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Vaillant Group announcement

The Vaillant Group in the UK has launched a new strategy, which will enable the business to respond to the needs of specific markets and allow its brands, Vaillant and Glow-worm, to enhance its market offering through a wider product portfolio and targeted customer support. The outcome of this new business strategy will help drive growth, with each brand focused on the sectors where they can deliver the greatest value.

Within this new strategy, Glow-worm will now focus entirely on the one-off installer by maximising its merchant partnerships to offer simple, easy-to-use product ranges including exclusive boilers supported by the best installer loyalty programme - Club Energy. This means merchants will continue to offer a recognised and trusted brand at highly competitive prices, while installers will be able access a wider choice of Vaillant Group products in response to their customers' budgets and needs.

Furthermore, from listening to our valued installers and building on the success of Club Energy programme, Glow-worm will support heating engineers who want to engage with us at their own convenience by developing easy to access digital support and resources.

Vaillant will reaffirm its position as a premium brand and will be resourced with industry-leading sales and marketing support to grow its prominent brand status in the industry. As well as continuing to offer innovative products for installers, Vaillant’s portfolio will grow to offer dedicated products and support to new build, social housing and renewables markets. This reflects customer feedback and demands.

This new strategy requires Vaillant Group in the UK to restructure some of its sales and support teams. With each brand focused on the markets where they can deliver the greatest value, we will become a stronger business to work with into the future.