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Wilton Royal gets a new look

AS wool carpeting continues to enjoy a resurgence, Abingdon Flooring has revealed a new visual identity for the made in Britain Wilton Royal collection.

The new look for point-of-sale and hanging books, brings Wilton Royal in-line with Abingdon Flooring’s ‘fresh and modern brand and brings unity across Wilton Royal, Love Story and Stainfree collections’.

Showcased on displays for Royal Charter Deluxe and New Royal Windsor ranges, the identity is said to highlight the natural qualities of wool carpets as well as reinforcing Abingdon Flooring’s ‘strong brand’.

Charlotte Coop, marketing manager at Abingdon Flooring, says: ‘While wool maybe the most traditional of yarns, it doesn’t mean it’s not without modern appeal. In fact, with 75% of consumers wanting to buy products that stand with their belief and the future of the planet a growing concern for everyone, it’s perhaps a more appealing choice than ever.

‘With this in mind, we felt it was the right time to modernise the look of our Wilton Royal collection while capitalising on wool’s natural origins.’

The company says: ‘Abingdon Flooring has a strong reputation for affordable carpets made in Britain and bringing this sentiment to the forefront of the identity has been a key part of the merchandising redesign. Now featuring heavily alongside signature graphics, the high-profile of Abingdon Flooring ensures these are recognised as wool carpets with great value.’

’We’re delighted to be launching this new look for our Wilton Royal merchandising as it brings the collection firmly into the Abingdon Flooring family,’ continues Charlotte. ‘We’re sure the displays will help to make wool a star once again and give our retailers the opportunity to present wool carpets from a youthful and dynamic brand.’
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