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KI TCHENS &

BATHROOMS NEWS THE BUSINESS MAGAZINE FOR KITCHEN & BATHROOM PROFESSIONALS

JUNE 2021

BATHROOM BRANDS INTERVIEW CEO of Bathroom Brands Stephen Ewer on his first year in charge and need for all brands and retailers to give greater focus to their digital reach

KITCHEN FURNITURE The long-term impact of COVID on interior architecture from layout through to material choice

BATHROOM SHOWS: THE NET RESULT Will digital trade events have a future? news ■ expert views ■ company profiles ■ products ■ SME support www.kandbnews.co.uk

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NO 160 VOL 15 JUNE 2021

contents 5 First word Editor’s opinion

News Round-up of industry headlines

BATHROOMS 19 Digital events Round-up of digital trade shows for bathroom professionals

22 Shower enclosures How has the walk-in or wetroom evolved to continue to be a coveted look for modern bathrooms?

25 Just out Latest bathroom products

11 Inbox

Reader feedback

33 Last word CEO of Hart Home Group Derek Aaronson says a renewed focus on customer service will play into the hands of ‘bricks and mortar’ retailers. So much so, he plans to open a store.

BUSINESS 26 Interview

13 KITCHENS 13 Furniture The impact of COVID on kitchen architecture from layout and storage through to material specification

CEO of Bathroom Brands Stephen Ewer talks about his first year in charge of the company and says brands and retailers need to focus on digital reach

28 Company profile “You are never far away from a Newform fitting” says sales director Stefano Corino who reveals plans for UK

30 Company matters SME advice covering marketing, financial and management issues, as well as personal development

16 Just out Latest kitchen products

26 www.kandbnews.co.uk K&BNEWS JUNE

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FIRST WORD

Digital watch An industry that prides itself on personal relationships between supplier and dealer and, of course, retailer to end-user, the kbb sector had to swiftly adapt to social restrictions during the pandemic. Instinctively, digital became a greater influence in retailing. filling the gap to reach and maintain customer relationships. With showrooms unable to open, social media and websites became the shop window, while Zoom and Microsoft Teams became the conversation initiator. And businesses overwhelmed by consumer enquiries for new bathrooms and kitchens, during lockdown, could turn to remote design services to help with the workload. Most recently, exhibitions which saw either their doors closed or footfall restricted, due to COVID, embraced the use of digital or hybrid platforms. The hi-tech appliance industry opted for the hybrid model at IFA combining a scaleddown physical event with online presence in 2020. While, this year, the more traditional bathroom industry saw global bathroom show ISH become digital only. Exhibitors and manufacturers created experiential online events – from virtual worlds and summits through to remote exhibition stand tours and presentations to showcase around the world. But as restrictions continue to ease, with the country aiming to lift limitations following June 21, what will that mean for the longer-term future of digital as part of the kbb industry? Has the digital experience fulfilled its function or is it now an essential way to communicate and

operate businesses? Without doubt, social media is an unrivalled marketing tool that all accomplished kbb retailers will use to their advantage, showcasing their work and services. Together, with a polished website, it provides information for customers 24/7 that few would dispute is a necessity for kbb businesses. So much so, CEO of Bathroom Brands Stephen Ewer says brands and retailers need to give a greater focus to their digital reach. So perhaps the biggest question over the impact of digital in the kbb industry will be on the exhibition scene. Has digital just provided the temporary stop gap while social contact has been limited? Certainly, few would argue it is difficult to replace the face-to-face meetings and ability to see, touch and experience new product at a trade show, using digital technology alone. However, the investment made and reported success of reach, by manufacturers, suggests it’s not just a short-term ﬁx. Digital has become an integral part of the kbb industry and it will be interesting to note how its adoption will evolve, alongside physical events. But digital will certainly be interesting to watch.

NEWS & VIEWS

KBN LIKES ✔ …to see manufacturers investing in the UK market, such as Australian brassware brand Meir which has recently appointed distributor Faucets to grow its UK sales.

KBN DISLIKES ✖ …to report Miele has made the tough decision to pull out of trade shows IFA and Kuchenmiele as it believes the restrictions of 2020 will apply again this year. But is pleased the company will return to the shows in 2022 “pandemic permitting”.

KBN WANTS ! …to congratulate the British Institute of Kitchen, Bedroom and Bathroom Installation on not only raising awareness of a ﬁtter shortfall in the future but also helping to tackle it. The plans have been aided by boiling water tap manufacturer Quooker but MD Stephen Johnson believes all kbb brands have a duty to support the sector.

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 Advertisement Manager Marcus Hooper e: mhooper@hamerville.co.uk

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© 2021 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.

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MAKING HEADLINES

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Jonas Nilsson and Jan Peter Tewes lead company

Ideal Standard announces joint CEOs Bathroom manufacturer Ideal Standard Group has appointed joint CEOs Jonas Nilsson (right) and Jan Peter Tewes (left) to lead the business, following the departure of Torsten Turling. Jan Peter Tewes joined Ideal Standard International in October 2018 as chief commercial officer and Jonas Nilsson joined in January 2019 as chief operating officer. Following a reorganisation of the group into business segments in September 2020, Jonas Nilsson was appointed president – sanitaryware and Jan Peter Tewes named president – ﬁttings, in

addition to his role as chief commercial officer. Before joining Ideal Standard, Jan Peter Tewes served as executive vice president – building Europe at Uponor, where he was a member of the group’s executive committee. Prior to that, he spent over 10

years at Grohe, in various leadership roles, having been appointed chief marketing officer and member of the company’s global management team in 2012. Key assignments of Jonas Nilsson, prior to joining Ideal Standard, include president Europe, Africa and South America at automotive supplier IAC Group, president Europe & Africa at Autoliv and chief operating officer at Franke Kitchen Systems Group. He has also held various operational and divisional roles at Visteon Corporation and Lear Corporation.

Appliance brand cites anticipated restrictions due to COVID-19.

Miele pulls out of IFA and Kuchenmeile shows Household appliance brand Miele has pulled out of IFA and Kuchenmeile trade events in 2021, citing anticipated restrictions due to COVID-19. The international exhibition for consumer electronics and household appliance IFA held a Special Edition hybrid edition in 2020, but recently announced a return to a full-scale, real-life show in 2021. Held in Rodinghausen and

targeted at the specialist kitchen retailer, the Kuchenmeile A30 event held open house exhibitions during 2020 with individual appointments, to control visitor ﬂow, and enhanced hygiene measures. Commenting on the decision, Frank Juttner, managing director of Miele Germany and responsible for the DACH region (Germany, Austria, Switzerland) said: “We didn’t take this decision lightly.”

Miele believes COVID restrictions will apply to both events, again, this year. Instead, Miele will host virtual presentations around the dates of IFA and Kuchenmeile exhibitions.

IN BRIEF ■ Home appliance manufacturer Whirlpool Corporation has reported its financial results for the first quarter of 2021, with net sales of $5,358million up on $4,325million in Q1 2020. The company stated it was driven by “sustained” global industry demand and cost-based pricing actions. It follows on from its financial reporting in 2020 which cited a record EBIT of 9.1%. Read more on this at www.rdr.link/KB001 ■ Bathroom manufacturer Grohe has launched its Energy for Life campaign and shower cashback promotion, which will run until July 31, 2021. The cashback offer allows customers to claim back £50 when they purchase any eligible Grohe shower system from a participating retailer. To drive consumer awareness of the promotion, Grohe UK is working with audio streaming platform Spotify. View the story at www.rdr.link/KB002

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NEWS & VIEWS

MAKING HEADLINES

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BiKBBI announces nationwide drive to recruit thousands of apprentices

IN BRIEF ■ Swedish furniture manufacturing group Nobia has reported a solid start to 2021 with organic growth of 3%, despite the UK lockdown. Its sales were driven by a “strong performance” of a 20% increase in Central Europe and 9% increase in the Nordics. Its net sales for the first quarter decreased by 2%, impacted by negative currency effects, amounting to SEK 3,373million. But operating profit improved to SEK 196million up from SEK134million last year. Read more at www.rdr.link/KB003 ■ CAD supplier 2020 has launched an on-demand webinar series on interior design trends with AEG, Symphony and Utopia. The webinar series has been created for interior design professionals who want to learn about the latest trends, find out what influences them and how to apply them to their next design. Find out more details at www.rdr.link/KB004 ■ Shower enclosure manufacturer Matki is celebrating its 50th anniversary and role bringing surrounds to the UK market. Established in 1971, Matki identified a trend for shower enclosures, as British holidaymakers began to experience them in luxury hotel bathrooms abroad. During its half century of trading, the company has acquired shower tray production and Swadling Brassware. Read more at www.rdr.link/KB005

