Kitchens & Bathrooms News March 2021

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KI TCHENS &

BATHROOMS NEWS THE BUSINESS MAGAZINE FOR KITCHEN & BATHROOM PROFESSIONALS

MARCH 2021

AQUALLA BRASSWARE MD INTERVIEW Steven Allaway on the acquisition of Adamsez, revitalising the brand and meeting the demands of a volatile market

CLIMATE CHANGE How cooker hoods have transformed into air purifiers

COTTAGE INDUSTRY What is Cottagecore and its impact on kitchen design? news ■ expert views ■ company profiles ■ products ■ competitions ■ SME support www.kandbnews.co.uk

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NO 157 VOL 15 MARCH 2021

contents 5 First word

22

Editor’s opinion

6 News Round-up of industry headlines

10 People Appointments and promotions

13 Inbox Reader feedback

33 Last word Director of sales and marketing for Rangemaster appliances, Iskender Diker offers his advice to retailers on the changing energy label and how to support consumers

24 20 KITCHENS

15 Cooker hoods We take a deep dive into how consumer focus on health and hygiene sees extraction evolving into air purification

18 Kitchen furniture How the cottagecore interior trend has impacted on kitchen furniture from door and material choice through to colours

20 Just out Latest kitchen products

BATHROOMS

22 Bathroom suites Bathroom styling is changing to meet the lifestyles of ever more creative and adventurous consumers

24 Just out Latest bathroom products

BUSINESS

28 Aqualla Q&A Managing director Stephen Allaway on the acquisition of Adamsez, revitalising the brand and trading in a volatile market

30 Company matters SME advice covering marketing, financial, management and legal issues, as well as personal development

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FIRST WORD

KBB retail is resilient It’s no surprise if kbb retailers are feeling somewhat beleaguered, with escalating costs (whether attributed to shipping containers or Brexit) and ongoing issues with stock availability. And that’s not to mention customers having greater expectations of service because they believe all retail is struggling in the current climate. Interestingly, however, some kbb retailers have described sales figures up on 2019, despite the multiple lockdowns. And merchants have also reported kbb sales up nearly a fifth (17.8%) Q3 to Q4 sales in 2020.

Kitchen and bathroom retail is resilient and accomplished independent businesses are marching on! Bricks and mortar premises may be closed but kitchen and bathroom retailers have embraced remote design consultations.

Successful retailers have used their imagination, illustrating their design knowledge and customer service in sample-sized “moodboard” boxes delivered by post or by hand. And designers are still able to keep abreast of future design trends with manufacturers and exhibitions, such as ISH, showcasing the latest products and dispersing product and industry knowledge digitally.

The digital evolution may bring business opportunities too, with social media bringing in new and future audiences for kitchens and bathrooms. It has also seen some kitchen and bathroom retailers seeking online opportunities,

expanding their business into ecommerce sales.

Yes, it’s been a challenge but these also bring opportunities. It may be tough but the kbb industry continues to step up to all the tests, trials and obstacles placed in its way. People are still seeking new bathrooms and kitchens, orders are being closed and projects are being fulfilled on site.

And of all this is with a focus on local businesses, which has only benefitted the independent retailer.

While there is no comparison between retailing post and pre-COVID, the kitchen and bathroom industry has been fortunate that it has been kept busy. And there is also optimism for the year ahead, with consumers reinvigorated to complete home improvements, as predicted in the Home DIY Insight Report 2021.

There’s no doubt 2021 will continue to throw up challenges. But for kbb retailers, who have used the lockdowns to enhance their showroom, diversify into an omnichannel business or boost their profile on social media, 2021 could be a time to reap the rewards.

NEWS & VIEWS

KBN LIKES ✔ …The kbb industry is further gearing up for growth with Roca acquiring a sanitaryware factory and the Royo bathroom furniture business. Tile distributor Verona has also moved into larger premises and if there was any doubt about the popularity of the shower toilet, Bemis has acquired a specialist bidet seat manufacturer and Lavalino has also boosted its UK distribution.

KBN DISLIKES ✖ …Due to the on-going concerns about COVID-19 ISH is a digital event and the BMA Conference has been postponed until 2022, which means less opportunity for the industry to get together.

But better safe than sorry and it will only be sweeter when these events can take place again

KBN WANTS ! …To thank specialist recruiter Foyne Jones for collaborating with Kitchens & Bathrooms News and providing our readers with exclusive job search advice.

Philippa Turrell Editor

Email your views on this subject, or any other, to pturrell@hamerville.co.uk To be removed from this magazine’s circulation please call 01923 237799 or email circulation@hamerville.co.uk Editor Philippa Turrell e: pturrell@hamerville.co.uk Designer Donna Booth Production Assistant Stephanie Stapleton e: stephanie@hamerville.co.uk Group Production Manager Carol Padgett e: carol@hamerville.co.uk Printer Walstead Roche

Publisher Bryan Shannon Group Advertisement Manager Craig Jowsey e: craig@hamerville.co.uk Advertisement Manager Marcus Hooper e: mhooper@hamerville.co.uk

TRADE JOURNALIST/ EDITOR MAGAZINE OF THE YEAR 2014

HOME IMPROVEMENT JOURNALIST OF THE YEAR 2014

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© 2021 KITCHENS & BATHROOMS NEWS accepts no responsibility for damage or loss, however caused, to any material submitted for publication. While every effort is made to ensure facts are correct at time of going to press, no responsibility can be accepted for incorrect product descriptions or facts. No part of this magazine may be reproduced, in any form, without prior written permission from the publishers.

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NEWS & VIEWS

MAKING HEADLINES

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Rescuing Brazilian factory after bankruptcy

IN BRIEF ■ British furniture manufacturer Crown Imperial has celebrated its 75th year of trading with a video that charts the company’s journey over the past seven decades. Now in its third generation, the family business started life as a children’s toy manufacturer in London on April 1, 1946. Established by Len Head, the company is now run by his grandson Barry Head, who is managing director. Watch the video at www.rdr.link/KY001 ■ Interior design platform homedit has revealed the most desirable smart bathroom tech, using Google search data.

Outranking all bathroom gadgets in the UK is an LED Mirror, with average monthly searches for all related keyphrases amounting to 73,400. Bathroom TVs rank in second place with 36,170 and the shower toilet ranks third with 29,180 searches. Read more at www.rdr.link/KY002

■ Hull-based kbb furniture manufacturer Summerbridge has been accredited by the Made in Britain campaign. It joins a group of businesses campaigning for British made products and, as members, the manufacturer is now entitled to promote the association’s official trademark.

Summerbridge has been designing and manufacturing kitchen, bedroom and bathroom doors and cabinets since 1992.

View the story at www.rdr.link/KY003

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Roca Group invests €16million into sanitaryware factory The Roca Group has invested €16million into a sanitaryware factory located in the state of Ceara in Brazil, following the previous owner filing for bankruptcy.

Operating in 170 countries worldwide, the Roca Group already has 11 factories and employs 4,170 people in Brazil.

The latest acquisition includes a 37,000sqm plant (buildings and machinery), as well as 122,000 sqm of land.

Following the former owner of the plant, CSC, filing for bankruptcy in 2018, the Roca Group submitted the highest bid in an auction.

It received the approval of the judicial authorities and the Conselho Administrativo de Defesa Econômica (CADE) from Brazil.

As part of its strategy to contribute to the economic growth of the countries in which it operates, Roca Group will create 270 jobs at the factory.

Recruitment will be given to staff who previously worked at the facility.

The company’s aim is for the plant, which has been shut down since April 2020, to gradually come into operation from May onwards, with the forecast it will be fully operational by February 2022.

Built in 2016, the factory has a production capacity of 1.4 million pieces per year and will manufacture sanitaryware for the group’s brands and export to the Central and North American markets.

Additionally, the group will

implement its EcoRoca sustainability program, based on the reduction of emissions, energy savings and revaluation of waste.

