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Retailer Face To Face: Steamer Trading
Steaming Ahead Steamer Trading, a multi-award winning, multiple cookshop and lifestyle retailer, is on a roll, having undergone a major restructuring over the past year. A new ceo - Mark Saunders - is at the helm, with Steamer's owner and former MD Ben Philips taking on the mantle of creative director after 16 years in the top job. What's more, the company is significantly going for expansion on all fronts this year, to include a much bigger focus on gift-led lifestyle products. With a reputation for innovation, and wanting to be the first to market with new products and ideas, PG&H put Mark and Ben into the hot seat to find out what will be defining their giftware offer as the year unfolds. Taking over the company's reins from award winning Ben Philips would be daunting for most people. But with an outstanding retail CV himself, Mark Saunders is definitely relishing the challenge, bringing a wealth of experience and a fresh eye to the business which was founded by Ben's parents, David and Liz, in the mid 1980's. With almost 30 years in retail, spent with international household brands, to include Cath Kidston and Habitat, Mark has clearly got his finger on the pulse, concurring: "I have a lot of experience with brands and family firms, as well as growing businesses
and taking them through the journey of change management." A long time customer of Steamer Trading himself, he was a big admirer and advocate of the brand before he became ceo last July, describing it as "a comprehensive, curated offer of kitchen and lifestyle products which are sold in a welcome environment by store colleagues who have excellent product knowledge. It's this that is very much at the heart of the brand which has a reputation for expertise and innovation. Working with a
Left: Ben Philips. Below: Mark Saunders. Bottom: The first Steamer Trading shop in Alfriston.
brand you can so easily identify with is very rewarding." So where do gifts and lifestyle fit into the product mix? "Every time there is economic uncertainty people will hold back in buying for themselves but will often invest in others with their purchases," comments Mark. "So it's important to constantly remind customers of the gifting potential of Steamer Trading, and how good it feels to treat friends and loved ones, especially when it comes to special occasions such as Valentine's Day, Mother's Day, Easter, Father's Day and, of course, Christmas." In fact, such has been the gift sector's expansion over the past 12 months, that the company's 42 Steamer Trading stores are now stocking significantly more gift-led lines and greeting cards than they did this time last year. "Valentine's Day isn't just about a box of chocolates and roses," Mark points out. "It can also be about cooking your partner their favourite meal, along with a glass of champagne or prosecco. And what could be more special for Mother's Day than a meal cooked especially for mum? Also, men are definitely good for self-purchases. A third of our customers are men who are good at treating themselves, getting very excited about certain categories such as coffee and premium knives." Ben meanwhile, highlights that the company's lifestyle offering has evolved in the same way that the kitchen has evolved to become a central hub for households, going far beyond cooking and eating. "Steamer Trading has always stood for 'serious cookshops with style', hence stocking products that add to the style of the kitchen, whether it's a cushion or a pet bowl. Vases, photo frames, candles and reed Progressive Gifts & Home Worldwide
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