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

BiKBBI warns of “dramatic” installer shortfall in 10 years The kitchen and bathroom industry must act quickly to avoid a “dramatic shortfall” in skilled installers over the coming 10 years, according to the results of a survey published by the British Institute of Kitchen, Bedroom and Bathroom Installation (BiKBBI). The BiKBBI survey, which was completed by over 3000 installer businesses in March 2021, revealed a third of sole trader installers plan on retiring from the industry within the next 10 years. BiKBBI believes this will have a “dramatic” impact on the industry, with sole traders representing over 80% of the businesses surveyed. Of those planning to retire, only 16% have plans in place for

someone else to take over their business. Meanwhile, installer businesses that rely on skilled employees have little conﬁdence new workers are coming into the industry, with only 9% saying there is a good supply of qualiﬁed installers. The BiKBBI has announced a nationwide drive to recruit thousands of apprentices to the industry. Working in partnership with training providers, leading Apprenticeship Training Agency (ATA) The Apprenticeship Group, and End Point Assessor (EPA) Achieve + Partners, BiKBBI intends to generate 700 apprentice installers a year, starting this autumn.

The initiative is backed by investment from boiling water tap manufacturer Quooker. Plans include leading a trailblazer group to agree an updated set of standards for the Level 2 Fitted Interiors qualiﬁcation, campaign and partnerships with schools to promote the industry to school-leavers, and supporting members with employment processes to ensure installers can take on apprentices without additional overheads.

Partnership will be overseen by new UK MD

Meir appoints Faucets to grow UK sales Australian brassware brand Meir has appointed Faucets as exclusive distributor for the UK and Ireland to grow sales. Meir CEO Rick Bazerghi commented: “We are very proud to be partnering with such a wellregarded, independent and passionate company.” He continued: “It was important we selected a partner that shared the same values in terms of customer service and brand ethos, which is why we are conﬁdent that Faucets is the best long-term partner for Meir and our customers.” The partnership will be overseen by newly-appointed Meir UK managing director, Paul Caneparo, who has over 30 years of experience in the industry,

working for many leading bathroom brands. On his appointment and the new partnership, Paul Caneparo commented: “I’m extremely privileged to join Meir UK at such a pivotal time in its expansion in the UK. “Faucets will be instrumental in reshaping our dealer footprint, the expansion of the brand and I’m very excited to announce the launch of a new range of premium products designed specifically for our UK customers.” Faucets will offer an exclusive range of Meir’s premium products and accessories in five of its most popular finishes including Matte

Black, Polished Chrome, Tiger Bronze, Champagne and Brushed Nickel. Managing director of Faucets Darren Taylor added: “We are delighted to have been given the opportunity to partner with Meir. The quality of the products ﬁt perfectly in our portfolio, and offers our customers a fantastic solution. “These are exciting times for everyone connected, and we look forward to working with Rick, Paul and the team at Meir.”

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YOUR THOUGHTS

NEWS & VIEWS

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Inbox... Kitchens & Bathrooms News Our May issue is out now in print and online. It features HPP celebrating its 30th anniversary, an interview with Topform MD Paul Glynn about revolutionising laminate. Plus Quooker UK MD Stephen Johnson says kbb brands BATHROOMS NEWS have a duty to solve installer skills gap. Anna Rump (The Social Media Lady) points out the biggest mistakes on Twitter – so you can avoid them – Peter Jones says how to get the best out of candidates in an interview and Patrick Schaudel

of Ionos offers advice on how to improve your kbb retail website. This all adds to the latest bathroom and kitchen products and trends for built-in ovens, kitchen sinks and freestanding baths. Anna Rump (The Social Media Lady) Always a pleasure to write for Kitchens & Bathrooms News Peter Jones In this month’s Kitchens & Bathrooms News you will see me ‘Turning The Tables’ and talk passionately about the job seeking experience from the other side of the desk Stephen Johnson Thanks for raising awareness of this it’s a super pressing matter and one that everyone in the industry needs to help and resolve.

KI TCHENS & THE BUSINESS MAGAZINE FOR KITCHEN & BATHROOM PROFESSIONALS

MAY 2021

HPP PROFILE

Celebrating its 30th anniversary, and revealing showroom support plans

SOAK IT UP

Why freestanding baths sales have never been more important than now

TOPFORM INTERVIEW

MD Paul Glynn on revolutionising laminate worktops and its largest décor makeover

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

@kandbnews BATHROOM FURNITURE | Airing cupboards How bathroom furniture has become an intrinsic part of interior architecture and is now a starting point for the design of the space @CalypsoBathroom We’ve spotted an interesting

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

article from @kandbnews detaiing how important bathroom furniture has become when designing your new bathroom project. Take a read here www.rdr.link/KB009

Get in touch and contact the editor via email pturrell@hamerville.co.uk or through any of our social media channels:

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

Kitchens & Bathrooms News Ideal Standard International has bolstered its UK retail sales team, with two appointments, following the introduction of its Atelier Collections Gary Major I’m excited to have such talented and experienced people join my team and I am looking forward to working with them both, as we launch Atelier and our Ideal Standard collection.

Kitchens & Bathrooms News A year on and did business consultant Toby Griffin correctly predict the impact of COVID on the kbb retail market? And what next? Darren Morgan Good article Toby! Nice one!

Kitchens & Bathrooms News MD of Topform Ltd Paul Glynn explains how the company has continued to revolutionise laminate, to make it desirable, and introduces its largest decor makeover. Mark Flynn Fantastic brand with a vision not just for the now but the future growth of its business. Great product.

Kitchens & Bathrooms News Online bathroom retailer VictoriaPlum.com sales up by “a record” 46% to £103million for the year ended February 28, 2021 Paul McClenaghan Thank you so much to every colleague – past and present – who have helped us to achieve this success. It wouldn’t have been the same without you.

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FURNITURE

KITCHENS

Cabinet reshuffle The impact of COVID on kitchen architecture, from layout and storage through to material specification With more people spending time at home during the pandemic, it has seen the kitchen transform from a place of cooking, dining and entertaining to also become a home office. It means the space has become even more flexible, reflected by modifications in interior architecture. That’s not to say there has been a swing away from the coveted open plan scheme, as marketing and retail sales director at the Symphony Group Simon Collyns points out: “These larger more open spaces are so appealing – lighter, airier, more adaptable and we expect the demand for homeowners specifying these kitchens to stay high. When the time comes, people can’t wait to get back to entertaining and hosting parties in their open plan kitchen/living areas again.” But for consumers who crave more privacy, it could suggest a gentle sway towards a blended broken plan. CEO of Scavolini Fabiana Scavolini offers the suggestion of how to create a broken plan scheme: “One option is to divide the room with a pocket door that slides back and disappears into a wall. The benefit of this is that part of the room can be closed off when peace

and quiet are needed. Glazing is another effective way to carve up a large space – and the beauty of glass is that it lets light ﬂow through it but still creates a physical divide.”

Utility rooms What working from home has encouraged is the removal of noisy tasks, such as laundry, from the kitchen and located in a utility room. Director of Eggersmann UK Daniel Bowler says: “What we are seeing is a move towards utility rooms or dedicated spaces away from the main kitchen for laundry appliances etc. These can then be kept behind closed doors which helps visually but also acoustically.” And Pronorm national sales manager for UK & Ireland Richard Turner agrees, pointing out: “Showroom designers tell us they are being asked to plan the kitchen space to create more work areas, while also adding smaller utility rooms to keep the noisy appliances behind closed doors. This means video and conference calls can take place, and daily chores continue, without having to run for another room when the washing machine hits Mach 2 on its spin cycle.”

1. SYMPHONY

The Urban kitchen in the Gallery range is shown here in Indigo and White. It boasts a smooth, matt ﬁnish that is resistant to ﬁngerprint and scratches. Request a brochure at www.rdr.link/KB010

Linking outdoors Interestingly, the utility or boot room also provides a natural link between the kitchen and the outdoors. Industry experts believe there will be a greater relationship between the outdoors and the indoors, not only from extending the kitchen space to a patio for outdoor dining, but also through a separate room, which acts as a natural hygiene zone. Managing director of Daval Simon Bodsworth points out how the ‘Bootility’ “which combines the best aspects of utility and boot rooms” will create the natural connection: “I believe that bridging the gap between indoor and outdoor living will only grow in popularity as we move into summer and fresh design concepts like the Bootility Room are helping to retain the social aspects of open living by minimising noise from laundry appliances and preventing dirt and debris coming into the main areas of the home.

