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KI TCHENS &

BATHROOMS NEWS THE BUSINESS MAGAZINE FOR KITCHEN & BATHROOM PROFESSIONALS

DECEMBER 2020

EXCLUSIVE LIXIL LEADER INTERVIEW KITCHENS & BATHROOMS NEWS DECEMBER 2020

Jonas Brennwald talks about the impact of COVID, Brexit and transformation of Grohe

BEYOND THE KITCHEN Boost sales through office space and utility designs

BATHS VERSUS SHOWERING How the tub fought back against the onslaught of showering news ■ expert views ■ company profiles ■ products ■ competitions ■ SME support www.kandbnews.co.uk

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NO 155 VOL 14 DECEMBER 2020

contents NEWS & VIEWS 5 First word Editorâ€™s opinion

6 News Round-up of industry headlines

10 People Appointments and promotions

13 Inbox Reader feedback

32 Last word Managing director at wall covering specialist Reco Surfaces, Charlie Fleet discusses how COVID-19 is affecting kitchen and bathroom design

34 Website stories The top three stories on www.kandbnews.co.uk

NECESSITIES 26 Water softeners High efficiency water softeners should be an integral part of any kitchen or bathroom says Kevin Johnson, MD of Monarch Water

BUSINESS 28 Grohe Q&A Lixil leader Jonas Brennwald talks about the impact of COVID, plans for Brexit, and outlines the transformation of Grohe

30 Company matters

SME advice covering marketing, financial, management and legal issues, as well as personal development

KITCHENS 14 Beyond the kitchen How designers can extend their skills beyond the confines of the open plan kitchen with the likes of home offices and utility rooms

18 Just out Latest kitchen products

BATHROOMS 21 Baths versus showering How the bathtub fought back against the onslaught of showering

24 Just out Latest bathroom products

27 www.kandbnews.co.uk K&BNEWS DECEMBER

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FIRST WORD

Lockdown 2.0 As we entered the second national lockdown, there was much more preparedness from the kitchen and bathroom industry. There was also far less trepidation of what the future had in store, partly helped by an end date and partly because KBB retailers could use their learnings from the first lockdown. Although there’s been some confusion whether showrooms were considered “essential”, not least with some local authorities, asking showrooms to close, retailers continued to operate. Let’s face it, the UK population has quickly learned to embrace remote meetings and consultations, having already adopted online purchasing many years before. Nowadays, closing the doors of a showroom does not equal shutting up shop! Certainly, any future national or even local lockdowns should hold less fear for kbb retailers, as we all strive to embrace the new normal. Unlike the hospitality industry, the independent KBB retailer does not require high traffic in store and it has been well-documented the demand for kitchens and bathrooms refurbishments has been unabated. Traditionally a busy time of year, it has been further exacerbated by a v-bounce in sales, with more prospects entering the market – perhaps using up money saved from not going on holiday. In fact, merchants report kitchen and bathroom sales up a staggering 91% June to August on the previous three months. Although sales had slowed across the board in merchants in August,

kitchens and bathrooms were the least affected. Of course, in the longer term, with suggested high unemployment, the market may become tougher. However, with perhaps unsurprisingly a greater focus on health and hygiene by consumers – kitchens and bathroom renovations should still be on the agenda, as consumers question how their homes can be better designed for infection control. Manufacturers have been quick to recognise “new normal” consumer demand, with the likes of Beko introducing a dedicated range of appliances with built-in disinfectant, as well as enhanced promotion of the likes of touch-free taps and easy-clean surfaces. Certainly, the world has changed, businesses have had to be swift to adapt to uncertainty of markets and what the future may hold. However, independent kitchen and bathroom retailers understand their market, are responsive to the needs of their customers and agile to cater for unforeseen changes. While times may be unsettling, for everyone, kbb retailers can be safe in the knowledge that the sector is recovering, and they are best placed to cater for future demand.

NEWS & VIEWS

KBN LIKES ✔ …Figures from the Building Merchants Building Index (BMBI) which reports sales of kitchens and bathrooms had increased by a staggering 91% during the three months June to August.

KBN DISLIKES ✖ … AMA Research expects bathroom and kitchen brassware will decline 17% in 2020. However we are pleased to note the market research company suggests a steady growth of 2-4% per annum from 2021.

KBN WANTS ! …To congratulate all the winners of the Society of British & International Interior Design Awards and Goddard Littlefair who won the Best Interior Design: Development category in the Best Home Awards.

Philippa Turrell Editor Email your views on this subject, or any other, to pturrell@hamerville.co.uk To be removed from this magazine’s circulation please call 01923 237799 or email circulation@hamerville.co.uk Editor Philippa Turrell e: pturrell@hamerville.co.uk Designer Donna Booth Production Assistant Stephanie Stapleton e: stephanie@hamerville.co.uk Group Production Manager Carol Padgett e: carol@hamerville.co.uk Printer Walstead Roche

Publisher Bryan Shannon Group Advertisement Manager Craig Jowsey e: craig@hamerville.co.uk

TRADE JOURNALIST/ EDITOR MAGAZINE OF THE YEAR 2014

HOME IMPROVEMENT JOURNALIST OF THE YEAR 2014

To receive your regular subscription copy of K&B NEWS contact: 01923 237799 UK: 1 year: £30 post paid Europe and overseas: 1 year: £50 post paid Airmail: 1 year: £65 post paid

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Editorial & Sales Enquiries Tel (01923) 237799

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KITCHENS & BATHROOMS NEWS Hamerville Media Group, Regal House, Regal Way, Watford, Herts, WD24 4YF

ABC total average net circulation 13,640 (for the 11 issues distributed between January to December 2019)

© 2020 KITCHENS & BATHROOMS NEWS accepts no responsibility for damage or loss, however caused, to any material submitted for publication. While every effort is made to ensure facts are correct at time of going to press, no responsibility can be accepted for incorrect product descriptions or facts. No part of this magazine may be reproduced, in any form, without prior written permission from the publishers.

www.kandbnews.co.uk K&BNEWS DECEMBER 5

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NEWS & VIEWS

MAKING HEADLINES

Company reportedly opens largest kitchen showroom in the states

IN BRIEF ■ Bathroom wall panelling brand Showerwall is seeking plumbers, joiners, builders and bathroom installation teams to join its Find a Fitter programme. The scheme centres on building a network of trusted installers for its Showerwall panelling in high pressure laminate and acrylic. Showerwall is a corporate sponsor of the British Institute of Kitchen, Bedroom & Bathroom Installation (BiKBBI). Read more on this at www.rdr.link/KV001

■ Bathroom supplier HiB has partnered with the University of Wolverhampton for a project aimed at inspiring the next generation of product designers. As part of the collaboration, HiB has sponsored the university’s Interior Design, Furniture Design and Product Design degree courses delivered by the University’s Wolverhampton School of Art. Students were also given a brief to produce a product concept “that pushes the boundaries of innovation and could complement any of HiB’s mirror, cabinet, accessories and Novum furniture ranges.” Read the story at www.rdr.link/KV002 ■ Premium Italian kitchen appliance specialist, Bertazzoni has partnered with home installation service Kaboodle. It will allow Bertazzoni to enhance accessibility to its product portfolio nationwide. Kaboodle will complement Bertazzoni’s existing partners which include Swift Electrical and Midland Range Cooker Repairs Ltd. View the entire story at www.rdr.link/KV003

6 DECEMBER K&BNEWS www.kandbnews.co.uk

Wren launches into America Retailer Wren Kitchens has launched into the USA, opening its 100th showroom in Milford Connecticut, with plans to open five more showrooms in North American in 2021. Measuring 31,456 sqft, and featuring 100 displays, it is claimed to be the biggest kitchen showroom in the USA. It boasts two virtual reality studios, where consumers use VR googles to experience their kitchen in 3D, and there’s an interactive tap lab where customers can test working taps with hot, filtered and sparkling water. Plus, the Connecticut showroom features three interior design suites, where interior designers and architects can book the space for clients, alongside 20 design desks where customers can work with a designer. Finally, there’s also a training centre for new team members to learn about Wren Kitchens. Mayor of Milford Ben Blake, Lieutenant Governer Susan Bysiewicz and commissioner of

Connecticut State David Lehman attended the official opening. The new showroom has created 25 jobs in the local area, from managers to kitchen designers and surveryors Wren also donated $1000 to the Mayor’s charity of choice, Milford Food2Kids, which ensures children in the local community aren’t left hungry during the pandemic. Milford showroom manager David DeDicco said: “A huge amount of hard work and effort has gone into developing our 100th and our first USA showroom, and we’d like to say a massive thank

you to everyone involved on both sides of the Atlantic that has made this happen. “It’s a proud moment for our team and for the whole company, as we celebrate this milestone and pave the way to a successful future for Wren in the US!” Following an investment of $15.4m into a factory, Wren will manufacture its kitchens at a 252,000 sq ft manufacturing facility in Wilkes-Barre, Pennsylvania. During the first phase, 360 jobs will be created in manufacturing, logistics and support roles such as customer services and HR.

