CONTENTS
NEWS & VIEWS
5First word
Editor’s comment
7News
Round-up of industry headlines
9People
Appointments and promotions
11Clerkenwell Design Preview
Clerkenwell Design Week (CDW) returns to London, from May 21-23, 2024. We take a look at venues and exhibitors of interest to KBB professionals
13KBB Birmingham 2024 report
We identify six trends from Kbb Birmingham 2024, which will impact kitchen and bathroom retail
SHOWROOMS & SUPPLIERS
16Supplier profile
Following an MBO, investment and new product launch, Lakes Showering Spaces MD Mike Gahir says the business is driven to become a competitor in the market
18Retailer focus
Celebrating 15 years trading, and having moved to new premises, business development manager Emma McLoughlin says Regal Kitchens has stuck to its original values – “where client is king”
KITCHEN TRENDS
20Specialist kitchen taps
We take a look at the next step in the development of specialist kitchen taps and discover how they suit a wide choice of consumer lifestyles and budgets
22Just out
Latest kitchen products
BATHROOM TRENDS
25Bathroom furniture
With homes dwindling in size, but greater demand for additional cloakroom or ensuite facilities, it’s time to consider profitability of small storage
30Just out
Latest bathroom products
RETAIL BUSINESS
32Company matters
SME advice offering support across sales, management, financial, marketing and social media topics
Kbb Birmingham still delivers
Kickstarting the show calendar for 2024, kbb Birmingham delivered. This is what the industry needed and, in actual fact, no less than what the KBB community deserved. The show welcomed in a new dawn, with an energetic atmosphere, offering positive vibes for exhibitors and visitors alike, and all wrapped up in high-end design appeal.
Kitchen and bathroom retail has undoubtedly been challenging, but Kbb Birmingham reflected a high level of optimism in the market. And, hopefully, this positivity can help spur independent retailers on to business success.
Interestingly, this year, Kbb Birmingham saw brands exhibiting to inspire, educate and assist retailers, alongside showcasing products. Customer engagement was seemingly as important as the outright capture of sales leads. There appeared to be an authentic desire to not only attract but genuinely connect with retailers, listening to their wants and needs and closing the historical gaps of misunderstanding in
the supply chain. Collaboration and co-operation were key themes behind existing and developing business partnerships at the show.
While there were some large name brands missing from the exhibitor lineup, which perhaps visitors may have expected at Kbb Birmingham in years gone by, there were new brands to excite and entice the kitchen and bathroom retailer. It allowed show visitors to discover alternative companies and seek out new products to differentiate
themselves from local competition.
Kbb Birmingham 2024 was a wonderful starting point on which to build the future of this UK event, and it was rewarded by a reported 10-year high in visitor numbers. But let’s not be complacent. This is now the base level of expectation for the KBB industry.
While 2024 may have been a transformative success, it was off the back of a far more modest post-Covid event. It needed a strong comeback and it had to exceed industry expectations. However, its next event will now have to develop from a position of strength. All things considered, its 2024 show may just prove to be the catalyst Kbb Birmingham required to ensure it meets the needs of retailers for years to come.
But for KBB retailers it’s on to the next events, with EuroCucina now in the recent past and focus on Clerkenwell Design Week.
Editor
Philippa Turrell
e: pturrell@hamerville.co.uk
Designer
Donna Booth
Group Production Manager
Carol Padgett
e: carol@hamerville.co.uk
Group Advertisement Manager
Craig Jowsey
e: craig@hamerville.co.uk
Advertisement Manager
Marcus Hooper
e: mhooper@hamerville.co.uk
Digital Manager
Jasmine Smith
e: jsmith@hamerville.co.uk
Digital Assistant
Lydia McFarlane
e: lmcfarlane@hamerville.co.uk
Printer
Stephens & George Ltd
MAKING HEADLINES
Business formed following Beko and Whirlpool merger
Beko Europe launches after Completion Agreement
Home appliance business Beko Europe has formed, after the competition of the Contribution Agreement between Berko and Whirlpool EMEA Holdings.
Arçelik has also acquired Whirlpool’s Middle East and North Africa (MENA) operations in a separate transaction.
Based on production volumes in 2023, Beko Europe, is the largest appliance in Europe, according to Euromonitor Passport Trade Statistics.
Beko Europe has more than 20,000 employees and a production capacity of approximately 24 million home
appliances per year across 11 production sites.
The newly formed company is owned by Beko B.V, with 75%, and the remaining 25% share is owned by Whirlpool Corporation.
Globally, Arçelik will now have operations across 57 markets with around 55,000 employees. The combined revenue of Arçelik reaches approximately €11 billion based on 2023 results.
CEO of Arçelik Hakan Bulgurlu said: “We set clear targets to grow our business and transform our industry over the last 10 years, all while delivering
Comedian Ronna Ancona to host
value for our consumers, our customers, our employees and our shareholders.
“The creation of Beko Europe and acquisition of Whirlpool’s MENA assets, marks yet another pivotal milestone in Arçelik’s journey and our tenth year of continuous growth.
Chairman and CEO of Whirlpool Corporation Marc Bitzer said: “This milestone begins an exciting new chapter in creating greater value for European consumers through attractive brands, sustainable manufacturing, product innovation and consumer services.
Kbsa names Designer Awards host 2024
Trade association the Kbsa has opened the 2024 Kbsa Designer Awards for entries, and announced the host as comedian Ronni Ancona.
Taking place at the Belfry Hotel and Resort, West Midlands, on October 9, the Kbsa Designer Awards spans
kitchen and bathroom design.
Ronnie Ancona became known for her work on the BAFTA-winning The Big Impression series and specials with Alistair McGowan for which she won the British Comedy Award.
She also received a BAFTA
for her performance in The Sketch Show, which she also cowrote. Ancona has also hosted, Have I Got News for You.
National chair of kbsa Richard Hibbert commented: “Ronni Ancona is an amazingly talented artist and will be a superb host for our event.”
CEO of Beko Europe Ragıp Balcıoğlu added: “Today is the first day in Beko Europe’s journey to establish sustainable living in every home in Europe.
“By combining our respective footprints, we achieve scale, now we must work tirelessly to ensure this scale serves the needs of our customers and consumers.”
IN BRIEF
Scandinavian appliance brand Asko has appointed Michelinstarred chef Tom Aikens as its global chef ambassador for 2024. He will collaborate with the brand to showcase its kitchen appliances. Aikens will also support the brand at events such as IFA Berlin from September 610, 2024. Read more at www.rdr.link/KAY001
In the 2024 Houzz UK State of the Industry, the platform for home renovation and design found industry professionals are more optimistic than last year. Based on data of nearly 150 professionals in renovation and design, Houzz reported companies have higher expectations for business than at the same time in 2023. Read more at www.rdr.link/KAY002
Kitchen furniture group Nobia has unveiled plans to close its West Yorkshire-based manufacturing site, impacting 60 jobs. The company will relocate its current manufacturing in Halifax, West Yorkshire, to its Darlington site, in County Durham, with the building in Halifax set to be repurposed as a storage facility. View the story at www.rdr.link/KAY003
UK MD Neil Tunstall succeeds Yannick Fierling
Haier Europe announces CEO
Appliance manufacturer Haier Europe has announced Haier UK and Ireland managing director Neil Tunstall as its new chief executive officer.