CEO of the Roca Group Albert Magrans highlighted the acquisition increases the company’s commitment to Brazil and the American continent: “This acquisition strengthens and enhances our growth in Brazil, one of our most important markets and one with high demand for bathroom products, while reinforcing our global leadership in sanitaryware.”

It follows on from Roca’s announcement that it recently acquired a majority stake in bathroom manufacturer Royo.

Three-year plan to boost manufacturing and training

Rotpunkt rolls out “multi-million” investment German kitchen furniture manufacturer Rotpunkt is rolling out expansion plans in 2021, with a three-year plan to boost manufacturing and training capabilities at its headquarters in Bünde, East Saxony.

Head of UK Operations at Rotpunkt Matt Phillips said: “We are keen to keep moving forward to celebrate our centenary in business in 2030, with a multimillion Euro investment in our site at Bunde which will increase the size of the factory and create a new showroom and training centre, so that we can display the full variety of our extensive product range.

“We are also enhancing C-parts production at our plant at Getmold.

We want to ensure that our workforce has state-of-the-art

equipment which is above and beyond the recommended safety requirements.”

Phillips pointed out “people are our greatest asset, so we want to take care of them” and explained how the company had invested in “wearable tech”, equipping its despatch team with exoskeletons.

The majority of Rotpunkt’s production, from its German HQ, is export, with international sales representing around 80% of the company’s revenue.

Phillips said: “The British market is a strong source of growth alongside France, Scandinavia, Belgium and Germany.”

Going into 2021, the company will be launching a new collection of furniture to optimise space and will continue its focus on

sustainability.

He added: “Alongside our statement designs for the kitchens of tomorrow, we will continue to treat sustainability as a matter of high importance and convey this message to our target audience so that they can see how carbon-free manufacturing process works and that we are doing our utmost, wherever possible, to protect the environment.”

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NEWS & VIEWS

MAKING HEADLINES

Quooker joins installation institute

IN BRIEF ■ Consumer electronics company Haier has been ranked the No.1 Global Major Appliance Brand in the world by Euromonitor International, for the 12th consecutive year. Haier first became No.1 in 2009 with the largest sales volume for the refrigeration category and 12 years later it reports to be the number one brand across four categories. Read more at www.rdr.link/KY004

■ Solid surface brand HI-MACS has launched a virtual showroom on its website, allowing designers and architects to explore its use across differing applications.

The virtual showroom features a series of rooms – Hall, Kitchen, Bathroom, Retail and Healthcase – and users can click on information points for details of the surfaces, including colour and collection. See the full story at www.rdr.link/KY005 ■ Design director of Chiselwood, Martin Holliday has been chosen as one of seven judges for the American KDC Awards, reportedly the biggest kitchen design award in the world. Sub-Zero and Wolf have been running the awards for over 25 years. Martin Holliday has won many UK accolades over his 31 years in design, culminating with a win as the only UK and European winner from Sub-Zero, Wolf, and Cove’s Kitchen Design Contest in 2017.

Watch the video at www.rdr.link/KY006

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Quooker invests six-figure sum in BiKBBI apprenticeships Boiling water tap manufacturer Quooker has joined the British Institute of Kitchen, Bedroom and Bathroom Installation (BiKBBI) and pledged a six-figure investment.

It is the largest, singular investment any brand has made into a specific initiative in the BiKBBI and is the first instalment of a three-year package of support.

The investment will be used to deliver the first phase of Operation Next Gen, which will see the promotion of kbb apprenticeship opportunities to predominately

secondary school students in years 9-11.

CEO of BiKBBI Damian Walters said installation remains a critical part of the kbb industry to avoid long lead times for kbb fits, allowing the industry to bounce back quickly.

He pointed to the existing skills gaps, which could create ‘opportunities for opportunists’ entering the industry, driving down the quality of fitting, and said: “We need to fix this.”

Damian Walters continued: “It’s

in everybody’s interest that the next generation is encouraged into our industry. Now is the time to invest in apprenticeships. Growing our own workforce is the only sustainable model.”

BiKBBI reported its plans to open 10 new Centres of Excellence regionally across England, ready for the delivery of KBB Fitted Interior Apprenticeships from September.

Global bathroom exhibition goes digital

ISH focuses on hygiene, smart and green bathrooms Against the background of the COVID-19 pandemic, trade fair for water, heating and air-conditioning ISH digital will bring the sanitation and HVAC sector together, online, from March 22-26, 2021.

Alike the physical event, it has been designed to present the latest products and exchange knowledge about suppliers.

For the Water element of the event, ISH digital will cover drinking water and the trend towards hygiene in the bathroom.

ISH digital will showcase dirt and bacteria-resistant surfaces, touch-free operation and electronic bidets as examples of hygienic solutions for residential and commercial bathrooms.

In addition, its ‘Pop up my Bathroom’ feature will also showcase three long-term bathroom trends at ISH digital 2021, which will have an influence on the design and construction of

bathrooms.

These include Smart Bathroom, Green Bathroom and Living Bathroom, which will feature a recurrent theme Inside | Outside or the growing influence of ‘behind the wall’ technology.

Whereas the Green Deal will be a focus of the energy section of ISH Digital 2021 and will take a look at political trends in the heating market.

In addition, there will be a spotlight on the significance of ventilation and air-conditioning equipment, especially in the light of the on-going COVID-19 pandemic.

At ISH digital 2021, exhibitor participation will comprise two modules: the ISH Contactor and the ISH digital platform.

The ISH Contactor is a hub and search engine for water, heating and air-conditioning, where visitors can gather information about

exhibiting companies around the clock with – up-to-the-minute, information.

However, the centrepiece is the ISH digital platform, which will house the live online event. The contents of ISH digital will also be available online after the show.

President and chief executive officer of Messe Frankfurt Wolfgang Marzin commented: “We know that every company makes its own, individual, professional presentation.

“However, ISH digital gives all companies and everyone interested the chance to meet independently of national borders and thus make new contacts – and you will find such a great opportunity nowhere else.”

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Bathroom firm buys brassware manufacturer

Cavalier Bathrooms acquires Tre Mercati West Yorkshire-based Cavalier Bathrooms has acquired kitchen and bathroom brassware manufacturer Tre Mercati for an undisclosed sum.

Founded in 1977, Tre Mercati is a third-generation, family-owned business and is based in Oldham, Lancashire.

It supplies kitchen and bathroom taps, showers and accessories.

Speaking of the acquisition, managing director of Cavalier Bathrooms Robert Harrison said: “We’re really excited to welcome the Tre Mercati name under the Cavalier Bathrooms portfolio.

“The acquisition comes after a busy year for us, despite the pandemic. It’s provided us with time to invest in our business processes and technology to strengthen our offering and

networks; it’s a fantastic time to bring Tre Mercati on board with us.”

MD of Tre Mercati Helena Parkinson said: “Joining the Cavalier Bathrooms portfolio felt right to us; we share the same values and are driven by bringing great design and functional products to market.

“It’s important for us that everything remains seamless for our customers, which is why we’re

delighted to be joining the Cavalier family as people with great credentials and experience in the industry.”

Digital platform is “more than trade fair substitute”

Hub for Decorative Collection

Lixil set to launch Grohe X

HPP launches Egger digital inspiration centre

Lixil is set to launch Grohe X, a digital platform for its global bathroom brand for professional business partners and consumers on March 16, 2021.

Originally intended as an alternative to the biennial ISH exhibition, which Grohe withdrew from due to COVID concerns, the company reports Grohe X “is now more than a trade fair substitute”.

It will offer information and multimedia content, from global trends impacting the bathroom through to the latest products and installer how-to videos.

The platform will also allow exchange and support from the brand’s experts now that the opportunities for face-to-face meetings are limited.

It will boast dedicated event formats for Grohe’s professional business partners.

Leader lixil EMENA and CoCEO Grohe Jonas Brennwald commented on the launch: “With Grohe X, we offer our customers a central, always-available brand hub to get inspired but also to interact with us – wherever they are, whenever they need us.”

