ADVERTISEMENT FEATURE | Armera
SARAH WILLIAMS, ARMERA
‘Why we’re a trusted source of supply’
Sarah Williams, joint managing director of ARMERA, reveals the strategy behind maintaining the company’s robust supply chain and how it offers retailers faith and trust in their ability to supply the products they need, when they need them
tock availability is one of our key strengths as a supplier to bricks-and-mortar bathroom showrooms. We want our retailers to feel 100% confident when offering the full breadth of the ARMERA portfolio, knowing that regardless of product choice, size and colour, they will be able to supply their clients with the bathroom they want and, most importantly, within the timeframe they need it. To enable that, excellent stock levels through top class supply chain management are required. We see that as our job as a supplier and take responsibility – and pride – in doing that well.
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Our method and management gives retailers the confidence and reassurance they need to operate their businesses in a hassle-free manner. We
have consistently received praise and comments
specifically about our stock availability and overall customer service.
Supply-chain management has been a key focus of the business from day one. Our aim of 100% stock availability is a key part of our business plan, and it has shaped our product portfolio, stock investment, warehousing space and supplier management.
Like any objective, aligning all business activities enables you to turn those aims into reality. We proactively report our stock position to customers via weekly emails and live on our website to keep them reliably informed.
as a reliable supplier – often going the extra mile to mitigate against challenges. A few examples of our initatives that have enabled our supply chain success include the daily analysis of data to keep abreast of customer demand, intuitive changes to stock priorities and proactively adjusting the production and shipping plan accordingly. We control and hold stock to a level that we feel confident in, which does of course differ for the various production lead times of products in our portfolio. Investment in stock is the largest category of investment across the business. We are so close to the production and manufacturing process of our product portfolio, which allows us to proactively engage and react accordingly.
We strive to find solutions that allow us to operate as a reliable supplier – often going the extra mile to mitigate against challenges
Navigating challenges Of course, we face the same external challenges as any other manufacturer. However, largely due to our experience and the priority placed on this area of the business, we navigate those challenges well. We have the proven track record. We may spend more time and money on supply-related issues, but our retailers don’t need to see or feel that. As a supplier, we understand that we must bear the brunt and strive to find solutions that allow us to operate
All of this, plus the ingrained fundamental belief that stock is king is driving our business, our investment, and our decisions about product development, which are all aligned with that core aim of maintaining 100% stock availability. We are nimble and close to all areas of the business which enables us to take decisions that directly affect stock availability. We have the experience, the relationships, and above all else, the care, the commitment, and the enthusiasm to achieve this. I cannot stress enough how relationships with our suppliers helps us achieve this. It is their understanding of our business and our customer base, that allows us to work together. Similarly, our experience of the bathroom market and our customers allows us to accurately forecast requirements, enabling us to be ready to serve our customers well.
Furthermore, being privately owned allows us the freedom
to prioritise customer service above external stakeholders’ financial targets. To enable ARMERA to deliver the goods when needed is down to a genuine passion for having stock available, understanding how our retail partners are affected when items are unavailable, closeness to suppliers, great teamwork and communication, and investment in stock. „
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• April 2023
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