PRODUCT FEATURE | International kitchen brands
Scavolini’s new Mira collection promises a ‘quiet luxury mood’. It includes a mix of doors in green and textured melamine with porcelain worktops
confirms: “UK retailers understand that as the ‘cost of living’ bites, it’s no longer just about offering a German kitchen
brand to support new
business, but focusing on the mid to upper market with a distinctive premium furniture solution. We thrive on individuality for the retailer and personalisation for its end customer.” Customisable design options are key to tapping into the domestic style identity say the international brands. It allows kitchens to be tailored to UK tastes while embracing innovation and cutting-edge European style. “International brands that target a
UK customer base need to strike a balance between offering a sophisticated, global appeal and incorporating elements that resonate with local culture and design preferences,” adds Furber at Siematic.
Support
So how do international brands help the UK retailer in terms of display, marketing and support?
“Our in-house corporate architecture team design the full studio concept and environment, not just the display, with consideration to the needs of the retailer and the local market,” explains Scott Rot - chell, dealer manager at Poggenpohl UK. “We run global and national brand cam - paigns targeted at driving potential clients to our website where they can find their closest studio. The enquiries are then
This market is broad in aspiration and desire – it’s what makes the UK market a cherished one for international manufacturers
Tim Spann, UK national sales manager, Keller Kitchens
sent to the retailer who each have their own ‘micro-site’ on our website. We have local marketing strategies per retailer and give them access to hundreds of brand images and videos for use on their websites and social media platforms.”
48 tailor a
It’s a similar picture of retailer support from other leading international brands. “We believe in looking after every retailer in the Rotpunkt family and supporting each of them to develop their business through a combination of practical, professional and proactive product know- ledge and trading,” states Matt Phillips, head
of are UK
operations at Rotpunkt. “Our dealers
the comprehensive
face of our brand for UK home- owners and d e v e l o p e r s , which is why we range
of
competitive sales packages, training product literature and POS merchandising.” Scavolini also helps retailers make the most of their showroom displays: “We understand the importance of
showcasing our furniture in the best possible light,” says Scavolini’s CEO Fabiana Scavolini. “To this end, we offer props and decorations to retailers to help our kitchens, bathrooms and living room furniture come to life.” There are two major issues that will inevitably influence UK retailers looking to forge a relationship with an international kitchen brand: Brexit and carbon footprint.
For Poggenpohl, any Brexit disruption has been minimised by offering retailers a contract with Poggenpohl Group UK. “This means all purchasing is done via the UK business with less Brexit-related paperwork,” explains Rotchell. Sustainability is the other key concern. International brands are keenly aware of the potential impact longer transport journeys and this has led to them taking steps to minimise and reduce their carbon footprint. Siematic uses eco-friendly materials and sustainable production methods for example and has long been
Designed by Hampstead Poggenpohl studio, this +MODO kitchen mixes Champagne Aluminium and Bronze Anthracite door
fronts with Light Smoked Oak drawer pull-outs
completely independent of gas. “Instead, we use wood residues and product dust for heating in Siematic’s energy centre and electricity is green sourced. We source materials locally to reduce transportation-related emissions,” confirms Furber. Rotpunkt, meanwhile, makes its kichens from Greenline BioBoard Gen2, a sustainable and eco-friendly alternative to traditional chipboard Keller is also embracing all aspects of sustainability and has been a carbon neutral manufacturer since 2017. The international kitchen market certainly has much to offer the UK retailer in terms of product innovation, retailer support and sustainability. Miller at the KBBG says: “Inter-
national kitchen suppliers see the UK as a target market. If they are already here, they want to grow bigger. If they’re not, they are interested in developing a customer base here. International kitchen brands will continue to expand here and keep UK brands on their toes.”
• November 2023
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