Furniture components manufacturer and distributor Hills Panel Products (HPP), which celebrates its 30th anniversary this year, has launched a digital hub with Egger.

The new hub on HPP’s website provides information and inspiration about Egger products for a range of fitted furniture and interior projects.

It brings together all Egger’s digital resources and tools in one location.

Viewers can explore and compare Egger decors and textures with virtual samples in 2D and 3D

visuals, however physical samples can also be ordered.

HPP has developed the hub with Elliott Fairlie, head of decor management at Egger UK and Ireland, who has curated its worktop combination guide.

Read more on this story at www.rdr.link/KY045

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Sales lower in November but up over quarter

BMBI reports merchant kbb sales up over quarter The latest Builders Merchants Building Index (BMBI) report shows Kitchens & Bathrooms sales for November were lower year-onyear, but sales over the quarter were up and among the strongest.

With builders heeding the Government’s directive to keep construction sites open, total merchant sales in November 2020 were higher than in November 2019.

Growth over the period was driven primarily by Landscaping

(+29.3%) and Timber & Joinery Products (+16.3%), while Kitchens & Bathrooms sold less (-2.1%).

Total sales in the three months September to November 2020 were 5.7% higher than the same three months in 2019.

Compared with June to August 2020, sales were up 3.3% with all but one of the categories selling more.

Plumbing, Heating & Electrical had the largest quarter-on-quarter increase (+29.9%) , followed by

Kitchens & Bathrooms (+17.9%).

The strongest increases compared to October 2020 were in

the Renewables & Water Saving (+4.6%) and Kitchens & Bathrooms (+2.9%) categories, reports the BMBI.

Position filled

Appointments and promotions across the industry

BAUMANN GROUP

VITRA UK

UTOPIA BATHROOMS

FOYNE JONES

German kitchen and bathroom furniture manufacturer the Baumann Group has appointed Lee Graeme as area sales manager for the South of England. He has over 20 years’ experience having worked in regional and national sales positions within the kitchen industry. Graeme’s responsibilities will include building relationships with new and existing customers.

Marketing manager for VitrA Bathrooms in the UK, Margaret Talbot has been promoted to regional marketing manager – Europe. She joined the Oxfordshire-based bathroom company, part of the Eczacıbaşı Group, in 2016 following a career in telecoms and IT. Talbot’s responsibilities now include marketing for France, Germany and Italy while overseeing the UK plans.

Utopia Bathrooms has announced the appointment of Matthew Wells as business development executive for the South East region. Wells has spent over eight years working in the home improvement sector with six years of experience gained with Bathstore. Initially, he worked on the installation side of the business before moving into management and being in charge of three stores.

Specialist recruitment agency Foyne Jones has appointed Paul Da Silva as kbb development consultant. He will be responsible for acquiring and maintaining key accounts across the North of England, Midlands and Scotland. Da Silva has worked as regional sales development manager at Travis Perkins and as a kitchen industry expert advising financial institutions on investments.

10 MARCH K&BNEWS www.kandbnews.co.uk

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NEWS & VIEWS

YOUR THOUGHTS

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@kandbnews JUST OUT: We predict 5 trends for bathrooms in 2021 @watersbaths Delighted to feature in Fab 5 bathroom trends in 2021 with our gorgeous Dawn #freestandingbath in #customcolour Cocoa @PE_team Thanks @kandbnews. Check out the latest bathroom trends for 2021 with ideas from @ImpBath and @vogueukltd

Kitchens & Bathrooms News Country chic kitchens, or dare we say #cottagecore, have become a look influencing interiors. Could it be a longing for simpler times? @lochanna_kitchens illustrates the trend with its planked tavole furniture in wood veneer brookeharmony_design Love vertical lines. Truly help maximise the feeling of a taller ceiling. Beautiful colours too!

Kitchens & Bathrooms News Peter Jones, founder and MD of specialist recruiter Foyne Jones, is teaming up with Kitchens & Bathrooms News to provide regular careers advice for those seeking re-employment or a new role in the industry Peter Jones I’m really looking forward to this new partnership between

Email us, write to us or contact us through any of our social media channels. Get involved, as we want to hear your views

Foyne Jones and Kitchens & Bathrooms News.

Together we are going to make a real difference Larah Harrison This is such a great thing. I hope lots of people take advantage of this opportunity!

Get in touch and contact the editor via email pturrell@hamerville.co.uk or through any of our social media channels:

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www.linkedin.com/company/kitchens-bathrooms-news

Every Drop is Precious Great to see the article in Kitchens & Bathrooms News regarding joining forces with Abacus. Thank you Badabish Really lovely to see Every Drop is Precious in Kitchens & Bathrooms News

Kitchens & Bathrooms News Quooker UK joins The British Institute of Kitchen, Bedroom & Bathroom Installation (BiKBBI) and invests six figure sum in apprenticeships Peter Jones What a fantastic collaboration and great work between Damian Walters and Stephen Johnson Stephen Johnson Peter Jones thanks and the work now begins…

Peter Jones Stephen Johnson good luck. It’s something which has to happen for the future of the industry

Lakes Accent colours, glazing choice and #hygiene are the leading factors for #2021. Our sales and marketing director Mike Tattam comments in the Jan/Feb issue of Kitchens & Bathrooms News.

Catch the full feature on pages 26 & 27

Kitchens & Bathrooms News Our combined Jan/Feb print issue has now landed and features kitchen and bathroom trends for 2021. We talk exclusively to sales director for AGA Rangemaster James Cunningham about its partnership with Schock. Plus you can win Qube bathroom furniture from Utopia Bathrooms.

AGA Rangemaster Thank you for featuring sales director James Cunningham on the front cover alongside discussing our new partnership with Schock.

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COOKER HOODS

KITCHENS

1

Climate change We take a deep dive into how consumer focus on health and hygiene sees cooking extraction evolving into air purification

With health and hygiene at the forefront of consumers’ minds in the home, it’s perhaps unsurprising extraction is turning its attention to air purification. Hotpoint brand manager Kimberley Garner reports: “Recent research has found that with health rising to the top of consumers’ priorities as a result of the COVID-19 pandemic, consumers are considering the impact their home has on their personal health and wellbeing. With this, air quality is an aspect of the healthy home that is moving up the list of consumers’ priorities.” And it’s no longer enough to remove cooking odours from the air but grease, moisture and, in some cases, even allergens too.

Air purification BSH is among the appliance manufacturers leading the way creating kitchen extraction that improves air quality. Product manager ventilation at BSH Home Appliances Adam Norris explains: “Air quality is certainly something we’re focusing on, building features and benefits into extractors that are helping towards air quality management and improving air quality in the home.” He points to its CleanAir Plus filter which removes pollen from recirculating air and an interval mode to freshen

1. HOTPOINT The 900mm chimney box hood (PHBS9.8CLTDK) boasts 360° Odour Removal Tech, four speeds and a boost setting. It boasts three stainless steel grease filters and Silence Control to manage the noise level of the appliance. Discover the technical specifications at www.rdr.link/KY007

the air in a room.

Group managing director of Westin Ian Sheppard says he has noticed a demand for air purification, adding: “We have seen a large increase in sales of one hood in particular, the Stratus 360 ceiling extractor. This is a recirculating, environmental solution that not only neutralises odours and fumes in the air, but also targets airborne bacteria and pollutants.”

Recirculation hoods While Ian Sheppard says ducting externally is always the most effective option for extraction, he points out “filters and especially recirculation technology has improved massively over the years.” Triple stainless steel grease filters have been joined by carbon and even plasma technology in cooker hoods to purify air.

Managing director of Kuppersbusch Sales UK Bodie Kelay says: “Our premium extractor portfolio offers the option to add a self-cleaning air filter with the latest plasma technology.

“PlasmaMade” ensures all cooking odours, bacteria, allergens are removed from the air.