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KITCHENS

FURNITURE

2. ROTPUNKT

3. PRONORM

The Fenix ultra matt antibacterial door range has anti-ﬁngerprint properties and is available on Zerox kitchen furniture at www.rdr.link/KB012

X-Line+ and Proline 128 kitchen range in Steelbrush Gold ultra matt and Light Grey door with black steel frames. Visit the virtual showroom at www.rdr.link/KB013

Quality storage

Practical materials

With such a focus of activities on the kitchen, experts also believe consumers are seeking to invest in higher quality materials to avoid wear and tear, as well as greater storage capacity. With consumers unsure about future lockdowns, pantries have become a necessity to stow quantities of food, as well as spaces for paperwork. And head of UK operations at Rotpunkt Matt Phillips suggests canopy storage is predicted as the go-to architectural statement for 2021, adding: “Hero products will include innovative hanging storage suspended from the ceiling, which will add architectural detail, as well as extra shelving space and new planning options for the central island unit and built-in extractor systems, ideal for open-plan and broken-plan ground ﬂoors alike.”

Taking a look at the cabinetry materials, Simon Bodsworth of Daval says, alongside aesthetics, consumers are opting for more practical benefits: “We are finding that customers want to invest in kitchen furniture which lasts and has tangible, real-life benefits such as antiscratch foil finishes.” He continues: “Antibacterial coatings for kitchen surfaces are really coming into their own now, bringing an important USP for designers. I believe that removing any potential for germs and bacteria, helping to minimise the risk of cross contamination when prepping food and prevent mould and mildew developing when working in such a humid environment, will become an increasingly important part of kitchen design.” And while these materials

aren’t new, they have come under the microscope, as Richard Turner of Pronorm points out: “Ultra matt textures and antifingerprint finishes were already a trend before the pandemic due to their design and aesthetic appeal but consumers are now looking at them through a different prism, that of minimal maintenance, hygiene and forgiving of every day wear and tear,”

Without rules COVID may have sharpened the way we look at the kitchen and how we use it, but it doesn’t mean that designers will embrace a one-size fits all approach to the interior architecture or the aesthetics. Think extended islands or banquette seating which provides added personality to the formality of a cooking space. Head of operations at Brandt Design Julia Steadman says: “Our customers have a growing desire to share and communicate their own personal style at home, as the kitchen continues to bring generations together with the help of bespoke furniture arrangements and custom fixtures and fittings.” So it really is no rule applies, as kitchens are highly personalised for the use and the users. In fact, Julia Steadman concludes: “This is an exciting time to be in kitchen design as there’s such an appetite for eclectic designs to enhance the flow of the entire ground floor, as well as unite both the design and residents in the home.”

4.TKC

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Extending its range of narrow framed Shaker style doors, TKC offers four ranges including Oxford, Ascot, Newmarket (pictured) and Stratto, All are available in a choice of colours including Indigo Blue. Watch the video at www.rdr.link/KB014

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KITCHENS

PRODUCT ROUND-UP

3. V-ZUG Premium appliance manufacturer V-ZUG has introduced the handleless Excellence Line, which offers an “industry first” automatic oven door closure. The Red Dot Award-winning lineup of appliances includes ovens, steam ovens, coffee centres and wine coolers in Black and Platinum mirror glass, with a Pearl finish exclusively for the project market. The Excellence ovens boast The CircleSlider, rotary control and AutoDoor function, which opens when the Touch Display is pressed and is claimed to be the first door that closes automatically. Discover more details at www.rdr.link/KB0017

1 1. SYMPHONY Kbb furniture manufacturer the Symphony Group has introduced a contemporary take on a Shaker design with Harvard. The one-piece Shaker features narrow frames and is available in three colours – Pebble, Hunter’s Green (pictured) and Charcoal. It boasts a smooth, lacquered foil ﬁnish, with antiﬁngerprint properties. Request a brochure at www.rdr.link/KB015

just out 2 2. PRONORM German kitchen furniture brand Pronorm has introduced a new Grey-Green door ﬁnish with a matt lacquer texture, for contemporary schemes. The Grey-Green tone is suited to two-tone kitchen designs with woodgrains or plain colours and is shown here accentuated by gloss Super White. Shown on the Proline 128 kitchen, Grey-Green lacquer is also available across the Y-Line, X-Line and ClassicLine ranges. Download the brochure at www.rdr.link/KB016

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4. REGINOX Sinks, taps and accessories manufacturer Reginox UK has introduced the Aurora kitchen tap to its existing mixer portfolio. Made out of brass and ﬁnished with chrome plating, the mixer features a black spout to meet current interior trends. It also has a pull-out hose, which has been designed to help users when washing dishes, and to complement the Kansas (shown) or Lemans sink. Download the product sheet at www.rdr.link/KB018

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5 5. FABER Italian cooker hood manufacturer Faber has introduced the T-Shelf extractor, designed for contemporary and industrial kitchens. As its name suggests, the T-shelf island hood combines an extractor, which operates at 700m3/h, and a shelving structure. The hood is offset to one side, allowing for two smoked glass shelves which can be used for display space or additional storage. Discover the technical features at www.rdr.link/KB019

6 6. CROWN IMPERIAL British kitchen and bedroom furniture manufacturer Crown Imperial has introduced four Painted Fusion colours: Mint, Ocean Green, Sage and Yellow Sun. The new additions offer kitchen designers a total of 22 shades across the Ashton, Aspen, Cotswood, Midsomer, Pinova and Rimano ranges. The Midsomer oak furniture collection can be speciﬁed with handles and is also available as a handleless design for a contemporary Shaker look. Watch the video at www.rdr.link/KB020

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DIGITAL EVENTS

BATHROOMS

Trade shows: The Net result With physical trade exhibitions unable to take place, due to COVID restrictions, exhibition organisers and manufacturers turned to digital events to reach bathroom professionals worldwide. When the outbreak of COVID meant exhibitions had to shut their halls, or restrict numbers, organisers and manufacturers alike turned to digital to reach trade customers with product launches and brand stories. It saw a need for traditional manufacturing industries, such as bathrooms, to become creative in the online space, producing experiential events, which could be shared around the globe. ISH created a digital version of its show, with participation from manufacturers, some of whom also created their own events. These included live-streamed presentations combined with video content, summits, virtual product launches, an exhibition stand which could be toured remotely and even the creation of a Virtual Tour. It meant trade customers could join an event, wherever they were, and whenever they wanted, either opting to view live or watch recorded versions at a time convenient to them. Speaking about the launch of its digital hub

GROHE The digital hub Grohe X, created by parent company Lixil for its bathroom brand, attracted 68,000 visits from 140 countries in its launch week. It has been created to offer informative and inspirational multimedia content to Grohe’s professional business partners and consumers. Tailored to visitors’ needs, Grohe X provides a programme of customised content

Grohe X, leader of Lixil EMENA and Co-CEO of Grohe Jonas Brennwald commented: “We were blown away by the positive feedback from our customers, suppliers, and various other stakeholders as well as colleagues from Lixil around the globe.” Interestingly, manufacturers were not talking about investment into digital as just a measure for the short-term. Jonas Brennwald of Lixil and Grohe said its digital hub had opened up

for respective target groups. During its launch week, it provided eight events, ranging from a panel talk on consumer insights to a deep-dive session on installer services. The videos and live sessions have almost reached 70,000 views and are now available as on-demand content on the hub. Grohe also used the opportunity to launch its Hybrid Mixer and reveal four of its bestselling products are now Cradle to Cradle variants. It means the product is manufactured so that at end of life components can create new

“unprecedented opportunities” for customers to experience the brand and its digital journey has only just begun. In addition Ideal Standard has just kickstarted its six-stop World Tour, which runs up to 2022. And the Virtual Tour created by Acquabella has been created for hybrid use, allowing consumers to experience the world in a showroom and even at exhibitions when they reopen their doors.

products and, according to Grohe, this is a milestone in its sustainability journey. Grohe X offers a selection of how-to videos, inspirational articles and 360° virtual rooms featuring product highlights. In addition, there are videos such as ‘A Glass of Water with…’, in which various Grohe experts offer behind-the-scenes glimpses of the brand, or ‘Wow of the Week’, in which an inspiring project or topic is presented. Business partners can also use the platform to schedule appointments with their sales contact and more than

4,000 customer meetings have already been made. Leader of Lixil EMENA and CoCEO of Grohe Jonas Brennwald commented: “We were blown away by the positive feedback from our customers, suppliers, and various other stakeholders as well as colleagues from Lixil around the globe. “Grohe X is a true milestone in our brand history. It opens up unprecedented opportunities to experience Grohe and to discover our products and the topics that drive us. The digital journey we have embarked on with Grohe X has only just begun.” Visit the Grohe X platform to experience the digital hub at www.rdr.link/KB021

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BATHROOMS

DIGITAL EVENTS

GEBERIT At Geberit Innovation Days, CEO Christian Buhl welcomed visitors to the interactive event, which featured the company’s product launches for 2021. The three-day event was based in The House of Geberit, constructed from the company’s installation system which is normally used to build pre-walls for bathrooms.