He succeeds Yannick Fierling who stepped down from the role.
Neil Tunstall will take leadership of the Europe region, headquartered in Italy, with approximately 10,000 employees, presence in more than 50 countries and seven manufacturing sites.
Tunstall has worked at Haier for the last seven months as UK & Ireland managing director.
Prior to joining Haier, he was Jacuzzi Europe president for EMEA & Asia regions, and before that was vice president products
EMEA for Whirlpool Corporation.
Tunstall will retain his existing responsibilities for the UK & Ireland market until a successor is appointed.
Commenting on his appointment, Neil Tunstall said: “I am delighted to have been appointed to lead Haier Europe.
Former V-ZUG UK MD joins British bathroom firm Knight joins Kast as MD
British concrete basin manufacturer Kast has appointed David Knight as managing director.
Knight brings leadership experience to his role, having served as managing director of Swiss home appliance manufacturer V-ZUG UK, where he established and grew the company’s UK/IE business.
In addition, he has also held key positions at Miele, LG, and Electrolux, where he was responsible for driving sales growth, establishing strategic partnerships, and implementing operational processes.
Commenting on his appointment, David Knight said:
“I am thrilled to join the talented team at Kast and lead the company into its next phase of growth.”
He added: “Kast’s commitment to innovation and craftsmanship resonates with me, and I am excited to build upon its strong foundation to drive further success in the luxury bathroom industry.”
Tim Baynes will move to the role of founder, and will be tasked with ensuring the “essence” and design of the brand.
Working alongside Tim Baynes and David Knight is creative director Amy Bartlett, who brings design expertise to Kast.
She will guide Kast in shaping designs while maintaining the
“It is a business with an impressive manufacturing footprint, a strong brand portfolio, a talented team and an enviable reputation as a leader in the major appliances industry.
“I am convinced by the strength of Haier Europe’s fundamentals and its potential, and I look forward to building on the great work already in place.
“I will be very focused on working with the central Haier Europe team and the markets to remain at the forefront of innovation in product technology and scenario-based solutions, as we serve millions of people around the world who use our products every day.”
brand’s visual identity during its integration into Kohler’s Luxury Brands Division.
Situated on the outskirts of Sherwood Forest in the UK, Kast has over two decades of expertise in working with concrete and was acquired by Kohler in May 2023.
POSITION FILLED
Appointments and promotions across the industry
CAESARSTONE
Premium surfaces manufacturer
Caesarstone has welcomed Sarah Simpson as head of inventory and supply chain. She has over 20 years of experience in supply chain management for leading homebuilding brands, such as Saint-Gobain, Jewson, and Stark. Simpson’s skillset will help Caesarstone further improve service across its operations and logistics teams, within its owned distribution centres in London, Manchester, and Dublin.
REGINOX UK
Sinks, taps and accessories manufacturer
Reginox UK has appointed Stuart Ravenscroft as area sales manager for Central England and North Wales.
Ravenscroft has worked in sales for 15 years, including seven in the kitchen and joinery sector, for the likes of Benchmarx, Eurocell and SIG.
The Reginox sales team is now four-strong and led by UK sales manager Rebekah Tomkinson.
LAKES
Shower enclosure brand Lakes has appointed a warehouse and logistics manager as it builds on its recent growth and plans for the future.
Kevin Hart brings 40 years of warehouse and distribution experience to the role, with the remit of developing the company’s warehouse management systems and strategies. He has previously worked in a range of warehouse and distribution roles, including management and consultancy.
PJH
Bathroom and appliance distributor
PJH has added new team members to its Learning and Development (L&D) team, to enrich its training programme. The new team members include Lauren Fergus as L&D content creator, Justyna Prasek as L&D business partner South, and Guy Buggie as L&D business partner North. Buggie was previously responsible for health & safety and compliance training.
Clerkenwell Design Week 2024
Clerkenwell Design Week (CDW) returns to London, from May 21-23, 2024, and will be bigger than ever with new venues and expanded exhibition spaces.
Now in its 15th year, CDW will be building upon its “record” 2023 event, which attracted 37,000 visitors. This year’s festival will host more than 600 curated events across the EC1 neighbourhood. complemented by over 160 participating showrooms and 300 exhibitors across more than 12 venues. In addition, there will be a series of site-specific installations and activations. These include Duffy London which will build on its collaboration with Berlin-based surface designer Orsi Orban, to create Gatekeepers at the historic Gate of the Order of St John. Geberit will participate as an activation in Clerkenwell Green, plus there will be conversations at Clerkenwell in Spa Field and guided tours. Neolith will also participate for the first year as sponsor and exhibitor.
KBB showrooms
Hosting a programme of product launches, talks and workshops, showrooms participating in CDW of interest to KBB professionals include Domus Tiles, Cosentino, Ideal Standard and VitrA Bathrooms. In addition, CDW will see a preview of the new joint brand experience centre from Egger, Cleaf and Blum for interior designers, architects and specifiers.
Ideal Standard will unveil its new La Dolce Vita range, spanning vanities and vessels to bathtubs and mixer taps. In addition, it will debut its Finesse furniture range. While the VitrA showroom will undergo a major refit in early May, and visitors will be able to explore its new displays including recently launched M-Line furniture, coloured brassware and 100 % recycled ceramic washbasin, which it claims to be a world’s first, as well as new tiles.
Marketing manager of VitrA UK Ruth Davies points out the interest for KBB retail as it has commonality with the A&D community: “Unlocking opportunities is fundamental to all of our success, as is the need to inspire and ultimately make the sale or secure the specification. There is always something to learn from one another; particularly at a business level with the wider challenges we all face, from economic and environmental issues
to how we can best attract new talent and skills into our various sectors.”
Book a ticket
Design division director of Media 10 Marlon Cera-Marle commented: “We’re thrilled to return this May with Clerkenwell Design Week. As one of the most attended specification events in the A&D calendar, it also serves as an important platform to discover new talent and ideas.”
He added: “This year, we’re excited to showcase an unprecedented number of participating brands, reflecting strong demand from both home and overseas. In response, we’re expanding our exhibition and installation spaces, including the newly revamped, pedestrian-friendly Clerkwenwell Green. Anticipation is high for what’s in store, from diverse brands and showrooms to exciting partners, features and special events.”
