COMMENT: Secret manufacturer

Forced to fit

Our manufacturer on the street looks at consumer attitudes to purchasing bathrooms and kitchens and asks are installers, ultimately, to blame? Who is the author? Sssh, it’s a secret!

As we approach the order cut off point for pre-Christmas sofa and household furniture delivery it’s interesting to consider the different consumer attitudes to these purchases versus bathrooms or kitchens. As the TV is full of adverts proclaiming the ability of the major chains to ‘guarantee’ pre Christmas delivery on sofas costing well under £500 retailers and manufacturers still encounter daily demands for next-day delivery of bathrooms or kitchens, costing several thousands.

Installer next-day demands

So why is this? My assumption is that it is largely driven by installer availability. Maybe the householder has managed to get themselves squeezed into the hectic schedule of the fitter. If they miss this slot they could be waiting weeks to rebook. It may also be due to the fact many fitters work across price tiers in the market and they themselves are used to almost instant availably from some commodity players. It is also amazing how often a householder has commenced work on ripping out a bathroom or kitchen, either themselves or using a fitter, which drives a terror of being deprived of basic human needs, in terms of use of a toilet or the ability to get clean if they cannot source the goods. It would be interested to hear how many times a customer has compromised on their choice of bathroom or kitchen.

Demanding large discounts

Even the discount requirement is different. How often do consumers walk into the furniture chains demanding 25% discounts? Again, perhaps this is driven by contact with installers promising discounts from retail prices in merchant catalogues. But how much of it becomes a self-fulfilling prophecy? Particularly, when in these current tough times, with us all scared to lose a sale and therefore placing even more power in the consumers’ hands. Is it time for us, as an industry, to stand up and make clear to consumers that by purchasing from a specialist retailer they are investing in a level of service and after-sales support they simply wouldn’t receive from large chains of retailers, including the household furniture groups. And, therefore, if they want such high levels of discount, they should look outside of the premium bathroom and kitchen retail network.

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Sleep event awakes the senses

Annual exhibition for hotel design, Sleep, took place at the Business Design Centre in London on November 24-25 and was acclaimed a success by bathroom exhibitors. Seemingly, the show is challenging interior show 100% Design as the place to be seen by bathroom brands for the contract market.

Among the company names exhibiting at the event were manufacturers Aqata, Aqualux, VitrA,  Villeroy & Boch, Grohe, Geberit, Kohler Mira, Twyford Bathrooms, Alape and  Dornbracht, as well as distributor Faucets.



Technical manager of VitrA Darren Paxford



In addition, multi award-winning bathroom retailer The Yard had also taken a stand at the show, promoting its work with hotels, including The Connaught in London.

Overall, manufacturers reported a good footfall of visitors, some of which were from international markets. And even specialist bathroom retailers could be seen traipsing the aisles of this design-led event.







Managing director of Aqata
Jayne Barnes



Although little was new to the market, at least for the specialist retail market anyway, there were still some interesting and rather decadent products on show. These luxury products included Grohe’s quilted leather flush plates and Kohler Mira’s feature basins spanning cast iron and glass models.

Quilted, leather-covered flush plate from Grohe

The Sleepotel feature area offered design visions for the future of hotel bathroom design and a seminar programme, including a talk on water efficiency by the Bathroom Manufacturers Assocation, added to the event.

Completing the show was its inaugural Product Innovation Awards, where 10 bathroom products were recognised as exemplary concepts. It included Duofix Shower Element by Geberit; Nova Light, Fresh, Rainshower Icon, Blue by Grohe; Axor Citterio, PuraVida and Raindance E420 Showerpipe by Hansgrohe; Katagami by Kohler Mira, W+W by Roca, and the Bathomatic TO Guard by Unique Automation.

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Celebrate World Toilet Day

Bogs are big news! World Toilet Day, created by the World Toilet Organisation, is taking place on February 19 and has become a global trending topic on Twitter.

The day has an important significance, having been created to raise awareness for 2.6million people who don’t have access to toilets and celebrate sanitation.

A number of events are taking place around the world, to highlight World Toilet Day.

In the UK, York University International Development Society has organised a 24-hour Toilet Sit, with 12 participants taking turns to be tied to a toilet at the centre of its campus for two hours each.

While, in Co.Roscommon in Ireland, staff members from hygiene and cleansing company Service Matters are taking part in a Big Squat for World Toilet Day.

The Big Squat encourages particants to take the position of squatting for one minute in a visible location, then to hand out flyers explaining why.

Domestos has also created an interactive website, flushtracker, which allows you to track the water you’ve flushed away.

BCG is motoring



Installation of F1 car, on display



The BCG Big Tour, an exhibition of brands offered by the national distributor, drew to a close at Mercedes-Benz World in Weybridge, Surrey on November 18.

It was the fifth date in the roadshow, which had travelled from Scotland to Birmingham, onto Manchester then through to Bristol and finally Surrey.

 

Product manager showering
at Twyford Bathrooms
Sabine Tawfik



Over 40 bathroom and kitchen exhibitors participated in the Big Tour, which is now in its fourth year, and was themed as A-List.

These included: Ideal Standard, Twyford Bathrooms, Moores Furniture Group, Baumatic, Grohe, JT, Aqualux, Itho and Glen Dimplex Home Appliances.



Gary Court and Will Bamford
of Moores Furniture Group



Visitor figures are being collated but the roadshow hoped to attract up to 1,000 retailers, with Manchester, Birmingham and Weybridge being the best attended events.