The filter is completely natural and doesn’t require changing.” And Sheppard comments: “The work being done with the UV Light/plasma technology is interesting and undoubtedly more

2 2. MIELE The Miele Generation 7000 DA7078 Aura 3.0 is a recirculation cooker hood, suspended by three cords which conceal the power supply. It has a 10-layer stainless steel filter and Con@ctivity 3.0 technology, so can work in unison with a compatible Miele induction hob. Read all the product details at

www.rdr.link/KY008

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KITCHENS

COOKER HOODS

4. WESTIN The Stratus Mono has a toughened glass body with recessed dimmable LED lighting. The central panel descends when the hood is activated and ascends when deactivated, creating a flush surface. Find out more at www.rdr.link/KY010

3

4

3. FRANKE

5

The Maris 2.0 wall mounted cooker hood by Franke offers a 24-hour ventilation option which automatically activates for 10 minutes every hour to keep the air fresh. Available in Black (pictured) or Soft Grey, it features three speed settings plus intensive with a maximum extraction rate of 730 m³/h.

www.rdr.link/KY009

5. SIEMENS The VarioLift studioline ceiling hood measures 1050mm and can be lowered to the desired height and moved back when not in use. It can be operated from the hob and also controlled by voice.

Watch the video at www.rdr.link/KY011

effective than traditional recirculation. We have seen a definite increase in standard and bespoke hoods including this particular technology over the past year.” Its bespoke service means the company can offer this in most types of extraction. However, Sheppard adds extraction manufacturers are now looking at implementing this technology into a wider range of off-the-shelf hoods, Westin included.

Quieter operation Manufacturers are also looking at improving the quality of the air by reducing the noise of extraction. Kimberley Garner of Hotpoint comments: “The desire for quiet appliances has been enhanced with many more consumers now working from home, with recent insights showing a 28% increase in consumers’ paying

16 MARCH K&BNEWS www.kandbnews.co.uk

attention to noise.” Ian Sheppard offers advice on how to reduce noise pollution: “One solution is to move the motor further down the duct run, either inline or externally. This can take the bulk of the noise away from the immediate kitchen area without compromising on power.”

Touch-free controls However, it’s not simply how extraction works but how the hood is operated, which can enhance hygiene in the kitchen. And most recently the focus has been on touch-free, such as gesture control. Consumer marketing

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manager at CDA Carrie Bell explains: “Gesture control means there is no need to touch the extractor if you have greasy or floury hands as well as the obvious hygiene benefits that we have all become so familiar with over the last year.” This joins the WiFi-enabled hob and hood pairing, automatically allowing the hob to govern the operation of the hood. “This is great for ceiling hoods as well, as you don’t need to find the remote control”, explains Adam Norris of BSH Home Appliances.

Industry experts also point to the growth of voice activated appliances for the ultimate touch-free controls. Adam Norris says: “You can also use your voice to control the hood via Amazon Alexa or Google Assistant, simply telling your assistant to turn up the power on the hood.” And product manager at Miele Cem Lal agrees: “Due to the rising popularity of smart home assistants such as Amazon’s Alexa, there will be an increased demand for extractors that can be voice controlled or operated via a smartphone.”

Out of sight Certainly, there’s a lot more going on under the hood than meets the eye.

And while extraction is not out of mind, experts agree it should be kept out of sight, blending into its surroundings – whether its ceiling, downdraft or venting induction hobs. “Gone are the days when the only finish options are either stainless steel, white or black. Extraction now needs to be as aesthetically versatile as a kitchen designer’s imagination”, says Ian Sheppard.

In fact, national direct sales manager of Franke Steve Rutter says aesthetics is part and parcel of the specification. He concludes: “Consumers will increasingly look for models that place more emphasis on air purification but design and demand for functional qualities like quiet operation, effectiveness and energy efficiency will continue to drive development.”

6 6. CDA Controllable by the wave of a hand, the EXG60 and EXG90 measure 600mm and 900mm respectively. The four-speed extractor has a boost setting and washable grease filters. Read the full story at www.rdr.link/KY012

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KITCHENS

NOSTALGIC FURNITURE

Cottage industry How the cottagecore interior trend has impacted on kitchen furniture from door style and material choice through to heritage colours

It may be the Downton/Bridgerton effect or simply a wistful longing to return to simpler times which has seen greater interest in more classical kitchen interiors. By its very nature, the timeless or classical kitchen has never gone away but there has been a resurgence in more maximalist styles.

UK country manager of Nolte Kuchen Chris Rushby explains: “Nostalgia and more classical designs have certainly become increasingly popular…Classic designs are one more way to express personal taste and create a different look and feel.” Although group marketing and retail sales director at Symphony Simon Collyns believes the classical kitchen trend started a few years’ ago, he points out: “The current cottagecore trend has also catapulted it into a look that’s everywhere right now in terms of online interiors platforms and home interest magazines.”

Doors and storage The trend for nostalgia has impacted both on the choice of door and storage. Commercial director of Crown Imperial Tony McCarthy comments: “In recent years, traditional larder and pantry storage has also seen a resurgence, as consumers look to create a feeling of

1 nostalgia in their kitchen combined with organised elegance. Many are looking for longevity of style, whether Shaker, in-frame or a painted style – all offer a universal appeal to achieve a vintage charm.” And the popularity of these styles are also reflected in the sales of LochAnna Kitchens, as kitchen category manager Sinead Trainor reports: “Our Shaker designs and painted timber doors are selling especially well. Specifically, our Durham inframe, has sold incredibly well and is the embodiment of the cottagecore trend.”

The new Shaker and in-frame designs are not solely based on looks of old. They have

1. CROWN IMPERIAL The Midsomer Shaker oak collection is presented in a classic Graphite and Light Grey. A traditional larder takes centre stage in this timeless kitchen design. Request a brochure at

www.rdr.link/KY013 been refined and redesigned with the likes of thinner frames, beaded panels or integrated handles. Marketing manager at TKC Neil Taggart says: “The Shaker door is at the heart of the classical kitchen furniture style, but we’ve seen it evolve into a more contemporary design look through use of on-trend colours and narrower frames.” However, Chris Rushby of Nolte Kuchen reports “there are other elements that define the style – cornices and pilasters, for example. Then there are plinth elements that give the units a standalone appearance.”

Warm woods Interestingly the move towards nostalgia has also influenced the choice of material, with timber furniture providing warmth in kitchen interiors. Chris Rushby points out: “There has been a shift towards more natural products and in particular those finishes and styles which contain an element of ‘real’ material.”

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2. TKC Reinvigorating the traditional Shaker, is the Oxford door with a redesigned and refined frame. It features a thin frame measuring 88mm. Discover more product details at www.rdr.link/KY014

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However, materials such as real wood see the look positioned for the higher-end of the price bracket. So kitchen furniture manufacturers have worked to create a more price accessible, classical kitchen aesthetic. Rushby explains: “We have introduced a look and feel associated with natural finishes in some of our entry-level price group products. This allows for the same style statements to be made but with a much broader appeal.”

Even if the timber is painted, the latest kitchen doors offer a glimpse of the natural wood, as Simon Collyns of Symphony adds: “The nostalgia trend has created an increase in sales of painted doors, particularly the true Shaker and in-frame styles.

These tend to be real painted timber with the wood grain texture visible for added character and charm.”

And in line with authentic materials has come an injection of heritage colours, spanning cream, grey and even green. “Dark Green is picking up interest lately and we see this becoming a big trend this year and next”, says Simon Collyns.

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Open and broken plan Although associated with contemporary Kitchens classical styles are also suited to the trend for broken plan and open plan schemes. Simon Collyns comments: “It’s quite compatible with both open and broken-plan designs, as these types of kitchen layout usually have an island with feature units, open display ends, wine racks and so forth, which all enhance the nostalgic feel.” However, Chris Rusby is even more emphatic when he states: “I think nostalgia is perfect for open and broken-plan designs!” He concludes: “Part of why we have this trend, for me, has to do with the fact that the past and stye of kitchen comes with the notion of cosiness, of spending time with others.”