Book your ticket for Clerkenwell Design Week at www.rdr.link/KAY004
Top takes from kbb Birmingham 2024
We identify top trends from Kbb Birmingham 2024, which will be a focus for kitchen and bathroom retail over the next two years
1
ONE-STOP-SHOP
It may be a sign of the challenging economic climate, but Kbb Birmingham saw suppliers expand their portfolios into new product areas.
Enabling retailers to simplify product sourcing, it also allows suppliers to gain more business from their showroom network. Hafele entered new partnerships with tap manufacture Bibury & Co, Zuma, which offers LED lights with integrated sound, and Samsung to distribute its appliances. While Aqualla expanded its existing brassware offer with flush plates, WC frames, concealed cisterns plus mirrors. Vado also expanded its shower and tap portfolio, with the introduction of its Cameo collection, a first for the company, as it introduced furniture, basins and mirrors.
2
ROOM FOR IMPROVEMENT
Not satisfied with entering new product areas, suppliers at Kbb Birmingham also expanded their reach throughout the home. Kitchens were showcased as part of homogenous, ground floor living space, alongside hidden utilities and dressing rooms, encouraging retailers to explore beyond traditional room confines.
Under the theme ‘Welcome Home’ Rotpunkt
showcased a walk-in dressing room, dividing interior wall solutions with integrated smart lighting, a custom media unit, and a hidden utility room with discreet access door. Schuller offered utility room solutions, with laundry appliances positioned at waist height and pull-out storage to eliminate freestanding clothes dryers. While, alongside its Handmade collection of furniture, LochAnna Kitchens showcased a cocktail dresser, utility and boot room.
3
GOT A HANDLE ON IT
The interior trend for personalisation has captured the kitchen and bathroom industry, and arguably could best be reflected by handle manufacturers. In fact, such was the emphasis of handles on furniture design, Formed won the Best Component Stand at the show. Among its launches, the company added seven collections to its Hendel & Hendel brand, including Brokk. While Armac Martin introduced its Cocktail collection of Art Deco inspired handle ranges. Rotpunkt also revealed its exclusive Buster + Punch collaboration with a 20-strong handle collection launched in the UK.
4
DOPAMINE BRIGHTS AND PRETTY PASTELS
Whether in the kitchen or bathroom, colour was splashed across appliances, furniture, sanitaryware, showering and bathing. Whether dopamine bright hues or pretty pastels, colour was a key story of the show. It formed a theme on the Bocchi stand, which saw judicious splashes of colour, including a nod to the Pantone Colour of the Year Peach Fuzz.
Sonas Bathrooms showcased colour across its stand, from furniture and baths through
to matching shower profile and trays, and Scudo also looked to the importance of colour matching across its entire brassware collection. Whereas pastel shades were big news for Rangemaster on its range cookers, and CDA on its freestanding refrigeration.
5
ECO-AWARE DESIGN
Perhaps not such an obvious trend as colour, but at Kbb Birmingham there seemed to be a move towards greater eco-awareness. KBB suppliers showcased understanding of resource use and materiality. VitrA used the opportunity to showcase its 100% recycled ceramic basin, claimed to be a world’s first. Hanex partnered with Smile Plastics to distribute its 100% recycled and 100% recyclable plastic, alongside introducing 10 new solid surface colours, while Quartzform unveiled its Ecotone slabs, with crystalline silica content of less than 5%. Quooker was also keen to promote its eco credentials with its Combi+ tank, which saves up to 4,200 litres of water a year, refurbished Quookers and live video guidance to reduce engineer visits.
6 APPLIANCE INNOVATION
Undoubtedly home appliances were a star of the show for Kbb Birmingham, providing an array of technology for kitchen retailers. Optimised food preservation, through to enhanced extraction and connectivity were some of the themes featured at the show. Bora showed its range of cooling appliances, including built-in QVAC vaccum sealer, while among its launches Caple unveiled an invisible induction hob and PlasmaMade extraction technology. Connectivity was the story of Kbb Birmingham for Haier with its ID series of ovens featuring Bionicook camera recognition technology to select cooking parameters, and Samsung was seeking to educate retailers on the advantages of AI.
“We are back in the game” \1
Following an MBO, investment and new product launch, Lakes Showering Spaces MD Mike Gahir says the business is aiming to become a “strong” competitor in the market
Lakes Showering Spaces is on a journey to become a “strong” competitor in the shower enclosure market. Following a management buyout - by MD Mike Gahir and fellow directors Bev Brown, Darren Bedford and Chris Thain - and having secured a £3.5million investment, it is in the process of modernising its product range. Mike Gahir explains why: “I think if you asked the market, they would have said Lakes was a solid brand but had lost its way and was behind on trends. It’s probably no secret that we are catching the market up, but quite rapidly.”
Stretching mid-market
Established in 1986, the £12m Gloucesterbased business was established by Robin Craddock and his father. While preserving the culture and family values of the business, Lakes has set about revitalising its range, first introducing the Wave shower enclosure in Brushed Brass and Black and now plans to introduce Modular Walk-in shower enclosures. Mike Gahir explains: “Walk-ins
are 40%-50% of what consumers buy and we think we’ve got something market-leading. The range has got a high degree of personalisation. It offers 28 combinations of glass panels in two thicknesses, bracing bars, and profiles in six finishes.” It’s a real stepchange for the company, as Gahir admits: “Less than 12 months ago, we only sold silver enclosures. That’s how far behind we were.”
It sees Lakes offering new colours to the company –Gun Metal, Brushed Nickel and Brushed Bronze –- and stretching its brand upwards, extending its 10mm glass offer. “The business has historically got its roots in the mid-market. It’s never going to forget its roots, but there’s a bigger part of the mid-market. This sits near the top of our portfolio.”
Retail support
The Modular Walk-in collection is being supported by displays, dedicated brochure with step-by-step specification, microsite with configurator, POS, as well as a team of five regional sales managers for retail. “The new product will open doors for us - no doubt
1. LAKES BOARD OF DIRECTORS
Managing director Mike Gahir, finance director Bev Brown, operations director Chris Thain and sales director Darren Bedford
about it. We want to reach new customers and replace displays of competitors.”
Gahir explains the importance of sales representatives to help achieve its aims. “As we try to develop new retail outlets, they are vitally important to establish that relationship. We want to have much deeper conversations with customers, to understand how we can help their business.”
Product pipeline
Gahir states the Modular Walk-in will be the catalyst for a “relentless” rolling product pipeline, with two or three product launches a year. In the new few years, Lakes Showering Spaces hopes to have remodelled its entire range. “Who know, maybe we’ll even try to lead on a couple of trends. That’s a brave new world for Lakes”, he adds.
Employing 130 people across the business,
with half in its own factory in China, enables the company to turn the dial on production: “It gives us a really strong supply chain and a greater degree of control”, says Gahir. Despite a 4-5-fold increase in shipping costs, just this year alone, Gahir says the additional costs haven’t passed through to retailers. But has it been impacted by the recent Red Sea troubles? “The only thing it’s done is added two weeks’ delay and that is not just the shipping but the port congestion.”