German brassware manufacturer buys majority stake

Hansgrohe acquires Easy Sanitary Solutions German brassware manufacturer Hansgrohe has acquired Easy Sanitary Solutions (ESS), subject to approval of the European antitrust authorities. Headquarted in Oldenzaal, in the Netherlands, ESS is the inventor and manufacturer of Easy Drain shower channels and bathroom niches. ESS has locations in the Netherlands and Germany, employs 102 people and sells products in Europe and the USA. For Hansgrohe, ESS will become a competence centre for

bathroom drain solutions and partner to jointly develop and market the product category. Chairman of the executive board at Hansgrohe Jans Jeugen Kalmbach stated: “With this investment we are strengthening the product range in our core area – showers. “With our shared core values of innovation, design quality and responsibility, and the strength of the ESS team, we look forward to further expanding our strong presence in the shower space.” Founders and CEOs of ESS

Juergen and Eric Keizers said: “We are delighted to have Hansgrohe, one of the leading manufacturers of bathroom fittings, as our partner. “With the corporate strength of Hansgrohe and its global distribution network, we are able to make the shower channel, but also our innovative wall niches, a worldwide success.”

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Net sales for Q3 amount to SEK 3,105m, with growth of -2%

Nobia reports “stabilisation and recovery” fragmented in Q3 sales, with UK down 9% Kitchen furniture group Nobia announced net sales for the third quarter amounted to SEK 3,105m, down from (3,265m), with organic growth of -2%. Operating profit was reported as SEK 195m down from SEK 267m but operating cash flow increased to SEK484m, with net debt reduced to SEK483m from 1,562m. Following a challenging second quarter for the Nobia Group, president and CEO Joe Sintorn said: “The third quarter was characterised by stabilisation and recovery for several of our businesses. “The picture is however fragmented as various market segments and geographies are in

different places of the pandemic, with different implications depending on the governmental restrictions in place.” Although he reported a “fast order recovery in the retail segment” backed by low interest rates and upswing in home renovation, Joe Sintorn said this was not reflected in the project market. He commented: “The project market remains negatively impacted, especially in the UK, with both social housing and the London property market lagging behind pre-pandmic activity levels.” The group organic sales trend was down 2% in the third quarter,

with the UK down by 9% but offset by the Nordic region which was 3% ahead and Central Europe charting double-digit growth. Sintorn was positive about the short-term and long-term future of the group, supported by a growth of interest in home renovation: “Looking ahead, the near future still holds business uncertainties as new restrictions may come into force, but we currently deem the risk of temporary factory closures to be limited. “As long as we can continue to operate in a normal manner, we believe that the growing trend in home renovations, growth in online visits and digital design

appointments will convert into growing order books over time. “I am confident that our strong customer commitment, the aglity in which our employees operate in this new environment, and a solid balance sheet to support our strategic agenda will provide business opportunities in both the short and long-term.”

Retailer signs three year deal with consumer magazine publisher

Homebase launches House Beautiful and Country Living Kitchens DIY retailer Homebase has teamed up with publisher Hearst UK to work with House Beautiful, Country Living and Good Housekeeping and create magazine-branded ranges, including kitchen furniture. As part of the three-year deal, Homebase will introduce House

Beautiful and Country Living ranges which will include kitchens, furniture, home furnishings, decorative paint, outdoor living garden products and tiling. The Good Housekeeping range will include cookware. According to Homebase, the

partnership will enable consumers “to be inspired by what they see and read in House Beautiful or Country Living and translate that inspiration into real-life purchases” either instore or online. Kitchen ranges under the Country Living and House Beautiful brands will be the first to launch in December 2020, with other ranges developed and rolled out throughout 2021. The partnership will see Hearst UK promote the ranges, which will be exclusive to Homebase, to its magazine readers. Commercial director for Homebase Dave Elliott said: “We’re excited to be working with Hearst UK and creating a range of new products for our homes and gardens that help customers recreate the latest style trends in their homes. “This partnership will give

customers even more options to purchase quality products from Homebase knowing they’ve been created with the innovation and inspiration from the stylist teams at House Beautiful, Country Living and Good Housekeeping.” Chief brand officer of lifestyle, homes and weeklies at Hearst UK Sharon Douglas commented: “We’re thrilled to be working with Homebase on this licensing partnership. “We know that our highly engaged audiences across Country Living, House Beautiful and Good Housekeeping turn to us when they want to create or get inspiration for their dream home. “They trust our experts when it comes to what to buy, so a partnership with an iconic retailer like Homebase makes complete sense.”

www.kandbnews.co.uk K&BNEWS DECEMBER

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NEWS & VIEWS

MAKING HEADLINES

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John Blackburn resigns from role

IN BRIEF

Huntly named Coram UK & Ireland MD

■ According to interior design expert homeedit, the kitchen is the most popular space in the house to feature on Instagram. It found Kitchens had more than nearly 43million tagged posts (42,770,213), followed by bedrooms with more than 24million tagged posts. Bathrooms ranked third for sharing with just over 21million (21,099,464). Read more at www.rdr.link/KV004

■ Interior Design Studio Pippa Paton Design scooped the KBB category in the recent Society of British & International Design (SBID) Awards. Designed for a Grade II listed Cotswold manor, Pippa Paton Design created a sanctuary which combined 21st century style and functionality. In addition, SBID also announced winners of its Product Design Awards. View the story at www.rdr.link/KV005 ■ Sink, tap and shower manufacturer Abode has opened a showroom at its South Yorkshire-based headquarters. The showroom has been designed with the aim of providing a space for retailers to access training and understand the thinking behind new product developments. It will also be accessible to Abode employees for in-house training, as well as marketing purposes. Read the story at www.rdr.link/KV006

8 DECEMBER K&BNEWS www.kandbnews.co.uk

Group sales director UK & Ireland for Coram UK Steve Huntly has been named MD of Coram UK, succeeding John Blackburn who resigned as group MD. John Blackburn had worked for the company for the past six years and chose to step down following the company’s move to Somerset. He commented on LinkedIn: “I have worked with an incredible group of people at Coram and relished the journey we have been

on together, growing our market leading Brands : Impey Wetrooms, Coram Showers and Geesa Accessories. “In 2019, we embarked on a strategic transformation to create Coram UK. The outcome was a consolidated manufacturing site, outsourced warehousing and a head office in Somerset which has simplified the business and driven further growth. Although right for the business, the location of Somerset was not aligned to our family goals.” Blackburn continued: “I am incredibly proud to be able to hand over the reins to Steve Huntly my sales director. It is always an achievement for a company to promote and develop talented, hard working people within the business.

“Transforming the business in 2019 and the COVID crisis this year has been a tremendous challenge for the team at Coram. I want to thank them all for their hard work and commitment. Together we have built a great business they should be proud of. Time for a new adventure.” Huntly has worked for Coram UK for the past three years and prior to that worked for Elliott Group, Saint Gobain Glass Solutions and Cemex. Huntly commented on his new role: “I am excited to take on the new role of MD for Coram UK, working with a great team with an enviable reputation, and part of a very progressive group. We will continue to develop our business, progress with new products and strategies for growth.”

