Show Special kbb Birmingham 2018
Advertisement feature Business growth for retailers
that keep everything InHouse Wayne Dance, managing director of InHouse Inspired Room Design, explains that when it comes to creating success, working with fewer brands creates more opportunity
Q & A
Q: Tell us what makes the InHouse approach to the industry so successful? A: There’s not another company like InHouse. We live and breathe kitchens, bedrooms and bathrooms. We know the market, the brands and retailers inside out. We only work with outstanding companies and their ethos has to be the same as ours – exceptional products, quality, service and delivery. As sole UK agents for some of the very best European brands, our retailers trust us. We support them to attract, develop and retain each person that walks into their showroom.
When we introduced German kitchen manufacturer Schüller to the UK market in 2005, there was nothing like it and there still isn’t. Consumers gained the highest level of German design at prices they could afford. Retailers increased customer reach with the most flexible planning options and all with just one brand, reducing the unnecessary complexity of dealing with numerous manufacturers.
InHouse created a unique proposition and a successful business formula for UK retailers. The subsequent, separate branding for premium next125, the introduction of Aster Cucine and leading German bathroom manufacturer Pelipal, followed by furniture brand Geha bedrooms and most recently Italian appliance company Steel Cucine, has seen over 500 dealers across the UK and Ireland become part of the InHouse network.
Q: What does InHouse offer the independent retailer that no one else does? A: We make it our job to ensure that our brands stand out, and there’s no better way to build consumer desire and confidence than appearing in the best interior magazines. You’ll find details of next125, Schüller, Pelipal and Geha in all the leading trade and consumer titles. Our national advertising and marketing campaign drives brand awareness and we provide this free of charge. For the first time ever, independent retailers are on a level playing field with DIY sheds and high-street chains. Our retailers can compete on price, yet blow them out of the water with award-winning innovations
and top-notch ranges. We are making sure that every consumer gets to hear about our brands. There’s more – free customisable marketing and point-of-sale tools, connecting the independent retailers to an internationally-known brand that generates leads directly to their showroom. No other company offers this level of commitment. We know that life as an independent retailer can be hard work and often lonely. We have dedicated staff both in Germany and the UK that are there to help and you won’t find us switching off our phones at 5pm. We believe in working as a team, so we created a network of retailers who can learn from, and support each other. There are frequent trips to Europe, with opportunities to meet like-minded business people. Our experiences make us stronger, together.
Q: With huge investment in new premises, you must be confident about the future? A: Absolutely! There is no better time to show retailers how great our brands are than now. With a 2018 completion, the £1.5 million investment will significantly increase our current UK space, providing new meeting, training, office and warehouse facilities. The fantastic trade showroom will allow us to showcase ranges and create further inspiration for retailers. As a family-run business with a loyal team, this investment represents our commitment to the future.
There is no question that the Brexit announcement has made everyone twitchy and with no clear outcome on the horizon, it’s no surprise. We know that the 2008 recession was the worst economic crisis in our lifetime, yet we came through it stronger as a result. InHouse has more than doubled its turnover since 2009 and we have more experience than ever before. The UK is, and will always be, strategically important
Left: The Vienna range from the schüller.C collection
Below: Meet the InHouse team on stand G138 at kbb Birmingham
for our brand partners. We have a reputation for visionary business planning and supporting retailers through market variations. When the market becomes unstable, you need to be supplying the best products, the best value and the best service. We already do.
Q: Tell us all about your new partnership with Steel Cucine on its stand at kbb Birmingham? A: Perfectly aligned to the Schüller, next125 and Aster brands, Steel Cucine is a collection of beautifully designed built-in appliances, freestanding range cookers and refrigerators. We are really excited to add this successful Italian brand to our exclusive. Kbb Birmingham 2018 is a great opportunity for us to showcase this new partnership. With a Schüller kitchen on display, any retailer looking for leading European brands, backed by unprecedented investment in UK brand building and dedicated support, should come along to see Steel Cucine on stand G138 to find out more.
Contact details: For more information, please contact InHouse
Inspired Room Design at
www.inhouseltd.co.uk or call 01661 842304.
March 2018 kbb Birmingham Special Edition kbbreview 13
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