The UK’s newest chipboard manufacturer, Vertex Panel Products, has unveiled its first branded product.

Designed predominantly for flooring, Vertex Surefit is a high density particleboard available in both 18mm and 22mm thicknesses.

Suitable for all domestic and some industrial applications, Vertex Surefit comes in tongued and grooved and square-edged formats.

Produced at the company’s manufacturing facility at Shildon, Co Durham – George Reynolds (UK) Ltd’s chipboard manufacturing plant until February this year – the flooring is available in both P4 and P5 grades and complies with the latest BS EN 312 requirements.

High-impact, durable packaging – an extension of the company’s corporate image – has been designed to build brand recognition. The cardboard pack and shower-proof hood provide maximum product protection both in store and on site.

Vertex Panel Products managing director Joe Martoccia believes that building a successful brand is all about demonstrating a total degree of commitment that goes beyond the product.

‘Many manufacturers get too hung-up on their product’, he said. ‘They believe it’s the best and, all too often, this leads to a level of complacency bordering on arrogance, which can turn customers off.

‘Focus on the product alone can be a flawed principle. In today’s market, all products have to be fit for purpose. Therefore, the differentiation in quality and technical performance has all but disappeared.’

Mr Martoccia said Vertex was uniquely positioned in the UK market as it produces a narrow product range. ‘This enables us to concentrate our resources on delivering the required levels of service and after-care for Vertex Surefit and our other brands.’