EDITOR'S COMMENT Power to the people

 Kitchens & Bathrooms News
Editor, Philippa Turrell

As a resident of one of the hardest riot hit areas, Croydon, I can’t fail to mention the recent atrocities which have taken place throughout the UK’s cities. People have been justifiably outraged at the mentality of this wilful and malicious mob. Left in their wake has been complete and utter devastation, with property, livelihoods and even lives left in ruins. According to Businesszone.co.uk, One in 10 UK retail businesses has been affected.  I hope that all your bathroom and kitchen showrooms have remained unscathed.  But it’s good to hear of communities pulling together, with ‘riot wombles’ cleaning up the aftermath. Distributor BCG is also offering support to affected kitchen and bathroom businesses by providing ‘anything and everything’. It just shows the power of joining forces…

In our industry there has been some concern about a recent ‘coming together’ of ‘forces’, resulting in the Kitchen & Bathroom Forum. It is a group of nine industry associations: Builders Merchants Federation; Association of Manufacturers of Domestic Electrical Appliances; Furniture Industry Research Association; Society of British Interior Designers; Institute of Kitchen, Bedroom, Bathroom Installers; Bathroom Manufacturers Association; Kitchen, Bathroom, Bedroom Specialists Association; National Training Group and National Association Professional Installers and Testers.

If its motive is just for sharing knowledge between bathroom and kitchen associations – fine – just another talk shop. But with all these parties in one room, I’ve questioned if this Forum proposes to act as ‘one voice’ instigating industry change. “One Voice – Not us”, the members of the Forum retorted in unison. Yes, that irony wasn’t completely lost on me, either.

I’m sure all these associations represent their members well. In fact that’s not a point in question. But who ‘voted’ or ‘elected’ these bodies to come together? And what about those individuals in the industry that don’t belong to any of them, how will they be represented, if at all? While, I clearly don’t believe in mob rules, I do believe that ALL those working in the industry should have an input into its future direction.

But they’ve already suggested that they want to work together to resolves issues, improve standards and perhaps engage with government. How do they propose to go about it if not speaking together or as A voice? And who ‘elected’ these bodies to come together to do that very job? What about the individuals in the industry that don’t belong to any of these bodies, how will their ideas be represented if at all? There’s lots of questions but at the moment not many answers. While, I don’t believe in mob rules, I do think that ALL those working in the industry should have an input into its future.

KNOW YOUR TECH TUES: Taptile wireless lighting

Each Tuesday, we’re going to put under the microscope just one piece of tech that can add value to your kitchen and bathroom schemes and money to your bottom line

As a bathroom designer, looking to add value to a home, what better way to create a point of difference in your project and add to your profit with a lighting scheme? At the very premium end, it may mean working in conjunction with a specialist lighting consultation but for the rest of the bathroom market, Taptile suggests it has the answer.

It has recently created a ‘plug and play’ (for professional electricians, anyway) wireless touch-control for up to three lighting systems, including on-off switch for extractor fan (or even AV system) for £149.99 RRP. The system, which governs ambient and mood lighting, can be used with new lights or even with existing fittings and up to six Taptile controls can be used in one room.

It works using an 8mm sensor panel which fits behind ceramic, composite or wood. As it’s behind the decorative surface, it means that it doesn’t have to adhere to bathroom lighting zones. The system is 100% waterproof, so isn’t dependent on the quality of the grouting, and opens up design opportunities to have lighting, extractor or AV controls in the shower or next to the washbasin or bath.

Customised control 'panel'

The Taptile Elegance Mood Lighting system features six touch points, which can be etched into bathroom tiles using a kit – or designers can go to town creating their own customised ‘buttons’, such as mosaics or shells.

Taptile has already received acclaim in the market, having been named a finalist for the Product Innovation Award at the recent KBBLondon exhibition and it is soon to introduce a system for kitchens too!

