A bold new collaboration is set to energise the UK’s independent trade sector—bringing real support, increased visibility and a fresh marketing approach that puts local businesses front and centre.
The IPG, supporting independent plumbing stores and bathroom showrooms and IBC, the voice of builders’ merchants, have joined forces in a groundbreaking marketing alliance. While continuing to serve their distinct member bases and sectors independently, they are now aligned under a single, unified marketing strategy. The goal? To make a real and lasting impact—by driving customers to their doors and supporting suppliers in reaching the end customers more effectively.
This partnership is designed to empower independent businesses in a fast-changing market, helping them grow their presence, connect with their communities, and compete more confidently —without losing their unique identity.
“This is more than just joining forces—it’s a movement,” said Vick Patel, Founder of IBC. “It’s about using our combined marketing strength to champion our independent members with a louder, clearer voice—while still protecting the individuality and personal service our members are known for.”
“We’ve always believed in the power of independence—but even more so, in the power of working together,” said Robin Beal, Founder of The IPG. “This alliance gives us the opportunity to support our members and suppliers in smarter, more impactful ways—helping them grow, stay competitive, and feel truly seen in the market.”
On Wednesday 26th March, teams from both organisations came together on a sunny day in London to officially launch the alliance. The day was dedicated to building team relationships, aligning goals and fuelling the passion behind this exciting new brand. That shared energy and sense of purpose will now power every campaign and initiative going forward.
This alliance is more than just a coordinated marketing effort—it’s a commitment to helping members grow their businesses, attract more customers and tell their stories in a way that resonates. With national campaigns, cross-promotional strategies, and shared insights, the combined marketing team will work to shine a spotlight on the value of supporting alliance members—from trusted service and specialist expertise to deep community roots.
Importantly, this marketing alignment also opens new doors for suppliers—offering smarter ways to connect with customers through the network of member stores and showrooms. Whether through collaborative promotions, co-branded campaigns, or strategic support, the alliance is set to become a powerful driver of visibility and sales.
Even in areas where members operate side by side, the approach is collaborative—not competitive. Clear brand differentiation, coordinated local activity and a shared belief in mutual success mean every member has the tools to thrive.
At its heart, this is about unity with purpose. Two organisations. One marketing voice. One powerful message: Support your local independent business. Because when independents thrive, communities flourish.