Siporex the new strong brand dedicated to fit-out projects and partitions in aerated concrete tiles

SIPOREX, a brand that has become widely known to the general public and distributed exclusively in DIY Large Surfaces, is mainly used for interior fittings and decoration as well as the construction of partitions in the house. As for the YTONG offer, it is marketed through the trading of materials for the construction and renovation of houses, collective housing, professional buildings as well as the implementation of fire walls.

Today, to capitalize on SIPOREX's notoriety with individuals and professionals alike and ensure better visibility for YTONG, the Xella group has completely redefined its brand strategy. It thus establishes a new multichannel offer, clearer with strong brands, each anchored in their universe:

SIPOREX becomes the brand dedicated to interior finishing work (partition, storage unit, cladding, etc.) with a range of 5, 7 and 10 cm tiles available in Large DIY Surfaces and Materials Trading.

YTONG becomes the brand dedicated to structural work for construction (fire walls, individual houses, extension-elevation, collective housing, tertiary buildings ...) with blocks from 15 to 42 cm now available in Large DIY Surfaces and Materials Trading.

“We have chosen to reposition our SIPOREX and YTONG brands for several reasons. We want to better exploit the notoriety of SIPOREX among individuals and professionals and offer more visibility to the YTONG brand to promote the benefits of YTONG walls, in particular to the general public, in connection with our YTONG Inside communication. Next, it is essential to have a speech in line with the key benefits for each application. Our ambition is to create strong brands for each universe - SIPOREX for the finishing work and YTONG for the structural work - with clearly differentiated resources. Finally, this approach responds to changes in the market and to the type of customer. Today, individuals and professionals alike source their materials from all distribution networks, in GSB as well as in materials trading. It is for all these reasons that we have completely redefined our strategy by proposing a new multichannel offer for the two brands, in order to make them strong brands in their own universe. " François CHARDON - Marketing and Prescription Director Xella

New SIPOREX range: an optimized offer for interior design

Ideal for renovation, the new SIPOREX range has been optimized to meet all interior and exterior development projects: modulating rooms with straight or curved partitions, dressing walls, creating storage furniture, designing an outdoor kitchen, etc. Complete, it offers cellular concrete tiles and specific installation accessories:

• Straight tiles (smooth or interlocking) : 5, 7 and 10 cm thick / height 25 and 50 cm
• Curved tiles of 30 and 60 ° : 10 cm thick / 25 cm height
• Reinforced lintels : 10 cm thick / height 25 cm / lengths 125, 150 and 200 cm
• Installation accessories : adhesive mortar, ready-to-use adhesive, trowel.

SIPOREX tiles

SIPOREX tiles, curved tiles and lintels have exceptional characteristics for all landscaping jobs. Shock resistant and lightweight (22 to 55kg / m2), cellular concrete is a solid material which can receive heavy fixings. Raincoat, breathable and water repellent, it can be used throughout the house, even in damp rooms (kitchen, bathroom). Incombustible and non-flammable, it is particularly suitable for cladding a fireplace. For the comfort and well-being of occupants, it is a healthy, ecological and A + classified material, which preserves indoor air. Practical, it is suitable for multiple applications.

In addition, the SIPOREX tile is easy to handle because it is compact and light. Easy to set up, it can be cut, sanded and shaped easily to offer great freedom in projects. Practical, it is assembled by interlocking or gluing.

Many finishes can be placed on SIPOREX tiles: finishing plasters, tiling, paint, glass cloth, resin ...

Innovation: SIPOREX Easyfix

A ready-to-use adhesive to simplify the installation of SIPOREX tiles

To facilitate the assembly of cellular concrete tiles and reduce the time required to install a partition or to carry out an arrangement, SIPOREX launches a new vinyl adhesive: SIPOREX Easyfix. Classified A + and labeled EC1 Plus, this glue is perfectly suited to interior work because its formulation is healthy and ecological. With very low VOC emissions, it meets the highest environmental and health requirements.

Practical and ready to use, SIPOREX Easyfix is ​​an adhesive which allows rapid, dry assembly, without prior preparation, neither water nor tools. A real time saver.

Ergonomic, the double-ended bottle (4 cm apart) ensures a good distribution of the glue on the part of the tile to be glued. Its adjustment time is 10 minutes, which allows time to properly position the tiles.

The 1kg bottle is suitable for a project of 9 to 14 m², and allows you to glue 50 linear m of SIPOREX tiles.

Recommended public price: 17,50 euros excluding tax / Points of sale: GSB, Materials trading

A new communication oriented "user projects"

Communication tools (social networks, site, installation guide, etc.) around the new SIPOREX range are geared towards users' projects. They want to awaken planning desires through visuals of finished, creative projects ... and a simple speech "With IS we can do anything!" ":

Natural
A resistant, light, water-repellent, fire-resistant, healthy and ecological material.

Easy-to-use
A material for multiple applications, even the most
creative thanks to the curved tiles, and quick to install with SIPOREX Easyfix adhesive.

Practical
A compact material, easy to handle and work, which allows several finishes.

Economic
A competitive material that saves time in its installation.

Sustained support from partner points of sale

To support the launch of the new SIPOREX range, Xella provides distribution partners with a practical guide for users. Concise and educational, it presents the advantages of SIPOREX tiles with:

• a project approach "With IS we can do anything!" »To offer the reader the possibility of projecting himself into concrete achievements,
• a choice guide,
• the assembly rules for partitions and storage.

ILVs and promotional offers are also offered. With these tools, points of sale can guide individuals and professionals in their projects, and ensure good product rotation in the store.

In addition, to perfect the knowledge of partner points of sale, Xella goes further by offering online training sessions and organizing a day of factory tour and product assembly.

Finally, Xella, partner of the VIPros loyalty program, is participating in the “Unlimited Series” operation to promote the new SIPOREX brand. From June 1 to October 30, craftsmen and building professionals have the opportunity to win a Ford Transit Custom hybrid utility vehicle, as well as several prizes offered by the partner brands of the VIPros program.