COMMENT: Innovation is everything

Commercial and marketing director of the Jacuzzi UK Group (brands including Jacuzzi, Astracast and B.C Sanitan), David Tutton explains why innovation is key to drive the kitchen and bathroom industries

‘Innovation’ has become the buzz word of the decade and while it’s a relevant topic for many industries globally, it has quite literally consumed the kitchen and bathroom market. Along with sustainability, eco-awareness and energy-saving of course, the hot topic of innovation is one we simply cannot get away from. And why would we want to? It’s an incredibly exciting tool for businesses, one that can help us to grow, push boundaries and keep on top of, and even in front of, consumer demands. In simple terms, it is innovation that will drive a business forward, especially in such difficult trading times where homeowners are being particularly cautious with their hard earned cash.

The dictionary tells us that to innovate is to make changes, but it goes far beyond this. At Jacuzzi, we believe that innovation is all about creating something new, something different and something that hasn’t been done before. It can be anything from a set of small steps forward to one giant leap but for any company trying to lead the market, it’s incredibly important.

When you’re the first to market with a product that is unique and in demand, it becomes easy, or easier shall we say, to set the company apart from its competitors. The kitchen and bathroom market is crowded with fierce competition so essentially, this is a great way to make a mark and be heard. Yes, being innovative will mean investing time and money in product research and development but the way the market is going, there doesn’t seem to be an alternative. Sadly, those who choose to ignore the calling will be left in the dust with the other companies who have failed to keep up. Innovation is no longer a choice, it’s a requirement.

At Jacuzzi, we view this constant need for innovation as a positive, not a hurdle, and I think it’s important that other manufacturers do too. It shouldn’t be feared; it should be embraced and rejoiced because the rewards will be reaped. Upfront investment in innovation can buy years of market credibility.

Take Apple for example – it’s their constant supply of fresh, innovative and exciting gadgets that has got people talking and most importantly spending money. It’s only natural that with any good innovation, rival companies will follow suit and make it their mission to go one better. This helps to create healthy competition in the marketplace, take products to the next level and provide consumers with a constant flow of fresh products and a reason to spend money. A stagnant market is one that lacks ideas and innovative thinking. A thriving market is one that is filled with companies desperate to be the first to market with the next development.

Innovation doesn’t always have to be visible to the end user, however. It can be a challenge to existing processes of manufacturing or an adaptation of customer services that makes the way you do things different, and better than your rivals. Sometimes, innovative methods of reducing labour, time and costs can be just as important as USP product innovation but ideally, you’d want to incorporate both types into your working practice.

You only have to look at this year’s kbb London exhibition to realise just how important and relevant this subject is to our industry. For the first time since the show began back 25 years ago, the organiser dedicated a separate area of the exhibition to the industry’s most innovative products, all of which were shortlisted for an Innovation Award. Let’s hope this decision spurs even more competition within the marketplace because you can never have too much. Another company’s success is another’s fuel to go that one step further next time. I say, bring it on!

BrIT Girl: Passionate about cooking

Kitchens & Bathrooms News
editorial assistant, Britta O'Boyle

Our effervescent editorial assistant Britta O’Boyle has an infectious enthusiasm for the kbb industry and latest cooking appliances. Do you share the kitchen bug?

When people say they love their job, more often than not, you can detect a hint of sarcasm. But, when part of your job involves a lap around a racing track in a Ferrari GT racing car and having celebrity chefs cook a metre away from you, it would be more likely you were being sarcastic if you said you hated it. But in this industry, I’m not alone in saying I love my job (thankfully)! And I have yet to meet a bathroom or kitchen retailer who doesn’t have their heart and soul in it. I am almost certain if I were to ask any retailer within the industry, they could say they love their job with the same sincerity as I can. Unless of course, they are all Oscar- winning actors and actresses in disguise!