Sustainable credentials
For a company that prides itself on sustainability credentials, with recyclable packaging, how does that sit with manufacturing in China? Gahir points out the company is Carbon Neutral Plus, explaining: “We offset more than we use. We support projects in India and China and Africa, for example. We think the industry feels like it’s woken up a little bit late but it is quite a focus for the industry, whereas we are ahead of the game.”
And he believes it is inevitable companies will become Carbon Neutral, as a minimum. “There’s a lot of regulations coming in which are going to try and drive more local sourcing in early 2027 for the UK. That’s going to have impact for our industry because glass and aluminium industries are the first being targeted. It’s a tax really, as sourcing locally is not realistic for a lot of businesses.”
2. MODULAR WALK-IN
Lakes Showering Spaces has recently introduced the Modular Walk—in collection which offers 28 combinations and is positioned at the top-end of its market
“No quibble” guarantees
However, the success of the company is not reliant on product development and environmental credentials, alone. Gahir points to its customer service and “No Quibble” Guarantee. “Our TrustPilot score is one of the highest in the industry, and part of that is because we’ve got a No Quibble lifetime guarantee. If there is a warranty claim
3. PRODUCT CATALYST
The Modular Walk-in Collection will act as a catalyst for a “relentless” rolling product pipeline, with two or three product launches a year
and it’s deemed to be a manufacturing fault, which are thankfully rare, we will often replace the unit. It means for retailers, if one of their customers has an issue with a Lakes unit, they know we’ll take care of it.” However, not content with this alone, Lakes has also focused on enhancing its service. “We want it to be easier to do business with”, says Gahir, highlighting a redesign of its brochure to improve communication.
Outperforming market
All of which has seen Lakes Showering Spaces outperform the market in retail and new build, with specification a relatively new sector for the company. “We’ve had quite a strong quarter one performance on our specification channel.” And the company is seeking to explore additional channels, but is not considering online sales. Gahir states: “The majority of our business is in retail and up until two years’ ago it was our only sales channel.” Although developing new markets, Gahir assures retailers their business is still important to the company, pointing out it is Lakes largest market.
Lakes Showering Spaces recognises building the brand is one of its biggest challenges but the launch of the Modular Walk-in Collection will be a “massive” step in that direction. Gahir concludes: “The company is poised well for growth. What we want retailers to feel is we’re back in the game.”
Discover Lakes showering spaces portfolio at www.rdr.link/KAY012
“Every customer needs to feel like royalty”
Celebrating 15 years trading, and having moved to new premises, business development manager
Emma McLoughlin says Regal Kitchens is still firmly focused on its customers
Directors of Chelmsford-based Regal Kitchens John and Nicola Martin found the location for their business, when driving past a neglected kitchen showroom to return a video to Blockbusters 15 years’ ago. After a conversation with the landlord, they took on the property, “and the rest is history” says business development manager Emma McLoughlin. Although, not quite, as the business relocated in 2023. “We had to move, last year, because the landlord decided to sell the building to a property developer, with plans for it to be knocked down and become a site for 48 flats.”
Property relocation
Regal Kitchens took two years to find a suitable new property, as they wanted free car parking for customers, which Emma says is hard to find in Chelmsford. “We couldn’t have customers trying to make decisions about their kitchen but at the same time clock watching because their parking tickets are about to run out”, explains Emma. In a twist of fate, at the same time, new warehouses were being built at the end of
the road where the company directors live, so Regal Kitchens moved into one of the units. “We spent around three and a half months after getting the key to opening the doors”, says Emma, adding “before we could start installing any kitchens, we had to put in internal walls, lay the floor and direct electrics and water services.”
Now the showroom is complete, Regal Kitchens is at the heart of the local
1. REGAL KITCHEN TEAM
The team outside Regal Kitchens new showroom in Chelmsford, which took just over three months to complete
2. SHOWSTOPPER ENTRANCE
In-frame kitchen is shown in a choice of three colours at the start of the customer journey
community. “We are next door to a primary school and help with their Parent-Teacher Association events. We often let the parents use our car when its school pick up and drop off time. It helps build trust.”
Display choice
Measuring 1,500sqft, the showroom features 18 displays. And Emma explains the design choices for the roomsets. “We’ve tried to use lots of up-and-coming furniture and techniques, like a handleless Shaker and secret utility room, to show what we can do.” However, the design is based upon more than the aesthetics. Emma says the company asked suppliers for consumer insights on what was selling: “For example, we asked Hafele what its top 100 selling handles were, for us to have on display. We also did that with other suppliers, which include Schuller and JJO.” But to ensure consumers are offered choice, Regal Kitchens showcases a variety of colours. “We’ve tried to show three or four different colours of the same door on the same display, just to help people see the impact of colour choice in a kitchen.”
Showroom journey
This same attention to detail is also on the customer journey. “We’ve designed a walkway to weave around the showroom so you don’t pass the same display twice” says Emma. It starts with an in-frame kitchen at the front door, in a choice of colours, and winds through to more modern and neutral displays, until it arrives at a demonstration kitchen.
At its grand opening, Regal Kitchens invited finalist from MasterChef 2023 Anurag Agarwal and quarter finalist of MasterChef 2019 Yui Miles to cook in the kitchen. However, Emma also cooks in the showroom: “We held a Marie Curie fund-raising baking day for customers and I cooked cakes in the normal oven, as well as in the steam oven, so that people could see and taste the difference.”
At-home demonstration
No stranger to cooking for an audience, Emma will cook a three-course meal for customers in their new kitchen, a week after the installation. “I’ve cooked in around 150 different houses now for customers over last seven or eight years. It’s a really nice way to finish the service.” It not only allows Emma to instruct her customers on appliance use –in an informal setting –but allows her to gain feedback and a customer review. “That’s the time I can ask about what they thought of the showroom. Did the designer listen to them?
3. SHOWCASING UP–AND-COMING TECHINIQUES
Regal Kitchens showroom includes boot room, concealed utility and home bar
Did the fitter turn up on time and leave their home clean and tidy?”
Award-winning service
However, Regal Kitchens is keen to point out its customer service extends beyond the initial purchase. “We will still go around and change an oven lightbulb for customers free of charge, years later, because we want them to remember us when a friend or family member wants a new kitchen”, says Emma. She points to social media as also being useful to providing customer service: “I’m going to record video tutorials on how to remove and clean the Neff Slide & Hide door, as I’ve had a lot of client requests about that.”
It’s no surprise, Regal Kitchens is a multi award-winning retail business recognised for its customer service. In the past two years, alone, it has won eight awards. Emma comments: “The biggest award we achieved in the last few years was Which? Trusted Trader of the Month in
May 2022. That gave us a huge influx of customers. We’ve been a Which? Trusted Trader for a long time. It’s really difficult to get that endorsement and to keep it.”
