EDITOR'S COMMENT: Gawd bless Liz

Editor Kitchens & Bathrooms News
Philippa Turrell,

…Not of the HM variety, but columnist of the Daily Mail, Liz Jones, who has recently scribed the column titled “kitchen fitters won’t fit kitchens”.  Of course, those of us in the trade know the inaccuracy of this generalisation but it highlights just how little consumers, even educated ones, understand the differences in high street kitchen companies.

If Liz had done a little more in-depth research she would have found high street showrooms that do offer all services and even ‘man in a van’ kitchen installers who will supply, design and fit. But it begs the question do kitchen firms market their services adequately or just rely on their displays and the price (or worst still discount) to seal the deal?

Perhaps even more disturbing is that (in some small part) I find myself agreeing with Liz!  Does the retail industry really do enough to help consumers purchasing a kitchen?

We may know that the price of a kitchen can vary depending on number of units, appliances et al. But what a consumer really wants to know is the starting price from £3,000 or £15,000 (i.e. can they afford it)  – not that it ‘depends on the size of your room’.  Surely a better resolution would be along the lines of ‘our average order is £17,000 but we have designed a kitchen for £5,000’. Are we just all too wrapped up in kitchen sales to forget how we behave as consumers?

We recently had a consumer call into Kitchens & Bathrooms News to ask if we could recommend a certain kitchen retailer. It’s not a service we offer. He had refused her simple request for a testimonial, stating his business had been established for 25 years and he didn’t need to prove his worth.

Perhaps there does need to be an attitude change in kitchen retailing towards helping the customer purchase and not putting barriers in the way of doing business.

For more news, views, products and interviews – make sure you’ve subscribed to Kitchens & Bathrooms News

Chat back with K&B News

In an industry first, Kitchens & Bathrooms News has set up an online chat room and we will be hosting our first discussion on Tuesday, June 28 at 12.00 GMT. The hour-long chat will be discussing the topics facing the retail industry and our aim is to help retailers and designers in today’s changing and challenging climate.

You can also help form the agenda of the chat hour, by emailing topics you would like to talk about to the editor of Kitchens & Bathrooms News pturrell@hamerville.co.uk

You can join in anytime during the hour, there is no formality. It would just be great to hear and debate your views. Just be sure to end all your tweets with #kandbnews, so everyone can follow the conversation.

Go to tinychat.com/kandbnews on Tuesday, June 28 at 12.00 GMT and sign in. And let’s get chatting!

Leave the kitchen and bathroom light on

Philippa Turrell, Editor
Kitchens & Bathrooms News

There are just some days when you wished you hadn’t got out of bed. Following news that Homeform Group (parent company of Moben, Dolphin, Sharps and Kitchen Direct) is entering administration now comes reports of the proposed closure of Habitat. Without doubt, it’s tough out there for retail. It signals a hard slog for the bathroom and kitchen industry, in appears to be at least another challenging six months for the industry.

Some consumers may now become wary of buying a kitchen; after all it’s only months after the administration of Focus DIY and three years since MFI went under.  They may become fearful about the safety of their deposit and whether they will actually get their kitchen or bathroom, perhaps opting to use the money for another little luxury, instead, like a holiday. Oh, but then with proposed strike actions and unpredictable ash clouds is that really a safer bet?

Before we ask the last showroom to turn off the light, before leaving the high street, the administration of the Homeform group could actually benefit independent kitchen and bathroom specialists. It could drive consumers into the open arms of the high street specialist, who can offer the same perceived quality of Moben and Dolphin, and perhaps at a lower price. Consumers could seek solace in your solid trading reputation and perhaps family-owned concern.  

It’s time to shine a light on the independent kitchen and bathroom retail sector and illustrate what it does best, rather than stick your head in the sand and hope the squall soon blows over.  Promote your design skills, your ability to work with affiliated trades for extension, your advisory service (with top product knowledge) and most importantly after-sales.  And if you have deposit protection, it’s a no-brainer – promote that too!

The days of the ‘general home improvement’ retailer may soon be over. Show your specialism.

