PA R T N E R P R O G R A M M E
TH E
PA R T N E R P R O G RAM M E
The aim of the Kindred Partner Programme is to provide you; the independent retailer, with greater support and help to grow your bedroom business through our nationwide marketing programme. We can help you by: 1. driving unique consumer leads to your business through dedicated consumer marketing activity and an unrivalled online presence 2. helping you to sell more Kindred Bedrooms in store, through the very best complementary marketing material and training for your business, along with world class product, design, technical and commercial support 3. consistently creating consumer demand for Kindred in the marketplace – through championing the many benefits of buying from an independent retailer
Our nationwide network of Kindred retailers all benefit from receiving consistent unique consumer leads as a direct result of our marketing activity. Our guide outlines some of the key sales and marketing support you’ll receive as a Kindred partner. To join our Kindred partner programme, simply include at least one Kindred door display starter pack, or at least one full bedroom display in your showroom.
W H AT D O E S
KINDRED
An extensive range of doors and finishes, with an option to suit every price point.
M E AN TO YO U ?
Kindred is the most exciting bedroom brand to hit the UK market in years. Kindred, owned by PWS, is a family run business with over 100 years of heritage and expertise. Kindred was born from a deep market understanding of today’s British lifestyle. Offering the very latest in interior trends and the highest quality products from some of the world’s leading manufacturers, Kindred’s unique approach has cleverly merged British and Italian design to develop a range of beautifully crafted collections. Providing access to the most comprehensive collections of both contemporary and classic bedroom styles, Kindred offers both affordable and relatable bedroom solutions for real homes. Kindred can be exclusively sold through our approved and accredited Kindred partners. It is a bedroom brand that is committed to on-going consumer marketing for independent retailers - geared towards generating awareness and sales leads for your business. A brand that the consumer will ask for by name in-store. We offer an outstanding six year warranty package on all of our wardrobes and chests. Our warranty aims to provide you with additional confidence and reassurance when buying from us. Please contact our bedroom team for further information.
Origin shown in Partridge Grey
W E HAVE TH E
S OLUTI ON Designed in the UK by a team who truly understands the demands of modern British living, our bedroom components and complete furniture products have been created to suit any application. With an innovative range of doors, cabinets, sliding, made-to-measure solutions, interior storage, handles and accessories, Kindred provides the ultimate design flexibility to create any look, meet storage needs and utilise space.
However you prefer to do business, Kindred’s flexible product offer is available in 3 formats: complete, component and made-to-measure.
☐ Complete ☐ Component ☐ Made-to-measure
S U PP ORTI N G YO U
We have a growing family of over 100 independent retailers, all selling and promoting the Kindred brand. In becoming a Kindred brand advocate, the partnership programme will support you with a nationwide marketing initiative, dedicated to creating brand awareness and making you visible to consumers in your area – all driving sales leads to your showroom. Underpinned by a host of benefits with meaningful sales and marketing support, qualifying as a Kindred Partner helps you to make the most of your showroom, provide a great commercial offering, increases awareness in your local area - and makes it easier for you to convert more sales.
The most innovative bedroom brand for the independent retailer.
KINDRED
PARTN E R PR OG RAM M E OFFERING
1. WE D R IVE LOCAL CON S U M E R LEAD S TO YOU R S H OWR OOM All of our national marketing and brand building activities are designed to continually drive consumers to our website, and subsequently generate unique sales leads which are passed directly to your showroom. All Kindred dealers are listed on our website in the form of a personalised ‘where to buy’ page, which aims to capture all consumer brochure requests from your area, encourage customer visits to your showroom, and capture direct appointment requests.
2. PR I OR ITY B U S I N E S S S U PP ORT As an accredited Kindred partner, we’re dedicated to providing you with the most competitive and commercial offering, to support your bedroom sales, including: • the best display and POS support package • exclusive product promotions
UK showroom map detailing displaying customers by status.
