Area officially launches

News

A commercial workplace specialist has merged two major business units to create a unique infrastructure, becoming ideally placed to respond to the evolving needs of the commercial design and fit-out market.

Fourfront Group has merged design and fit-out company Area Sq with traditional contractor Cube to create Area, one of the largest workplace design and fit-out specialists in the UK. The new company delivers a comprehensive construction service, working with end-users, landlords and professional teams to cover all procurement routes including design and build, detail and build, and traditional. The move comes off-the-back of an 80% increase in Group turnover over the last three years, creating a platform for even further market growth.

Area’s CEO Gary Chandler, said the merger was agreed to ensure that Fourfront Group can deliver a single, focused offering to the market, allowing professional teams to engage with one business irrespective of procurement criteria, for the first time.

Gary Chandler explained: “The commercial design and fit-out market is evolving at rapid pace, as professional teams become more prevalent in the procurement of projects, acting on behalf of end-user clients. This bold move of merging two well-recognised brands will enable us to be more agile and aligned to our clients and their diverse requirements. With the creation of Area, we are bringing together expertise, market knowledge and skills to create a platform for delivering excellence.”

Gary Chandler has been promoted from the role of Area Sq Regions Managing Director to the new CEO post and has formed a new Executive Leadership Team alongside Trevor Hall, Sion Davies, Lee Marple and James Geekie. Trevor Hall is Managing Director of Traditional and Detail and Build divisions, whilst Sion is Managing Director for Area London and Landlord division. His remit also encompasses the group BD strategy to grow Fourfront Group’s sales from circa £150, to circa £250m. James Geekie has been promoted to Group Design Director, and Lee Marple continues his Operations’ Director remit. The Fourfront Group leadership team will not change, with Clive Lucking remaining Group CEO.

Clive Lucking commented: “When we launched Area Sq as a design & build company and Cube as a traditional fit out contractor we offered the market two very distinctive services through separate companies. The design & fit out market has evolved, especially with the proliferation of “detail & build” projects which are led by professional teams; this has generated an overlap between our two brands, creating ambiguity as to where projects sat and it was imperative we responded to this by simplifying our service offering.

“The decision to merge Area Sq and Cube is a true demonstration of our customer-centric ethos, placing strong relationships with professional teams as a core focus.”

The new Area brand is officially launching on 3rd July 2017. Fourfront Group now consists of three businesses: Area, Sketch Studios which specialises in office furniture and logistics, and 360 Workplace which provides workplace consultancy services.