Homeform Group in administration

Around 1,300 jobs are said to be under threat as the owner of Moben Kitchens and Dolphin Bathrooms, the Homeform Group is preparing to appoint an administrator.

A statement read: “The Board of Homeform Group Limited have today filed with the Court a Notice of Intention to appoint an administrator. This process can take up to ten working days. At present, the Homeform Group remains under the control of its directors.

“The Directors are close to securing a deal that will safeguard the future of the Sharps (Bedrooms) and Kitchens Direct businesses and have mandated advisers to see a sale of the Moben and Dolphin brands. Further information will be provided in due course”

Manchester-based Homeform Group boasts 160 showrooms nationwide and in addition to its 1,300 full-time staff, 1,500 self-employed fitters and designers also work with all four brands.

The company was acquired by private investment firm, Sun Capital Partners in 2007 for an undisclosed sum.

Diversify and add value in tough times

Sales director of Searle & Taylor, Darren Taylor explains how he sought to expand his retail business with a UK agency for kitchen furniture

I would like to shake the hand of the kitchen retailer that has been unaffected by the economic downturn. There are sure to be some, but I believe most of us have had to find new ways to attract business without ‘cheapening’ our brands. While retailing to consumers may still be bearing fruit, at Searle & Taylor we have certainly had to reconsider our business to business proposition to make it work for us.

Before the recession, we regularly partnered with architects, housebuilders and interior designers that came ‘knocking on the door’ to work on their projects. As the economy began to dip, these additional revenue streams that were once a ‘given’ became harder to achieve. As a small, yet forward-thinking company, we knew we had to both diversify and add value to our services in order to incentivise our commercial relationships. By diversifying, we became exclusive agents for premium Intuo by EWE Kitchens and mid-priced EWE Kitchens and set up an initial dealer network throughout the country by offering free displays on set payback targets. Last year, we refurbished our showroom to become the UK Training Centre for the award-winning Austrian brands. We then began to actively market these brands to housebuilders that specialise in chic contemporary living spaces.

As opposed to waiting for their calls, we proactively marketed our business to architects and interior designers. We invested in a special B2B brochure that differs from our consumer prospect in a number of ways. This highlights our planning and design services and focuses on how we work with on-site contractors. We also redeveloped our Searle & Taylor website that now features a B2B link, so we can direct future partners to our proposition. An architect’s offer is always design-led, so we talk about the advantage of using our design and planning service; developers, on the other hand, are mainly cost-based decision makers, so we talk about value for money.

We then invested in a number of CAD packages and we now feature a further service to architects and designers. On a ‘no win, no fee’ basis, they can download their initial plans to us and we will advise on all aspects of the kitchen area. This works especially well with extensions and connected living options, where architects require further know-how for the layout of the new kitchen, including all the technical aspects of where appliances should be sited. After we have devised and returned the best designs for the layout, all we ask for is a recommendation and a referral. This may seem like a lot of advance work for no guaranteed return, but we believe that referrals like these are the way forward in a tough market and we are pleased to say that over 90% of our design options have converted to actual sales on this basis.  We are also prepared to offer a similar service for the right types of major house building projects in order to achieve a realistic referral.

We work with local architects and builders within a 30 mile radius, but because we are agents for Intuo and EWE, we are able extend this offer geographically by passing ‘hot’ leads to our partners. We find that the architects and designers we have already worked with will recommend our services in the same way that they would recommend a great restaurant. They trust we will do a great job; we trust that they will recommend us time and time again.

EDITOR’S COMMENT: InterNOT policy for kbb industry

Philippa Turrell
Editor, Kitchens & Bathrooms News

With rumours rife that Villeroy & Boch is set to follow the lead of Kohler and Daryl by restricting sale of products online, I wonder about the value of an anti-internet or interNOT policy. Is it the best solution for preventing product discounting and helping high street retailers to retain their margin? I realise etailers can be a major concern for many bricks and mortar retailers, as without the overheads of a showroom they can work on smaller margins and offer buyers greater discounts. I also understand banning the sale of products online would give high street showrooms back the pricing advantages they crave. But do interNOT policies protect all high street showrooms or only the exclusive few – the technophobes?

