What happens when a market leader has its business opportunities evaporate overnight?

It was a scenario that faced exhibition and events company DisplayWise after the industry felt the full force of the COVID-19 pandemic.

In what is becoming an increasingly common strategy among businesses impacted by the crisis, the brand chose to diversify its product range to suit the changing needs of the market.

The result is BARE Hygiene, an Australian-made range of hand sanitation displays that can be placed at hotels, restaurants, pubs, corporate offices, gyms, retail spaces and residential buildings.

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Source: BARE Hygiene

CEO Dylan Retif said the new direction was a way to showcase the company’s designs while also filling a gap in a burgeoning market.

“BARE Hygiene really played into our values as a business in the way in which we were able to create nice pieces displays and utilise the design resources at our disposal,” he said.

“We were able to keep making really nice bespoke pieces, which just happened to be house hand sanitiser.

“It was a good fit for us.”

BARE Hygiene incorporates Contemporary, Endure, Vogue and Luxe ranges, with freestanding, countertop and wall-mounted options.

All products come in a choice of premium finishes, featuring black, white and seasoned oak.

Branding also available on all units.

Group Marketing Director Lisa Cachia said the variety within the range was inspired by the array of clients DisplayWise has worked with throughout its nearly two decades of experience building displays.

“Our clients range from brands in the retail industry to the corporate arena, so we really tried to think about what designs would suit these different spaces,” she said.

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“It was about giving them the choice to select products that would look aesthetically good within their own environment and would be much more visually appealing than a bottle of sanitiser on a countertop.”

The products have already received an enthusiastic response from the market, with DisplayWise taking orders from a number of high-profile brands since the website went live less than a month ago.

Mr Retif said he expected demand for the product to be sustained throughout the coming months, despite alongside the further easing of restrictions across the country and the requirements of businesses to provide a safe environment for customers and employees.

“I think hand sanitisation stations will end up being like the fire extinguisher in the corner of the office in the sense it will be one of those items you just have to have,” he said.

“We’ve really positioned our range to be around long term.”

Click here for more information about BARE Hygiene.

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