At a time when many businesses are buckling down and watching what they spend, tool brand Am-Tech has ploughed £100,000 back into the business to create a new-look showroom to support its brand refresh.
As part of an ongoing development of the Am-Tech brand, parent firm DK Tools has invested the money in revamping a whole section of its headquarters in West Drayton, Middlesex, to create a more professional environment for visiting customers, complete with a state-of the-art product showroom. "It's gone from dark and dingy to bright, modern and professional," said national accounts manager Chris Mahon.

Part of the space was once used "almost as a dumping ground", Mr Mahon told diyweek.net, and the upstairs showroom was packed full of products - so much so that backing boards used to display ranges actually covered the windows. "We've had buyers from the likes of Tesco in here and felt like we were apologising profusely," explained Mr Mahon.

However, following the revamp, visitors are now greeted with a fresh, contemporary entrance, showcasing examples of the supplier's POS and merchandising display units, as well as industry accolades picked up for Am-Tech's products.

The showroom itself is a complete transformation and displays products in a far more co-ordinated way, ordered according to Am-Tech's catalogue and with the new red and black corporate colours emphasised, offering a more organised and professional look.

"We gutted the whole building and took it back to brickwork," said Mr Mahon, "Now we want people here. It's an open house! It also gives us confidence to approach other buyers."

Am-Tech's garden products are also now displayed in separate room, off the main showroom. The section is decorated with artificial grass to give it a different feel to the DIY section. As well as seating areas and a central worktop, the showroom also boasts a mini bar stocked with refreshments. Mr Mahon added: "We want to give a relaxed atmosphere and make buyers comfortable."

And the business isn't stopping there. Mr Mahon told DIY Week there are already plans to expand its site, with hopes to purchase the warehouse space next door. "The business is growing," he said. "It's a good time to be part of this company. Investment has been made but there's still a lot more to do."