Enthusiasm isn’t something that you hear or see much of in a recession; in fact the word recession alone has made this sentence sound glum. But the kbb industry has it spot on. Having recently visited the Ferrari head quarters in Italy for the launch of the Hoover Candy 2011 product range, I discovered it is not only retailers who are full of enthusiasm but manufacturers  and  distributors too. Granted, the adrenaline of traveling 200 km/h is bound to help put a smile on most faces. But the very beautiful Ghisa hob also played a big part in lighting up a few, excuse the pun. There seemed to be genuine heartfelt enthusiasm for the new products, so much so in fact, two retailers from Turkey dismantled the Ghisa on display trying to work out the technology behind it….I’ll save you the effort of trying to put it back together again.

Hoover’s Ghisa hob uses Premix burner technology to mix forced air and natural gas, prior to ignition, using a small fan to force the air into the burner. A vertical flame is generated and directed to the base of the pan, with an overall hob height of 28mm compared to the traditional 45mm. It features contrasting blue display lighting and is a very pretty appliance, which is quite honestly the last word I ever expected to use to describe a gas hob.

 Lacanche is also giving kitchen retailers something to get enthused about. It has launched a range of 900mm range cookers, which Jean Christophe Novelli had nothing but good things to say about. According to him, cooking is all about consistency which his bright yellow, signed, Lacanche cooker provides him. If only it was that simple for all of us. Cooking for me is more about making every effort to avoiding food poisoning! Available in 20 colours as standard, with a choice of four trims, the latest Beaune and Bussy range cookers boast a 69-litre dual function oven and a six burner gas hob.

 With this industry, there always seems to be something to get excited about. Don’t get me wrong, new dresses and shoes will make my eyes twinkle. But when I say I love my job, I do actually mean it. With absolutely no sarcasm intended! Then again it would be very difficult not to with all the clever products and when everyone else within the industry seems to! If you can’t beat them, join them as they say!

More BrIT Girl comments, news, views, product trends and advice in Kitchens & Bathrooms News.

EDITOR'S COMMENT: Why one industry voice just will not work!

Kitchens & Bathrooms News
Editor, Philippa Turrell

Apparently, there are moves underfoot to initiate ‘one voice’ which represents the bathroom and kitchen industry. I understand the basics; we all want to sell bathroom and kitchen products, through the supply chain, to the consumer - so why don’t we all join in together? And if this is a group for sharing knowledge, then there may - just may - be an opportunity. If however, it’s to represent the entire bathroom and kitchen industry chain - in reality and erring on being cynical - I think it will be an obstacle too far.

The bathroom and kitchen industry is a complicated (and frequently entangled) web of supply. A consumer’s bathroom or kitchen purchase could be through a high street showroom, DIY, merchant, installer, housebuilder, property developer, architect, interior designer or even internet retailer. It could even be a mix of all the above. These groups have differing interests, needs and wants – some of which may be conflicting - and all of whom are fighting to gain the bathroom and kitchen business.

 The thought that ‘one voice’ could speak or direct all these groups is ideological nonsense. Let’s face it – there isn’t even consensus of opinion in the retail sector alone – as the lack of representation at trade associations already shows.

A report this ‘one voice’ is now planning to reduce the number of costly call-backs, by setting standards for industry training, is inconcievable. How will this select group succeed when existing schemes have floundered? Has anyone even asked those on the shop floor, for their view, about how to prevent call-backs because retailers certainly don’t want the hassle of dealing with irate customers? Surely, if it as an easy as gathering a panel of industry people together to speak with ‘one voice’ – why hasn’t it been done before? The answer’s simple – the will isn’t there if the vested interests aren’t met.

This industry has got to raise its professionalism – taking a lead from the kitchen and bathroom industry in the States – with qualified or certified individuals. I believe this can’t be driven by the industry but must be enforced by Government or financial institutions (such as home insurers) demanding works can only be completed by qualified personnel. What the industry should be doing is putting vested interests to one side, and discussing this issue with external parties to see how it can benefit all. But I bet no such thing has been done… In fact, so far this underground 'voice’ for the industry has been rather quiet - hasn’t it?