• exclusive trading terms • dedicated customer support Platinum Retailer
Gold Retailer
Platinum Retailer
Platinum Retailer
Full studio
Demi-studio
Small display
Door samples only
3. TRAI N I N G AN D S U PP ORT F OR YOU R B U S I N E S S With knowledge of your local area, your dedicated Area Sales Manager in collaboration with an experienced in‑house sales representative, is there to help you increase your sales opportunities. Dedicated bedroom training support is also available, which covers everything from product and design, to sales, marketing and installation.
Example of a rendered showroom design
4. D E S I G N S U PP ORT
5. I N STALLATI ON S U PP ORT
In helping you to make designing and selling Kindred bedrooms easier, all partners will have access to:
Too busy to fit bedrooms? Our optional installation service, creates opportunities to sell more bedrooms. Our nationwide team of installers and installation co-ordinators can give you access to:
• complementary showroom design service • advice and design support on day-to-day orders over the phone • bedroom catalogues on all major CAD and quotation packages
• • • • •
full project management premium two-man delivery - room of choice accredited installers waste management installation guarantees
6. U S E OF TH E U K’S B E ST D E S I G N CE NTR E S Our products are showcased at two of the UK’s leading design centres. These are strategically located at PWS’ Southern and Northern business hubs, and are available for you to use as an extension of your showroom. With an array of displays, these design centres are a key sales tool to win more orders.
Branded showroom literature
7. B E ST-I N-CLAS S MAR K ETI N G S U PP ORT
Kindred blog
612
CLASSIC COLLECTION
Dedicated brochure
STE P
1
MODERN COLLECTION STE P
1
RANGES
3,100
FEATURE DOORS *500mm doors only
CHO OS E A R A NG E RANGES
FEATURE DOORS *500mm doors only
ORIG IN
CHAPTER
Classic shaker
CHAPTER
ORIG IN
Beaded shaker
Mirrored door
Mirrored door
C HO O S E A C O LO U R TEXTU RED WOODG RAIN F INISH PARTRIDGE GREY
PORCELAIN
PAR IT Y
F LOW
Modern slab
SCU LPT
Modern j-trim
ESKER
Modern integrated
G LAS S
Modern Shaker
M I R ROR
Bronze tinted
WALN U T
MAT T PAI N TE D & G LOS S PAI N TE D
INSTAGRAM POST LIKES per month!
TEXTURED OAK
STONE
M I R ROR
WalnutSTE effect P
Grey tinted
Esker range only
CHO OS E A S I Z E OR C OM B I NAT I ON
2
CH O O S E A C O LO U R
WA R DR OB E AC CE S SOR I E S
Add wa rdrobes t oget her t o crea t e your drea m des ign bedroom.
MAT T PAI N TE D ON LY
TEXTU RED WOODG RAIN F INISH 450mm
CASHMERE
DOVE GREY
ANTHRACITE
WHITE
F EATU R E STORAG E U N IT
*SCULPT & ESKER ARE MATT ONLY
400, 450, 500
2260mm
CLAS S IC C OR N ICE
MOU LDE D C OR N ICE
3050 x 66 x 76mm
3050 x 70 x 109mm
LH / RH
E N D PA N E L
F EATU R E P OST
STE P
CHO OS E A S I Z E OR C OM B I NAT I ON
2
WA R DR OB E AC CE S SOR I E S S I N G LE WAR DROB E
D OU B LE WAR DROB E
400, 450, 500
■
F EATU R E STORAG E U N IT 400, 450, 500 LH / RH
■
MOR DE R N C OR N ICE
F EATU R E P OST Availiable in lengths 2400mm & 3050mm x 50 x 100mm
