Wholesale changes can be good for business

Keeping it in the family certainly works for the Walpole family, who have been passionately developing Suffolk-based Deben Frames for over 50 years.

Derek and Josephine took on the Deben Gallery in Woodbridge, near Ipswich, in 1969 but when the in-house framing service completely outgrew the sprawling rooms behind the gallery, they moved the business to its present location on Martelsham Heath in 1985.

Three years later, son Robert joined the firm ready to take over from his father when he stepped down from the helm in 1995 – and when he eventually became managing director in 2008, an opportunity to diversify the business was too good to ignore.

Delivery – shows Rob Walpole with Julia Emmerson, proprietor of The Bury Framing Centre in Bury St Edmunds in Suffolk.

An oil on board, framed in Larson-Juhl’s 165 400 000 by renowned local artist Tessa Newcomb, commissioned by The Galloper Sands Gallery

Single sheet to complete wholesaling

Robert explains: “First and foremost I had an excellent grounding. Aside from being a gallery owner, Mum was an author and trained artist, whilst Dad had commercial experience of all sides of the business. Coupled with the somewhat unique geography and scale of our sales patch – right across East Anglia from Lowestoft on the edge of Norfolk, plus throughout Suffolk and out into Cambridgeshire – the increased move into single sheet/single length up to complete wholesaling supplies just made sense.

“We deliver to lots of smaller framers on a set route, three times a week, which enables us to offer free delivery with no minimum charge to many locations. It suits everyone really, as we buy in bulk; the smaller framers don’t pay individual carriage on their limited orders, which are sometimes just a pack, plus our Larson-Juhl area sales manager, John Green, gets multiple business but only has to deal with and travel to us.

“Over 65% of the business is wholesale and to the trade now. Even when new framers start out, they tend to hear about us online and go down that cooperative route. It’s made even easier by the simplicity and efficiency of Larson-Juhl’s website ordering, which benefits everyone. Everything you need to know is there in one place and it’s so straightforward and quick to order.

Online stock, price and delivery dates

“The same applies to the retail side because our older customers especially can ring up and ask about mouldings and mountboards rather than make a trip out to the shop, and we can advise them then over the phone about stock, price and delivery dates, etc.

“All said though, there’s nothing like seeing the new Larson-Juhl sample cases up close and personal, so John still plays a very important role. He regularly brings new ideas and excitement to the business and that keeps my creative juices flowing too.”

The tight knit but hugely experienced team at Deben Frames comprises Al on bespoke framing with her nearly 30 years of experience and embroidery/tapestry specialism; Derek the counter manager with 20 plus years of contract framing expertise; Guy the master framer with many relevant years in the paint and printing industry, plus Robert’s wife Linda, a highly experienced retailer in her own right, but now part-time in the family business.

The Deben team: left to right Linda, Robert, Alison and Guy

Upturn in choice

Robert still keeps his hand in framing too, of course, and while his and the customer base’s preference is still generally for plain woods, ash and oak, there has been an upturn in choice of late, despite the challenging last few years.

He adds: “A few years ago it was still blacks and whites predominantly, but then grey became vogue and latterly it’s the likes of Larson-Juhl’s Confetti range, the fancy golds, brighter, bolder colours and also their excellent sustainable range.

“An expertly framed piece of art or memorabilia, beautifully presented, still has that transformative quality and can light up any room. Even with the onset of COVID we managed, as when it hit we already had the orders in from our loyal and regular customer base, while during the second lockdown we were still able to do carefully non-contact door drops as restrictions lifted.”

Long-term quality and value

“The same maturity applies to glass, as what was niche 10 years ago is now a lot more mainstream. Non-reflective demand is disappearing and artglass like the clear AR70 now dominates. Despite the extra cost, customers can see the long-term quality and value.”

Last, but certainly not least, a wellestablished DIY service caters for more adventurous customers and local/regional artists. Deben Frames offer tools for the occasional framer, up to professional tools for established businesses. They also stock the gadgets which help DIYers improve as they become more experienced.

www.debenframes.com

Artglass AR 70 with low-iron glass substrate guarantees true colours, while the invisible magnetron sputtered coating virtually eliminates reflection. It is appreciated worldwide for its consistent quality, clarity and elegant green reflection colour.