All its factories across the world are now carbon neutral

Beko reaches “major milestone” of carbon neutral production Appliance manufacturer Beko said climate change is the biggest danger humanity has ever faced, and announced it has reached “a major milestone” of carbon neutral production worldwide, at the launch of its HygieneShield collection. CEO of Arcelik, parent company of Beko, Hakan Bulgurlu said there was a link between the growth of infectious diseases and the need to be sustainable. “Throughout the history of human civilisation nothing has killed more people than infectious diseases. They have increased four-fold over the past century. “No wonder that these are also corresponding to the increasing destruction of our natural habitat.”

And Hakan Bulgurlu said the climate crisis “which is actually here, and very much alive, is the biggest danger humanity has ever faced.” He continued: “We must embrace an equal healthy and green recovery, kickstarting a wider transformation towards a model that values nature as the foundation for a healthier society. The threats are clear as is our mission on sustainablity.” Beko reported it has focused on “responsible production and consumption” of its appliances, as well as the circular economy. Bulgurlu continued: “We champion eco-friendly innovations and develop climate-friendly products that use less resources to

help our customers reduce their carbon footprint.” He exclaimed: “This year is a major milestone in our sustainability journey. While many other competitors and companies announce 2030 and 2050 for their carbon neutrality, we have become carbon neutral at global production operations covering 2019/2020.” Bulgurlu concluded: “For us sustainability is a must for the future of humanity and, on top of that, it is also a profitable business model.”

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NEWS & VIEWS

MAKING HEADLINES

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Kitchens & Bathrooms were up 91.0% June to August but down on last year

KBB leads merchant sales The Builders Merchants Building Index (BMBI) report shows builders’ merchants’ sales continuing to recover in August, but at a slower pace then the previous two months. Total sales were up 73.8% in June to August compared with the previous three months, when many merchants had closed branches as a result of the COVID19 lockdown. Six categories did better over this period, led by Tools (+124.1%). Kitchens & Bathrooms was up 91.0%. Total merchants sales were

14.2% lower in August compared to July, which had three more trading days. While all categories sold less, Kitchens & Bathrooms sales were least affected (-4.3%). When adjusted for trading days, Kitchens & Bathrooms was ahead of all categories, with average sales a day up 10%. Total builders merchants value sales in August were 3.9% lower than August 2019. However, daily sales were 0.9% above last year when adjusted for one less trading day. Three categories did better, with Landscaping (+16.3%) the top

performer. Kitchens & Bathrooms was down 7.5% compared to August last year.

To download the latest report, Expert comments and Round Table videos, visit www.rdr.link/KV040

Position filled

Appointments and promotions across the industry

CLIVE CHRISTIAN

HAIER EUROPE

IMPERIAL BATHROOMS

RANGEMASTER

British bespoke cabinet manufacturer Clive Christian Furniture has appointed Phillip Cole as its global sales director. In this new role, Cole is responsible for all sales planning and will oversee the brand’s stable of 18 showrooms in the UK, Europe, Asia and the United States. He will also formalise all strategic brand partnerships and establish new global market opportunities. Cole will report directly to the new chairman David Dare.

Haier Europe has appointed Mark Armstrong as channel director to drive business with home builders and developers in the UK and Republic of Ireland. He has a 30-year career in and around the white goods industry, joining the firm from the business division of AO.com, where he held the position of head of sales – house builders. Armstrong’s main responsibility will be to secure and grow contract business for both Hoover and Candy appliances.

British manufacturer Imperial Bathrooms has welcomed Richard Hutchinson to the newly-created role of key accounts & contracts manager. He has a wealth of experience and over the last five years has specialised in the bathroom sector, focusing on key account management, lead generation and strategic growth partnerships. Hutchinson will implement a “robust” business plan and his duties will include project co-ordination.

Part of the Middleby Corporation, range cooker and sink manufacturer Rangemaster has appointed Tom O’Sullilvan as regional sales manager covering Northamptonshire, East of England, London and the Home Counties. He joins Rangemaster with knowledge of the home interiors industry, having held customer service and business development positions. In his new role, O’Sullivan will support trade customers, including merchants and non-showroom outlets.

10 DECEMBER K&BNEWS www.kandbnews.co.uk

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YOUR THOUGHTS

NEWS & VIEWS

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Inbox... @kandbnews Our November KI TCHENS & BATHROOMS NEWS issue has landed, featuring an interview with @abodehome MD Matthew Pitt who says change brings opportunities. and MD of Quooker Stephen Johnson offers his view on why the industry must unite in these challenging times. We also take a look at how working from home has impacted on instant hot water tap sales and just what makes a luxury bathroom. All this, plus advice from David Barker from Inspirekbb about how to harness online reviews, Anna Rump or #thesocialmedialady explains how to engage folllowers on social media and Jordan Burns of Simon Acres 001_KBN_NOV20_Layout 1 12/10/2020 10:04 Page 1

THE BUSINESS MAGAZINE FOR KITCHEN & BATHROOM PROFESSIONALS

NOVEMBER 2020

Email us, write to us or contact us through any of our social media channels. Get involved, as we want to hear your views

Group points out what KBB companies are looking for to help those searching for a new job.

ABODE PROFILE

Managing director Matthew Pitt says embrace change as it offers opportunities

KITCHENS & BATHROOMS NEWS NOVEMBER 2020

INSTANT HOT WATER TAPS How consumers working from home have influenced sales

INDULGENT BATHROOMS What signifies a luxury project?

news ■ expert views ■ company profiles ■ products ■ competitions ■ SME support www.kandbnews.co.uk

Anna Rump (The Social Media Lady) What Ho! Well this is all rather exciting....Muggins, here, is featured in the glorious Kitchens & Bathrooms News! In this article I give you 5 simple ways to make sure your business’ social media is working for you. It is the first time I have been referred to as an expert in a publication. Going to celebrate with M&S bread and butter pudding...the good stuff! You can read it here www.rdr.link/V007 Jordan Burns Grateful to be involved, will look forward to reading through. Stephen Johnson Well I look forward to having a read!

@kandbnews NEWS: According to design website @homedit, kitchens are the most popular room in the house to share on Instagram. @prestonfurnsol Kitchens had more than nearly 43million tagged posts (42,770,213) followed by bedrooms with more than 24 million tagged posts on Instagram. For kitchen manufacturers – it’s important to make designs stand out. Get in touch and contact the editor via email pturrell@hamerville or through any of our social media channels: @kandbnews

@kandbnews

www.linkedin.com/company/kitchens-bathrooms-news

@kandbnews NEWS: The Society of British & International Interior Design (SBID) has announced the winners of its Product Design Awards, as part of its annual awards. @Acquabella El medio ingles @kandbnews se hace eco del nombramiento del plato de ducha Smart Quiz como ganador de la categoria bano de los @SBIDproduct.

@kandbnews PEOPLE: Richard Hutchinson joins Imperial Bathrooms as key accounts & contracts manager @ImpBath. @PE_team Latest appointment at @ImpBath via @kandbnews.

@kandbnews NEWS: @AMAResearch forecasts moderate growth for bathroom and kitchen brassware and taps in 2021. @Tedd_Heating Interesting! @AMAResearch We’re intrigued by what growth may come from new ‘handwashing stations’ in what is now considered the new normal.

@kandbnews NEWS: Kitchen and bathroom renovations postlockdown total 1.8million, reveals research. @MGMTimber Recent research shows that 20% of consumers agree the threat of a second wave of COVID-19 has influenced them to start renovations sooner rather than later.

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KITCHENS

BEYOND THE KITCHEN

Changing rooms

How designers can extend their skills beyond the confines of the kitchen, with the likes of home offices and utility rooms

When the phrase “heart of the home” was ﬁrst coined, little would it be realised just how much activity would be taking place in kitchens. Joining cooking, dining and entertaining has been a need for the kitchen to cater as a classroom for school activities and home office for remote working. According to comparison site ﬁnder.com 60% of the UK’s adult population is now working from home and nearly a third (26%) plan to work from home permanently or occasionally after lockdown. Commercial director of Crown Imperial Tony McCarthy comments: “As we embrace a new era of home working, retailers have a valuable opportunity to offer customers an enhanced kitchen scheme that meets their work-life balance.” And national sales manager for UK & Ireland at Pronorm Richard Turner agrees: “Working from home is another consideration that simply cannot be absorbed without good design.”

