EASYLIFE KITCHENS
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design T ast e f u l
Jane Bordenave finds out how Easylife Kitchens has positioned itself as one of the leading kitchen designers in South Africa
Easylife Kitchens FEATURE
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stablished in 1992, Easylife Kitchens manufactures, designs and installs ready to assemble kitchens and built-in cupboards. The company employs 250 people across 26 stores around the country, as well as two factories located in Johannesburg and Cape Town. It works as a franchise and is the largest kitchen retail group in South Africa. The organisation prides itself on being consumer focussed, involving them at every stage of the development of their new kitchen. Of key importance are informing the client of their choices and ensuring their satisfaction: If a suggestion is not to their taste, is too expensive or they are unsure of their options at any stage, Easylife Kitchens wants to know. Each project has a dedicated design consultant, with whom the customer can talk through what they want from their kitchen and discuss any concerns or alterations before the installers move in. If, however, the client feels that the service they received did not live up to her or her expectations, they are guaranteed to be able to talk to the owner of the business at any time. This commitment to client wellbeing and satisfaction is one of the things that have enabled the company to stay in the games so long and remain top of the pile. However, being established and reputable alone isn’t enough to keep you ahead of the game. In late 2008 and early 2009, Easylife Kitchens underwent their own makeover, with Easylife, Reloaded, designed to reposition the brand as clean, modern and professionallooking. The company took on a new logo and embarked on a marketing campaign that combined fashion and function – magazine adverts showcased various kitchen styles with fashion models in a construction theme, under the slogan ‘Do what you need to do’.
In a speech to shareholders, employees and guests at the launch party, Managing Director, Philip Kirby explained the rationale behind the rebranding, “We have taken the bold step of totally revamping the Easylife Kitchens brand. One of the main reasons behind this is the fact that Easylife Kitchens’ existing look is no longer reflecting our current market position. Research among clients and other stakeholders has shown us that, judged on our corporate identity, we are not seen as a market leader in the kitchen industry. On the other hand, as with any company that is serious about quality, our prices are not the lowest in the marketplace. This has created the perception that we are unjustifiably expensive. To combat this perception, we realised that we needed to reposition Easylife Kitchens in the marketplace, and the most visible way of doing that was to create a corporate identity that would be in keeping with our market position.” He went on to say that the move was about more than just giving the brand a new face. Easylife Kitchens had experienced explosive growth in the few preceding years, which had been fuelled by a growing reputation for quality. This growth in demand had outstripped the capacity of its existing internal systems. A major part of the repositioning project was redesigning the firm’s systems to ensure that it was capable of consistently delivering the level of service that its Clients had come to expect. Another way in which the company is driving business is through diversification outside of the confines of kitchen design. Taking its expertise in cabinetry, and ability to effortlessly combine form and function, customers can now approach Easylife Kitchens for design ideas in their study, bar or bathroom. The same attention to detail and commitment to quality that is applied to its
During the design process, cutting edge software is used to ensure customer satisfaction aesthetically, functionally and spatially
Easylife Kitchens FEATURE
kitchen ranges are applied here, allowing those who with to remodel their kitchens to make over other rooms at the same time. One of the challenges facing the company is a lack of skilled labour, such as carpenters and joiners. Mr Kirby feels, however, that this is not just a problem facing his company, or even something that is isolated to South Africa, but is a problem that is facing the world. It is not possible or practical for companies such as his to train people up from no-skills to a fully competent craftsman and it is an area in which businesses and governments need to work together to find a solution. However, the organisation does have a full time training team in its head office in Johannesburg, which trains up all new employees, enabling them to become an effective member of the team as quickly as possible. Investment in new technology and the latest equipment are areas that the business takes very seriously. During the design process, cutting edge software is used to ensure customer satisfaction aesthetically, functionally and spatially. New equipment has also been installed in both manufacturing plants, which has increased their efficiency and levels of productivity. The fabrication teams are now able to be more responsive without sacrificing he high levels of quality customers expect from the company. The firm is also preparing to establish its own research and development department, which will represent a huge capital and resource investment. Looking forward, within the next 12 – 18 months Easylife Kitchens will be producing exciting new ranges for its clients, which supplement its existing kitchen, study, bar and bathroom ranges. The company has successfully ridden out the recession by reinventing itself and, as the economy starts to pick up, is securing its future through diversification and imagination. Every person is unique and by working with this philosophy the firm is set to remain the number one choice for quality kitchen design for a long time to come. END 4
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