Christian Buhl said it demonstrated the “full competence of Geberit behind and in front of the wall” and was created to inspire viewers. He commented: “We have the relevant knowhow and long-term experience to support wholesalers, planners, installers, architects and consumers with the right value-added solutions for their needs.” Buhl added: “The synergy of technical competence behind the wall and design competence in front of the wall makes Geberit and our products unique. The House of Geberit combines these two worlds into one.” The bathroom manufacturer introduced Sigma cisterns with integrated hygiene flush, its flagship series Geberit One and Selnova “characterised by a very good price performance ratio”. In addition, it revealed its Monolith and Monolith Plus WCs with additional coloured glass fronts and concrete and slate-effect cladding, as well as an extended flush plate

collection with additional metal ﬁnishes and glass colours. For the shower area, the company introduced the Olona shower surface with a matt ﬁnish and antislip. Employing more than 400 staff members in product development, Geberit invests nearly CHF 80million in R&D each year and registers 30-40 patents annually. The company holds over 400 active patents in total. For enhanced bathroom planning, the company also unveiled Geberit BIM Plus which is a consolidation of plug-ins into a single application. CAD and BIM data for ceramics and furniture products is now also available, for sanitaryware planners, architects and interior designers. According to the company, over the last three years, it has developed more than 30 digital tools for showrooms, planners, installers and end consumers. Take a 360° virtual tour of the House of Geberit, introduced at its Innovation Days event, at www.rdr.link/KB022

n, h

Hansgrohe IDEAL STANDARD

Bathroom manufacturer Ideal Standard kickstarted its virtual Together World Tour of six cities, with Milan and the introduction of its LindaX Collection. Visitors were led around the city of Milan to locations such as the Pirelli Tower, Fondazione Prada and Triennale museum, where interviews with architecture and design experts took place. The Together World Tour spans Milan, Berlin, London, Dubai and Shanghai, with each city forming a backdrop for a product launch for its Atelier Collections. Chief design officer Roberto Palomba said: “We are developing many products, collections and strategies…There are new materials, creations and visions.”

20 JUNE K&BNEWS www.kandbnews.co.uk

The first of its Atelier Collections launches, Linda-X is inspired by Ideal Standard’s historical links to Italy, and Milan. Roberto Palomba explained it was a tribute to the Linda collection, created in 1976, by Achille Castiglioni and the new version was made of an “ultralight” ceramic called Diamatec which produces fine lines. He continued stating the main feature of the product, is a step below the basin, which allows a capacious bowl to fit on to reduced depth furniture. Palomba added: “Why is that? Because we should remember that, nowadays, the bathrooms are not huge. So we can’t furnish them as if they are living rooms. But, still, we need to equip them with all the necessary features.” Watch the Milan event unfold at www.rdr.link/KB023

Brassware manufacturer Hansgrohe presented Aqua Days a hybrid brand experience for its Axor and Hansgrohe product launches. It included the global premiere of the Pulsify shower from Hansgrohe and the Axor One collection, designed in collaboration with Barber Osgerby. These product launches were supplemented with live chats and Q&As with Hansgrohe experts. CEO of Hansgrohe Hans Juergen Kalmbach commented: “The hybrid experience – meaning the ability to be physically and virtually experiential – is a must in any customer-centric brand strategy in 2021. We did not rush into this process of creating a hybrid brand experience with a holistic approach. We started early and took our time to develop exciting and informative concepts for our customers.” Read more at www.rdr.link/KB053

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DIGITAL EVENTS

BATHROOMS

ACQUABELLA Bathroom manufacturer Acquabella has unveiled a digital world of its products, which is featured on its website and can be downloaded by retailers for use in their showrooms. It may also be used as a 3D experiential area on exhibition stands, when physical trade events return. UK sales manager of Acquabella Rob Heredia commented at the launch: “This is not only the present, this is the future.” After a year of development, the Acquabella Virtual Tour is based upon an world designed around the senses, with a central glass dome, and outlaying architectural structures. It has been created to showcase the range of Acquabella products, allowing users to view, change colours and textures and ﬁnd out more details about the ranges. The central dome is an exhibition, with three zones and a triangular screen boasting a presentation for each area. It includes a company presentation, information about its Acquawhite collection, with the ﬁnal zone and video focused on technical details, such as installation. Visitors can

BETTE At its digital Future Days event, bathroom manufacturer Bette unveiled its latest products, including “a world first” – the BetteAir. Managing partner of Bette Thilo Pahl said following the launch of the first flush-to-floor shower area – BetteFloor – 15 years’ ago, the company has set new standards for the bathroom. The enamelled steel bathroom manufacturer has now introduced BetteAir, which it calls the world’s first

also journey between 10 buildings with individual architectural styling and dedicated to a particular product range. Speaking about how the company will measure the success of its Virtual Tour, Rob Heredia said: “The ﬁrst step is to be innovative. We know the market is moving very fast. Retailers feel step-by-step that they have more online competitors. What we are looking for is giving retailers more and more tools to make showrooms more attractive for end-users to visit.” Rob Heredia said the Virtual Tour can also be used to achieve more recognition from designers and architects, through its retail partners. He concluded: “It’s not all about [user] numbers, it’s about the way you present [your brand] and the way your customers are going to work with it.” Take a trip on the Acquabella Virtual Tour at www.rdr.link/KB024

shower tile, with a depth of 10mm. Landislao Santamaria, director of sales international, said “everything has been reduced to a minimum”, not only considering the design but also the required installation work. BetteAir boasts an enlarged 200mm waste, comes in a choice of 32 colours and eight sizes, and will be available in the UK from September. In addition, the bathroom manufacturer also revealed its BetteAir bath range, which has been designed for two bathers, and features the company’s ﬁrst oval bath. Available to the market, immediately, it comes in Silhoutte, Oval and Built-in models, with a rim height of 20mm, and in a choice of 400 colours. Completing the launches showcased at the Future Days event, the company demonstrated its latest Bette Anti-Slip Sense, offered on shower trays and baths, which now provides Group C resistance, according to DIN standards. Register for Bette Future Days content at www.rdr.link/KB025

DURAVIT Duravit introduced a new designer to its brand, two complete bathroom collections as well as, reportedly, a world first in flushing to “upgrade everyday life” at its Design Days event. CEO of Duravit Stephan Tahy said he believed the interplay of design, excellence, responsibility and wellbeing help upgrade the bathroom. Tahy commented at the Design Days event: “We have one common goal to understand the bathroom as an intimate living place, to upgrade your everyday life. The means may change in the coming years, but our mission remains constant – Duravit bathrooms upgrade your everyday life.” To help achieve its goal, Stephan Tahy said the company would be offering a lifetime warranty on its products in Germany and would roll this out into other markets. Duravit also announced its first collaboration with Belgium designer Bertrand Lejoy on the D.Neo collection (shown), as well as Philippe Starck on the White Tulip series. Bertrand Lejoy explained Duravit had set a “challenging” brief, stating: “The collection had to be timeless. It had to be universal. It had to be non-polarising, smart and clever. It’s the most difficult briefing you could have. It’s the most challenging because creating a timeless piece is almost creating a masterpiece.” To highlight individual products and showcase the design versatility of the collection, Duravit featured four design ‘worlds’ – Pop, Boho, Monochrome and Minimal. These were demonstrated around the globe with presentations from Duravit employees in Shanghai, South Africa, Egypt and Belgium. The international reach was further illustrated with Duravit colleagues including UK MD Martin Carroll highlighting design features of the latest White Tulip by Starck series. Philippe Starck said his previous collections were “extremely purist” and added “this perfection was perhaps missing a parameter – a positive nostalgia.” Completing the presentations, employees in America and Germany showcased Hygiene Flush, which featured two rim openings to enhance the cleanliness of the bowl. And they announced all Hygiene Flush WCs will come with Hygiene Ceramic as standard, an antibacterial glaze which claims more than 99.9% of bacteria growth is inhibited within 24 hours. Discover the D-Neo collection and watch the video at www.rdr.link/KB026