Repeat success
And the success of Regal Kitchens is not only reflected in its sales figures: “We’ve had the busiest month, for over a decade, with 10 kitchens sold in March. We would normally aim for a kitchen a week and we more than doubled that. This year has been really good.” With an average sale of £25,000 - £30,000 for supply, design and FIRA Gold Installation, Emma says the company has the ability to stretch to meet most budgets: “We even let customers buy their own appliances and we just charge him to fit them. Everybody’s circumstances are different and I think you need to respect that.” She concludes: “Our tag line is ‘where client is king’. Every customer needs to feel like royalty.”
4. DEMONSTRATION AREA
Faucet of nature
We take a look at the next natural development of specialist kitchen taps and discover how they suit a wide choice of consumer lifestyles and budgets
Where once a hot water or filtered water tap was the epitome of luxury, industry experts believe they are fast becoming commonplace in kitchen design. Just like the dishwasher is now part and parcel of modern requirements, specialist hot and filtered water taps are finding favour.
Product manager at Abode Dan Biddle put some statistics to this, stating: “Experiencing huge levels of market growth, controllable 75˚C-98˚C instant filtered steaming hot and cold water is now considered in 40% of all new kitchen installations.”
At-home experiences
It’s perhaps no surprise the wet zone has become such a firm focus for consumers, as managing director of Blanco UK Neal Jones pointed out at the Ideal Home Show: “It is the most important place in the kitchen, because you spend 60% of your time at the sink and it’s about the things you do at that location.”
And Dan Biddle of Abode agrees, adding: “The wet zone has become a high traffic, multi-functional space and so any product which helps transform the sink area into a hybrid workstation for cleaning and hydration is only set to grow.”
This move was reaffimed by the pandemic, where consumers recreated social experiences at home, and these trends are now firmly entrenched in interior design. Think coffee stations and at-home cocktail bars. “Currently the no 1 trend on Pinterest is Cafecore providing inspiration for barista standard coffee stations. A specialist tap is tied in with the desire to show your panache and be creative and social with drinks, whether it’s tea, coffee, infusions or spritzers”, explains sales and marketing director of Franke UK Jo Sargent.
Expanding water offer
Alongside this has been the development of the tap itself. They have moved on from the 3-in-1 model offering either steaming/boiling
1. ABODE
Pronteau Scandi offers 4-in-1 functionality (hot, cold, filtered cold and 75-98º steaming hot) with a dual lever – Scandi X or Hotkey sensor activation Scandi E. Find out more at www.rdr.link/KAY043
2. FRANKE
Mythos Water Hub 6-in-1 offers filtered ambient, chilled, sparkling and instant boiling water, on top of hot and cold mains. Each function can be personalised. Watch the video at www.rdr.link/KAY013
hot water or filtered water, alongside standard supplies. Now the 4-in-1 model has come to the fore, meaning consumers don’t have to choose, as they can have both boiling/steaming hot and filtered cold water supplies. There are even taps additionally offering personalised water temperatures and sparking water – with a choice of carbonisation levels – bringing the options to six water sources on tap. It includes the
recent European launch of the premium Mythos Water Hub 6-in-1 tap, at Kbb Birmingham from Franke and the Choice tap from Blanco.
Naturally, the 3-in-1 entry level models in the hot water tap sector are still proving the most popular in sales and, there is sales potential as market penetration is relatively low. According to Dave Mayer of Reginox hot water taps account for 30% of its kitchen tap
sales. CEO of Qettle Greg Rowe Snr believes democratisation of design will be important in driving sales in a challenging economic climate. He points out for hot water tap sales: “The opportunity is going down a price pyramid rather than going up it. People spending £10,000 on a kitchen badly want a boiling water tap, if they are going to spend 10% of the value of the kitchen or more on it. We think the market will play out more in the middle and lower ground if it’s ever going to replace a kettle.”
Leader of product management at Lixil EMENA and Grohe UK Lewis Neathey points out the company’s most popular specialist tap sales are at the entry level for the sector: “Our Grohe Blue Pure stands out as our most popular and fastest-growing multifunctional model. Additionally, the Grohe Red kettle hot tap is gaining popularity.”
And managing director of Reginox UK Dave Mayer also finds 3-in-1 taps are the most popular in his portfolio: “Hot water tap 3-in-1 is the fastest grower at the moment, but I see 4-in-1 and 5-in-1 models growing in the future.”
Game-changing health aid
But the game-changer in the specialist tap market is arguably the combination of app controls, providing gamification with wellbeing monitoring. Forget the motivational water bottles with hourly comsumption markings to promote hydration – a complementary app, can record the quantity and type of water consumed during the day.
5. REGINOX
Aquadzi is a 4-in-1 boiling water tap that uses touch control technology to deliver instant filtered or boiling water. There is also a mixer lever for normal hot and cold water. See the taps at www.rdr.link/KAY016
3. GROHE
The Blue Pure tap from Grohe in Phantom Black boasts a pull-out spout and can filter up to 3,000 litres before the cartridge needs replacing. Download the brochure at www.rdr.link/KAY014
4. 6. BLANCO
The Blanco Choice. All system offers two types of sparkling water, filtered boiling and chilled water and has an app to monitor hydration. Find out more at www.rdr.link/KAY015
Lewis Neathey continues: “In the filtered water tap domain, brands are beginning to use app functionality to allow consumers to track their water intake and monitor their levels of hydration. Looking ahead to the future of these products, we expect voice activation and the use of an app to operate the tap, to come into play.”
Whereas Dan Biddle is firmly focused on the health aspect, adding: “Given the appetitie for consumers to monitor and uplevel so many aspects of their health and wellbeing through apps and data, I imagine there will be plenty of possibilities to develop even more personalised water menus depending on an end user’s health in the years ahead.”
Sustainable services
But before we reach too far into the future, industry experts remind kitchen designers of good practice - particularly around hot water - with servicing a key aspect for the appliance. With a specialist tap requiring new cartridges
– Dan Biddle says it’s always worth remembering the components are recyclable and can be sent back to manufacturers after they have expired for recycling.
Correct servicing also promotes sustainability, in terms of longevity of the tap use, Jo Sargent of Franke UK explains: “Aftersales service and maintenance is an important part of the decision because a specialist tap requires ongoing servicing, just as you would your home boiler. They are not a fit and forget product, they require care and attention from the homeowner to change the filter cartridge. For example, we offer an annual service package which includes a tap MOT and cartridge replacement by our own Field Service Team and this is a key part of our product proposition and beneficial for retailers to bring into the sales talk.”
Certainly there will be no slow-down in specialist tap development, and with a broad offer of designs and services, they are now available to a wider populace. So tap into the potential for lucrative sales.
