commercial property 49


Area Sq designs its way to success


Office interior design and fit-out specialist Area Sq has recorded a 91% increase in turnover for 2011-2012 over the previous 12 months


Financial results released by the company, which has its head office in Egham and is part of Fourfront Group, show turnover went up from £33.6 million to £64.1m, with a significant proportion due to an increase in repeat projects from existing clients.


Clive Lucking, chief executive officer of Fourfront Group, says he believes one of the secrets behind Area Sq’s success is the way it works with its sister companies – fit-out contractor Cube Interior Solutions, workplace design consultancy 360 Design Studios and furniture solutions specialist Sketch Studios – to foster long-term relationships with clients.


“When we set up Fourfront Group, the idea was to create a group of companies whose services were complementary rather than competitive,” he said. “It’s about answering our clients’ specific needs and it is what has made us so successful.


“We recommend a particular solution for each project; if a client wants design and fit-out together, Area Sq will be managing the project, but if the client prefers a separate design house, then we’ll use 360 Design Studios. Equally if it is pure contracting, we’ll use the expertise at Cube.


“We never force clients down a particular route and they appreciate it. This has set us apart from our competitors, who are much more project-driven. Our objective is to create long-term relationships with our clients by investing time to understand their business.


“By doing our core businesses very well, other opportunities have presented themselves and that has allowed us to grow the Group.”


This approach clearly pays off: a significant proportion of Area Sq’s impressive boost in turnover can be attributed to an increase in repeat business and its London office, opened in 2006, has continued to go from strength to strength.


At the same time, Area Sq has continued to expand its specialist corporate accounts team, which now makes up more than half its annual turnover and overseas projects in cities including New York, Amsterdam and Paris. Corporate accounts team clients include Serco, McAfee and easyJet.


Area Sq’s innovative approach and expertise has led to new opportunities including the management of new build projects and it has recently secured multiple office design and fit-out projects in excess of £10m.


Strong growth in key sectors such as IT/technology and pharmaceutical, where Area Sq’s clients include Citrix, Landesk and Ferring Pharmaceutical, has helped boosted profits and its number one position in the Thames Valley in the software sector has enabled the London business to secure a number of clients, including Sage Pay and Infosys.


THE BUSINESS MAGAZINE – THAMES VALLEY – OCTOBER 2012


“For me, that really stands out as an achievement; it was the result of three years of hard work by our dedicated Environmental team,” he said. “We made a real cultural change to the way we run the business and we showed that it was not just about success and numbers, it is about the way we do things differently. The Sunday Times award has given us a lot of credibility and it made me extremely proud.


Details: Clive Lucking 01784-274000 clivelucking@fourfrontgroup.co.uk www.fourfrontgroup.co.uk


At the same time, it has reaped rewards from its leading position in the fast expanding online gaming sector, completing a string of office design and fit-out projects for clients such as Pokerstars, Bodog and Gamesys.


It has been just 12 years since Lucking co-founded Area Sq, a meteoric rise that has seen it establish itself as the UK’s market leader, trebling its turnover in the past three years alone in a market that has seen many of its competitors struggle.


“Starting your own business comes from a personal motivation to want to be successful and to make a difference,” he continued. “We always knew we wanted to compete with the ‘big boys’ and focus on head office and regional office developments for multi-nationals and major corporates.


“We spotted a gap in the market in the Thames Valley and set out a strategy to build relationships with the property professionals in the big towns across the region; we wanted to be recognised and it has paid off.”


The rest is history and the group’s success has reaped many awards and accolades. However, it was last year’s placement in The Sunday Times Top 60 Best Green Companies awards which Lucking is most proud of.


Clive Lucking


“Fourfront Group’s success is also largely due to the talented people we employ. We source the best people in the industry and invest via the Fourfront Academy in a personalised training programme. As a result, our staff retention rates are incredibly high,” Lucking added.


Area Sq has just started its 2012-2013 period with its strongest ever order book and ongoing projects for companies including BBC, easyJet and Tata – a sure sign that there is another impressive year ahead.


www.businessmag.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60