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BATHROOMS

SHOWER ENCLOSURES

Walk the talk

How has the walk-in or wetroom continued to be a coveted look for modern bathroom spaces? Kitchens & Bathrooms News finds out

There are few technical bathroom phrases that have entered common use but those that have, such as the “power shower” and “wetroom”, are now must-haves for the home. This type of showering area not only has an enduring appeal but is a growing market. Sales of the walk-in or wetroom-style enclosure are supported because they create a spa-like environment in a variety of room sizes and suit a wide variety of users. Sales and marketing director at Kudos Nick Graville states: “The walk-in and wetroom market continues to be the largest proportion of enclosures sold in the mid to upper level of the market. They are still a popular choice of enclosure due to the demand for minimalist design, accessibility, ease of use and cleaning.” And product manager of Reﬂexion enclosures by PJH Richard Eaton agrees: “Over the last two years, sales for walk-in and wetroom enclosures have increased steadily as the demand for larger and more accessible showering areas continues to rise.”

Best-seller surrounds

1. ROMAN

In fact, such has been the steady influence of the wetroom in shower enclosure design, manufacturers point out their most popular products continue to be a fixed screen. Sales office manager of Aqata Nicola Jordan comments: “Aqata’s best-selling product is our SP446. It consists of a fixed screen and hinged panel; it has consistently performed well and has been our best seller for the past two years.” And managing director of Rutland London Gordon Riddoch states: “Our Temple Wet Wall panel remains our most popular model. This is partly due to the increasing market-wide popularity for Wet Wall panels and partly due to the provenance and value it offers with solid brass componentry and 10mm toughened safety glass, all of which is manufactured in England.”

Liberty Wetroom Panels are available in plain, Black Grid digital printed or ﬂuted glass. They come in six colour options for proﬁles and matching brace bars, including Brushed Nickel pictured. Read all the technical information at www.rdr.link/KB027

Including tray But what changed has been the inclusion of a shower tray to complement these shower enclosures. It could be argued it is because of enhanced peace of mind for consumers to ensure water is retained in the area or to improve safety when entering or exiting the shower. It could even be suggested, it is because the shower tray adds an injection of colour. CEO of Roman David Osborne notes: “We have seen an upward trend towards our anti-slip trays being used with large wetroom systems and level

22 JUNE K&BNEWS www.kandbnews.co.uk

2. HSK

3. AQATA

Reﬂecting the sales success of walk-in enclosures, exclusive distributor for HSK RO Arnolds has added two styles to the UK stock proﬁle including Walk-in Free. Discover more about the brand at

Best-selling product for Aqata over the past two years is the P446, which consists of a ﬁxed screen and hinged panel. It is made from 8mm glass and is available with optional etching. View the pdf at

www.rdr.link/KB028

www.rdr.link/KB029

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access showers.” And Nick Graville of Kudos adds: “We have seen the showering market develop with a greater proportion of enclosures now fitted on to shower trays rather than a tiled floor, driven largely by the greater choice of tray finishes in the larger sizes.”

Colour customisation Certainly, the trend for customisation and personalisation has driven interior design in the home and even infiltrated the bathroom space. It has seen the development of digital printing and textures for glazing, from Crittall motifs through to reeded glass, as well as an array of profile finishes to complement the trends in brassware. Rutland London offers more than 20 finishes for its shower enclosures. Richard Eaton of PJH points out: “Whilst the minimalist, frameless plain glass screen look is still popular, it seems that less is no longer more. The desire for personalisation is causing designs to evolve, for example the black framed or panelled look that we’ve seen of recent – which is great for the industrial-inspired and monochrome look. More patterns, colours and unusual finishes are now appearing and the use of materials other than polished chrome frames and clear glass will really grow in the next few years – such as gold or brass frames and frosted or fluted glass.” And David Osborne of Roman agrees: “Without question the most prominent

4 4. PJH The RefleXion Black Leaf Panel is manufactured from 8mm safety glass and measures 2000mm high. It offers concealed fixings and ‘Easy Clean’ glass treatment, with black support bar and side profile. Discover more details at www.rdr.link/KB030

trend in the higher end of the bathroom market is colour. We have just introduced a ﬁfth colour option, Brushed Brass, across our Liberty range – and also launched a new Matt White sixth option for our Liberty Wetroom Panels.” And he indicates printed glass and textured “ﬂuted” glass as rapidly rising in popularity.

Small deflection Interestingly, the look which is associated with large bathrooms has now been modified to suit smaller spaces. No longer simply sized as a bath replacement, they have been created for shower rooms, and bespoke services have allowed designers to now fit them in awkward or previously restricted spaces. Nick Graville explains: “Bath replacement is the ‘traditional’ walk-in wetroom size and where the market grew from. With so much room, all that was needed in the 1700mm length was a 1200mm panel to allow 500mm access.” But he says there is now demand for smaller walk-ins, such as 1200mm for ensuites and warns designers this may cause water to not be retained in the showering area. Graville states: “As you get smaller there is more potential for water to splash out, hence the offer of deflector panels in ranges. Whilst these do not guarantee all water stays within the showering space, they do deflect most of the water back into the showering area. People are designing walk-ins on to 1200mm, which is quite small, as to retain access of 500mm, a 700mm panel must be fitted. Here a deflector is essential.”

Self-care sculpture

5. KUDOS The Kudos Ultimate shower panel comes in Brushed Gold profiles to match the latest brassware. The profiles have also been designed so they can be swapped should the consumer change finishes in the future. Download a brochure at www.rdr.link/KB031

There seems no sign of waning in desire or demand for the walk-in or wetroom-style enclosure. Nicola Jordan of Aqata agrees: “The trend for walk-in enclosures shows no signs of diminishing; we feel it will continue to increase over the next two years.” Certainly the walk-in has embedded itself as a sculptural centrepiece of the bathroom space, and will remain a priority as part of consumers’ self-care.

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PRODUCT ROUND-UP

BATHROOMS

just out

1. SWADLING BRASSWARE The Engineer Collection from Swadling Brassware encompasses a range of models spanning basin, bath and shower mixers, as well as body jets. It boasts a tactile knurl detailing to recall a mechanical past, reﬁned by bevelled edges. Available in a range of ﬁnishes, designers can choose from Gold, Living Brass and Aged Brass. View the entire collection at www.rdr.link/KB032

2. KUDOS

3. BC DESIGNS

UK showering manufacturer Kudos Showers has introduced Signature, a bespoke service to meet the growing demand for personalisation in the bathroom space. It enables designers to specify a one-off, special-sized shower door, enclosure or bath screen or a shaped panel to accommodate a sloping ceiling. To complement the Signature service, Kudos is also offering a measuring service. Read more at www.rdr.link/KB033

For homeowners who want a freestanding tub but don’t have vast amounts of space, bath manufacturer BC Designs has launched the Tamorina Petite. It measures 1400 x 750mm, but is able to hold up to 195 litres of water. Further reducing the footprint of the bath, it comes with a tap ledge, so brassware can be deck-mounted, rather than ﬂoor-mounted. Download the speciﬁcation at www.rdr.link/KB034

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BUSINESS

INTERVIEW

“One of the paradigm shifts has been acceleration of digital” CEO of Bathroom Brands Stephen Ewer joined the company during the pandemic. We talk about his first year in charge and investment to become more digitally present How has business been for Bathroom Brands Group? A: Overall business for the Bathroom Brands Group has remained positive. We stayed open throughout the pandemic to support our partners and dealt with the changing circumstances in a proactive manner. Whilst the Group has seen a similar sales direction to the market, the impact has not been as pronounced and the Group has gained share. 2020 has been a year of notable highlights, including launching a promotional calendar to strengthen our retail base, and having a recordbreaking national sale for the Group which will return ‘bigger and better’ for 2021. There were challenges when it came to forecasting and demand planning, however our team and partners worked tirelessly to navigate these and maintain high levels of product availability. Our retail channel performed better than expected, especially in the second half when we saw a higher demand for home renovation products owing to lockdown, remote working, and the ‘nesting’ trend. We observed a pronounced shift in consumer behaviour with a sharp rise in online researching of our brands. There have also been increased levels of online sales in keeping with broader consumer trends.