JUST OUT
1. SYMPHONY
British furniture manufacturer Symphonynow offers its Langdale kitchen, a thin framed Shaker, in a Harbour Grey finish. It has been designed to be used as standalone or combined with one of the existing colours for a mix and match look. Harbour Grey adds to the grained foil finishes of Fern Green, Providence Blue and Indigo, as well as 18 Paint to Order colours. Request a brochure at www.rdr.link/KAY017
2. FLAMMKRAFT
German manufacturer of premium infra-red powered gas barbecues and outdoor kitchen units Flammkraft is now available in the UK. According to the company, Flammkraft’s Block D barbecue model is quick to heat up and offers a temperature range of 75˚C to 900˚C for more precise cooking than an open flame. Available in seven colours, with oiled oak accessories, the BBQ can be complemented by the Block M kitchen module for extra worktop space, storage or use as an outdoor bar. Discover more at www.rdr.link/KAY018
3. MIELE
Premium appliance brand Miele has introduced the Obsidian Matt Black built-in collection. It comprises an oven, compact microwave combination oven, combination steam ovens (in 450mm and 600m sizes), warming drawer and sous-vide drawer, as well as bean to cup coffee machines, all complemented by matt glass induction hobs and a cooker hood. Discover more details at www.rdr.link/KAY019
4. CAPLE
Developed in response to demand from retailers, designers and homeowners, Caple has introduced a patented PlasmaMade E-Filter. PlasmaMade combines Plasma and electrostatic discharge (ESD),to break down odours, fine dust, pollen and recirculate clean air.In addition, the PlasmaMade Filter is 97% recyclable and Caple reports it can last up to 15 years. Discover the technical details at www.rdr.link/KAY020
5. SCHMIDT
Bespoke French kitchen manufacturer Schmidt has launched Bossa Nova furniture, which encapsulates the trend for dark interiors and grainy wood. It features a textured black lacquer finish with a new Yule Grey marble-effect worksurface in a choice of 20mm, 40mm and 78mm thicknesses. Bossa Nova includes a variety of feature units and space-saving storage, with glassfronted display units, boasting optional illumination. Download a brochure at www.rdr.link/KAY021
6. TKC
Kitchen furniture supplier TKC has introduced the Contour Collection, offering four in-frame effect door styles. The door styles are Durham (pictured), a one-piece MDF Shaker door; Stirling, a Shaker timber door with internal beading; Langley, a slab MDF matt door, and Chillingham, a narrow frame timber Shaker. All are available in a palette of 36 Paint-to-Order colours or over 2,600 bespoke colours. Discover more at www.rdr.link/KAY022
7. NEOLITH
Sintered stone manufacturer Neolith has launched Calacatta Roma and Cappadocia Sunset, for use in kitchens or bathrooms walls, gardens or facades. They belong to The New Classtone and Fusion collections which interpret marble and natural stone, respectively, and boast Neolith’s antibacterial NeolEAT technology. Calacatta Roma pays homage to Italian Carrara marble, while the Cappadocia region, with its rock formations in central Turkey, has inspired Cappadocia Sunset.
www.rdr.link/KAY023
Box clever
With dwindling home sizes, but demand for additional cloakroom or ensuite facilities, it’s time to consider the practicality of bathroom storage for compact spaces
With greater urbanisation seeing small homes built for densely populated areas, and demand for more bathroom facilities within them, what was already “the smallest room in the house” certainly lives up to its name. On first impression, adding furniture – no matter its size - into an already small room may seem counter-intuitive, as it takes up precious space. However, accomplished designers understand optimised storage is invaluable for small spaces. It not only provides the function of stowing goods, but creates coveted, clutterfree living spaces, no matter the room size. According to the Sonas Big Bathroom Survey 55% of consumers were dissatisfied with insufficient storage, and marketing director of Sonas Bathrooms Louise Murphy explains: “Even in the smallest of bathrooms, essential storage is required for toilet cleaning products, which most people would prefer to have out of sight.”
Small but significant
Such is the popularity of storage for small bathrooms, furniture sales are big business. Marketing manager of VitrA UK Ruth Davies states smaller-sized furniture represents a “significant” proportion of her company’s sales. Her view is echoed by product and marketing manager of Ambiance Bain Karen Jervis who states the importance of smallscale storage: “Most UK bathrooms are compact and so smaller size furniture units are critical. The majority of our sales are still around 500mm/600mm basin units.” It’s a common industry viewpoint, as product coordinator at HiB Paulina Pilipiak points out: “Across our furniture sales, we have definitely seen a clear preference for bathroom furniture that is at a shorter project. In our ranges that have full and short projection options, the smaller depth is consistently more successful than our deeper sizes.”
1. VITRA BATHROOMS
Root furniture comes in three styles – Classic, Groove and Flat – a choice of 17 colours with Gloss, Matt or Wood finishes. www.rdr.link/KAY024
2. HiB
Part of the Novum brand of furniture, Rivus is a floorstanding corner unit which comes in a choice of three finishes. See all floorstanding furniture at www.rdr.link/KAY025
Storage space
Enabling consumers to fit storage in awkward areas and diminished spaces, there is a variety of bathroom furniture to suit the most challenging of layouts. Julie Lockwood, furniture product manager of Bathrooms to Love by PJH, states: “With a focus on
compact styles, short projection depths, wallhung options, and generally a smaller footprint than standard-sized units, furniture that is both space-efficient, functional and sophisticated, is a winning formula.”
Ideal Standard was among the first to develop furniture catering specifically for small spaces, with the introduction of its Space range in 1998. It has recently introduced i.life S for small spaces, as senior designer for Ideal Standard Yiota Toumba says it is “created specifically with soft square shapes and small floor space in mind”. She continues: “This includes wall-hung vanity units, washbasin units, worktops and tall column units which can make use of smaller spaces.” PJH has also introduced the Venosa Modular furniture for small rooms, with short projection unit, housing for WC and a one-piece resin basin
Inspiring ‘small scale living’ displays will help customers understand that going compact doesn’t mean a compromise on design and style.
and worktop in a reduced footprint.
However, manufacturers will also ensure small dimension storage is available as options across its furniture collections. As an example, Ruth Davies of VitrA states its Root range offers storage for bathrooms, regardless of the room size: She adds: “At only 270mm deep, our short projection vanity unit, the VitrA Root Compact Unit, is a well-recognised choice for designers looking to provide a valuable storage solution in small spaces.”
