Rugao range- analysis

Product analysisRugao range

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AKWI-Auréline Hellin

Sales analysis of Rugao range

Rugao ranges have been launched in 2021 during Covid. This range should target middle market with a high volume.Sales of grab rails are encouraging with a regular growth, however sales of seats are flat.Initially sales were mainly done with one customer ( Leroy Merlin ) but since 2022, more customer are buying them.Contribution is around 388K€ in 2024 (based on actual sales with mathemacial forecast)

Rugao grab rails analysis

As usual white is selling better than black. Fold up rails have been launched in november 2022 and could benefit from the product launch campaign and product range effect.

Rugao seats analysis

Sales are flat on the compact seats. This is mainly due to the fact that we launched the onyx compact seats at the same time. With the onyx range being ringfenced from price increase, both seat are nearly the same price now.Low sales on bathtub benches and steps.

Rugao range- actions

Grab rails: With the new ranges of Pellet , the Rugao range is not well positionned anymore in term of style. A new version more trendy of Rugao grab rails ( middle range) need to be considered to grow faster on that segment of market.The fold up rail has not been launched properly and only few customers have seen it. The pricing is fine ( only 2€ difference with the basic epoxy). Need to be relaunched. Seats:Need to create a gap in price with the Onyx compact. RRP should be around 169€.Bathtub bench and step should be discontuned excepting the white bathtub bench in store in Leroy Merlin.