THE KBBREVIEW INTERVIEW | Dan Carr
espite its mid-high-end offering, its 104-year heritage and the fact it is a key brand within kitchen giant Nobia Group’s portfolio, the industry’s general perception of Magnet is that it is just another multiple. But could its latest approach to showroom design and service change that? The brand has been creating kitchens for homeowners in the UK since 1918, which could be another reason why the Nobia Group and Magnet refer to the brand as a kitchen design specialist.
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The new ‘immersive’ store format concept – which includes functional and interactive spaces and self- contained design studios – is being rolled out through its South Wimbledon, Stockton and Sale branches first, but the brand is planning to refurbish many of its 194 stores over the next year, in line with this new concept. “We’ve been around since 1918 and we’re still going strong, making us the UK’s longest-standing kitchen specialist,” Magnet’s executive vice- president Dan Carr explains. “We’ve always seen ourselves as a kitchen specialist and we’ve always taken great pride in areas like design. “Our new store format is part of our wider commercial strategy, which will focus on design and sustainability and has a clear focus on inspiring better living through purposeful design.”
BY DESIGN Better
Could Magnet’s new approach to showroom design and operation change the industry’s opinion of service and design standards offered by multiple retailers? Rebecca Nottingham speaks to executive vice president Dan Carr
Q & A
Q: Tell us about your journey to the role of executive vice- president at Magnet? A: I’ve been at Magnet now for 17 years. My background is finance, but I love kitchens, I love cooking, I love design and home renovation, so this really is my dream job – it fulfils a lot of my passions.
Add to the mix that, before I came to Magnet, I worked for department stores, so retail is in my blood. I stepped into this role before the pandemic – originally on a temporary basis but, for a number of reasons, during the pandemic I threw my hat in the ring to be considered for the permanent position. I love the business
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and the industry so much and, Magnet is a great brand with so much potential. And so, here we are.
Q: That length of career isn’t unusual for people working in the KBB industry. What is it about this sector that makes people stay for so long do you think? A: I can’t speak for anyone else but part of the reason I’ve been in the industry so long is because it’s pretty fast-paced. In some ways, I still feel like the new boy.
Another reason is the people –
everyone across the KBB industry is so passionate about what they do. It’s so varied as well. I think it’s a combination of those elements that makes the kitchen business so exciting.
Q: As a business leader what did you learn from the pandemic? A: It was a hugely challenging time for everyone and unfortunately there weren’t any manuals to consult, so – like everyone – I just learnt as I went. One of the major things I took from it is to always plan for different scenarios. A steady line of communication and looking after people are also key take- homes from the situation for me. Talking to people regularly – whether that’s our colleagues or customers – to understand how things are changing, what considerations are on their agenda, in terms of design or priorities.
Q: There is a lot of economic uncertainty around right now. How would you describe the outlook for the KBB retail market over the next 12 months? A: The macroeconomic environment is challenging at the moment. However, the kitchen is such an integral part of the home and evidence shows that people are still thinking about what they can do with that space and that will continue, even under challenging circumstances. That’s a really big opportunity for retailers.
Be attuned to what your customers
want and how their needs are dev - eloping and aim to provide a great service – that’s the best that anyone can do I think, under these circumstances. Independent retailers are fantastic at that service side anyway so that strength should serve them very well.
Q: What can Magnet learn from the way independents operate? A: Something we have to really think hard about is how we, as a business, integrate into our local communities – particularly with our trade customers. We are inspired by independents. That local reputation they have, and the understanding they have of their local market, that is really powerful.
Q: Is that what you’re hoping to achieve from the new concept stores? For people to perceive Magnet as more of a local brand? A: It’s not necessarily something I’m looking for from a brand perception but certainly for our teams – to really understand their local market is definitely something we’re striving for. That goes beyond understanding what our local customers want and how they are motivated to buy – we also
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