3050 x 28 x 50mm
D OU B LE WAR DROB E
400, 450, 500
C OR N E R WAR DROB E
800, 900, 1000
LH / RH
■
E N D PA N E L
1000
3050 x 36 x 19mm
MOU LDE D P LI NTH
3050 x 100 x 19mm
2260 x 750 x 22mm Walnut and Oak only
B O UTI Q U E
P R EC I S I O N
3050 x 100 x 19mm
Square D Handle Chrome
D Handle Chrome
Flat Handle Chrome
Solid Wood Handle Modern paint colours
Bow Handle Crystal & Chrome
Small Bow Handle Crystal & Chrome
T Bar Bright Nickel
Round Knob Crystal
D Handle Crystal & Chrome
Bar Handle Bright Nickel
U R B AN
CHO OS E A HA N DLE Geometric D Handle Black Satin
B O UTI Q U E
Bar Handle Copper
Block Handle Brown Satin
Block Handle Stainless Steel
Aztec Knob Crystal & Pewter
D E F I N ITIVE Square D Handle Chrome
D Handle Chrome
Flat Handle Chrome
Solid Wood Handle Modern paint colours
Bow Handle Crystal & Chrome
Small Bow Handle Crystal & Chrome
T Bar Bright Nickel
Round Knob Crystal
D Handle Crystal & Chrome
Bar Handle Copper
Hexagonal Bar Handle Black Satin
Block Handle Brown Satin
Block Handle Stainless Steel
D E F I N ITIVE
Aztec Knob Crystal & Pewter
Round Knob Chrome
Square Knob Black Satin
T Bar Handle Black Satin
Square Knob Black Satin
T Bar Handle Black Satin
Square Knob Chrome
Round Knob Black Satin
Bow Handle Pewter
Bar Handle Pewter
Square Knob Pewter
4
Round Knob Pewter
Handle Matt Black
Knob Matt Black
Round Knob Chrome
Bar Handle Matt Black
Bow Handle Pewter
Round Knob Oak
Bar Handle Pewter
Square Knob Pewter
Hexagonal Knob Bronze
CHO OS E YOU R I NT E R NA LS
Cup Handle Bronze
Round Knob Pewter
Round Knob Pewter
Bar Handle Bronze
Handle Matt Black
Bar Handle Matt Black
Round Knob Oak
Hexagonal Knob Bronze
Cup Handle Bronze
I N TE R N AL AC CE S SORY B U N D LE S
*Optio nal
Round Knob Pewter
ADDITIONAL S H E LVE S
P IG EON HOLE U N IT
400, 450, 500, 800, 900 & 1000
Round Knob Chrome
Round Knob Black Satin
Square Knob Chrome
Knob Matt Black
Round Knob Chrome
C HAR ACTE R
STE P Hexagonal Bar Handle Black Satin
C HAR ACTE R
Bar Handle Bright Nickel
U R B AN
Geometric D Handle Black Satin
4
3050 x 160 x 19mm
Wardrobe depths: Single and double 610mm Corner 650mm
P R EC I S I O N
STE P
CUSTOM F IT P LI NTH
3050 x 100 x 25mm
CHO OS E A HA N DLE
3
CUSTOM F IT P LI NTH / PA N E L
MODE R N P LI NTH
CLAS S IC P LI NTH
CUSTOM F IT PAN E L
STE P
2400 x 650 x 19mm
D OU B LE F EATU R E STORAG E U N IT
1150
LH / RH
1000
Wardrobe depths: Single and double 610mm Corner 650mm
You can put Feature Storage Unit’s on top of wardrobes for additional height
* P L E AS E S E E STO R E STA F F F O R M O R E O P T I O N S
3
2260 x 750 x 22mm Walnut and Oak only
D OU B LE F EATU R E STORAG E U N IT
1150
LH / RH
You can put Feature Storage Unit’s on top of wardrobes for additional height
* P L E AS E S E E STO R E STA F F F O R M O R E O P T I O N S
450mm
S I NG LE WAR DROB E
■
C OR N E R WAR DROB E
800, 900, 1000
LH / RH
450mm
STE P
CUSTOM F IT PAN E L
2400 x 650 x 19mm
Availiable in lengths 2400mm & 3050mm x 50 x 100mm
450mm
Add wa rdrobes t oget her t o crea t e your drea m des ign bedroom.
