Harrogate REVIEW
Smart marketing
Competing on value, not price The last three years have been a rollercoaster of mixed fortunes in every sector with flooring being buffeted between the highs of "pent-up demand" - remember that! - and today's uncertain trading conditions. The direction of the market right now is difficult to call according to most commentators. After the boom of interiors investment before and immediately after the pandemic, thiis year saw the market start slowly followed by a betterthan-expected summer for many but the "golden quarter" leading up until Christmas has been unseasonably sluggish for many manufacturers so far. The industry's response to such turbulence was on display at The Flooring Show in Harrogate and it's a smart one - a lot of carefully considered product development that's looking for every opportunity to add quality and value without adding cost, So while the entry-level sector takes a pounding for the forseeable future as the cost-ofliving challenge continues, and the high-end appears to carry on regardless, the competition in the middle market is keen and intelligent. Affordable wool, enhanced man-made carpets and streamlined smooths are where the battle to generate better margins for suppliers and retailers is being fought – check out the following pages in our feature for all the details but here's the synopsis..
Affordable wool Affordability is a relative term and many consumers under stress can't afford much at the moment, But those who can want to feel they are investing in something that will last and, historically for the UK, that sounds like wool. To some extent the gap between synthetic and wool has narrowed with the raw materials for synethetic fibres getting more expensive and current issues in the Middle East are going to exacerbate this oil-based situation. Environmental costs may also add to manmade carpet costs. And all things natural are in voguie right now so the appetite for wool launches is growing with all the major manufacturers boosting their portfolios. Enhanced man-made The improvement in the quality of synthetic carpet in recent years has been clear, reflected in the growing number of tenth gauge offers and in the increasing tendency towards polyester for performance alongside comfort. These developments run alongside sustainability as the man-made sector sits down to the serious business of getting its environmental credentials in order - for real, with excellent trends in recyclability and particular in the mono-polymer approach that hugely improves circular sustainability. Streamlined smooths If you haven't checked through suppliers' portfolios recently, look again and review your offer. Many of the main players - and increasingly attractive mid-sized suppliers – have completely overhauled their collections to make them easy for retailers and consumers to understand and navigate. Construction technology has further improved performance and fittability and suppliers have been quick to respond to new interior design trends. 36
BOOST YOUR BUSINESS IN 2024 Product development is all about making sales more valuable and enticing cautious consumers to spend. Read on...
SEE PAGES 36–64
THE STOCKLISTS November 2023