14 DECEMBER K&BNEWS www.kandbnews.co.uk

2 1. DAVAL

2. TKC

The Varenna furniture range is shown in an Alaskan Oak ﬁnish, with tall units to create elevation and storage space. It also appears on the wall panelling and breakfast bar, which helps the urban kitchen space work in combination with casual seating. Download the brochure at www.rdr.link/KV008

The Vivo kitchen range is shown in Indigo Blue in a matt texture, with a large island. However, the working space is located where kitchen base cabinets and wall units have created a ﬂexible area that can double as a home office. Discover all the kitchen ranges at www.rdr.link/KV009

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3 3. PRONORM Sliding pocket doors can be used to conceal a working desk and storage in a full height wall. Pictured is Ancient Oak Black and Organic Stratus Grey across Pronorm’s contemporary kitchen furniture. Explore all the storage solutions for living and utility rooms at www.rdr.link/KV010

Office space Extending the kitchen space into living and media rooms is nothing new. But Richard Turner of Pronorm continues: “If WFH (working from home) is going to happen in the kitchen, the design needs to allow for the space to flex more. For example a hidden office area behind large doors that can be closed at the end of the day, or designing primary and secondary storage for a distinction between cooking and workplace organisation.” And head of UK operations at Rotpunkt Matt Phillips believes kitchen design is currently evolving to fulfil the role of a home office: “Island units are now being designed with the home office and dining in mind, ensuring that there is access to appropriate sockets for charging a laptop and the trend towards tall units ensures that A4 documents and files can be stored separately from kitchen essentials.” He also points to the growing importance of hygiene for a room that is multipurposed, adding: “Another important aspect to consider is cleanliness. If a space used for homeworking will also double as a dining area, the use of extra durable surfaces which are easy to clean

4 4. SYMPHONY GROUP Urbano offers home office furniture with tall and low-level ﬁling cabinets and open base cabinets for storage, plus a variety of desks. The ﬁling cabinets are available with locks for important documentation. Request a brochure at www.rdr.link/KV011

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KITCHENS

BEYOND THE KITCHEN

“If WFH (Working from home) is going to happen in the kitchen, the design needs to allow the space to flex more. For example a hidden office area behind large doors.”

5. ROTPUNKT Zerox kitchen furniture is shown in New Old Split Oak & Black Steel ﬁnishes in a bicolore design. It boasts an integrated table extension for home working or dining. Discover all the technical product details at www.rdr.link/KV012

6. CROWN IMPERIAL Crown Lifespace offers ﬂexible modular storage and office furniture, whether for a desk space or complete room. Pictured is the Textura desk space with Furore Grey Silk wall units and shelving. Request a brochure at www.rdr.link/KV013

and are stain resistant makes sense to promote longevity.” Marketing of design manager at TKC Neil Taggart says kitchens which incorporate home offices have already been reﬂected in his company’s sales, commenting: “We’re seeing demand now for kitchen furniture to create workspaces both within the kitchen area and in different rooms.” The requirement for office space outside the kitchen could arguably become more signiﬁcant as working from home is viewed on a longer-term basis. Marketing and retail sales director of the Symphony Group Simon Collyns adds: “We’ve all had to adapt how we use our space at home. Although breakfast bars and islands make a great temporary work or school environment, families are needing to adapt to longer-term planning to work from home. Urbano from Symphony offers home office styles that seamlessly blend into the rest of the house.”

Utility rooms And this could be key to increasing sales for kbb retail; designers are no longer restricted to the space of an open-plan kitchen, they can also increase business by creating affiliated areas in the home – from office spaces through to utility or boot rooms. Managing director of Daval Simon Bodsworth explains: “With the kitchen/living area becoming a prominent place for relaxation, dining and cooking, smaller and medium-sized kitchens can benefit from having an adjacent, compact utility area for laundry.” And these spaces could be profitable as they need to be at the same level of specification as the kitchen. Director of Brandt Kitchens Scott Davies writes on Instagram: “Utility rooms are

16 DECEMBER K&BNEWS www.kandbnews.co.uk

often seen as the poor relation but we believe they deserve the same attention and quality materials as the kitchen because they are very much the engine room of the house.”

Whole house It’s an area of sales, which kitchen experts say designers are yet to fully explore – creating adjacent and complementary spaces. Matt Phillips of Rotpunkt explains: “By demonstrating how modular furniture can serve as a room divider or focal point, as well as providing discreet storage, designers and retailers can help customers to envisage extending a scheme from the kitchen.” Whereas, Simon Bodsworth of

Daval takes it one step further and says kbb retailers should look at the whole house: “The trend towards whole house style, with home owners wanting a certain ambiance throughout the property, gives designers plenty of scope to invite their customers to consider made-tomeasure storage solutions outside the kitchen, such as the entrance hall, family rooms, sun rooms, play rooms, home offices and of course, bedroom and guest suites.” He concludes: “It is easy to be focused on the kitchen, particularly when you have a tried and tested set of solutions, but it is worth taking the time to ﬂoat ideas about how to continue a theme or enhance storage elsewhere.”

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KITCHENS

PRODUCT ROUND-UP

1. COSENTINO Spanish surface manufacturer Cosentino has introduced the industrial-inspired Loft series to its Silestone range, which is more sustainable than its existing portfolio. Loft features ﬁve colours Camden, Poblenou (shown), Seaport, Nolita and Corktown and boasts Hybriq+ technology, which will be used for all its quartz. Taking three years to develop Hybriq+ means the quartz now contains a minimum of 20% recycled materials and silica is reduced to a maximum of 50%. View the video at www.rdr.link/KV012

2. BEKO

just out

Home appliance brand Beko has launched the HygieneShield range of appliances, featuring built-in disinfection programmes. It includes seven appliances to disinfect packaged food and belongings, including an oven, dishwasher, washing machine, washer dryer, tumble dryer, refrigerator and standalone cleaning cabinet. HygieneShield appliances use methods such as steam, heat and UV light as processes of disinfection. Watch the video at www.rdr.link/KV013

3 3. CROWN IMPERIAL British furniture manufacturer Crown Imperial has introduced Rock Grey, Grey Pale and Granite finishes to its Zeluso kitchen range. The handleless furniture collection is now available in 11 finishes, including the three latest grey decors. Zeluso offers floor-to-ceiling tall units and is shown here in twin islands, which are available with optional Crown Tip-on technology with push-to-open and soft-close drawers. Request a brochure at www.rdr.link/KV014

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4 4. CAESARSTONE

5. FISHER & PAYKEL

Surface manufacturer Caesarstone has expanded its product offering with Calacatta Maximus, which is its ﬁfth launch this year. Calacatta Maximus has a pure white backdrop, which features broad grey veining and highlighted details in copper and gold. It comes in standard slab sizes, measures 20mm with a polished ﬁnish, and is in price group 4. Watch the video at www.rdr.link/KV015

Appliance brand Fisher & Paykel has introduced a range of built-in ovens with a touch screen control, to provide a guided cooking experience. It provides a choice of three cooking methods: Cook by Function, Cook by Food Type and Cook by Recipe. In addition, the touch screen ovens feature ActiveVent, to ensure optimum moisture levels, AeroTech to circulate heat evenly, pyrolytic technology and a Sabbath Mode. Read the whole story at www.rdr.link/KV016

6 6. FALMEC UK Cooker hood manufacturer Falmec UK has unveiled its Levante ceiling extractor, in Graphite satin glass, adding to the existing black and white glass options. Levante is a 1200mm wide island model from the company’s Circle.Tech cooker hood collection. It features a remote-controlled motorised lift system, so the hood can be raised or lowered according to requirements, Carbon.Zeo ﬁlters and LED lighting. Download the technical product sheet at www.rdr.link/KV017

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BATHROOMS

BATHS V SHOWERING

Cleaning up Baths and showers could be considered at the opposite end of the spectrum when it comes to the requirement to create a spa-like sanctuary. On the surface of it, showering offers speed and convenience and baths an indulgent soak with both vying for space in the conﬁnes of typically small bathrooms. But is it really a case of baths versus showering in projects? Managing director of Roman David Osborne states: “As the leading shower enclosure manufacturer, we don’t see ourselves in conﬂict with baths. A few years’ ago, there was clearly a trend for replacing baths with large showers, which was we assessed as being mostly due to very little choice of baths at the time. That certainly isn’t the case nowadays.” In fact, he adds: “In a family bathroom, it is highly likely showers and baths are sold together.”

