Velstone: Building brand partnerships – three decades of solid success

Leading solid surface manufacturer Velstone has been creating successful partnerships with major brands for more than 30 years.

A brand’s unique colour palette and design serve as its visual fingerprint, instantly distinguishing it from competitors while creating lasting recognition and emotional connections with its customers.

It means that all elements on a building project for a brand must match.

Trusted partner

Solid surface manufacturer Velstone has established itself as a trusted partner for some of the biggest names in hospitality, retail, and transport.

Velstone’s journey in creating lasting brand partnerships dates to the 1990s, when it secured brand specifications with Her Majesty’s Prison Service (HMPS) for secure cell environments thanks to its seamless surface and easy care and maintenance, essential for safety and security, which no other product could provide.

Brand specification with British Airports Authority (BAA) was also secured due to the excellent fire ratings of Velstone’s solid surface, the biggest consideration for BAA and something only Velstone could attain.

Sameer Sawant, Director of Velstone, comments: “What sets us apart is our flexible approach to client needs. Rather than offering standard, off the shelf solutions, we engage in meaningful dialogue with clients to understand their specific requirements and tailor our products accordingly. It’s a collaborative approach that has been key to our success over the past three decades.”

This commitment to customisation has led to partnerships with prestigious brands including Virgin Atlantic, Holiday Inn, Holiday Inn Express, Fairfield by Marriott, and ADORA cruise lines, with each partnership demonstrating Velstone’s ability to meet unique specifications and challenges.

Sameer comments: “When BAA developed John Lennon Airport, Liverpool and London Heathrow Terminal 5, they needed a special colour that only we could provide.

“Similarly, Virgin Atlantic required a unique colour to showcase its brand identity which nobody, but Velstone could help develop and provide. For Holiday Inn Express, it was about delivering a custom thickness and price point that others couldn’t match. Our ability to provide bespoke solutions has been crucial in securing and maintaining these long-term partnerships.”

Go-to choice

The company’s success extends beyond product customisation. Velstone’s comprehensive approach to project management, including on-time delivery and seamless procurement management, has helped cement its position as the go-to choice for architects and in-house hotel design teams.

Sameer adds: “Brand partnerships are an ongoing process. When we create custom colours or thicknesses for our brand partners, we proactively manage inventory to ensure immediate availability for future locations.

“This commitment to service continuity has helped us maintain partnerships that span decades, not to mention all the brands we have worked with on one-off projects.”

Velstone’s 25mm thick solid surface, which offers superior mechanical strength and fire resistance compared to conventional 13mm surfaces, has been particularly successful in high-traffic environments. This innovative product has also been crucial in securing specifications for projects thanks to not requiring fixing to an MDF or plywood substrate or on-site templating, saving time and money.

The company’s impressive client portfolio also includes Lola’s Cupcakes, whose distinctive kiosks can be found throughout London, Manchester and other Metropolitan shopping centres. These ongoing partnerships mean that whenever new locations are developed, Velstone’s solid surfaces are the automatic choice.

Looking ahead, Velstone continues to build on its strong foundation of brand partnerships. With a proven track record of delivering customised solutions, maintaining consistent quality, and ensuring timely delivery, the company remains well-positioned to forge new relationships while nurturing existing ones.

Sameer continues: “Our success and longevity in brand partnerships comes down to two key factors: providing tailormade solutions that align perfectly with our clients’ brands and delivering those solutions efficiently and reliably.

“It’s an approach that has served us well for thirty years and continues to drive our growth today.”

For more information or to request a free sample, visit www.velstone.com or call 0208 861 442 today.

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