3. CROSSWATER
Its first furniture unit designed specifically for cloakrooms, the wall-hung vanity Aio measures 400mm wide and comes with a basin. View the technical specification at www.rdr.link/KAY026
4 UTOPIA
Qube Fitted Freestanding 646mm washbasin unit is available in seven finishes and comes with Mineralcast slabtop basin. Discover more details at www.rdr.link/KAY027
Small world rules
But are there any overarching rules that designers must consider to optimise space while achieving visual lightness in a small bathroom? Head of marketing at Utopia
Helen Clark comments: “At Utopia, we often say that fitted furniture is the best solution for awkward, cramped bathrooms as it streamlines the space and hides away any unsightly features.” She continues to say explore the use of corners and walls, pointing to tall units adding: “As well as reduced depth items, we offer corner options and curved units to make clever use of otherwise redundant space. Extra tall mirror units maximise the potential of all that wasted space above conventional height wall units, while tall sit-on units take advantage of space between the worktop and the wall units.” And Karen Jervis, product and marketing manager of Ambiance Bain agrees, adding: “Space above WC units, wall cupboards and fitted furniture are all items which can provide lots of storage without overpowering a small space.” And, of course, the ability to reflect light around the room through the use of mirrors and mirrored cabinets is also useful
to create the illusion of more space. Keuco UK country manager James Sketch reminds designers: “Lighting and reflection can be used to maximise the feeling of space in a compact bathroom. You no longer need to rely on traditional overhead or side lights, as mirrors, cabinets and standalone units also provide lighting effects.”
Inspiring spaces
Although consumers may be limited for space, with such a choice of storage they don’t have to be restricted in taste. Head of design at Bathroom Brands Group Jorge Hernandez explains: “Consumers can still go for all-out luxury with furniture in a compact bathroom, from fluted finishes to vibrant tones. If a customer is craving colour, a vanity unit is the ideal way to add expression and personality to any bathroom, whether it’s classic or contemporary.” In fact, Ruth Davies suggests this should be reflected in bathroom showrooms, adding: “Inspiring ‘small scale living’ displays will help customers understand that going compact doesn’t mean a compromise on design and style. These can demon strate how clever use of storage, compact sanitaryware, fixtures, accessories and lighting can create a sense of space and order.”
Certainly, the demand for smaller bathroom designs is only going to grow in
EXPERT VIEW
Material matters
Product manager at Medite Smartply Becci Goldsmith says consider the materials used in bathroom furniture to withstand high humidity
When we think about the use of bathrooms, it’s strikingly clear that the materials needed in this environment are of paramount importance. Bathroom furniture is exposed to humidity and water splashes. The materials used within the room must withstand spills and steam without deteriorating, ensuring long-lasting durability for their intended purpose.
For retailers, the two key factors to consider for bathroom furniture are moisture resistance and material sustainability. In most cases, moistureresistant MDF (medium-density fibreboard)
importance for bathroom retailers. Small, stylish bathrooms will not only be in demand for new builds but also the future refurbishment market, when homeowners want to upgrade their existing small homes. Ruth Davies explains: “With increasing demand for housing stock, smaller homes
5. KEUCO
The Somaris mirrored cabinet is available as a recessed or on-wall model. It comes with four sides options: Mirror, Oak Wood effect, White or Black. Watch the video at www.rdr.link/KAY028
panels can be used in humid environments such as bathrooms. MDF panels can be used for furniture, as well as windows, skirting boards, and architectural mouldings.
Medite Smartply manufactures MDF panels using wood sourced from sustainably managed Irish forests and consist of 40% wood chip and 60% by-product, resulting in fewer imperfections, both aesthetically and in terms of durability.
Another important consideration for retailers, working in new build properties, is compliance with Building Regulations that govern bathroom construction. Many building codes mandate the use of moistureresistant boards in specific locations within a building, particularly in areas prone to moisture. Therefore, suppliers should view moisture resistant MDF panels as the optimal choice to meet both durability and aesthetic needs while adhering to these regulations.
In summary, moisture resistant MDF
being built, and homeowners looking to use existing space in clever ways, we will see the market for compact bathroom furniture continuing.” So if you’re not already taking small storage seriously, perhaps now is the time you should, as it will reap rewards now and in the future.
6. SONAS BATHROOMS
Short projection vanity units are available in the Scandinavian Furniture collection, which includes Freya Cloakroom units. View the complete Freya range at www.rdr.link/KAY029
panels are a clear choice when looking for a sustainable, reliable, easy-to-use material. They not only offer peace of mind through their sustainable lifecycle but are also suited for the task, ensuring a clean and durable finish in any bathroom setting.
View a bathroom case study using Medite MDF at www.rdr.link/KAY030
JUST OUT
2. GRANT WESTFIELD
Manufacturer of bathroom wall panel brand Multipanel, Grant Westfield has launched a new brand, Naturepanel. Created as an alternative to slat walls, with an etched shadow gap, Naturepanel can be used in highmoisture areas and throughout the home. Sharing a Hydrolock joint with sister brand Multipanel allows designers to combine finishes across brands and Naturepanel comes with a 30-year warranty. Discover the brand at www.rdr.link/KAY032
1. GROHE
Bathroom manufacturer
Grohe has introduced the Grohe Sensia Pro, an entry level shower toilet. It boasts twin, self-cleaning shower arms, for front and rear cleansing, with adjustable water temperature, nozzle position and oscillating spray with an automatic forward and reverse motion. With a Triple Vortex flush and nightlight navigation, Grohe Sensia Pro can be operated by remote control, with user profile settings. Read the technical specification at www.rdr.link/KAY031
3. WOODSTOCK
British bathroom furniture manufacturer Woodstock Trading has launched 50 products across its Calypso Bathrooms and Veldeau brands. Unveiled across two Spring 2024 brochures, the product launch introduces furniture, mirrors, brassware, ceramics, and hardware. Among the latest Calypso launches are the traditional-inspired Petra vanity (pictured), with horizontal fluted detailing. Explore the brands at www.rdr.link/KAY033
4. KAST
British concrete basin manufacturer Kast has unveiled Holm, which features a removable terrazzo insert, for ease of cleaning. Holm comes in three models, offering a choice of installation options and in 28 colours. Anno is a circular washbasin, while Nema is a rectangular model and Mesa is an arch-shaped basin. View the entire range at www.rdr.link/KAY034
5. IMPEY
Wetroom manufacturer Impeyhas launched the Aqua-Dec Linear 1 floor former, with a single gradient for corner or open installations. It adds to the company’s two-way, three-way and four-way wetroom floor formers. Available in three sizes, it is supplied with a gravity waste, with the linear drain positioned next to the wall or off-set. Read the technical specification at www.rdr.link/KAY035
COMPANY MAT TERS
Offering support for independent kitchen and bathroom firms because your business is our business
PERSONAL DEVELOPMENT
How to improve time management
Director of Strategic Professionals
Sharon Southcott explains how to make the best use of your time to achieve
outstanding results
Is your workload getting on top of you? Do you sometimes feel overwhelmed? Would you like more hours in a day? These feelings are common for many people. It’s not just managers or business owners but it can affect all our teams. So what can we do to keep on top of things and protect the well-being of ourselves and our staff?
I was recently delivering a workshop to a group of young apprentices at a builders’ merchant. I was surprised how many of them said they often felt they didn’t have enough time to get everything done. Having first established their perception of time, we then went on to discuss how it could be managed and how better time management could help.
When I ask people what their time management is like they often say “I am never late to an appointment” but time management is much more than this.
