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Devonshire Pine & Oak has become Devonshire Living as the company — one of the UK's largest remaining cabinet makers — looks to better reflect the diversified product range it plans to offer customers.

 

The Bideford manufacturer and distributor's director Nicolle Hockin explained the brand name switch in an interview with Furniture News, a trade journal.


It is the second rebrand for the one-time pine specialist, which was known as Devonshire Pine before it became Devonshire Pine & Oak.


As Devonshire Living, the Hockin-family owned company — whose sales declined 9.1 percent to £13.2 million in 2016–17 — plans to add new timber species such as mango and may diversify into other product such as soft furnishings.


Ms Hockin also told the trade journal the company had switched to batch manufacturing, meaning it would offer a streamlined range of options that would result in faster delivery and speedier resolution of after-sales issues.


It cited its Lundy painted range as an example, saying it had cut the number of colours from 12 to 4, as these represent the vast majority of orders taken for the programme. It means it is now able to hold a bigger inventory of best-selling products.


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