The bath has survived the onslaught of shower sales, but can both exist in harmony?

1. GROHE

2. BETTE

As part of the Essence Ceramic bathroom collection is this freestanding bath. It boasts an electronic waste which senses when the water rises above overﬂow level and unlocks the drain. Download the brochure at www.rdr.link/KV018

Bette flush-to-floor shower areas in glazed titanium steel, come in a wide range of sizes and colours. They are also available with Bette AntiSlip Pro surface. View all the company’s flush-to-floor shower trays at www.rdr.link/KV019

Showering for generations Of course, showering has its practical benefits with low level access that can suit multi generations, including young and old. Head of marketing at Bette Sven Rensinghoff points out: “The trend for multi-generational and other alternative households is leading to the selection of products that work well for everyone. Showers, particularly with stylish and accessible flush-to-floor shower trays, are popular as they

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are easy to clean, while also looking stylish.” And marketing director of Crosswater Juan Pillay agrees, commenting: “Walk-in showers are future-proof. They are ideal for multigenerational bathing spaces, where young children and the elderly can easily access the shower space and be supervised/assisted without restriction if needs be.” And these spaces feature shower ﬁttings with built-in safety features, such as thermostats, temperature stops and technology which ensures the outer surface remains cool to the touch.

3 3

Blurred lines However, the showering market is not clear cut – simply based on practicality alone, as sales and marketing director at RAK Ceramics Ben Bryden explains: “As with everything in the bathroom, the focus in showering is now very much on luxury and wellbeing, as well as practicalities such as water-saving and efficiency. There have also been developments in style choices too, with shower brassware becoming much more of a focal point in the bathroom, particularly as consumers move more towards open plan and walk-in environments.” And, together with the advent of technology, from dual showers to digital controls, showering manufacturers have worked hard to create experiences for the user. Senior category manager at Grohe UK Paul Bailey continues: “Brands at the forefront of innovation in technology continue to deliver a shower experience that is increasingly personalised to individual preferences. For example Grohe SmartConnect shower systems allow users to adjust the spray settings of their shower via a Bluetooth puck which offers two spray types.”

3. ROMAN Part of the Lumin8 range is the Pivoting Black Screen with a Matt Black frame which, as the name suggests, is made from 8mm glass. It measures 150mm high and can be ﬁtted left or right-handed. For more information on the entire collection visit www.rdr.link/KV020

4. RAK CERAMICS The RAK-Orient bath measures 1750 x 750mm and is double-ended so bathers can sit at a choice of ends. Made from acrylic, it is available in Alpine White. View the technical speciﬁcation at www.rdr.link/KV021

And marketing manager at Kohler Mira, Elisa Paratore agrees there is increasing demand for smart technology when it comes to showering, adding: “Products such as the highly-anticipated Mira Activate digital shower add greater functionality incorporating the latest technology to enable beneﬁts such as user presets and app-enabled remote controls.”

Luxuriate in baths However, the bath remains at the centre point of schemes for consumers who want to luxuriate in the bathroom. And it’s reﬂected in the sales of Clearwater, as marketing manager Faye Froy points out: “We’re seeing an increase in customers looking for luxurious, deep baths for the ultimate in bathroom relaxation and home spa style.” And marketing manager of BC Designs Sally Cutchie agrees, commenting sales are “strong”: “BC Designs has seen signiﬁcant growth in the bath market, along with

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BATHROOMS

BATHS V SHOWERING

5. CROSSWATER Adding to the MPro brassware range in Matt Black is the two outlet, two handle shower bundle. It includes an overhead shower and handset with control and diverter. Download the data sheet at www.rdr.link/KV022

6. BC DESIGNS The Copper Nickel boat bath is an original design by Barrie Cutchie and comes in a choice of two sizes and four finish options. It is made in a traditional, handcrafted manner and so features variations in finish. Download the product specification at www.rdr.link/KV023

an increase in sales in different ﬁnishes and coloured ceramics.” She further adds: “Bathrooms are now becoming sanctuaries and a place to escape to, but a freestanding bath is often needed for this to happen. It is why we have seen a move to people splashing out on freestanding bath tubs.”

Baths following tech

Interestingly, however, the bath market seems to have borrowed from the showering market too, with possible multiple installations. Sally Cutchie of BC Designs explains: “We have also seen a rise in the trend for the bath to be placed in other rooms in the house, including the master bedroom to create a statement and focal point.” And technology, arguably driven by the showering market to optimise the washing experience, can now be seen in baths too. Baths have embraced the use of digital technology both in fillers and wastes. Paul Bailey of Grohe continues: “One example of this is models that are designed without an overflow and instead offer an electronic waste set system. Aside from the enhanced minimalist and elegant design a bath without overflow provides, it also cleverly uses pressure sensors to detect the weight of the water. This allows models equipped with these sensors to sense when the water rises above overflow level and signal to the electronic control to unlock the drain to prevent water waste, flooding and damage to the home.”

The winner is…

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So with the beneﬁts of showering and bathing moving ever closer, will one method of cleansing eventually lose out to the other? Well, there could be perceived to be more sales opportunities for showers for additional bathroom facilities. However, shopper journey research conducted by Mira Showers in 2019 revealed the majority (55%) of shower purchases were for a full bathroom reﬁt, with only 2% of

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7 7. MIRA Combined with a low level shower tray, the Mira Ascend enclosure is offered in a choice of seven options from pivot and sliding door to quadrant and walk-in. It has a semi-framed design and comes with CleanCoat technology. Read more about the range at www.rdr.link/KV024

showers being brought for an extra facility. Although the showering brand did point out 26% of consumers surveyed said the shower was the most important item in the bathroom, compared with 19% who preferred the bath. Equally, it could be argued showers are more useful as they are used more frequently. David Osborne of Roman states: “Clearly with time pressures, gyms and exercise regimes, showers are always going to be used more than a bath, but that doesn’t mean people don’t enjoy having a nice soak in the bath.” And Sally Cutchie explains the bath actually has greater functionality, explaining: “A bath can function as a bath, but you can also have a shower over the bath so you effectively have two products in one.” In fact, it seems shower and bath sales can continue in harmony, as Paul Bailey of Grohe concludes: Baths have long been and will continue to be a bathroom staple. While showers are deﬁnitely a popular choice for modern bathroom spaces, it is fair to say that they will never truly be able to provide the beneﬁts unique to a traditional tub – and vice versa. Showers may certainly continue to rise in populariy, but we do not predict that the bath will become obsolete any time soon.”