4 3. NOLTE This new classic design shows Torino Lack furniture in Lava soft matt lacquer, which is combined with Oak Pinot wooden drawers. Handles and frames of the display cabinet are finished in Manganese Bronze. Download a brochure at

www.rdr.link/KY015

4. LOCHANNA KITCHENS Faversham is a contemporary update of a classical Shaker door and features an integrated handle. It is shown in Bright White, Soft Black and Lavender.

Discover all the door finishes at

www.rdr.link/KY016

5. SYMPHONY

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Part of the Koncept kitchen range is Princeton, which is a one-piece, smooth Shaker design and comes in Indigo and Pearl Grey. It offers an alternative to woodgrain ranges. View the brochure at www.rdr.link/KY017

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KITCHENS

PRODUCT ROUND-UP

just out

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1. RANGEMASTER BY SCHOCK Following a partnership between sink manufacturers Schock and Rangemaster, the newly, formed Schock by Rangemaster brand now offers the Cristadur granite sink collection. Cristadur granite sinks come in six models: Prepstation, Greenwich (shown), Tia, Wembley, Waterfall and Signus, plus five colours. All are available in a selection of bowl configurations and sizes and you can explore the range at www.rdr.link/KY018

2. SHARP HOME APPLIANCES Sharp Home Appliances has introduced a smart oven series, Love2Cook (KS76S50) which works with connected cooking platform Innit. Thanks to the oven’s integration with Innit, the programme timings of multi-dish meals can be co-ordinated automatically, so everything is ready to serve at the same time. In addition, consumers can also adapt and customise any of the recipes from Innit according to their personal preferences. Read more at www.rdr.link/KY019

3 3. CAPLE

2 20 MARCH K&BNEWS www.kandbnews.co.uk

Designed to match its Gunmetal appliance sink and tap collection, Caple has introduced the C864iGM induction hob in a Gunmetal finish.

The hob features four zones, is operated by slider touch controls, and can be flushmounted for a sleek aesthetic. It has a pause function, automatic pan detection, boasts automatic shutoff residual heat indicators plus a child lock. View the full specification at www.rdr.link/KY020

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6 4 4. STOVES British appliance manufacturer Stoves has launched an Anthracite cooker hood to complement its Richmond range cooker. Available in three sizes, from 900mm up to 1100mmm, the hood boasts three fan speeds, plus a boost. It has a 606m3/h extraction rate, boasts LED lights, and is A-energy rated for efficiency. Discover all the key features at www.rdr.link/KY021

5. LOCHANNA Tapping into the trend for country chic kitchens, manufacturer LochAnna Kitchens has introduced the Tavole collection with a wood veneer door in a planked style. It sits at the premium end of LochAnna kitchen collections and features a standalone island, sideboard and Lifestyle Larder. Tavole comes in seven stain colours of Fresh Ginger, Forest Oak, Cherry Red, Snow Cloud, Cerulean Blue, Dust Grey and Sable. Find out more at www.rdr.link/KY022

6. Abode Brassware and sink manufacturer Abode has introduced a quad spout to some of its most popular collections, including Atlas (pictured) and Pico. The new Quad spout, which is a squared, geometric design is now available on both ranges and adds to the tap options which span classic and contemporary kitchens. Atlas and Pico can be chosen in four finishes of chrome, brushed nickel, matt black and brushed brass. Discover the range at www.rdr.link/KY023

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7. LG ELECTRONICS

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LG Electronics has unveiled InstaView Door-inDoor refrigerators now with voice operation, and a larger tinted glass panel, which illuminates the interior with two quick knocks. It incorporates UVnano technology, which uses light to disinfect the water dispenser, and features LG Craft Ice which creates 2”, slow melting ice balls. Watch the video at www.rdr.link/KY024

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BATHROOMS

SUITES

With people spending more time together at home than before, the need for the bathroom to exclude the outside world sees it gain an even higher prominence in architecture. Sales and marketing director at RAK Ceramics Ben Bryden explains: “Now we’re at home together more, the bathroom is a space to escape to, to simply be alone and indulge in some wellness.”

Managing director of Trojan Baths David Moseley agrees: “We believe the fantastic growth of our freestanding baths is due to individuals spending more time at home. People want new suites to help them achieve an elegant and stunning space in the home where they can truly escape.”

Suite shop How bathroom styling meets the lifestyles of creative and adventurous consumers

Creative interior styling This increased attention on styling of the space has also seen consumers become more creative.

Marketing manager of Burlington Bathrooms Faye Froy continues: “Advances in lighting, tiles, flooring, brassware and ceramics have meant that people are now able to be a lot more adventurous with what they want to do with their space, as they now have the tools to facilitate their style.” It is this ability to create individual schemes which is now key in bathroom design, whether it’s a holistic collection through to eclectic handpicked pieces. Consumer marketing manager at Geberit UK Mike Bennett comments: “The modern bathroom is a much more creative space, with many homeowners seeking to decorate the bathroom as they would any other room in the house.”

Character and colourful

1 1. BURLINGTON BATHROOMS Part of the Bespoke by Burlington collection, which spans patterns and colours, is Alaska Blue sanitaryware.

Discover the entire collection at

www.rdr.link/KY027

2. KALDEWEI Made from enamelled steel, the Miena basin was designed by Anke Salomon. It is available in a palette of colours including Soft Touch Mint.

Download technical information at www.rdr.link/KY028

22 MARCH K&BNEWS www.kandbnews.co.uk

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It has meant a broader choice of styles, such as classical and contemporary sanitaryware shapes through to coloured ceramics. Head of marketing at Bette Sven Resinghoff says: “We are seeing more customers adding colour into the bathroom to increase the feeling of cosiness and relaxation. While white is still the most popular choice, the use of darker colours is increasing in popularity, to create a cosy and relaxing interior space.” And head of sales at Kaldewei UK Adam Teal agrees: “Darker tones have been popular in recent years and during 2021 colour will continue to be a key factor.

The introduction of the new Ming and new colourways for the Miene washbowls brings an uplifting element to any bathroom or cloakroom.”

Social media has played its part in consumers choosing colour for their bathroom, as communications manager at Victoria+Albert Baths Emma Joyce says: “We’re seeing colourful bathrooms popping up everywhere, influenced by a wealth of designers and influencers on Instagram and Pinterest.”

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3 3. GEBERIT The Xeno2 bathroom series is based on a minimal design and combines geometric outer lines with soft natural shapes in the basin. Download the brochure at www.rdr.link/KY029

4 4. RAK CERAMICS Giving consumers choice in sanitaryware colours, RAK-Feeling comes in White, Greige, Cappuccino, Grey and Matt Black. Download the catalogue at

www.rdr.link/KY030

Health and hygiene However, these lifestyle-centric bathrooms are not based on looks alone.

In the post-COVID home, hygiene has become ever more important with antibacterial glazes, rimless technology, shower toilets and touch-free operation likely to make the bathroom smarter in functionality as well as appearance. Group director of marketing at Bathroom Brands Juan Pillay hints at the company’s development into research and design: “The market is constantly adapting and there’s likely to be more touch-free products coming into play, including from the Bathroom Brands Group.”

And Mike Bennett of Geberit agrees, concluding: “Hygiene has naturally become a key priority for homeowners, so we can expect to see a huge growth in infrared and touchless technology. Homeowners are likely to invest in products like sensor-activated flush plates, automatic lifting toilets seats and infra-red taps. Likewise, products and materials designed to minimise the spread of bacteria will become a key consideration for many – something that perhaps may not have been considered previously.”

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PRODUCT ROUND-UP

BATHROOMS

just out

1 1. LAUFEN Swiss bathroom manufacturer Laufen has launched six bath design lines to add to its existing wellness collection, now totalling 52 tubs. The latest bath designs include Brook, Elgin, Linden, Immerse, Pebble and Verbana (shown). Linden and Immerse bathtubs are made from Marbond, a composite acrylic, whereas Elgin, Brook, Verbana and Pebble are made from solid surface Sentec. Download the Laufen catalogue at www.rdr.link/KY031

2. ROCA

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Bathroom manufacturer Roca has unveiled a Smart Shower which can be controlled via an app. Users can operate it with a phone or tablet to turn it on from their bedside.