What have been the biggest challenges at Bathroom Brands Group? A: I joined the business during the first lockdown, so my first “task” was to evaluate the business whilst navigating through the eyes of Zoom. If that does not sound hard enough, I was asked within my first few weeks to virtually present myself in a ‘this is my life’ format – to over 100 colleagues sat on the call on mute… 2020 presented unprecedented challenges, our primary focus was the health and safety of our employees. We were able to quickly adapt to remote working and safe practices in our distribution centre. Managing the unpredictable and fluctuating demand was a major challenge. I have been hugely impressed by the dedication of our team, and the collaborative support across our supply

chain partners and customers to overcome this period of adversity. What have been the biggest opportunities for Bathroom Brands Group? A: It hasn’t taken me long to appreciate the business’s incredible level of agility and ability to adapt to new situations with pace. We have a highly experienced and talented team at Bathroom Brands Group who are supported by our long-term relationships with both customers and suppliers. Throughout the pandemic, the Group decided to remain open to provide continuity of service and access to stock. We rapidly switched to a virtual environment to ensure we maintained customer intimacy. We actively supported our customers with launch of new products including installations of new displays during lockdown and a tailored promotional calendar. These initiatives provided critical business support and enabled retailers to be better prepared for reopening.

1. CEO OF BATHROOM BRANDS GROUP Stephen Ewer joined the company during the pandemic and says all brands and retailers now have to give a greater focus to digital

What has been the greatest learning point during these times? A: I believe one of the standout paradigm shifts for the sector has been the acceleration of digital in consumer discovery and research during the last 12 months. This change has increased the need for all brands and retailers to give a greater priority and focus to their digital reach. We have had to adapt quickly and invest to

26 JUNE K&BNEWS www.kandbnews.co.uk

2 2. GALLERY 10 Crosswater has revitalised its shower enclosure collections, with the launch of Gallery 10. Download the brochure at www.rdr.link/KB036

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be more digitally present, to build our brand awareness and harness this to support all retail partners. We have increased investment into our ‘digital pillars’ such as additional content development and a variety of paid promotions, including social adverts and inﬂuencer ambassadorship. Our retail partners continue to beneﬁt from this, together with content to support selling efforts, training and guidance on relevant digital practices. How have you managed stock during the global shipping crisis? What impact has it had on the company and its customers? A: The shortage and cost escalation of containers has impacted us, much like the rest of the sector. We have managed to keep product moving and minimise delays through the hard work of our experienced logistics team, aided by our longstanding deep-sea shipping partners. To underpin service and stock availability, we also decided to invest into additional stock providing our partners peace of mind when promoting our brands and products.

3 3. OPTIX 10 As part of the Crosswater 10mm enclosures is Optix 10 with a Sliding Door in Brushed Chrome. View the entire collection at www.rdr.link/KB037

There have been complaints about bathroom manufacturers passing on container costs. Have you had to increase prices? A: We have not adjusted our pricing structure; however, we have introduced a modest and temporary surcharge. We are able to minimise impact due to our product mix and strong supply chain relationships to ensure our partners are treated fairly. We continue to monitor this closely and keep our partners informed at every step.

This year, bathroom manufacturers have launched product without the physical trade exhibition ISH. What impact do you think this will have on the industry? A: The virtual event was a great initiative and we have reviewed the trends and products featured at ISH with interest. However, I must admit that I am looking forward to returning to in-person venues which I believe have more impact.

With Burlington, Britton, Clearwater and Crosswater – how difficult is to balance R&D and focus on each brand? A: Over the last few years, we have carefully consolidated our brands to develop a manageable architecture to drive our strategy. We now have major brands in Crosswater and Burlington, and focus brands in Britton and Clearwater. This allows us to build each brand’s individual personality supported by an exciting and future looking new product development program.

4 5 4. RIVIERA FURNITURE

5. RIVIERA CLOAKROOM

The Riviera vanity basin from Burlington Bathrooms is available in Pink, Blue and White. Discover more details at www.rdr.link/KB038

Designed for small bathrooms, the cloakroom basins include a 450mm model. View the collection at www.rdr.link/KB039

What will you be focusing on in terms of product launches? A: We have lots of exciting products in the pipeline. Showering is a key focus for Crosswater. We have recently revitalised our enclosure ranges at all levels with the latest launch being our luxury Optix 10 and Gallery 10. This focus extends across a wider ‘home of showering’ programme with the newly introduced Crossbox Push, the latest addition to this highly successful family of in-wall shower valves. We also have exciting plans to strengthen our leadership in the traditional market. Burlington has recently launched the most comprehensive range in the traditional sector for several years. The Riviera collection, featuring brassware, ceramics and furniture celebrates the iconic 1920s, with a design interpretation that

seamlessly ﬁts into today’s bathrooms. Further product introductions are scheduled throughout the summer and into 2022. Our longer-term roadmap focuses on emerging trends in design, including colours, texture and form to meet the needs of modern living.

What are your expectations for Bathroom Brands Group and bathroom market? A: Whilst nothing can be certain in the ‘new normal’, there are positive market fundamentals that should support nearer term growth. Continued levels of government stimulus, robust consumer sentiment, a strong housing market and continuation of the ‘nesting’ trend all support reasons to be positive about the future. I have conﬁdence the Bathroom Brands Group can navigate through a successful 2021 and beyond.

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BUSINESS

COMPANY PROFILE

“You are never far away from a Newform fitting” Sales director of Newform Stefano Corino talks about its retail focus in the UK, collaboration with Marflow Engineering, and working with those who want to be different Established in 1981, Newform is based in Valsesia, Italy, and manufactures kitchen and bathroom brassware under its own brand name and OEM for sale across the world. In fact, sales director Stefano Corino says: “We have manufactured some of the most iconic designs and ranges of the industry under various labels, for leading industry brands, and we continue to do so. You are never far away from a Newform ﬁtting, you might just not know it.” Led by Tiziano and Alessandra Gessi, the company is now looking to build on its success in the UK retail market.

Value for engineering The Newform brand is positioned at the mid to high-end of the market, and its range of metallic ﬁnishes has become a signature of its bathroom and, more recently, kitchen collections. Stefano Corino says Newform is renowned for its “attention to detail, high expectations and real value for engineering”. He expands on this, explaining: “You get a lot of brass for your money. People would say that we were in the mid to high sector based on our designs and styles but generally are surprised at our competitiveness. We believe that to succeed we need to offer the right product, at the right price, and if sometimes we can surprise the customer that is always a good thing. What does surprise everyone is our investment into the shower sector and in particular thermostats, which we offer mainly for our export markets. Every bathroom collection has a matching shower option, with thermostats offering from one to ﬁve outlets.”

Growing UK market Now Newform is looking to grow its company’s sales in the UK, as Stefano Corino explains: “We

28 JUNE K&BNEWS www.kandbnews.co.uk

1 1. HEAD OFFICE Newform is based in Valsesia, Italy, and manufactures brassware under its own brand name and OEM 2. SALES DIRECTOR Stefano Corino is sales director of Newform

are really at the beginning with the Newform brand in the UK and in Ireland. What we are in the process of doing is securing strong collaborations for a more serious relationship in the market with retailers interested in a new opportunity. So far it is going very well, despite the obvious restrictions over the past months. In fact, as retailers return to their shops, we see a new energy and a motivation for change and this is what we can offer.” And Corino is keen to point out that what Newform can offer isn’t a one-size ﬁts all approach, but instead targeted to the UK market. He explains: “As part of a large family business selling globally, we are eager to develop a future-proof strategy that is ﬂexible and open to the various individual markets. This open approach has proved to be the key to

2 success. We don’t have just one recipe for this but try to use the local ingredients to present a new dish for our guests wherever we may be.” And the “local ingredients” in the UK include a partnership with a home-grown company to ensure stock availability. “In order to support our efforts in the market, following the success of

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Kbb 2020, we knew it was important to have stock locally-based and so are proud to have established a collaboration with Marﬂow Engineering in the UK. They have stock on the shelf and are managing the day-to-day delivery and customer service for our dealers. This has been a big step”, says Corino.