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BATHROOMS

PRODUCT ROUND-UP

just out 1. BETTE Designed for two people, German bath and shower tray manufacturer Bette has launched the BetteSelect Duo, made from titanium steel. It boasts shaped backrests at both ends and an offset, centrally-positioned waste. BetteSelect Duo is available in two sizes 1700 x 750mm and 1800 x 800mm, both with a depth of 420mm, and in a choice of more than 400 colours. Download product details at www.rdr.link/KV025

2 2. CA’ PIETRA British design duo Elle + James has created a concrete basin range exclusively for stone and tile manufacturer Ca’ Pietra, including hexagonal models claimed to be a world ﬁrst. The ﬁve-strong collection includes Siena, Piazza, Ferla Linear, Ferla Classic and Ferla Ribbed, which are available in 22 colours. Siena is a fanshaped basin, while Piazza is a rectangular model and the Ferla ranges are hexagonal in design. Discover all the details at www.rdr.link/KV026

3. GROHE For the ﬁrst time, bathroom manufacturer Grohe has introduced low pressure and high pressure Grohtherm 1000 Performance and Grohtherm 800 Cosmopolitan thermostats. Both the Grohtherm 800 and Grohtherm 1000 Performance can save up to 50% of water, feature a Turbostat to react to temperature changes and Safestop temperature limit. In addition, Grohtherm 1000 Performance features CoolTouch, to help protect against scalding. Download the brochure at www.rdr.link/KV027

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4 4. LECICO

5 5. UTOPIA BATHROOMS British manufacturer Utopia Bathrooms has refreshed and extended its Qube range of wallmounted and freestanding bathroom furniture. It sees the addition of new units, basin options and complementary accessories, as well as three ontrend finishes, a new handle trim finish and choice of co-ordinating brassware. Qube is now available in seven finishes and comes with slabtop, square or circular sit-on basins and a WC. Discover how to mix and match the range at www.rdr.link/KV028

Bathroom suite manufacturer Lecico Bathrooms has extended its Designer Series with a range of countertop washbasins for homes, hotels and offices. The range includes basins with and without a tap deck and they come in round and square designs. Each washbasin, with a tap deck, comes with a subtle rim to aid in the prevention of water spillages, useful for high traffic washrooms. View the online brochure at www.rdr.link/KV030

6. SCHULTER-SYSTEMS Wetroom and tile accessories manufacturer SchluterSystems has launched the Kerdi-Shower-LTS to make it easier for designers to deal with ﬂoor build up challenges when installing showers and wetrooms. As per BS EN 538, falls should be between 1:35 and 1:80 and the Kerdi-Shower-LTS has a fall of 1:80. The product has also been designed to work with an 18mm thick suspended ﬂoor. Download price details at www.rdr.link/KV029

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NECESSITIES

WATER SOFTENERS

Take the soft option High efficiency water softeners should be an integral part of any kitchen or bathroom specification says Kevin Johnson, MD of Monarch Water and technical director of the UK Water Treatment Association

1. MANAGING DIRECTOR Kevin Johnson is MD of Monarch Water and technical director of the UK Water Treatment Association

2. LIMESCALE BUILD-UP Limescale builds up on heating elements inside household appliances such as showers and washing machines.

Updating kitchens and bathrooms is currently high on consumers’ agendas as they spend more time at home. With new kitchens and bathrooms costing tens of thousands of pounds, it’s important these significant investments are protected from the outset. We’re not just talking about house insurance in case of flood or fire, but protection against the costly impact of limescale around the home. With a staggering 60% of UK households living in hard water areas, limescale can be an expensive problem to ignore. With between 78% of hard water homes taking advantage of the benefits that sustainable water softeners offer, there are thousands of homes suffering with the negative effects of limescale.

Scale of the issue For those living in hard water areas limescale will be a familiar problem, with dull taps, scale on sinks, draining boards and shower doors literally taking the shine off any new bathroom or kitchen installation. However, it’s not just these visible signs of limescale that need to be taken into consideration. The limescale builds up on heating elements inside household appliances such as boilers, showers, washing

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3 “With a staggering 60% of UK households living in hard water areas, limescale can be an expensive problem to ignore.”

machines, dishwashers, coffee machines and kettles which causes unseen damage. In addition to the unsightly deposits around the home, limescale build up makes heating elements inside appliances 12% less efficient, as they ﬁrst have to heat the scale before they can heat the water. This not only means slower heat up times and higher utility bills, but increased chance of breakdown and shortened lifespan for equipment too. Hard water also means poor wash results from dishwashers and washing machines. In addition, washing clothes, hair and skin with hard water can have a dull, drying effect. Appliances will also require more chemicals and detergents to carry out cleaning tasks.

Sustainable solution Product development in the water softening industry has seen new models reach the market which offer a more sustainable water softening solution, with a more compact footprint than previous generations. The new units are more efficient than previous models. Water softeners that feature mini top up regenerations will save water, while those that come with rapid ﬁt bypasses, which remove 80% of the equipment usually required, mean quick and easy installation. The latest units also have reduced salt consumption, with some models using around 12% less salt. High efficiency water softeners also use up to 24% less water than older models. Not only will water softeners prevent limescale building up, but they will also remove any that has already accumulated in homes. This will protect the investment, keeping kitchens and bathrooms looking like new for years to come. Installing the next generation of water softener is an affordable solution to all the issues limescale causes and by including a water softener as part of any kitchen or bathroom installation, savings of around £200 per year can be achieved for the end-user, once installed.

3. PROTECTING BATHROOMS AND KITCHENS 60% of UK households live in hard water areas, yet only 7 – 8% use water softener. 4. ULTIMATE WATER SOFTENERS Monarch Water offers a range of electric water softeners with a 7 year parts and 2 year labour guarantee. They span the Ultimate MiniAquaHE for 1-3 people up to the Matrix HE for up to 18 people. Read more at www.rdr.link/KV039

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BUSINESS

GROHE Q&A

“Transformation is key... to be future-ready” In an exclusive interview, leader of Lixil EMENA Jonas Brennwald talks about his first year as CoCEO of the business, the impact of COVID, plans for Brexit, plus he outlines the strategy for Grohe in 2021

1. LEADER OF LIXIL Jonas Brennwald assumed the role of leader of Lixil at the beginning of the year and it is a position he shares with Thomas Fuhr for a “divide and conquer” approach to business

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How has business been over the past year across Europe? A: Whilst there was an initial decrease in international revenue due to the impact of the COVID-19 pandemic, the European market has recovered notably since June. The Grohe brand is showing great momentum and we are pleased to see the first indications we are emerging stronger out of the challenging market, achieving doubledigit growth across the region. We believe we have turned this crisis into an opportunity, strengthening our customer relationships and proving we are a reliable partner.

How does the role of co-CEO work, alongside Thomas Fuhr? A: Our individual areas of expertise allow us to bring a reinforced strength to our leadership outlook; a divide and conquer approach, if you like. Thomas oversees the operations division, whilst my focus is dedicated to all commercial

aspects of the business. It allows us to hone in on these areas and be more engaged with our teams. I can spend more time nurturing relationships and, for me, the foundation for a truly successful business starts with people.

What have been the biggest challenges as a leader and for the global business? A: I think my response will echo that of most business leaders on a global level: the events of this year and steering not only a business - but the thousands of employees that make it what it is! For most, it will be the toughest crisis we face in our career. Throughout this pandemic, the safety and wellbeing of all our employees has been at the forefront of every decision. Additionally, we have had to really tune in to the concerns of our customers and provide them with the support, trust and communication they depend on from business partners in uncertain times.

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What has been your biggest learning point over the past year? A: I had the opportunity to participate in more internal communications and be part of multiple project discussions, which allowed me to see the business in a way I have never been able to before. Digital communications have allowed me to broadcast to all our colleagues and they have been able to ask me questions directly at virtual conferences and build a connection that would not be possible under our “normal” business circumstances. These changes have provided truly important insights that will shape our business in the future. In light of this, transformation is key – not only in going digital - but in order to be future ready. This marks the beginning of a more agile culture at Lixil that will foster swifter decisionmaking and empower everyone to share their views and contribute to our ongoing growth. With this, the process of decision-making will evolve; colleagues will be encouraged to be more entrepreneurial and contribute towards decisions. As part of this journey we will adapt our current manager titles to “Leader”.

How much of an issue will Brexit be for your business and how are you planning for this? A: Our UK team has been working with a dedicated consultant over recent months to mitigate any impact to UK business and ensure ongoing smooth operations. A three-month stock supply in local warehouses has also been secured which will allow uninterrupted supply of core, high volume products to UK customers.

2 2. CORPORATE CENTRE AND DESIGN STUDIO Designed by Richard Meier, the Grohe Corporate Centre and the Grohe Design Studio are based in Düsseldorf. However, the company is active in over 130 countries.