Able to store settings of three people, users can set shower duration, maximum temperature and flow rates based on individual need. It is equipped with a child safe mode and a Legionella cleaning programme to eliminate bacteria without the use of chemical products. Read the technical information at www.rdr.link/KY032

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BATHROOMS

PRODUCT ROUND-UP

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4. HIB

5. BETTE

Bathroom supplier HiB has added two furniture ranges to its Novum collection, Fabrica and Blend. Fabrica has been created to satisfy the demand for colour and texture in contemporary bathroom design and comes in Dark Emerald, Midnight Blue and Carbon Grey. Blend has countertop and drawer units in three finishes of Matt White, Greystone and Sherwood Oak and offers designers the opportunity to mix and match styles and arrangements. View the brochure at www.rdr.link/KY034

German enamelled steel bath and shower tray manufacturer Bette has now introduced a matt black finish for its freestanding tubs.

Designed to complement the use of darker tones in the bathroom, the matt black colour called Ebony is available on 18 freestanding baths. These include models from the BetteLux, BetteStarlet and BetteArt collections, some of which are designed for smaller bathrooms. Discover all the colours at www.rdr.link/KY035

3. ROMAN Showering manufacturer Roman has expanded the fluted glass options on its Liberty Wetroom Panels, Liberty Sliding Door and Liberty Hinged Door with In-Line Panel. The Liberty Sliding Door and Hinged Door with In-Line Panel are now available in five colours: Silver Chrome, Matt Black, Brushed Nickel, Polished Nickel, and Brushed Brass. Roman has also expanded its Liberty Wetroom Panels to include a Matt White frame finish. Download technical information at www.rdr.link/KY033

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6. GROHE Bathroom manufacturer Grohe has introduced the Tempesta 250 shower head, which comes in the choice of a round or square model. Tempesta 250 is available either as a singular shower head, in a set with a shower arm or as a complete shower system and comes equipped with a flow restrictor to limit water consumption to 9.5 litres/minute.

Download technical specifications at www.rdr.link/KY036

26 MARCH K&BNEWS www.kandbnews.co.uk

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BUSINESS

AQUALLA BRASSWARE Q&A

“The quietest and busiest of times”

Managing director of Aqualla Brassware Steven Allaway talks about the acquisition of Adamsez, how it proposes to revitalise the brand and meeting the demands of a volatile market

Q

Could you give us some background into Aqualla Brassware and the secrets behind your success?

A: I worked in the bathroom industry for 12 years with industry-leading brands, including Flair and Merlyn, before starting Aqualla. I identified an opportunity in the market where there was a growing gap between bathroom brands and distributors. The opportunity was to try to do what bathroom brands do well, so ensure a depth of range within a certain category and focus on customer service, while offering quality products at a competitive price.

I set up Aqualla in 2011. At that time, it was me and Mum. She had just retired from the bank and offered to help with the administration work, allowing me to focus on the selling. It does not seem that long ago when it was just the two of us in the warehouse picking orders and packing for delivery. I never expected Aqualla to get to where it is now, where we employ 35 people.

Our business model for the Aqualla brand is to do what we can to support bricks and mortar showrooms including a policy where we only supply those who display our product. We have a great range of products and an enthusiastic team of people, with a lot of market experience and relationships in the industry.

2 28 MARCH K&BNEWS www.kandbnews.co.uk

1 Q

It was a challenging 2020 but you seemed to have bucked that trend…

A: The last 12 months have seen the quietest and the busiest of times in our industry. But encompassing everything, including the shutdown, we’re up about 38% on last year.

Q

You recently acquired the established brand Adamsez. Why did you decide to buy the bath manufacturer?

A: It is such a great brand name and has a history dating back to 1880. Through a lack of investment, it became stagnant. We’ve been talking to Adamsez, on and off, for some time.

We understood what was needed to breathe some life back into the brand and got the opportunity to complete the acquisition at the end of June.

We bought all the company assets including brand name, designs, moulds and most importantly of all, people. We are hugely

1. MANAGING DIRECTOR Steven Allaway is founder and managing director of Aqualla Brassware which recently acquired the Adamsez brand

2. AQUALLA BRASSWARE Based in Newtownards, Co Down, Aqualla Brassware employs 35 people and offers more than 700 SKUs to 475 bricks and mortar dealers.

privileged and massively proud to steer the brand. There’s a huge amount of goodwill towards Adamsez. I always knew the brand was strong, but I didn’t anticipate how much people wanted to see Adamsez doing well again. The reaction has been humbling.

Q

What are your plans for the Adamsez brand?

A: Adamsez is strong at the top end but the volume is in mid-market, freestanding acrylic

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baths. We’ve added 10 new designs, including three traditional styles, in that section of the market. We also felt the Adamsez brochures had dated imagery and that’s been a big focus for us. We’ve taken new lifestyle photography and worked hard on the designs, creating a brochure with a more aspirational look. A new website will aid with the service and support on offer, enabling customers to access images, technical data, and up-to-date information. We have also established social media channels and have a growing number of supporters who are engaging with the brand. I genuinely believe Adamsez is a sleeping giant. It is an opportunity for us to do the brand name justice and re-establish its position and reputation in the market.

Q

Are you keeping the two brands separate?

A: Yes, definitely. Adamsez has such a strong brand name we want it to be independent of Aqualla. Part of our business model of Aqualla was to focus on a narrow category of products but in depth. Having Adamsez as a separate brand allows us to have another category without diluting what we’re already doing.

Q

How are you planning to shape the Aqualla brand?

A: Pete Mersh, who is our UK sales director, has had great success. We felt 2020 was the year to build on that. Following a successful KBB show in March and continued market development, we’ve appointed four regional sales managers who have extensive industry experience and great customer relationships. Over the last six months, we have opened about 120 accounts throughout England, Scotland and Wales. We need to offer them the best customer service we can and establish those relationships.

Q

How are you supporting retailers through these challenging times?

A: I’m always conscious about saying it’s been a difficult year for us because compared to some other industries, such as hospitality, we’ve been fortunate. It has been busy and sometimes levels of demand have outstripped supply.

November was 100% up on the same time last year, meaning at times we haven’t been able to offer the customer service I would like. The time and effort we have put in to rectify that means we are starting to catch up. We have over 700 SKUs and our normal stock level is 99%. That dropped to 85%, which might sound good, but the reality is there were huge volumes in the 15% of stock we didn’t have. We are now back up to 95% in stock. Providing information to our customers has been key.

3 Q

What will be the biggest opportunities/ challenges for both brands?

A: For Aqualla, it’s about managing the changing market combined with our continued growth.

We’re hopeful of, and preparing, for levels of demand to be ongoing. In that way, we’ll be in a position to provide consistently high levels of service.

With Adamsez, it’s all about capitalising on the opportunity of revitalising the brand. We want to manage that in a way that’s sustainable, building good foundations for long-term growth.

We plan to exhibit Aqualla and Adamsez at the next Kbb Birmingham and look forward to reconnecting with customers old and new.

3. CALABAR The Calabar freestanding Adcast stone bath is available in white or a bespoke paint finish. It is supplied without an overflow and suitable for wallhung or freestanding brassware only. Discover the technical details at www.rdr.link/KY037

4

Q

With such a focus on COVID-19, it has taken the emphasis off Brexit. But how did you prepare?

A: The word Brexit used to dominate our lives and up until COVID we had prepared for every eventuality. The tariffs on our products are relatively small between 2.5-5%. I’m confident we will be in a position to keep servicing our customer base of 475 dealers with the speed and efficiency we do now.

