Rationalising its range is an extension of the company’s brand-protection process, first introduced in 1999 to combat a growth in counterfeit products.

“We have seen inferior products on the market with edge designs clearly there to confuse,” reported Milliken WSP marketing director Duncan Kettell (pictured).

“This latest move enables us to keep one step ahead by guaranteeing the authenticity of our cloth and reassuring customers they are buying a genuine Strachan brand.

“As the manufacturer of one of the top-selling brands in snooker selling across the globe, it is essential we protect the provenance of a product that can pass through many channels before reaching the ultimate buyer.

“At the same time, production in two colours – dark and light olive – has been replaced by a single colour, mid-olive. This too will help make our global product offer more transparent to buyers and distributors worldwide,” said Kettell.

In the UK, Milliken is to market its Strachan 6811 pool cloth in 12 new colours, such as burgundy, gold, chocolate, spruce, navy and black.

The new range will initially be available through Suzo International, Milliken’s Surreybased distributor, which will also sell matching coloured chalks.

Milliken marketing manager Stuart Gardiner said the new colours had been introduced to serve the home entertainment market, which has seen growth this year as home-owners in increasing numbers choose to customise their pool rooms.

“We hope to see our other key cloth distributors take a similar approach to Suzo and that the range becomes as successful here in the UK as in some of our overseas markets,” said Gardiner.

Printer friendly version

Email this article to a friend

Bookmark this

---