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Retailer focus
The new store from down under, House has made a big impact, arriving in the UK in Spring 2018. Over a million consumers have been through the doors and House scooped the prestigious Most Promising Newcomer Award at the Excellence in Housewares Awards. PH met founder, Steven Lew to find more about the retailer’s approach and ambitious future plans.
House talk S
teven Lew is passionate about retail, recognising that it is about learning, reacting and adapting in today’s fast moving environment. Moreover, contemporary retailing is about putting on a performance. At House’s managers’ conferences, held in Australia, Steven makes his presentation in a costume such as a gold sequin tailed suit to emphasise his attitude: “People say there’s no business like show business, but there is – it's called retail!” PH caught up with the retail pioneer on his most recent trip to the UK, where he was visiting his own branches and other retailers to get an up to the minute sense of the market, along with buying and merchandising director Kate Thompson and buyer, Kim Northam. Steven admits that back in Australia, he had been in 150 of his stores in the past three weeks. “It’s about getting out there and supporting stores – if you don’t, you are not going to succeed.” Steven’s philosophy of learning and engagement is shared with staff at House, where there is substantial investment in creating teams that deliver “silver service” levels of customer service. On opening new stores, House UK typically hires a restaurant kitchen to create a “classroom” where staff members can learn from using the retailers’ products. Individuals are also provided with kitchenware to take home and use, so that they can share real experiences with customers rather than read about features on packaging. “It’s
Inset: The storefront for Oxford’s House.
really important for our team to use products – it’s not dissimilar to a fashion brand where the staff wear the clothes,” states Steven. House’s staff training also explores “the customer approach” – creating opportunities to learn more about customers’ needs, aims and cooking methods, as well as building up a rapport. “It’s about having fun with our customers and solving problems,” says Steven, who adds: “If you just ask, “Are you happy PROGRESSIVE
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browsing?” then I tell them they should probably be working next door! Interaction is also about enlightening customers in an engaging way, for example, sharing the fact that the “most dangerous tool is a blunt knife.” As Kate points out: “We sell an amazing number of knife sharpeners.” House regards every product is a potential gift (taking inspiration from US specialist Williams Sonoma). “We’re cook, dine and entertain, so we have something for everyone,” Steven emphasises. It is up