4. GENEVA Part of its freestanding range made from Lucite is the premium Geneva bath. The double-ended tub is supplied with a white waste and overflow cover, as well as slimline bath trap. Download the PDF at

www.rdr.link/KY038

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BUSINESS

SME ADVICE

Company matters

Offering support for independent kitchen and bathroom firms because your business is our business

SOCIAL MEDIA

MARKETING

Using social media to drive sales

Powering out of lockdown 3

With kbb showrooms closed, it’s a difficult time for many independent kitchen and bathroom retailers. But that doesn’t mean you can’t attract customers to your business, ensuring you are in the best position possible to gain orders when the lockdown eases. How? The answer lies in your social media platforms.

So, here we are with the blockbuster threequel we’ve so eagerly been awaiting - Lockdown 3.

But this lockdown is different – the end is in sight. We know that life will be a lot better and a lot closer to the normality we all crave, sooner rather than later. In the meantime, opportunity awaits. Perhaps even more than in the last two national lockdowns, the latest restrictions will play further into the hands of home specialists.

Your data The holy grail of ALL marketing. Who is reading your emails, which posts on social media bring in the most interaction, where is the traffic to your website coming from? If you do not know what your data is and HOW to use it then you need to either find people who can break it down for you or spend some time on Google and learn all you can. Every decision needs to be underpinned by data. If you have data, you have solid foundations for decision making.

Your website I always consider a brand’s website to be another social media platform. Check that every single link, form and image loads correctly. Add in the Google maps plug, so that upon reopening people can find you. Your website is the only online space you own. LinkedIn, Instagram, Facebook could all vanish tomorrow.

They probably won’t, but why keep all your eggs in one basket? Get your testimonials up on there and make them easy to find. It sounds obvious but make it easy to speak to you. Get your contact form on the front page so potential clients can reach you quickly. If you are closed or appointment-only, make this information front and centre. Tell people what is happening behind the scenes.

Your blog These are essential for keeping your brand in people’s minds. Home working, space saving, bathroom upgrades….these things are all happening. Keep the blogs short and friendly, with links to your platforms. They will also help with SEO ranking, especially if you spend some time doing key word research. Blogs are a great way to showcase your products in a way that allows people to imagine using and experiencing them.

30 MARCH K&BNEWS www.kandbnews.co.uk

Your links

Stimulating RMI desire

Put these EVERYWHERE. Link your website to your social media platforms. Link your social media to your website. Link that blog or testimonial to both the website and your social media platforms. The idea is to drive traffic to one place (website) so make it easy! Get your contact buttons on Instagram and Facebook up and running and linked to someone who can help. A central work email is best but make sure you have someone, or a team, responsible for replying to Facebook and Instagram messages. If people feel valued they will be more inclined to buy.

Being forced to stay at home during the bleakest months of the year must stimulate further – or at least underline – the desire for improved indoor living spaces. With a light at the end of the tunnel, people aren’t sitting on their hands refusing to think about the future.

Instead, they’re using their additional free time to research and investigate options, fuelled by their New Year’s goals. And it’ll be the KBB retailers that join them on the first few steps of their journey most likely to stay the course.

Your voice This is the most important step. Get posts up every day, with good quality images. Reply to messages and comments on your posts. Leave comments on other people’s posts...you never know where it can lead! You must keep talking!

Understanding lockdown behaviour The other big difference with this lockdown is that it’s not unknown. We’ve all learnt valuable lessons from the previous lockdowns, particularly the first one last spring. Here are three takeaways: 1. KBB retailers lost a lot of sales momentum

EXPERT: Anna Rump or #thesocialmedialady COMPANY: Amelia Rose Media Background: Social media consultant Anna Rump, of Amelia Rose Media, works with lifestyle brands to help boost their income. She has recently taken engagement on social media, for one company, from under 1% to over 20% in three months and brought in sales worth over £50,000. Anna Rump achieved this in under 90 posts across just three platforms.

CONTACT: www.rdr.link/KY039

In the first lockdown, kitchen and bathroom retailers furloughed too many of their staff, for too long. It meant they weren’t adequately able to service opportunities in-play before the lockdown, and those that presented themselves during the lockdown.

2. You don’t have to ‘close’.

Technology has come on leaps and bounds. As was discovered last year, you can do a considerable amount remotely when it comes to progressing both design and sales. You’re not even virtually open. You’re just …open.

3. Demand will spike once lockdown is lifted.

As particularly happened after the first lockdown, there will be a significant surge in sales activity

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PERSONAL DEVELOPMENT Seven days of job seeking If you find yourself out of work or wanting to improve your career prospects then my advice is to rip up the rule book. Stop applying by sending your CV out aimlessly and consider a fresh approach to job seeking with some of my own best kept secrets.

when this lockdown ends. Your challenge is to spread that demand in a manageable way, now and in the months that follow.

To do that, enhance the relationship with your current prospects right now and encourage those buying decisions sooner rather than later.

If someone wants a new kitchen fully installed any time before summer, when do they need to make decisions and place orders…? Exactly.

These three facts result in two important takeaways: The more proactive you are in sales and marketing over the next few weeks, the faster you’ll power out of Lockdown 3 and the rest of 2021. The more you work now to drag forward the work you are likely to get from March onwards, the more of the demand and more business you’ll be able to accommodate across the rest of the year. The biggest mistake you could make right now is battening down the hatches and hibernate until all of this is over.

(Leave that to your competition.)

EXPERT: David Barker COMPANY: Inspirekbb BACKGROUND: David Barker is managing director of Inspirekbb, a sales and marketing consultancy for kitchen and bathroom firms.

Barker has over 25 years’ experience, with his areas of specialism including branding and positioning through offline and online platforms to generate tangible results. His family owned a kitchen and bathroom showroom for 15 years and he helped increase revenues eight-fold through sales and marketing techniques.

CONTACT: www.rdr.link/KY040

MONDAY – And so it begins…

Post an article, update or video on LinkedIn that simply tells everyone who you are and what you do; think of this as your introduction and opening speech at a networking event. Support this by sending 25 new connection requests to people you admire, inside and outside of your industry. As easy and simple as it sounds, this exercise is the perfect starting point for the steps ahead.

TUESDAY – Start networking Yes, that means becoming visible. A quick thumbs-up, like or fist bump emoji won’t be enough! Find seven posts, written by others in your target market, that are already popular and receiving a high level of engagement. Take your time to leave a detailed comment, praise, or your thoughts on each of them and you become ‘part of the conversation’.

WEDNESDAY – Make someone smile Think about four people who have had a positive influence in your career or personal life and then tell them – be it privately, publicly or by leaving a well-considered recommendation.

Next, find another three people who could potentially help you and reach out to them directly and ask for your own testimonials. If you want to get noticed you need up-to-date, real life recommendations on your page because, like it or not, potential employers will be 100% checking you out.

THURSDAY – Make it count.

Identify and connect with seven key decision makers, e.g. hiring managers, specialist recruiters, head hunters or influencers in your target market.

Send them a voice message, a real introduction or if you are brave enough a pre-recorded video. A word to the wise, don’t include your CV as they can already see who you are from the outset.

Trust me when I say, I want you to be in the elite group of job seekers going above and beyond and actually getting noticed.

FRIDAY – It’s all about YOU Show off! This is my favourite saying of the week, that’s right, I dare you to tell people what you are good at and what you enjoy. It might feel unnatural, but I strongly recommend you write a post explaining how you made a difference during this pandemic. Think about how you can distinguish yourself from the crowd and whether you highlight work, community, personal, fitness or even charity-work, it has to showcase YOU and something you’re proud to have achieved.

Saturday – Rest, relax and reflect If you have followed each daily step up to now, then you will be in a much better position than you realise and you should celebrate what you’ve been able to achieve so far. You are already doing significantly more than the majority, so today I want you to remove yourself from job seeking and take a complete break.

Personally, I find going for a walk, doing some exercise, talking to family and friends, laughing and smiling is a great way to unwind.

You’ll have a lot to feel good about as you have almost nailed this seven day plan.

Sunday – We all need a plan Prepare for the week ahead by thinking about what you’ve learned the week before; how many responses did you get, what would you do differently and what else you can do to get noticed? Make sure that you know what you are going to talk about over the next seven days and most importantly, who you want to work for and why. Then brainstorm, talk to people you trust, get your ideas together and put a plan in place for the week ahead.

