Cover Story


Sir Stirling Moss


customer service and a high standard of workmanship, which our franchise owners can provide.


The older consumers of today and tomorrow are not the same as the equivalent generation of yesteryear. They come increasingly from the ‘baby boomer’ generation, who still have an eye for good design and are used to getting what they want, so marketing to this age group should be aspirational in tone. As The Telegraph says in its report on how the grey pound is now driving retail spending: “The blue-rinse brigade is being replaced by the evergreen shopper – those consumers who want to stay young both physically and emotionally.”


“Our basic brand


proposition of affordable kitchen and bathroom makeovers appeals strongly to more mature homeowners”


This market trend is reflected in our product range, where the choice of designs, colours and materials is continually changing, and in our increasingly sophisticated marketing


material, where a focus on affordability has given way to style and a generally more upscale approach. Our customers like the sharp look of black mirror-flecked worktops, the minimalist appeal of cream quartz and lissa oak, and the occasional splash of bright red or verdant green recycled glass. Overall, they still aspire to fashionable kitchens and bathrooms, and we cater for those tastes.


The over-50s also represent the strongly emerging ‘do it for me’ market sector, since they didn’t necessarily have DIY skills passed down to them in the baby boomer era and now prefer to have qualified tradesmen carry out their home improvements. Statistics indicate that our


July/August 2014 | Businessfranchise.com | 25


Investment: £20k-£50k


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84