In terms of sales, Alliance Laundry Systems is the world leader in commercial laundry. The company recently exhibited at the Texcare Asia 2015 in Shanghai between November 25 and 27. Alliance saw the show as an important opportunity to showcase their brands in Asia and especially China.

To serve every segment of the laundry market, Alliance has adopted a multi-brand strategy for their comprehensive product and service range. Their brands include Huebsch®, IPSO®, Primus®, Speed Queen®, UniMac® and Deli®. The company secured a huge 1,250sqm area at the exhibition to emphasise their market strength and scope. For the booth design they called on leading Hong Kong branding agency Stepworks.  

The challenge was to allow space for each brand to project its distinct identity while retaining a relationship with the Alliance mother brand. To achieve this Stepworks devised the Alliance Center. The biggest booth at the show, the Alliance Center featured an inviting integrated floor plan united by a single floor that encouraged passing attendees to enter, and enabled them to anticipate the Alliance brand around the next corner.

Stepworks also developed a range of collaterals and other marketing materials for various Alliance brands at the show.

The Alliance Center attracted considerable trade and media interest. Alliance reported that their prominent presence in Shanghai reinforced the company’s credibility in the OPL, vended, multi-housing and home segments, and affirmed a commitment to China, one of the world’s most exciting markets.  

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