EXPERT: Peter Jones COMPANY: Foyne Jones BACKGROUND: Peter Jones is founder and managing director of Foyne Jones, specialist recruitment agency for kbb retail, independent and national merchant and construction sales. He is also the host of podcast the Peter Jones Show which covers recruitment and industry news and features guests who are leaders in the industry.

CONTACT: www.rdr.link/KY041

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BUSINESS

PROMOTION

KI TCHENS &

BATHROOMS NEWS We produce exclusive videos, each week, on www.kandbnews.co.uk featuring industry and design leaders. They cover industry-wide issues, individual retail challenges or initiatives and design trends. Here are our latest, just in case you’ve missed them

Kelly Roden – Meliora – Why we STOPPED taking enquiries for kitchens and bathrooms in January Kitchen and bathroom specialist Meliora has resumed with customer enquiries, having stopped taking on new business in January. Co-owner Kelly Roden explained why she felt the bold move was necessary. Watch the video at www.rdr.link/KY046

Tony Robson (Pt 2) – Day True – “I’d like to revolutionise the way kbb is sold in the UK” Owner of specialist kbb retailer Day True, Tony Robson said “I’d like to revolutionise the way kbb is sold in the UK”, as he announced plans to launch an e-commerce business selling home products. The home product range will also be used to prop displays in its showrooms. See the video at www.rdr.link/KY047

Tony Robson (Pt 1) – Day True – KBB showroom closures, future sales leads and lack of business support As we entered the third national lockdown owner of specialist kbb retailer Day True, Tony Robson said his greatest concern was finding new customers. He explained how the company is using social media to capture the interest of consumers. Watch the video at www.rdr.link/KY048

Matt Earle (Pt 2) – Robert Lee – Bathroom showroom focus and rationalising portfolio Bathroom distributor Robert Lee plans to focus on showrooms in 2021, as managing director Matt Earle explained. He said retail is the fastestgrowing part of the business and aims to double the number of displaying Synergy retailers by the end of 2021. Watch the video at www.rdr.link/KY049

2

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LAST WORD

NEWS & VIEWS

Energy label: The big switch

Director of sales and marketing for Rangemaster appliances, Iskender Diker offers his advice to retailers on the changing energy label and how to support consumers simpler for consumers to choose the most energy-efficient appliances when comparing one model against another. The information is much clearer and provides the key comparable figures in an easy-to-understand way. There is also the addition of a handy QR code, in the top right-hand corner, that can be scanned (via a smartphone or tablet) and is linked to a database with further information about the appliance and its specifications.

There is no denying that the appliance industry has achieved many innovations and developments over the last decade, which have pushed the boundaries and produced more energy-efficient models than ever before. New energy ratings and labels were introduced for certain appliance categories in November 2020, initially sitting alongside the old labels, bringing a welcome change to the overpopulated A-A+++ areas of the previous scale. The initial challenge, for retailers and manufacturers, was ensuring that products on display and websites were updated by March 1, when only the new label can be shown. Now, the next step is ensuring consumers are aware of the changes, and what they mean, following years of being told that ‘A+++’ is the best rating.

Take action

The changes The new ratings range from A to G, replacing the previous A+++ to D scale; however, this only applies to fridges and freezers, dishwashers, wine cabinets, washing machines and washer dryers. The labels on range cookers, ovens, cooker hoods and tumble dryers will not be affected but are expected to transition to the new design from 2022 – so, you can already see why consumers might find this confusing.

To make room for even more exciting innovations and energy-efficient technologies, there won’t be any A-rated or B-rated appliances for a while. Furthermore, the previous ‘A+’, ‘A++’ and ‘A+++’ ratings won’t automatically rescale as ‘A’, due to new measurement criteria and methods of assessing efficiency. This situation opens the door for further confusion, particularly when consumers are looking to purchase new appliances. If they aren’t aware of the changes, they may be discouraged by E-rated or F-rated models when they are expecting to see ‘A+++’. Therefore, it is important to explain that although the product’s rating may have changed, its energy efficiency remains the same as it was before.

The new labels are designed to make it

‘The new ratings range from A to G, replacing the previous A+++ to D scale; however, this only applies to fridges and freezers, dishwashers, wine cabinets, washing machines and washer dryers.”

Be proactive – tell all your potential and existing customers about the changes. There is a lot of information to digest about the new energy label and ratings, which could prove overwhelming for consumers, considering that it only applies to certain appliance categories. To help raise awareness and explain the new system to consumers, we have created a downloadable PDF that outlines the key changes in simple, bite-size chunks. It’s designed to be shared on social media or uploaded to websites, for example as part of a blog. Many of us take our industry knowledge for granted, and while it was vital that showroom displays and websites were updated ahead of the March 1 deadline, it’s imperative that we continue to share our knowledge and expertise with consumers.

And remember, as a member of the KBB industry, you are not alone. Speak with the manufacturers you work with, as they may have assets you can use to help make customers aware of the changes. Additionally, if you want to learn more about the new energy label and ratings, the Association of Manufacturers of Domestic Appliances (AMDEA) has created a toolkit and short training video that will help you prepare for talking with customers when showrooms eventually re-open. So now is the time for retailers to engage with potential customers about energy efficiency and make the switch to the new system as seamless as possible.

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NEWS & VIEWS

MAKING HEADLINES

Top 3

2

website stories What has been driving Kitchens & Bathrooms News website traffic? Here are the three stories with the biggest hits in January on www.kandbnews.co.uk

Nobia factory to be operational by 2024 Swedish furniture manufacturer Nobia has announced its new factory in Jonkoping, Sweden, which has seen the company’s largest ever investment of SEK 3.5billion, will be fully operational by 2024. The company will invest SEK 2billion in machinery and a further SEK1.5billion in the factory building, which is expected to be sold and leased back when it is in full operation. Nobia has secured long-term debt financing through two new credit facilities. Read more on this at www.rdr.link/KY043

Day True: Finding future clients is biggest lockdown concern

1 KBB retailers question level playing field of closures

Owner of independent kbb specialist Day True Tony Robson has voiced his concern about finding future clients when showrooms are closed. The company has three London showrooms based in Chelsea, Wimbledon and Maida Vale but all have been forced to close in the third national lockdown, as they are not considered ‘essential’ retail. Speaking to Kitchens & Bathrooms News, as part of its exclusive video series #KBNOne2One, Tony Robson said: “The biggest issue we’ve got are where are the new clients coming from?” Watch the video at www.rdr.link/KY044

Following the announcement of a third national lockdown by PM Boris Johnson, and subsequent closure of kbb showrooms, independent retailers are again questioning the playing field of business. Similarly to the second national lockdown in November, kbb showrooms are not deemed as “essential” and must close until February 15, at the earliest. Builders merchants and suppliers of building products, such as DIY, will once again be allowed to stay open to support the construction industry. View the full story at www.rdr.link/KY042

Kitchen Manufacturers

3 ADVERTISEMENT INDEX

BIKBBI...................................................................................................................................... (inside back cover) Crown Products ................................................................................................................................ (back cover) Elica ............................................................................................................................................................ (page 14) Franke UK Ltd.......................................................................................................................................... (page 17) Geberit ...................................................................................................................................................... (page 11) Grohe ...................................................................................................................................... (inside front cover) Hettich UK .................................................................................................................................................. (page 4) HPP Ltd...................................................................................................................................................... (page 13) Ideal Standard ........................................................................................................................................ (page 27) Medite Smartply........................................................................................................................................ (page 7) Pronorm ...................................................................................................................................................... (page 9) Phone: 0800 028 4466 Email: info@mereway.co.uk www.mereway.co.uk

Reginox UK Ltd ...................................................................................................................................... (page 12) Saniflo Ltd ................................................................................................................................................ (page 24) Trojan Plastics Ltd ................................................................................................................................ (page 23)

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