Russell Roof Tiles has announced further investment in supporting its new product development within merchants and stockists.
Following market demand, new demonstration mini rigs designed to showcase the innovative interlocking triple format of Bute3® are being rolled out to merchants across the UK.
Bute3® is a groundbreaking concrete roof tile with an innovative design intended to provide a versatile alternative to traditional or small-format tiles, which can be installed on roofs with a pitch as low as 25 degrees.
As with any other innovation, customers are keen to see for themselves what the product looks like and how it performs, which is why Russell Roof Tiles' technical team developed the new demonstration unit, the first for the brand.
MKM Supplies in Mansfield (Nottinghamshire) was one of the first to utilise the rigs at their open event in November.
The compact, purpose-built rigs will enable the manufacturers’ sales team to deliver hands-on demonstrations in-branch, at trade days and events. Each unit replicates typical roofing conditions, allowing both merchants and installers to see first-hand the easy fix, performance and quality of the new concrete tile.
Andrew Hayward, Managing Director at Russell Roof Tiles, “We designed the rigs to really show the ease of fix as well as quality finish. The interlocking triple format of Bute3® tile looks like three separate plain tiles but is installed as one unit. This design dramatically speeds up the installation process and can be up to 33 per cent quicker to install than other small-format interlocking tiles, so is a game-changer for contractors and installers.”
He added, “The new rigs showcase innovation and quality, allowing merchants to highlight the latest product and make it easier to demonstrate it.”
The investment is part of Russell Roof Tiles’ ongoing commitment to strengthening its support for merchant partners. By providing accessible, real-world demonstrations, the business aims to enhance product understanding, improve confidence in specifying Bute3® and help merchants deliver informed guidance to customers.
Bute3®, which launched earlier this year, has been engineered to offer enhanced coverage and installation efficiencies, meeting increasing demand for high-performance pitched roofing solutions.
Bute3® replaces multiple traditional tile variants, so customers benefit from:
- One tile that fits all – no need for eaves tiles, tile-and-a-half options, handed tiles, or multiple specials
- Up to 45% more tiles per pallet, reducing delivery frequency and yard space while contributing to lower carbon emissions
- Seven colours are all available now, supporting project flexibility and faster programme turnaround
For merchants and distributors, the simplified SKU demand helps rationalise stockholding.
The new mini rigs form a key element of a wider merchant engagement programme that includes in-branch training, technical sessions and additional marketing support. Russell Roof Tiles continues to invest in tools and resources that help merchants stay competitive in the fast-evolving roofing sector.
Russell Roof Tiles brings more than six decades of industry experience to its latest innovation. Founded in 1965, the business has grown into one of the UK’s leading manufacturers of concrete roof tiles and UPVc fittings.
Bute3® represents the next step of roofing evolution—combining traditional aesthetics with modern performance to meet the changing needs of the UK’s market.
