The Kitchen Broker | RETAILER PROFILE
A traditional display in on-trend green with a Belfast sink
Most sales are of traditional style kitchens
Flexibility was his last ‘key factor’ and he prides himself on having been able to adapt quickly. This has helped him to cope with unforeseen challenges, such as a couple of recessions and the Covid pandemic and, as he puts it, “act on seizing new opportunities and, ultimately, it’s a major factor in why we are here and thriving”.
‘We care’
He tells kbbreview that the company’s motto is ‘The difference is – we care’. And that means he does not subscribe to the high-pressure sales techniques people often encounter in larger retailers. And since a large part of his business comes from the grey pound, he has found that his approach works and that they respond better to it. “They’ve paid off their mortgage, they are bright, they want good value for money and for someone to talk to them with respect. Telling them that it’s 50% off, with a free cat and dog, a pair of slippers and a
November 2023 •
holiday to Hawaii if you sign this afternoon won’t work – they don’t like that. And they don’t respect it. They want honesty and value for money and they don’t care where the interest rate is going.” Interestingly, Theyer says that they have seen a noticeable rise in younger customers, aged 30 to 45, coming through the door. They have two incomes, they’ve been in their house for 10 years or so and so their mortgages are lighter. Many are undertaking projects and remortgaging to fund their kitchen projects. And whereas The Kitchen Broker’s customers have in the main been choosing traditional style kitchens, these younger customers, says Theyer, exhibit a strong inclination towards contemporary trends. So what is it that Theyer believes sets The Kitchen Broker apart
We care for our customers by ensuring they are not compelled to accept a kitchen prematurely simply due to a limited-time sale
from its competitors? Well, it goes back to that motto of ‘we care’. “We care for our customers’ well-being,” he says, “by ensuring they are not compelled to accept a kitchen prematurely simply due to a limited- time sale or an unbeatable clearance. We care also about how they prioritise their hard-earned money by ensuring they obtain the utmost value in the areas that truly matter, by ensuring the design aligns with their specific requirements and achieves that perfect blend of practicality and aesthetic appeal.” It’s a curated approach from start to finish, as Theyer adds: “We are dedicated to being there for our customers throughout their entire journey, from design consultation to fitting and installation. We offer an end-to- end solution. Our goal is to complete the job so effectively that we never need to see the
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