It’s about:
● Making the best use of time
● Getting more done in the time available
● Taking more control over time
● Avoiding last minute rush
Key principles of time management
● Planning
● Protecting planned time
● Manage expectations
● Manage interruptions
● Know your time thieves
Poor time management can be caused by many things, some of which may be out of your control. How people around you manage their time can impact on your time management as can lack of resources, lack of motivation and generally feeling of being overwhelmed.
Tools and Techniques
1.Use a prioritising system
A prioritising system could be a colour coding of your to-do list to show levels of priority or could be a simply ABCD coding to highlight urgent and important tasks, not so urgent but still important, non-urgent things to do and small tasks, like filing, which aren’t urgent but need to be done
2.Allocate time – build in time for the unplanned. If you know a colleague is back from holiday or a someone is calling in then make a little time where possible to talk to them. If you don’t, they may steal your time anyway and throw out your day.
3.Use a diary
This could be electronic or an oldfashioned paper diary. Whatever suits you
4. Manage your workspace
Losing things is one of the biggest time
thieves as is rereading pieces of paper lying around your work area
5.Limit interruptions
Use body language to limit interruptions and discourage chit chatters, Remember, be ruthless with your time but gracious with people. Manage your environment.
6.Develop a personal sense of time
Make time an ally not an enemy
Remember there are only so many hours in a day, it’s how you manage those hours that can make a difference.
By improving time management, it will allow the following:
● Time to think more clearly
● Better forward planning
● Time available for more important tasks
● Less pressure and less stress
● Better personal relationships
● Better informed
● Improved self-confidence and credibility
● Better quality work
● More productive
Find out about Strategic Professionals service at www.rdr.link/KAY040
MARKETING
Understanding and reaching home movers
Digital performance strategist Holly Neal at Door4, which specialises in helping homes and interiors businesses drive traffic, conversion and sales, says consider shifts in online activity to target home movers
A new report has revealed the Home & Garden sector expecting to see slow growth in 2024, projected at 1.7% year-on-year to £46.42 billion. Set against this backdrop, there has never been a more critical time to understand your audience and the market segments with potential spending power. With an unwavering propensity to spend, home movers are one such segment that should be on the radar of kitchen and bathroom retailers this year.
Current estimates are this audience spends on average £42,000 on goods and services in the months surrounding their move. So recognising and speaking to the unique needs and preferences of this market segment, during their home-buying journey, can be an important ingredient in an effective marketing plan. But it is not just about identifying an audience segment. It is understanding how to reach and persuade them too, which is critical.
Online activity key shifts
Analysing property and homemover data, we have observed significant change in how recent movers in suburban and rural areas behave, particularly those interested in home
improvements and gardening, we’ve found two key shifts:
● Decline of online research
While finding information remains paramount, there has been a notable decline of 8% in consumer engagement in researching products online since 2020.
● Guidance not inspiration
The desire for inspiration is waning among this market segment, with a 7% decrease in consumers actively seeking new ideas or inspiration for their home projects.
Recent movers are increasingly turning to online platforms to seek guidance on ‘how to do things,’ indicating a growing interest in practical, hands-on information rather than just product specifics.
Consider buying journey
Our research shows that applying a ‘Living, Learning, Buying’ approach when shaping a communication framework, can help take into account current trends in search priorities at different stages of home movers’ consideration journeys.
In the Living phase, consumers are immersed in the flow of their daily lives, not actively seeking out brands. However, certain channels naturally contribute to brand discovery such as recommendations from friends and adverts.
Transitioning to the Learning phase, home movers are now preparing to enter the market and become more intentional in seeking information about products and brands. This is where Google Ads, consumer reviews and price comparison websites come to the fore.
In the Buying phase, home movers are extremely active and ready to make decisions, factors such as free delivery, discounts and promotions become paramount in influencing their online purchases.
Being highly targeted with your communication channels, and tailoring your messaging to an active audience segment will ensure your marketing budgets work even harder, driving up ROI and helping you navigate the year ahead.
Discover more about Door4’s services at www.rdr.link/KAY036
PROMOTION
WEBSITE STORIES
What has been driving KBN’s website traffic?
Here are the top three stories with the biggest hits in March on www.kandbnews.co.uk
TKC
Kitchen supplier TKC has completed a round of investment at its headquarters in Denton, Greater Manchester, to bolster manufacturing capabilities and increase product choice. The investment includes the acquisition of two multi-functional routering machines, enabling the production of in-frame effect doors for its new Contour collection. TKC has also further invested in its in-house spray facility, including enhanced dust filtration systems. See the story at www.rdr.link/KAY037
FISHER & PAYKEL
At the opening of its London Experience Centre, chief operating officer for UK, Ireland & Europe Stephen Rickersey states now is a time of transition for Fisher & Paykel. Part of a global roll-out of Experience Centres, it is the first in Europe, and showcases a new product line-up to offer retailers a full suite of kitchen appliances – including cooking, laundry and wine coolers. All of which goes towards its long-term plans, to quadruple the UK business in five to 10 years. Read our interview with Stephen Rickersey at www.rdr.link/KAY038
NOBIA
Director of kitchen manufacturer and retailer Magnet, George Dymond has been appointed executive vice president and head of region UK for Nobia. He succeeds Kristoffer Ljungfelt who was recently appointed as president and CEO. With two decades of experience from senior leadership roles in the retail industry, Dymond will become a member of Nobia Group’s management team and will assume his role by July 1, 2024. View the whole story at www.rdr.link/KAY039
ADVERTISEMENT INDEX
Here is a useful summary of all the adverts that appear in this issue of Kitchens & Bathrooms News. Each is listed with its page number and a direct URL that will get you straight to the relevant online information.
BIKBBI................................................................(inside back cover)
www.rdr.link/KAY100
Clerkenwell Design Week..................................................(page 4)
www.rdr.link/KAY101
Crosswater........................................................................(page 31)
www.rdr.link/KAY102
Crown Products............................................................(back cover)
www.rdr.link/KAY103
Egger UK Ltd........................................................................(page 6)
www.rdr.link/KAY104
Franke UK Ltd......................................................................(page 9)
www.rdr.link/KAY105
Hafele UK Ltd....................................................................(page 15)
www.rdr.link/KAY106
Hettich UK............................................................................(page 7)
www.rdr.link/KAY107
HiB Ltd................................................................................(page 29)
www.rdr.link/KAY108
KBSA..................................................................................(page 10)
www.rdr.link/KAY109
Keuco UK Ltd....................................................................(page 29)
www.rdr.link/KAY110
Reginox UK Ltd..................................................................(page 12)
www.rdr.link/KAY111
Utopia Furniture Ltd........................................................(page 27)
www.rdr.link/KAY112
Victoria + Albert................................................(inside front cover)
www.rdr.link/KAY113
VitrA UK Ltd......................................................................(page 24)
www.rdr.link/KAY114