the rail, avoiding scratches. The klick-fit system also makes replacing your pole hassle free if you decide on a new colour later on. All finials are push-fit and compatible with all 25mm poles, once again making it easy to change if you require a different look, without having to replace the whole rail, costing you time, money and encouraging more waste to end up in landfill. You can mix colour finishes to tie together trending metal accents you may have within your room sets, such as Matt Black and Antique Brass, or match them to your chosen pole for a classic look. 

Upper image: Rothley Klick-Fit Bracket with no visible screws or fixings
Lower image: Standard chrome curtain pole bracket

Rothley have also identified the need to improve the display of these almost forgotten, yet essential home improvement items within stores. By listening to consumers, trade customers and engaging with the product in a store environment, the Insight and Innovation department created a simple, yet effective merchandising solution that can be easily integrated into existing bays within Hardware and DIY merchants. By streamlining the range, and removing acetate completely, Rothley have been able to allow more consumer choice in fewer SKUs, and less in store space, making it a sure-fire method of improving engagement, sales and removing the headaches that come with large stockholding and the incoming plastic tax. 

Rothley Klick-Fit Curtain Pole in-store display concept

The 25mm curtain pole system from Rothley is available now. For more information, please contact Simon Cox, Sales and Marketing Director: simon.cox@rothley.com

Follow Rothley on LinkedIn, Facebook, Twitter & Instagram @rothleyltd

Source : Rothley and Insight DIY 

Main image : Rothley Klick-Fit Curtain Pole system in Matt Black including Cage Orb finial

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