2260mm
Bar Handle Bronze
1000 only
5 00, 8 00 & 9 00 WAR DROB E S
1 000 WAR DROB E S
10X Bundle combinations available
16X Bundle combinations available
ADDITIONAL HANG I NG RAI LS 400, 450, 500, 800, 900 & 1000
CHO OS E YOU R I NT E R NA LS
3 & 4 DRAW E R B U N DLE S 500, 800, 900 & 1000
*Optio nal I N TE R N AL AC CE S SORY B U N D LE SS HALLOW & DE E P STACKAB LE DRAW E R S ADDITIONAL S H E LVE S
P IG EON HOLE U N IT
400, 450, 500, 800, 900 & 1000
5 00, 8 00 & 9 00 WAR DROB E S
1 000 WAR DROB E S
10X Bundle combinations available
1000 only
*WARDROBE SOLD SEPARATELY
500, 800, 900 & 1000
*WARDROBE SOLD SEPARATELY
Range presenter
1,031
CHO OS E I N TE R N AL C OLOU R * S o m e i t e m s a re a v a i l a b l e i n l i n e n o n l y
16X Bundle combinations available TEXTURED OAK
TEXTURED LINEN
TEXTURED WALNUT
* P L E AS E S E E STO R E STA F F F O R M O R E O P T I O N S
400, 450, 500, 800, 900 & 1000
STE P
5
3 & 4 DRAW E R B U N DLE S 500, 800, 900 & 1000
*WARDROBE SOLD SEPARATELY
S HALLOW & DE E P STACKAB LE DRAW E R S
*Optio nal *WARDROBE SOLD SEPARATELY
CHO OS E I N TE R N AL C OLOU R S
500, 800, 900 & 1000
* S o m e i t e m s a re a v a i l a b l e i n l i n e n o n l y
2 DRAWER BEDSIDE
TEXTURED LINEN
TEXTURED WALNUT
TEXTU RED WOODG RAIN F INISH
3 DRAWER BEDSIDE
400 NEW
754mm
567mm
TEXTURED OAK
CHO OS E A C OLOU R
CHO OS E A CH E ST
Average of
likes!
ADDITIONAL HANG I NG RAI LS
486mm
PORCELAIN
486mm
PARTRIDGE GREY
STONE
TEXTURED OAK
*COLOUR MATCHED OR OAK TOPS
* P L E AS E S E E STO R E STA F F F O R M O R E O P T I O N S 1120mm
STE P
5
CHO OS E A C OLOU R
CHO OS E A CH E ST
754mm
754mm
*Optio nal MAT T PAI N TE D & G LOS S PAI N TE D
✓ Dedicated brochure to promote Kindred to your customers.
MAT T PAI N TE D ON LY
1500mm
DRESSING TABLE
907mm
907mm
2 + 2 CHEST
4 + 2 CHEST
789mm
FOLLOWERS per month!
546mm
CASHMERE 500mm
1000mm
3 DRAW E R B E DS I DE
4 DRAW E R W I DE CH E ST
DOVE GREY
WHITE
ANTHRACITE
*ONLY DRAWER FRONTS ARE GLOSS
Featuring industry leading photography of each door style and an overview of supporting storage, handles and accessories there to assist consumers in creating their perfect bedroom.
Image Bank
likes!
Average of
CHO OS E A R A NG E
Branded videos
Kindred Pinterest
2.3k monthly unique viewers
811
Average of
likes!
74,780 POST REACH per month on Instagram!
Competitions
✓ A comprehensive range of branded point of sale items and
Average reach 27,731
merchandising to help you brand your showroom, increase customer awareness and sell more Kindred Bedrooms.
✓ Exclusive use of the very best real photography, technical information, downloadable brochures and Point-of-Sale all available for you to download content as you need it.
Average entries 1,175
As standard, every Kindred partner receives: dedicated literature, a window sign, wall sign, large range presenter and branded Videos.
✓ Creative content to support your website including videos, ✓ Access to informative product, technical, and design guides.
images, and blogs.
✓ Engaging social media content to drive awareness and interest for Kindred bedrooms.*
*data as of July 2019
Engaging competitions and stories
9. NATI ONAL B RAN D B U I LD I N G CAM PAI G N – WITH TAI LOR E D PR AN D MAR K ETI N G S U PP ORT As part of our Kindred community you will benefit from national press, social and google advertising - all designed to drive leads to your business. We continually secure media coverage of Kindred Bedrooms in major trade and consumer, home interest and lifestyle titles. As a member of the partner programme, you will benefit from greater visibility and greater consumer awareness, all designed to drive more customers to your door. Our expert team can provide local marketing advice on promoting your business in your area and getting the most out of the programme.