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SUPPLIER FILE: Heritage gets intimate with retail

General manager, David Savage

Reducing the number of retailers you sell products through, on first glance, may not seem to make the most business sense. But that’s exactly what Heritage Bathrooms has been doing, halving its number of retailer accounts – from 600 to around 300 – with plans to shrink it further, to 250. General manager of Heritage Bathrooms, David Savage says it has allowed the company to better support its retailers, ‘creating an intimacy with the customer’ and offer an improved purchasing experience.

Following a customer survey , the company found “40% of consumers wished they had known more about their bathroom purchase”, explains marketing manager of Heritage Bathrooms Kaouther Montacer-Shivlock. And the company has worked to help consumers in making their purchase, offering support for its loyal retailers and improving the installation of the bathroom with easy-fit products.

To offer consumers a greater insight into all the products it sells – across 10 categories – Heritage Bathrooms has a brochure and 2D planner on its website. The planner provides a starting point for the consumer of how they want their bathroom to look, while a ‘find your showroom’ locator directs them to their nearest retailer. David Savage says “We want to encourage the consumer to see the Heritage brand and buy into it.”

While for its retailers, Heritage Bathrooms has worked on its communication and sales support. It has introduced a one point of contact – one order, one delivery, one invoice – to improve logistics and created a Spotlight newsletter to keep retailers in the loop on product availability. It also offers retailer training, not only on product information but on bathroom trends and consumer insight too. And most recently, Heritage Bathrooms has undertaken a programme of showroom display makeovers, for those that meet its tiered retail criteria in terms of display and support.

But one of the latest sales support tools has been the company’s investment in the Virtual World’s CAD software with all Heritage Bathrooms products now available.  Kaouther Montacer-Shilvock commented: “Virtual Worlds is a fantastic piece of kit that enables retailers to showcase a really wide choice of products and to increase sales opportunities. From a commercial perspective, not being able to visualise the finished look is often a stumbling block in the sales process. With the new Heritage Bathrooms 3D planner on Virtual Worlds, it will be much easier for showrooms to help customers bring their dream bathroom to life.  As such, we are expecting to see a much easier conversion of initial interest into actual sales.”

Although Heritage Bathrooms now has a smaller network of retail showrooms, it shows how investment by retailers in the brand, and vice versa, can reap powerful results.

For more detailed company profiles, news, views, product trends and interviews read the latest issue of Kitchens & Bathrooms News

KBB ‘salespeople’ to blame for costly call-backs

Kitchen and bathroom retailers which concentrate on selling rather than designing are to blame for costly call-backs, according to an online chat with our readers today. They suggested not enough emphasis was being placed on the importance of good design in high street showrooms.

Mostlybathrooms wrote: “Many ‘designers’ are actually people who work in shops selling…” And the Federation of Kitchen & Bathroom Designer (fkbd_garry) agreed, stating: “It’s all a consequence of the retail trades’ emphasis on free design.”

The readers agreed that a good kitchen and bathroom designer needs to have a basic understanding of house construction, as well as product training. They further suggested standards be set for all kitchen and bathroom designers, although it was uncertain whether this was through qualification or certification.

A panel of industry representatives was cited as the best way to set industry standards, with suggestions spanning award-winning designers, manufacturers, distributors and even Sarah Beeny.

Although interior business jcinteriors argued: “[The] problem with installers is they can be a bit negative, want an easy solution rather than stunning design.” And freelance kitchen designer Majjie added: “If it’s about design, it has to be designers judging – not manufacturers or installers.”

However, there was also a concern that return service visits, for example fixing a kitchen door once it has settled following building work, could be misconstrued as a call-back.

The readers concurred the industry needed a training course to deliver competent people to plan and sell kitchens and bathrooms.

However, aside from manufacturer training days, few were aware of the training already on offer, including courses verified by the KBB National Training Group.

For a full version of this feature, ensure you receive the September issue of Kitchens & Bathrooms News.