Levent Giray | THE KBBREVIEW INTERVIEW
As more technology comes through into the bathroom, this need for showroom partners will only increase as consumers will need their knowledge and expertise
product designs have changed
accordingly, resulting in a great increase in
variety. And, although
that kind of change brings its own challenges, in the end it has helped the industry evolve and progress. That change in demand and change in the offering has been driven by independent bathroom retailers. Perhaps the biggest change we’ve seen in the industry, and the change that is now driving the industry forward, is how consumers start their product research and search online. This is obviously causing changes in how we – brands and retailers – communicate and connect with end users. In light of this, our role – or duty – as manufacturers is to help retailers stay relevant and benefit from this change. That is largely on us, as manufacturers, but the retailers themselves have to do what they can
August 2022 · to remain relevant too.
Retailers should continue to push manufacturers
to meet what this
changing consumer behaviour demands from them, and they should work with brands that can guarantee continuity of supply.
Q: Are brands – and the industry in general – doing enough to support independent retailers? A: Our duty as manufacturers is to produce the correct products and then create awareness in the marketplace, so that consumers not only demand the product, but go through the right channels to purchase it. We need to create the demand and drive footfall into showrooms. Are we, the brands, doing enough of it? Probably not, but that’s certainly a key part of our strategy at VitrA UK.
Q: How is the market looking at the moment and what are your predictions for its outlook in the longer term? A: After the pandemic lockdowns, we saw a very buoyant marketplace, which brought its own challenges. Demand has been higher than anyone expected or could have predicted. I hope this level of demand continues, but it’s likely we’ll start to see a slowdown towards the end of the year. But,
I’m sure people will
continue to invest in their bathrooms. I’d say that the skills shortage is a big issue now and we really need to make sure, as an industry, that it doesn’t turn into a long-term chronic issue that hampers the growth of the industry.
As retailers and manu-
facturers, we all need more qualified fitters to install our products correctly so that product satisfaction is there
with consumers. We, as a brand, support any initiative to overcome this real issue and I’d urge retailers also to do what they can to plug the skills gap, like investing in app - rentices, for example.
Q: What would you like to see happen next for the VitrA brand in the UK and what words of wisdom can you offer your replacement, Steve Breen? A: That’s a hard one. Steve is a very experienced and capable manager and leader, so I’m sure he will take VitrA UK forward successfully and create new strands for the business. VitrA UK is in a good place and in rude health right now, so I will be watching with excitement at what happens next. • For the full details about Steve Breen’s appointment, see page 8
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