SUPPLIER PROFILE | Callerton
Investment in a new training suite has enabled Callerton to expand its training programme
retail network, but also allowed them to move equipment round to increase efficiency. “Following the significant investment we have made in the business over the past 12 months, we have seen the benefits from improved working practices and increased capacity,” Short says. “We intend to continue to identify opportunities to make further improvements.”
Sustainability
It has even added a biomass boiler and an improved extraction system to not only help reduce energy costs but also maintain its price position. Again, recognising its role in providing ongoing support for its retail network, before the pandemic Callerton also invested in a brand-new training suite at its factory and HQ.
“The introduction of the new training suite had been intended to allow us to provide expansion of knowledge through our dedicated training programme,” explains Short. “Initially, this had been intended as an in-person course but, due to the pandemic, we were forced online. However, this actually proved to be the perfect delivery method for much of the information we wanted to impart to our retailers. “We believe strongly in solving problems for the longer term hence the investment in our comprehensive retail training programme and dedicated training facility. The programme consists of 12 modules delivered through videos, live in-person or online sessions. What’s key is that it is tailored to suit the needs of designers at various stages of their careers.”
Callerton has made significant investments in its factory and HQ, allowing for increased capacity and improved efficiency
Not only do we understand what it takes to design and sell kitchens to end consumers, we recognise that without our retailers we don’t have a business
specialist retailers to the Callerton family.”
Short is quick to explain that, although the overall objective is to expand its network, it will be based on its current principle of offering its retailers exclusivity. “We understand that exclusivity is important to our retailers and each of our partners is given their own
For context, what effect has that investment had and how is the business faring in general? “Although we experienced an initial downturn immediately after the Covid announcement, like many in the home improvement sector, we then saw an 18-month period of record-breaking turnover,” she says. “Turnover increased by 15% compared with pre-Covid levels. “We currently serve a network of around 30 retailers but, thanks to the investment in the business and subsequent increase in capacity, we have ambitions to grow that figure and would love to welcome new independent design-led kitchen
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geographic exclusivity ensuring they don’t compete with one another,” she explains. “That said, we still have lots of opportunities to grow our network, even keeping in mind that important principle of exclusivity. Thanks to the investment we’ve made in increasing efficiency and capacity, we are now in a position to extend our first-class service to more retailers.” And what about the future of the brand and the industry as a whole?
“It would be naïve to suggest that everything is rosy in the market at the moment,” Short concludes. “But we are seeing more demand for high-value projects, which are likely to be less affected by the current financial challenges. Design-led kitchen specialist retailers are in a unique position as they are selling design as well as products and project management. I feel strongly that this focus on service and innovative design will secure the sale.”
· February 2023
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