3. UK-SPECIFIC PRODUCTS For the ﬁrst time, Grohe has introduced a range of showers which are available as low pressure and high water pressure variants. It includes the Grotherm 100 performance and Grotherm 800 Cosmopolitan thermostats. Read more details at

www.rdr.link/KV031

What changes will you be making to your business in 2021 and why? A: We have been working hard on evaluating our business model, to build for a stronger future. Admittedly, we did not always engage enough with our trade customers and our business-to-business performance has suffered from that. We are delighted in 2021 to roll out our new go-to-market strategy, to move away from a one-size-ﬁts-all approach. We plan to target key channels more effectively to better serve individual customers, as well as dedicated consumer groups. Whilst three-tier-distribution remains a central driver of success, we see the increasing importance of multi-channel and will continue to adapt to this.

Having decided to withdraw from ISH, it has now become a virtual event, so do you feel more vindicated by your decision? A: The decision to withdraw from ISH 2021 was in line with our efforts to manage our business in the best interest of the health and safety of our

employees and business partners. We are still seeing a fragile situation with regards to the global pandemic, therefore this is a decision we still feel is justiﬁed. We have opted for an alternative fair concept to reach out to our business partners around the world, taking our audience on a never-seenbefore journey through the Grohe brand and its latest innovations. It will be different from what we have become accustomed to, but you can be assured it will still capture all the excitement, ambience and spectacle!

What can UK retailers expect from Grohe in terms of products and support going forwards? A: In the UK, Grohe was one of only a few brands in the industry to remain working with no furloughing of staff throughout the peak of the pandemic. Over the past year, Grohe UK has invested in talent. This has enabled the team to ramp up more support for retailer partners and other trade customers, at a time when they needed it most. This enhanced level of support will become even more comprehensive as our new commercial strategy comes into place. To align with this, not only will support become more bespoke but so will the products. Tailormade products will become available for each customer channel, in addition to UK-speciﬁc products; for example, low pressure solutions and deck-mounted bath ﬁllers.

What are your expectations of the global business and the UK from 2021 onwards? A: Whilst we are still in a phase of recovery from Q1 of this ﬁnancial year, the UK has already seen double digit growth in Q3 in comparison to that of last year. Q4 remains uncertain in light of the new lockdown measures, however we are still predicting a steady year-on-year growth from Q4 last year. Going forward, the global team will be making new and signiﬁcant investments in the UK.

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BUSINESS

SME ADVICE

Company matters

Offering support for independent kitchen and bathroom firms because your business is our business

SALES

and expertise. And, lastly, what are you doing to attract these higher-quality clients? To stand out in this market it may be worth investing in advertising which will promote your business to this new audience. Houzz’s local advertising programme will allow you to target the geographic locations of your choice and with a dedicated account manager, you’ll be able to brand your business effectively.

Attracting high-end clients with larger budgets Do you want to elevate your business to the next level of success? Attracting high-end clients with larger budgets and spending power could be your answer but how do you secure these valuable clients? Houzz.co.uk, home renovation and design platform, spoke to its community of professionals to share their experience and advice, providing handy steps that will help you raise the bar and start attracting the right clients.

Photography is key

Have confidence It is key to stay true to your business’s principles but think creatively about how you can adapt your strategies and have the confidence to challenge yourself. “Adopting a ‘yes, we can’ attitude and being confident will make you push yourself to accept new ventures and bigger projects,” says Amit Malhotra of Aflux Designs, an interior design practice. However, it is important to remember that new clients won’t arrive overnight, so have faith and be patient.

Identify target market High-end, quality clients are likely to be successful leaders and professionals in their fields and will expect a certain level of service and standard of quality. Be prepared to meet them at their level and show them that they can Expert: Amanda Pollard Company: Houzz UK Background: Amanda Pollard is acting editorial lead of Houzz UK, which is a website and online community about architecture, interior design and decorating, landscape design and home improvement. The platform can be used for consumers to search projects, and begin a discussion with professionals to ask questions and ultimately hire them Contact: www.rdr.link/KV033

30 DECEMBER K&BNEWS www.kandbnews.co.uk

expect these high standards from you. These clients will have extensively researched similar businesses, so you will need to demonstrate the value of your services and how they will benefit from choosing you. From the outset, you will need to show your top clients that you are prepared to go above and beyond to meet their needs, so offering a free one-to-one consultation will demonstrate your initiative and willingness. Using Houzz Pro software will allow you to move projects forward faster. By integrating your calendar you’ll be able to schedule video meetings to virtually meet your prospective clients.

Tailor marketing strategy Review your website and marketing material to ensure it promotes your business with a highquality tone and sophistication. Otherwise highend clients are likely to be put off by the lack of professionalism. Ensure websites are fast loading and easily accessible, as prospective clients will want to find the information they need as quickly as possible. If your website is out of date, Houzz offers professional website building and hosting services as part of the Houzz Pro package. The language used on your website and marketing materials is key. Is it an accurate representation of the high-quality level of service and finish you are able to deliver? Ensure you are highlighting your service, results

Photos of your past projects work as your CV for future prospective clients, so it is important to consider the quality of the images you’re showcasing. Are the images inspiring and aspirational? We find that the most successful professionals on Houzz are those who hire professional photographers to shoot staged photos of their projects for their portfolio. Josh Delane, from The Wood Works, a carpentry business on Houzz, shares this valuable insight. “I think it comes down to how you portray yourself on all social platforms. If you are posting amateur photos taken on your phone it’s unlikely to grab the attention of highquality clients. On the other hand, if you find a photographer who styles the shoot and takes high-quality images for you, it means that not only will you come across as professional and high-end, you may also have the added benefit of capturing other media attention, such as national magazines!”

Build up testimonials Reviews are an important reference point for prospective clients, and they will expect to find them on your website and Houzz profile. The best way to prompt a client to leave a review is to ask, and it’s best to do it as soon as possible so the experience is fresh in their mind. Furniture maker on Houzz, William Jones of Clermont Carpentry says, “I make sure I maintain a warm relationship with my clients. If I’ve done a good job, I feel comfortable asking them for a review afterwards.” When a project is wrapping up, send a polite message asking them if they could let others know about your service by writing a quick review on your website or Houzz profile. Make it easy for them by including a link that will take them directly there!

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SOCIAL MEDIA Maximise use of social media

MARKETING Opportunity of a generation Like many of us, I clearly recall a fortnight in March, where I felt like we were entering a black hole. The pandemic was rapidly growing, the politicians were scrambling, and the media was in overdrive. I was nervous. Our kitchen retailer clientele was too. However, all that changed when I received an email from one of our kitchen partners. And then, for me, the light was back on. The main points were: ● “We’re not falling into a black hole; we’re simply entering a tunnel.” ● “Stuff isn’t being cancelled; it’s being postponed.” ● “Nobody has pressed stop. We’re on pause.” I also realised that I’d seen all this before. Not the virus, but how people and businesses react to economic threat. They were turning things down, or off just like they did in 2009, 2001, and 1992. It was the 1987 recession that I was transported immediately back to – a Saatchi & Saatchi TV campaign, where the ad agency took it upon themselves to educate businesses (both big and small) on how to advertise in a downturn.

Inspired by recession Inspired by this, I decided to do the same – explaining to our clients and contacts the tap would be

turned on again. And that in the meantime, we all had a valuable opportunity to grab the increased level of attention. And I practised what I was preaching too, more than trebling the time we were spending on our marketing, and the money we were investing in it.

Supporting evidence It wasn’t a shot in the dark – data dictated our advice and our actions, put together in the aftermath of numerous recessions over the past century, which said this: ● Businesses that keep marketing spend stable during a recession – or increase it – see their sales hold up significantly better than those that don’t. ● Revenue of the businesses that increase marketing – or hold steady – grows quickly in the next few years, compared with companies that slash their budgets. ● Companies that remain market leaders or become serious challengers during downturns are the ones that increase their marketing budgets.

