Vado | SUPPLIER PROFILE
A Japandi inspired bathroom scheme by Vado
prices to online resellers than to showrooms in a bid to level the playing field.
One company that is taking full advantage of the
CMA’s decision in order to show its support to independent retailers is brassware specialist Vado. Following the change in competition law last year, the brand has invested time and money into a two-tier pricing strategy that enables bricks-and-mortar showrooms to benefit from favourable terms for investing in physical displays, in-store support, and bathroom design. “We have always recognised the important role showroom dealers play in the sale of Vado products,” explains Andy Baines, managing director, Vado. “We’ve also always understood that, to sell our products, bricks-and-mortar dealers have to invest in comprehensive displays and in training their staff to best advise the consumer, and that’s a cost that isn’t necessarily borne by all channels. “It’s only when you see and touch our products that you appreciate their true value and therefore,
November 2023 •
once the law changed to permit dual pricing, we wanted to give back to our showroom retailers with buying terms to reflect that commitment and that investment. We feel really strongly about independent retail being our primary channel. For us, this has all been about rewarding bricks-and- mortar showrooms for their invest ment in the brand, rather than penalising anybody.”
Product and marketing director Angela Neve adds: “We’ve welcomed the change in the law, which has allowed us to offer more comprehensive support to retail showrooms, affording those physical stores with increased benefits and commercial terms to reward their investment in our brand and to level the playing field.”
As part of the two-tier pricing initiative, Vado has also circulated what Neve describes as “easy to
It’s about rewarding bricks-and-mortar showrooms for their investment and commitment to the Vado brand
follow brand guidelines” for selling its products to ensure that the brand is represented in a consistent way across all touch-points. Although it helps significantly, effective retailing doesn’t just come down to price and buying terms. As any good retailer knows, for them to appear attractive to consumers, it’s also about breadth of product range and customer service, which for retailers equates to how easy it is to deal with a supplier.
Recognising this, it’s not just a new commercial support package that Vado has been planning. Following conversations with key retailers, Vado has also launched
a series of new initiatives including a new website to drive increased footfall to stores; a regular newsletter, more promotional activity and they have initiated work on new product lines. The first of these being flush systems, which launched in April this year,
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