Designed to inspire. Made for real life.
8. R EAL B E D R OOM PR OJ E CTS
FITTE D B E D ROOM FURNITURE We don’t believe that limited space or awkward footprints should compromise your bedroom’s style. From classic to modern, we have an abundance of design possibilities ready and waiting, to customise and create your dream room. Here at Kindred, we’re proud to rely on a select network of independent furniture specialists across the country. Our expert team will be on hand with advise and knowledge, whilst you explore the showroom and gather ideas. To find your nearest Kindred retailer, visit:
Opportunity to promote your real bedroom projects on our website and social media channels. Showcasing and sharing your real bedroom projects allows you to display your best work to prospective customers, and is proven to encourage more consumer engagement and generate more leads.
www.kindred.co.uk/findaretailer
Submit your real bedroom projects to: PWS PR & Communications Team FITTE D B E D ROOM
Email: pr@pws.co.uk
FURNITURE We don’t believe that limited space or awkward footprints should compromise your bedroom’s style. From classic to modern, we have an abundance of design possibilities ready and waiting, to customise and create your dream room. Here at Kindred, we’re proud to rely on a select network of independent furniture specialists across the country. Our expert team will be on hand with advise and knowledge, whilst you explore the showroom and gather ideas.
Tel: +44 (0) 1325 505 529
To find your nearest Kindred retailer, visit: www.kindred.co.uk/findaretailer
Designed to inspire. Made for real life.
Sample door display stand
C R ITE R IA FO R B E C O M I N G
A K I N D R E D PARTN E R To take advantage of all the support offered in the Kindred Partner Programme, all we ask of you is to either :
Install at least one full bedroom display in your showroom. OR Starter pack
Include at least one Kindred door display starter pack in your showroom.
Our attractive sample door display stands allow you to showcase a wide selection of Kindred doors, without taking up a lot of valuable floor space.
The more you have on display, the higher you will be ranked on the website.
Additional sample doors, colour and material swatches are also available on request – speak to your Area Sales Manager for ordering codes and availability.
Sample door display stand
Kindred POS Partner banner
OUR
I N S PI RATI ONAL D E S I G N C E NTR E S
Our regional design centres are always available for you and are a rich source of inspiration for you and your designers to use as a key sales tool, and an extension of your own showroom.
North
Browse an abundance of stunning bedroom displays and see our exceptional products up close.
Please do not hesitate to arrange a visit anytime, via your Area Sales Manager or bedroom team. Call 01325 329050 for further information
South
North
South
Aycliffe Business Park,
778 Buckingham Avenue,
Newton Aycliffe,
Slough,
Co. Durham
Berkshire
DL5 6E
SL1 4NL
B E N E F I TS O F B E C O M I N G A
K I N D R E D R ETAI LE R
RECEIVE CONSUMER LEADS
PRIORITY BUSINESS SUPPORT
from your local area
and terms
TRAINING AND DESIGN SUPPORT for your business
Complementary
MARKETING MATERIALS
Part of a national, Specialist
PARTNER ACCREDITATION
QUALITY, INDEPENDENT BEDROOM BRAND
Further Information For further information on the Kindred Partner Programme and how you can get the most out of it, please speak to your dedicated Area Sales Manager, or call our customer services team and ask to speak to one of our Kindred specialists. Tel: 01325 505599 Email: north@pws.co.uk
For PR support and to submit your real bedrooms contact: Jessica Inglis - PR & Communications Manager Email: jessica.inglis@pws.co.uk Tel: +44 (0) 1325 505 529 Mob: +44 (0) 7825 896 061
For Kindred image and content requests please contact: Joseph Ramsey – Marketing Executive Email: joseph.ramsey@pws.co.uk Tel: +44 (0) 1325 621 373