 

Managing director of BCG, Chris Honer was pleased with the Big Tour indicating new brands to its portfolio, such as rigid fitted kitchen furniture, had been very successful.

 

Visitors take a look at Glen Dimplex

Home Appliances stand



Speaking at the Weybridge event, Gary Court of Moores Furniture Group agreed: “It has been very, very busy. The response has been really good. We’ve now got to go out and measure and design displays but the interest has been excellent.”





The BCG Tour culminated in a Gala dinner, held at Mercedes-Benz World, in aid of its chosen charity Action for Children.

Hosted by TV celebrity Ulrika Jonsson, the evening dinner featured a charity auction, including prizes such as a flat screen TV, offered by Ideal Standard, and InSinkErator’s box at Watford FC.







Why a good cooker is not a waste of money, McCloud

Henneke Duistermaat, sales and marketing director at Britannia Living bites back

According to Kevin McCloud (as quoted in The Times on November 5) one should not spend money on quality kitchen appliances as new owners invariably rip the ktichen out to have a new one installed. This statement is short-sighted and shows that Kevin McCloud (presenter of Grand Designs) probably has never experienced the pleasure of using good kitchen appliances.

Good kitchen appliances inspire your cooking - the introduction of steam ovens, for instance, have changed the way people cook; the availability of various cooking functions can encourage trying or developing new recipes. The enjoyment of cooking is increased when you use good quality appliances - the feel of robust oven doors, the quietness and effective extraction of quality cooker hoods, the power of good wok burners or the controllability of induction zones.

It is a cliche but the kitchen is the heart of the home - should this not be the place where your spend your money even if - when you sell your home - the new owners are not necessarily enamoured of your kitchen?

Kevin McCloud might think spending money on a car is better value because "It makes you look more beautiful or increases your manhood", but cars are often traded in for the newest model after only a few years. A well-built range cooker can last for many years.

I have spent many days at various Grand Designs Live shows. Every year, I meet Britannia owners who come to tell us how happy they are with their range cooker. Some have had their cookers for 10 or 15 years. Is it not worth spending money on an appliance that you will enjoy using for so many years?
Why would you otherwise see houses advertised stating that the kitchen features an Aga or a Britannia range cooker? And if the buyers of your home do not like your range cooker, you can always take it with you. A range cooker is a freestanding appliance, so it is relatively easy to move it together with the furniture. one could say: House for sale but cooker not included.
www.britannialiving.co.uk/range-cookers

Whirlpool in centennial celebrations







President of Whirlpool Europe, Middle East & Africa Bracken Darrell



Appliance giant Whirlpool has started a year-long celebration of its 100^th anniversary with President of Whirlpool Europe, Middle East & Africa, Bracken Darrell hosting a lunch at the Swiss Re Tower in London. 

In addition, chairman and CEO of Whirlpool Corporation Jeff M. Fettig rang The Closing Bell at the New York Stock Exchange (NYSE).

Fettig commented: “Our company held its first stockholders’ meeting on November 11, 1911. For 99 years, we have worked diligently to create long-term value for our shareholders and it is only fitting that we would begin our 100^th year in business right here on the trading floor of the NYSE. Whirlpool Corporation has had a remarkable and inspiring history.”

Whirlpool first listed its shares 55 years ago and its stock is a part of the S&P 500 index, a benchmark used by equity investors.



Bathrooms more important than bedrooms

The bathroom should be a private, personal retreat
with its architecture rooted in nature

According to recent research, commissioned by Kaldewei, the bathroom is more important as a private retreat than the bedroom.

The study “Paradigm change in the bathroom as an answer to changes in society” revealed future bathroom designs will be personalised, private havens rather than open-plan schemes.

It dismisses previous design theories that suggest the bathroom and bedroom, will follow the lead of the kitchen and lounge, and join to create one living space.

Conducted by the Cologne Rheingold Institute, with consumers looking to buy a bathroom, the survey revealed bathrooms will continue to focus on wellness.

It also further suggested that to create the haven, functional items such as the WC will be removed from the bathroom scheme.

The study further highlighted that consumers expect their bathroom to be personalised, with increased technology and a return to nature with organic shapes and material use.

However, the research signalled that consumers did not want obtrusive technology and that they did not approve of phones, emails, or ‘smart’ technology that automatically makes choices for them.

It is the fourth psychological study on bathing and bathrooms which has been commissioned by Kaldewei.

These include looking at the difference between bathing and showering, bathing for two and the older generation.

Kaldewei plans to publish a book with the findings of each of the individual studies.

Anti-social media

Retailers gather for the 360.3 Showroom Forum in Manchester at the luxury Malmaison hotel

Bathroom and kitchen retailers slammed the use of social media to attract consumers, at the recent 360.3 Showroom Forum in Manchester. The high street retailers strongly denied that social media networking sites, such as Twitter and Facebook, could offer a source of sales leads. Tina Riley of Modern Homes blasted: "Nobody buys a bathroom off Facebook. It's a considered purchase, which can take weeks of research. The whole sales process, including designing the bathroom, takes time."
This marries with recent research from the SME association Forum of Private Business, which found many of its members had a Twitter or Facebook account but weren't sure of its value.

While this jury had clearly closed the case for social media networking, rather than being a driver of sales, could social networking help raise or maintain a company's profile/brand? Whatever a personal point of view, if a business is to use social media networking, it must be as part of a marketing strategy firmly focused on its target consumers.

However, the panel of expert retailers did agree that the internet was important for the future success of their businesses and that a website presence was vital.