COMMENT AND OPINION | Paul Crow
PAUL CROW OPINION
The Ripples managing director found much to inspire him at kbb Birmingham 2020 with vibrant stands that excited the senses, one that was set out like a fashion store and another that had the look of a sweet shop
‘I applaud the positivity’ W
hat I needed more than anything was an energetic and exciting show and to feel the same sense of positivity from the supply
Acquabella was one of those small stands that is now looking very much at home at the show. It was also one of the most
original. I’m told the in-house marketing team provided the magic behind this idea so that’s proof that it can be done. Top marks for them
chain that I am hearing across Ripples showrooms and from many other retailers I speak to.
And so, I’ll say right now that it was a good show. But I made no effort to visit every stand. If Ripples doesn’t trade with you because we already have strong representation in that product group, I won’t spend much time window-shopping. My objectives are to meet with key people I already work with and need on board, and to try to spot changes in momentum in the industry, so that I can look to understand future trends. If a particular stand is growing in square-footage each year, I am curious as to what is happening in that sector that could be of benefit to us. Acquabella was one of those small stands that is now looking very much at home at the show. It was also one of the most original. Let’s face it, it mainly manufactures a coloured shower tray, so to present the stand as a fashion store was a smart move. I’m told the in-house marketing team provided the magic behind this idea so that’s proof that it can be done. Top marks for them. Dansani never disappoints and its stand was full of colour and confidence and to discover that so much of its product is customised to the customer’s individual needs is fantastic to hear for us design-based retailers, but a nightmare for their production manager, I am sure. The culture of the people oozes from every corner of the stand and it is no surprise to me that their numbers only ever increase. Virtual Worlds was only one step away from having its own show, such was the prominence of its large and busy stand. They remind me every time I see them that we are missing a trick by not working with them and, as a consumer gadget geek, I have to applaud what they are doing. Perhaps my personal favourite though was Drench. I like the fact that it’s a new company that is doing so much, so quickly with creativity at the heart of what it does. Proof that size isn’t everything and it’s rare for both our
marketing and sales teams to get excited by a product.
Showerwall had an excellent stand and I applaud its investment, confidence and presentation style. Again, this says to me that this is a product category rapidly gaining momentum. Flova was also impressive and in many ways far better in its presentation than so-called bigger brands that were absent. It’s nice to feel wanted. I also enjoyed the sweet shop feel of the Ca’ Pietra stand – its colour and vibrance brought life to that corner of the show.
Sottini is still trying to succeed and this was the first time in a while that its brand has looked presented in a way that I always remember Sottini. However, I felt it made a mistake
relying on the 22 chrome and white
combination in a world where everyone is shouting about colours and textures. The products available from Roca were merchandised superbly. It would be great to see this in the main hall again though.
The number of collaborations around the show was also noticeable. Graff on Dansani and BC Designs on Showerwall’s stand to name just two. It makes a lot of sense for one business to use another to complement its stand and to potentially share some of the cost. I happen to think there will be more of that happening in the future, including with manufacturers’ own showrooms. I was also surprised by the lack of environmental or sustainability themes at the show. Many manufacturers are doing great things in this area and have been for many years. I can remember at ISH over 10 years ago Roca dedicated its entire stand to the subject of water conservation. It’s not just up to manufacturers to educate us, but we can all do more and this was an opportunity missed.
Whether the show was a success for the exhibitors and the event managers will remain to be seen. That old saying of ‘if you do nothing, nothing happens’ remains true and whether I visited the stand or not, I applaud the positivity that came from everyone as it’s clear the industry, is fit and well.
· April 2020
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