So what now? The long and short of it is this: Recessions create more opportunity for the smaller players, not less. View it as economic transformation. A unique opportunity to be bold, be brave and transform your position in the market. In fact, it could be the opportunity of a generation.

Expert: David Barker Company: InspireKbb Background: David Barker is managing director of Inspirekbb, a sales and marketing consultancy for kitchen and bathroom firms. Barker has over 25 years’ experience, with his areas of specialism including branding and positioning through offline and online platforms to generate tangible sales results. His family owned a kitchen and bathroom showroom for 15 years and he helped increase revenue eight-fold through sales and marketing techniques. Contact: www.rdr.link/KV034

There can be no doubt that 2020 has been a tough year for many. However, we have seen the kbb industry come back fighting. Many have realised their presence on social media is more crucial than ever. So how can you make sure you are maximising your social media?

Where should you post? We have all heard of Facebook, Instagram and Twitter but there are also other places you can showcase the products and services you offer; LinkedIn and Google My Business are the two most obvious, and most overlooked, platforms. LinkedIn has moved away from its stuffy, corporate image and is a huge resource for retailers to engage with stockists as well as consumers, so make sure you are on there and taking part! Google My Business allows you to post both text and visuals, but keep it current as anything older than a week will not show up. Facebook is great for the older audience, and with some careful editing you can ensure your page reaches local eyes WITHOUT the need for expensive adverts. Instagram is still the single greatest platform for such a visual sector, whilst Twitter remains a fast-paced conversation with the rest of the world.

What should you post? The key here is to keep it simple. Consumers are not going to want to be deluged in technical jargon. Use clear, uncluttered images and state what they are in terms of material or colour. You need to make your audience want the product, so lifestyle images are best. Remember that people buy from people, so do not be afraid to show some of the faces behind the brand. Posts like this work very well on Instagram stories, LinkedIn and Twitter.

When should you post? Evenings are the busiest time on social media as people scroll through platforms at the end of a long day. Consider posting throughout the day so that Facebook goes out in the morning, LinkedIn at lunchtime, Instagram and Twitter in the evening. In this way you drip feed your material and avoid it being missed entirely.

Top Tips It is perfectly acceptable to post the same material on all platforms, but remember you will have different limits; Twitter allows 240 characters but LinkedIn allows 1300. Avoid the common mistake of images being squashed or cropped, each platform has different size requirements! Keep it simple, make it easy for clients to find your contact details and website. EXPERT: Anna Rump or #thesocialmedialady COMPANY: Amelia Rose Media BACKGROUND: Social media consultant Anna Rump, of Amelia Rose Media, works with lifestyle brands to help boost their income. She has recently taken engagement on social media, for one company, from under 1% to over 20% in three months, and brought in sales worth over £50,000. Anna Rump achieved this in under 90 posts across just three platforms. Contact: www.rdr.link/KV035

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Impact of COVID on kbb design Managing director at wall coverings specialist Reco Surfaces, Charlie Fleet discusses how COVID-19 is already affecting the design of kitchens and bathrooms The impact of COVID-19 and the lockdown has caused us to look around at the buildings we live and work in, and question key aspects of how they are built. As areas that play an important role in hygiene and infection control, kitchens and bathrooms have been particularly high on the list of the spaces that have come under review - with many asking how they can be better designed for a post-COVID 19 world. The building materials we choose play an important role in the ability of an environment to meet our needs, and it’s very likely that we’re going to start seeing some of these choices change as our needs do.

32 DECEMBER K&BNEWS www.kandbnews.co.uk

Design factors As kitchens and bathrooms are rethought, one very visual change will be designs that reduce the number of surfaces that need to be touched. For example, this could take the form of exits that don’t require human contact and design schemes that encourage paper towel use. One specific change is that sensor activated taps and toilets are liable to become more popular, while taps, flushes, buttons and handles that have to be physically touched could well disappear. In addition, both commercially and residentially, people are going to be cleaning more frequently and more in-depth than before. This means that they will want materials in their kitchens and bathrooms which are quick and easy to clean and able to manage the wear and tear of frequent deep cleans. It will also be important for these materials to have the ability to be easily repaired or replaced when they do start to deteriorate, in order to maintain a high standard of hygiene.

Hygienic safety nets One of the recent trends that is already changing our kitchens and bathrooms is an upsurge in products that are more hygienic than traditional solutions. As a supplier of PVC panels for kitchens and bathrooms, this is something

we’ve seen at Reco Surfaces. PVC panels have come to be prioritised over ceramic tiles. This is due to the fact the traditional choice we’re all so familiar with isn’t as sanitary as using a PVC panel for the same purpose. PVC panels still need to be wiped and cleaned, but the fact that the ‘C’ in ‘PVC’ stands for chlorine means that as a surface it is antibacterial and therefore provides an added hygiene safety net.

New way of living As we transition to a new way of thinking about kitchen and bathroom design there’s likely to be lots of new ideas that come to the fore, to solve problems we weren’t even aware needed solving pre-pandemic. In some instances, the changes might not even be visible to the naked eye, as materials like PVC can be made to look exactly the same as the traditional material it’s replacing. Like many trends, a lot of design changes were already around before the pandemic hit, but the unique pressures of 2020 have caused them to really come into the spotlight. And while much of this year has been unique, it’s likely that the trends we’ve seen are going to become a fact of life rather than fade away, as people look to futureproof their homes in case something similar happens again.

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MAKING HEADLINES

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Design Software

Kitchen Manufacturers

website stories What has been driving Kitchens & Bathrooms News website traffic? Here are the three stories with the biggest hits in October on www.kandbnews.co.uk Welsh â€œcircuit breakâ€? impact on kbb projects Following the announcement by the Welsh Government to adopt a â€œcircuit breakerâ€? to slow the spread of Coronavirus, all non-essential work such as kitchen and bathroom installations must stop. The circuit breaker will take effect from Friday October 23 at 6pm and will last for just over two weeks ďŹ nishing at 12.01am Monday, November 9, 2020. Failure to stop work on kitchen and bathroom installations will result in breaking the law. Read the whole story at www.rdr.link/KV036

To book a panel in this section please call Nina Goldberg on 01923 237799 or email nina@hamerville.co.uk

Phone: 0800 028 4466 Email: info@mereway.co.uk www.mereway.co.uk

Kitchen Manufacturers

KITCHEN COMPANY LTD

Steve Huntly named MD of Coram UK Group sales director UK & Ireland forÂ Coram UKÂ Steve Huntly has been named MD of Coram UK, succeeding John Blackburn who resigned as group MD. John Blackburn has worked for the company for the past six years and has chosen to step down following the companyâ€™s move to Somerset. Huntly has worked for Coram UK for the past three years and prior to that worked for Elliott Group, Saint Gobain Glass Solutions and Cemex. View the entire story www.rdr.link/KV037

Aqata acquired by Aqualux owner Shower enclosureÂ manufacturer AqataÂ has been acquired by AQ. Established over 30 years ago by engineer Peter Brown, the familyrun Aqata business is based in Hinckley, Leicestershire and supplies bathroom showrooms, luxury housebuilders, hotels, yachts and leisure complexes. It joins a stable which includes Aqualux, which was acquired fromÂ Dutch bathroom manufacturer FetimÂ in 2019, and online hardware brand Ironmongery and More. www.rdr.link/KV038

34 DECEMBER K&BNEWS www.kandbnews.co.uk

ADVERTISEMENT INDEX Bette GmbH & Co. ...................................................................... (page 23) BIKBBI ........................................................................ (inside back cover) Checkatrade.com ........................................................................ (page 33 Checkatrade.com ................................................................ (loose insert) Crown Products .................................................................... (back cover) Elica Division Zest Plc .............................................................. (page 17) Franke UK Ltd ............................................................................ (page 15) Geberit Ltd ...................................................................................... (page4) Geberit Ltd .................................................................................. (page 12) Glen Dimplex Home Appliances ........................ (inside front cover) Grohe Ltd ...................................................................................... (page 11) Reginox UK Ltd .......................................................................... (page 13) Samsung (uk) Ltd .......................................................................... (page 9)

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