What about the high street bathroom showrooms who have been astute enough to embrace and invest in e-commerce? Are they now placed at a disadvantage, as manufacturers could refuse to supply their showroom with products if they also sell online? What message is that sending out to a retail industry which (like the designs they create) should be forward-thinking?

Rather than fighting against the internet, after all it's here and here to stay, shouldn't suppliers help showroom retailers use it to their advantage? It's where consumers do their research and where they can - and frequently do - buy. Surely, then, we should praise and encourage retailers to offer the best of both - the security of a showroom and the ease of e-commerce?

And is internet discounting really the only threat to independent high street retailers? What about DIY giants that are improving the quality of their offer for low prices? Or what about the threat from local bathroom showrooms who are prepared to undercut, at all costs, just to win the business?

Perhaps the focus should actually be on equipping high street retailers with the sales skills to counter internet traders. Could suppliers help train staff in high street showrooms to better handle price objections and promote the benefits of buying in-store rather than online?

I’m not saying interNOT policies aren't a valid solution. My only query is are they the best solution to prevent product discounting and helping high street retailers retain their margin?

But what do you think? Please feel free to add your comments.

EDITOR'S COMMENT: Water, water everywhere...

Philippa Turrell
Editor, Kitchens & Bathrooms News

…but seemingly there’s still not enough!

If you’ve been caught out by the recent showers (and sometimes) storms, it’s hard to believe that parts of the country are experiencing drought. But it has been the driest spring across England and Wales since 1990 and the driest spring on record for south east and central southern England. Now the environmental Agency has announced drought status for Lincolnshire, Cambridgeshire, parts of Bedfordshire and Northamptonshire and western Norfolk. But many, many more areas are water stressed.

Severn Trent Water has already warned its customers that restrictions in domestic water supplies may become necessary if the dry conditions continue. So shouldn’t now be the perfect time for promoting water efficient brassware and kitchen appliances?

Why not put a display in your showroom window of ‘drought beating’ products. It’s never been a more topical or significant issue. And you can actually help provide a solution for your local area!

For kitchen and bathroom retailers, in rural communities, you could create a campaign (perhaps with the assistance from local newspapers) to ‘save the farmer’ by reducing local water demand. The lack of rainfall means some producers have been prevented from extracting water from rivers to irrigate crops, ultimately leading to their failure. Show your concern and community spirit, through your allegiance with agriculture. On a less altruistic note, it could boost your profile in the local area, provide free editorial, and encourage more footfall through the showroom doors.

But even wider afield, in urban areas not suffering from drought orders, saving water means reducing energy usage – and ultimately saving money from spiralling fuel bills. The UK’s largest energy supplier, British Gas has just announced energy bills will go up in winter and it is likely the rest of the Big Six will follow. In fact, ScottishPower is already set to increase its prices, in August, with gas bills hiked by 19% and electricity by 10%. So use these promotional messages in your showroom and in your advertising, to start helping promote water-saving products.

Water-saving bathroom and kitchen products are not a preserve of the eco-conscious consumer; they are a necessity for all. Get ahead of the game!

BrIT Girl: In a spin



Editorial assistant,
Britta O'Boyle



Rookie reporter and clothes queen of K&B News, Britta O’Boyle has a newfound love for laundry

The word cool always has been one of my favourite words. Not because it has seven definitions in the dictionary, which in itself is pretty impressive, but more because it’s a word that can be used in so many situations. You can describe the weather (well depending on what it is), describe self-control, use it to say OK, or it could even be used to describe some appliances. Before I joined the kbb industry, I thought a washing machine was simply a machine that transformed dirty clothes into clean clothes. Genius, if you actually think about it. But now, the industry has shown me it is so much more than that. Quite frankly, some appliance technology would put Albert Einstein to shame! Having recently attended the LG home appliances 2011 launch, I think it is safe to say I am much more interested in a washing machine that cleans my clothes according to fabric type than the theory of relativity. Although I probably shouldn’t tell my physicist father that!