Bricks and mortar And Newform is seeking to expand its network of retailers in the UK, who are likeminded to the company, “as they are always the people who work best and stay the longest with us. It is all about people, really. Of course we want them to show our product, that is the benefit of the high street, but as a family business with a passion for the industry it matters to us to find likeminded retailers”, says Corino. He continues: “It seems silly to say but we want to work with people who want to work with us, who want to be different, follow a different direction. What we find with this attitude is that all things become easy, the decisions natural and responsibilities shared. We have an extensive operation in design, production, technical laboratory, marketing department and even a display design and build team, and all of these facilities are available to our customers.” And Corino reports Newform is “wholly focused” on bricks and mortar showrooms which can present the brand and “look the end users in the eye and explain to them why they too should choose to be different.” However, the company recognises the internet will influence the kbb industry, but Corino states Newform will work alongside its retailers to help them benefit from online: “We have a long-term strategy and though we believe the internet will continue to change our industry, we believe that it is our opportunity to develop this alongside our customers, helping them to set the right tone online, add value and enhance their choices”.

Seeking global success

3. SIGNATURE COLOURED FINISHES

Corino believes the greatest challenge for Newform will simply be the speed at which it can communicate its message to retailers in the UK and, in fact, globally. “This is all we need, the ability to meet people, share our story and ambitions and to demonstrate our expertise and openness. This past year has made meeting people very difficult, though despite this, we start our year with a 30% increase in sales and new important markets, opening up to us”. The company has worked in partnership with local retailers and opened 12 Newform design stores across major cities of China, in the past two years alone. “We are promoting and they are demanding a “Made in Italy” lifestyle, so we are selling more than just taps and showers, but essences, bath robes, towels, design ideas”, says Corino. And he believes this holistic approach to selling bathrooms and lifestyle is the way forwards, as he concludes: “It is a real vision of the future of retail I believe.”

Newform’s range of metallic ﬁnishes has become a signature of its bathroom and, more recently, kitchen collections. Download the catalogue of products at www.rdr.link/KB040

4 4. MAKI The Maki kitchen mixer comes in a choice of models, including this single lever tap with squared spout. It is available in seven ﬁnishes and you can ﬁnd out more at www.rdr.link/KB042

5. NIO

Shown here as a prototype, Nio is available to UK bathroom retailers and comes in single hole and three-hole mixers for basins and baths, plus as a freestanding ﬁller. Discover all the models in the range at www.rdr.link/KB041

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BUSINESS

SME ADVICE

Company matters

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

PERSONAL DEVELOPMENT Return to work anxiety We’ve all experienced the past 15 months differently. Some have enjoyed being at home on furlough and pursued some hobbies that they haven’t been able to for a long time. Others have lost businesses, livelihoods or even loved ones. As the kbb industry starts getting back to some kind of normality again, and we start seeing more and more people face to face, there’s one very important thing we should be reminding ourselves. We have all experienced this pandemic differently.

Different experiences You see, us homo-sapiens are very judgemental creatures. It’s very easy for us to see people ‘like us’ or ‘not like us’ and judge them accordingly. We tend to assume that others will react in a similar way to us in the same circumstances and think it strange if they don’t. And remember, most of our judgements are communicated through unconscious body language. So, as we all start heading back into offices, showrooms, to exhibitions and into client’s houses, I would urge

you to remember that we have all experienced the pandemic differently. Just because you are happy to go back into the office full time, it might ﬁll your colleague with absolute dread. Just because you think it’s safe to carry out a survey at a client’s house, doesn’t mean that the client isn’t petriﬁed of you doing this. Perhaps you’re returning to work from furlough feeling refreshed and excited, but maybe

MARKETING Don’t forget email marketing Did you know that you do not own your social media proﬁles? They can disappear in the blink of an eye if a platform is hacked, crashes or decides you have broken some unheard of rule it has buried in the terms and conditions. However, you DO own your email list! You have at your ﬁngertips a big list of people who have expressed an interest in your company. If used correctly, it is a powerful marketing tool.

Get the subject line right! This needs to be short, to the point and interesting. Offer advice on a topic that is likely to spark interest; 5 ways to style a dresser, 4 things to consider when choosing an appliance 3 things to remember when designing a kitchen. By detailing what your newsletter is about you are far more likely to get a higher opening rate. Titles such as “our month” “What has happened for us” “ Updates from your friendly kbb retailer”

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will not entice people to open the email. Show what is on offer for the client.

Be consistent with sending. Decide how often you are going to send out a newsletter and stick to it. Pick a time of day and stick to it. People like consistency and are less likely to unsubscribe if your emails arrive at regular times. By being inconsistent you run the risk that customers will feel you send too many emails and they will unsubscribe.

Segment your list. This is something so many kbb retailers do not

your boss is near burnout and worried about ﬁnances after manning the helm alone for too long. Anxiety is rife right now and it’s very difficult for us to anticipate how people are feeling.

Tell and ask So I’m going to share two very simple tips. TELL & ASK. TELL people you work with what you are and are not comfortable doing right now. Let

do, but it is a hugely valuable tool. Think about it- why would you send someone who bought a kitchen recently from you, an email about kitchens? You should be sending then tips on storage, appearance, small appliances. If you know a family is thinking of a bathroom renovation, don’t send them emails about the bedroom. By having your email list divided into segments, you can ensure you send relevant emails to interested customers.

Use the analytics you have Google analytics is your friend, but don’t be afraid to use more tools. You need to know which part of the newsletter people clicked on, which page they visited as a result and how long they spent there. You can then use this to follow up with a highly pertinent email to bring them closer to a sale.

Sender details Finally, make your sender name appealing. “Do not reply” is not very friendly. So set up an email

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MANAGEMENT Effective process management them know your boundaries and what might cause you anxiety. If your colleagues, clients and suppliers are aware, they’re more likely to respect these boundaries. ASK people what they are comfortable with doing right now. For now, at least, ask if it’s ok to pop round and take some additional measurements. Provide reassurance of safety and an alternative option if you can. By telling and asking, we can better understand what’s going to cause anxiety for us all. Only then can we be conscious of our actions to help avoid it.

Effective process management is the practice of aligning every company process with your organisation’s strategic goals. Put simply, a robust process ensures everyone is pulling in the same direction, with every action undertaken geared towards achieving one of your company targets. However, if left to fall by the wayside, process standards can slip as inconsistencies bubble to the surface. Thinking of your own experiences, do any of the following sound familiar? ● Spending too much time swapping between

systems to ﬁnd critical information. ● Manually chasing leads for internal updates

EXPERT: James Capell-Abra COMPANY: Stress Matters BACKGROUND: Workplace wellbeing consultant James Capell-Abra works for Stress Matters and aims to get the kbb industry talking more openly about mental health, wellbeing and stress. As a qualified mental health first aid instructor, his vision is to get the kbb industry to see the value it can add to businesses by investing in the wellbeing and positive mental health of their colleagues. CONTACT: www.rdr.link/KB043

name just for the lists, and not one that is used by a colleague. You will see an increase in open rates if your emails are sent from “dave@yourkbbcompany”. Email marketing needs to be friendly, open, helpful, relevant and consistent. 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/KB044

and external communications. ● Struggling with limited visibility into what happens in your team’s customer interactions. ● Restricted in your reporting by outdated technology. ● Shifting demands When the status quo is not disrupted, your process may remain relatively unchanged; yet over time, consumer demands begin to shift. What was once most effective, slowly becomes outdated and ineffective. Research indicates more than 75% of business leaders believe their current process infrastructure is not up to scratch for their business needs. This begs the question, why are organisations putting up with technology that hinders more than it helps? A failure to modernise process can put many a kbb organisation at risk. Both from being held back by legacy infrastructure and a characteristic inﬂexibility brought on by a lack of adaptability.

Wrong way The business may have steadily been chipping away at adapting process as demands change but has that eclectic mix of modiﬁcations grown into an uncontrollable behemoth? This can create a wide array of issues, not least a system that has become too sticky to ever consider leaving or a sole reliance on one individual who has been a part of the whole journey. Thing is though, what happens when they leave? Likewise, for those organisations that are aware of the importance of consistency, your process may have been modernised, but is it adhered to? That project you undertook to work out your ideal customer journey, are all the steps taken every time? Or is there inconsistency depending on when a client interacts and who

they interact with? Do you even have the visibility to know the answer?

