Brand Tone

Professional and Expert, Helpful and Customer-Oriented, Innovative, Reliable and Quality-Focused

Brand Values

• •Quality
• •Innovation
• •Customer Service
• •Reliability & Durability
• •Italian Heritage & Design
• •Efficiency

Best Practices

• •Prioritize Clarity and Precision: Given the technical nature of the products, use clear, concise language. Avoid jargon where possible, or explain it if necessary for the target audience (e.g., differentiating between trade professionals and DIYers). Ensure all product information is accurate and detailed.
• •Emphasize Quality and Heritage: Consistently weave in the core values of Salice: Italian design, innovation, durability, and the company's long-standing reputation for quality.
• •Maintain a Helpful and Supportive Voice: Mirror the positive customer service experiences. Use phrases that convey assistance, expertise, and a solutions-oriented approach (e.g., "We can help you find...", "Ensuring you get the right part...", "Expert support for your project").
• •Be Professional yet Approachable: While the brand is a leader and expert, the "Direct" arm should feel accessible. Avoid overly formal or aloof language. The tone can be confident and knowledgeable without being intimidating.
• •Showcase Expertise through Solutions: Instead of just listing product features, explain the benefits and how they solve customer problems (e.g., "Achieve perfect alignment with...", "Maximize space with...", "Ensure silent closing for..."). This reinforces expertise and customer focus.

Social Perception

Salice (Parent Company): Perceived as a prestigious, high-quality, and innovative leader in the furniture fittings industry. It's a trusted brand among furniture manufacturers. Salice Direct: Viewed very positively by its customers for exceptional service, product knowledge, and efficiency in resolving issues or providing correct parts. It is seen as a reliable source for Salice products in the UK. Product Users (Tradespeople/DIYers): Generally, Salice hinges and runners are well-regarded for quality and functionality. Professionals in forums discuss the technical merits and reliability, often comparing them favorably with other brands, though individual preferences vary. The availability of specific or hard-to-find parts is also appreciated.

Copy Examples

• •Precision Engineered. Expertly Supported. Your Salice Solution Starts Here. At Salice Direct, we provide the UK's most comprehensive access to Salice's innovative Italian-designed furniture fittings. Experience unparalleled quality and our renowned customer service for your next project.
• •The Finish Matters. Trust Salice Quality. For decades, Salice has been the choice of discerning furniture makers. Salice Direct brings that heritage of innovation and durability directly to you, ensuring every opening is smooth, reliable, and beautifully engineered.
• •Need Expert Advice on Salice Hinges? We're Here to Help. Unsure which Salice part you need? Our knowledgeable team at Salice Direct offers prompt, clear guidance to ensure you get the perfect fit, backed by exceptional customer service.
• •Upgrade to Effortless. Discover Salice Soft-Close Systems. Transform your cabinets with the silent, smooth operation of Salice's advanced hinge and runner technology. Salice Direct offers the quality and innovation that professionals trust.
• •Italian Innovation, Delivered Directly. Build with Salice. From patented designs to the highest quality materials, Salice sets the standard. Salice Direct is your dedicated UK source for genuine Salice parts and expert support.