Latest laundry from LG



LG has introduced its Six Motion Direct Drive technology which allows the drum to turn in both directions. The technology enables the new machines to have multiple settings based on which fabrics you are washing and what care is required. Not only that, but the 2011 machines feature LG’s Smart Diagnosis technology which enables the user to solve any problem over the phone. When the Smart Diagnosis button is pushed, a series of tones are released to let the technician identify what the problem is. Surely it doesn’t get much simpler than that? Only problem is, it doesn’t leave much scope for excuses to get out of doing the laundry!

The company also announced that it will be launching a washing machine which will be available in the Autumn. The machine will have a 12kg capacity, perfect for a girl like me who can’t get enough of buying clothes. It will still fit into a standard 600mm outer case and features TrueSteam technology, as well as a A+++ energy rating.

 I would never have thought that a washing machine drum in action would be the highlight of my day over a hand massage, both of which I experienced at the LG launch. Don’t get me wrong, I won’t turn down hand massage in a hurry. But I’m now a techie convert and appliances, these days, are in one perfect word, cool.

For more of Britta's comments, the latest news and product trends make sure you register for a FREE copy of Kitchens & Bathrooms News.

Ideal Standard's Roger Cooper retires

Vice president of Western Europe
For Ideal Standard Roger Cooper



There's often a tale or two that surfaces at retirement functions, and the leaving do of Roger Cooper, vice president of Western Europe at Ideal Standard, was no different. Stories were plentiful at the gathering, which took place at the Blueprint Cafe at London's Design Museum, as he said farewell to selected members of trade and consumer press. And these tales were provided by marketing director Paul Frankish and design director Robin Levien. All of them illustrated Roger Cooper's passion and dedication for the bathroom industry, emphathy for employees, as well as his drive and steely determination. In fact, Paul Frankish said Roger often jokingly laid claim to having an influence outside the bathroom industry too, citing Apple's success as being down to him. It transpires he turned down a young designer, just out of university, who wanted to create products for the bathroom. But this graduate went on to create some of the world's most iconic products because it was Jonathan Ive creator of, among many triumphs, the iPod.However, Robin Levien was perhaps a little more truthful when he said Roger Cooper had helped forge his career.
Not to be outdone, Roger had prepared his own speech and brought along a copy of The Times in 1970, the same week he started work with Ideal Standard. "There was bound to be something topical" he joked, adding "My favourite headline is 'What apart from money makes man work harder?'...that's easy it's the wife!" Roger thanked people from coming saying: "I'm very flattered, very honoured and very humble that so many of you came today" and he was presented with a gift of Robin Levien-designed tableware.

Villeroy & Boch opens architectural showroom

In a world-first for Villeroy & Boch, it opened the inaugural 360° Projects architectural showroom in London, EC1. The 360° Projects concept, unveiled at ISH, segments products  into colour codes to illustrate pricing levels, from entry level Orange, through to Blue, Silver and luxury-end Violet collection. It has been devised to enable ease of selection, according to budget.

The London showroom deftly displayed this concept with among the displays, its latest O.Novo collection created an Orange roomset, while its My Nature formed the Violet roomset. In addition, each display featured a silent ‘salesman’ iPad to offer architects and specifiers detailed information on all the products in the colour-coded range. QR Codes, which also featured on the products, allowed access to technical drawings for smartphone users,.

The showroom also provided a working space, with CAD, for architects and specifiers to create their bathroom projects, as well as information on its optional logo service for all sanitaryware pieces. Plus help was also on hand from a team of Villeroy & Boch experts, if required.

Head of the Bathroom & Wellness Division at Villeroy & Boch Andreas Pfeiffer commented: "The concept will be inspiring and convincing. Planners and architects will not be the only ones to benefit from 360° Projects. Hotel investors and developers, facility managers and wholesalers will also appreciate the new structures. 360° Projects allows our customers to manage projects of any size in a highly professional manner, with a wide range of products and the best possible service and support: in Germany, Europe and the world – from a football stadium to a luxury hotel."

Villeroy & Boch plans to roll out the 360° Projects concept, with the next location set to be New York.