Right way When it comes to variation, process is not about restricting individuals, nor is it about creating a bland, homogenous, one size ﬁts all approach. The important thing is ensuring a quality experience for the customer, every single time. Variations can spiral out of control, GSK recently revealed that they had discovered 28,000 variations on the same process during a single process mining project! We are not suggesting the scale of the issue is comparable to kbb retailers, but the underlying principle remains the same, no matter your size. If process is not managed, tracked, and regularly reviewed, it can become a major risk. Ultimately, the challenge facing businesses is the knock-on detriment to efficiency, productivity, and quality service. To help review and revolutionise processes, Anthill has put together a free guide entitled “Process Management – How To Streamline Your Operational Processes”. As well as covering the basics of process management and its signiﬁcance, the guide contains actionable tips on how to look to your internal organisation and identify areas for improvement. EXPERT: John Endeacott COMPANY: Anthill BACKGROUND: John Endeacott is founder and CEO of Anthill, a Leeds-based CRM platform that organises how customers and employees interact so companies can provide a consistent customer experience, across different sales channels and teams. Anthill has been designed to increase customer volume whilst maintaining a desired level of customer service across the business. Its customers include Bathstore, Homebase, Kutchenhaus and Magnet. CONTACT: www.rdr.link/KB045

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BUSINESS

PROMOTION

KI TCHENS &

BATHROOMS NEWS We produce exclusive videos, each week, on www.kandbnews.co.uk interviewing business leaders. They cover industry-wide issues, individual retail challenges or initiatives and design trends. Here are our latest, just in case you’ve missed them.

Toby Griffin | Kbb Support | REACTS to impact of COVID on KBB industry (one year on) Business consultant at KBB Support (kbbsupport.com) Toby Griffin looks back at his opinion video, ﬁlmed a year ago, to see if he accurately predicted the impact of COVID on the KBB industry. Discover if he was right at www.rdr.link/KB046

Peter Jones | Foyne Jones | How to conduct job interviews effectively Founder of specialist kbb recruitment agency Foyne Jones, Peter Jones considers the candidate experience before, during and after the interview. He says employers have a duty of care to represent themselves, their business and brand in the right way. Watch him state his opinion at www.rdr.link/KB047

Caroline Cooper | Roman Bathrooms | Why I’m encouraging bathroom retailers to join the Kbsa. Owner of Roman Bathrooms Caroline Cooper has recently rejoined the Kbsa and is now on the board as bathroom retail ambassador. She is actively encouraging bathroom centres to join the association and explains why. Watch the video at www.rdr.link/KB048

Martin Holliday | Chiselwood | Judging Sub-Zero Wolf design award and daring to be different Design director of Chiselwood Martin Holliday talks about judging one of the world’s largest kitchen design competitions – the Sub-Zero Wolf awards, USA v UK kitchen design, and daring to be different. See what he has to say at www.rdr.link/KB049

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LAST WORD

NEWS & VIEWS

COVID impact on customer service CEO of Hart Home Group, an umbrella company for three retail websites, Derek Aaronson says a renewed focus on customer service will play into the hands of ‘bricks and mortar’ retailers. So much so, he plans to open a store.

The global pandemic has brought about unprecedented changes for the kitchen and bathroom industry. Our once buzzing showrooms and often faceless e-retailers have had to adapt in ways, we never thought possible. Zoom consultations, opening showrooms while sitting behind screens, as well as one-way journeys through the store and trying to understand what a customer needs via an online chat have all been huge obstacles for retailers to overcome and for customers to navigate.

Improving service However, amongst the chaos, has been a quiet revolution. One which has seen companies value customers much more than before. Each customer is a potential and very much needed sale, and this U -turn in customer service, where each potential new client is treated with gratitude and thanks, has seen the face of the industry evolve. Previously, unless you were spending a sizeable amount of money, customer service could be somewhat lacking. However, retailers both in-store and online have now recognised how powerful customer service can be. With the world now being online more than ever before, online review sites are king as they offer potential clients a welcome insight into your company and your customer experience journey. Before even picking up the phone or looking at the website they’ll already know who

you are, what your reviews say and if your product can be found at a cheaper price.

Showroom return E- retailers especially have had to up their game in terms of customer service. Before customers would pop to a nearby store to size up what they wanted then take to an online search to see if they can ﬁnd a better deal. This is where

“With the world now being online more than ever before, online review sites are king as they offer potential clients a welcome insight into your company and your customer experience journey. Before even picking up the phone or looking at the website they’ll already know who you are, what your reviews say and if your product can be found at a cheaper price.” e- retailers which offer a face via live chat, video chat or even a good old-fashioned phone call are really making headway. Often customers know what they want but don’t know what they need, and bridging this gap with advice is what stands you apart in terms of customer service.

Going forward, we predict a return to showrooms, to bricks and mortar, to conversations in person and to the holy grail, actually touching and seeing the product in person. With kitchens and bathrooms touch is so important. We also see installers acting almost as a bridge between the retailer and the client. As an e- retailer ourselves, the conversations we’re having is that we will make the move to having a showroom base where clients and our existing customers can come and see us, have the conversations we normally have on the phone in person and see the products we stock in action. E- retail will still be the backbone of our business, but we want to give our customers the option to come in and see us. Above anything, this pandemic has taught us how important our customers are, how being that point of difference in being able to hang on the phone while they just go and check another measurement is what determines if you keep that customer for life. They then tell their friends, leave that great review and come back for more. We hope the kitchen and bathroom industry will be a more welcoming and supportive environment for clients. Where there’s no silly questions, where there’s time given to each potential client and where support is there. We ﬁrmly believe this has always been the case for the majority. But for those that weren’t stepping up to the table, weren’t making the customer king and customer service the backbone to their business, now’s the time to put those changes in place.

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NEWS & VIEWS

MAKING HEADLINES

Top 3

website stories What has been driving Kitchens & Bathrooms News website traffic? Here are the three stories with the biggest hits in April on www.kandbnews.co.uk Tile Mountain sponsors snooker player Shaun Murphy

Home decor retailer Tile Mountain has become an official partner of 2005 World Champion and Triple Crown winner, snooker player Shaun Murphy. The sponsorship will see the retailer’s branding on the player’s clothing during every match he plays during the Betfred World Snooker Championship 2021 tournament. Talking about the sponsorship deal Tile Mountain’s chairman, Mo Iqbal said: “We’re big snooker fans here at Tile Mountain and we jumped at the chance to partner with Shaun for what is the most prestigious tournament in the sport.” Read more at www.rdr.link/KB050

Kitchen Manufacturers

Sottini brand to be withdrawn from UK retail market As part of a global brand strategy review, bathroom manufacturer Ideal Standard is set to withdraw its Sottini brand from the UK retail market, with the process expected to be complete by the end of 2021. The Sottini brand will be absorbed into Ideal Standard in the retail market and Armitage Shanks will remain the lead brand in non-residential and healthcare settings. However, Sottini will be used in the specification market for new build homes. Find out the full story at www.rdr.link/KB051

Roper Rhodes scoops trio of PHG Awards Bathroom supplier Roper Rhodes scooped a trio of awards from Plumbing & Heating Group (PHG). Bath-based Roper Rhodes won the Bathroom Supplier of the Year, Instinct Supplier of the Year and overall Supplier of the Year categories. The awards recognise product quality and customer service to the merchant buying group’s branches and showrooms, totalling 258 outlets. View more on this at www.rdr.link/KB052

ADVERTISEMENT INDEX BIKBBI .................................. (inside back cover)

Mereway Kitchens .............................. (page 34)

Caple........................................................ (page 15)

Neolith Distribution SL .................... (page 12)

Crosswater Ltd........................................ (page 4)

Newform .................................................. (page 9)

Crown Products.............................. (back cover)

Pronorm.................................................... (page 7)

Elica............................................................ (page 6)

Reginox UK Ltd .................................... (page 11)

Geberit Ltd ............................................ (page 24)

Riobel .................................. (inside front cover)

Hills Panel Products Ltd .................. (page 17)

Top Form Ltd ........................................ (page 10)

Ideal Standard (UK) Ltd .................... (page 18)

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