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OPPOSITE PAGE


TOP German manufacturer SieMatic has been around for 80 years MIDDLE LEFT


Symphony offers kitchens for every house type; cost


effective, standard and luxury MIDDLE RIGHT Caple has a specific contract department which works with developers to produce tailor-made


packages BOTTOM Schmidt is the fifth largest kitchen manufacturer in Europe


THIS PAGE


TOP LEFT SieMatic has devised a scheme to help housebuilders buy quality products at a discounted rate BOTTOM LEFT


Stoneham supplies kitchens to upper-end housebuilders who aim to provide housing to discerning buyers TOP RIGHT Stoneham works closely with developers to


ensure the kitchen suits each individual project BOTTOM


RIGHT Schmidt can offer any type of kitchen – from traditional in-frame, to modern high gloss


expensive, the specifications need to go up too. Not only should the appliance brand therefore be a top end one, but items like steam ovens, coffee machines and both washing machines and tumble dryers should also be installed. A good range of both built in and freestanding appliances should help to clinch the deal too.” But upgrades and incentives aren’t restricted to appliances alone. In fact, a good choice of doors that will appeal to each buyer’s individuality is bound to be a good selling point. After all, nobody wants exactly the same kitchen as their neighbours. “It is of vital importance that the buyer


can see that a manufacturer has a large range of options of doors such as slab, shaker and traditional in various different colours,” says Tom Anderton, marketing manager – buildings and leisure, Symphony Group. “Also the ranges need to be graded in price bands so that the buyer can clearly see what is available in each of the bands.” It also helps to be flexible when buyers are choosing the units, as offering a mix and match option may just provide the modern look buyers are after and, as Anderton explains, such clever design can give the look of


a more expensive kitchen. And offering additional extras, such


as a bespoke design service, may just be what sets you apart from the crowd. Stoneham is one kitchen manufacturer that realises that every development is different, and so ensures that it works closely with developers to give that individual service. “Additionally we can, if required, work directly with the potential homeowner to achieve subtle variations and differences on the design, which can further enhance the bespoke service offered to the housebuilder,” says managing director Adrian Stoneham. “This is something which cannot easily be offered by manufacturers based out of the UK. Stoneham is happy to entertain both the housebuilder and the new owner at our showrooms in Sidcup.” Such a marketing technique is bound


to be successful, as many buyers find it hard to visualise what their kitchen will actually look like unless they have seen it in the flesh. But logistics don’t always allow for buyers to travel to a showroom – in which case manufacturers may just be able to bring the showroom to the buyer. “We use a touch screen tool to demonstrate different kitchen options,” explains Barker. “We received


feedback from our consumers that they found it hard to imagine how the whole kitchen would look when they were just looking at a sample door in a marketing suite. Most people would opt for the kitchen shown in the show home as typically it would be the safest option but, by using modern software, we are able to show every house type on a site in every colour option so the customer can comfortably make their own selection.” Using such innovative marketing


tools is a good way to up sell – and an even better way to demonstrate unusual products. Many manufacturers are now thinking outside the box and creating unique kitchens in a range of different sizes. As a huge manufacturer, the fifth largest in Europe, Schmidt has a commitment to kitchen innovation and its latest launch is Evolution 130. This range offers a significantly taller and deeper standard unit – 780mm high (versus the standard 720mm) and 125mm deep, but at the same price. The new depth accommodates newer continental sized appliances more easily, while the taller units not only address the increasing height of adults, but also offers an extra drawer to each unit. And with over 2,000 door


showhouse July 2011 | 71





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