SUPPLIER PROFILE | Aqualla
SUPPORTING ‘We are all about
theRETAILERS who support us’
Bathroom products supplier Aqualla was founded just over 10 years ago and in that time has increased sales sevenfold with an unwavering commitment to its bricks-and-mortar retailers and not selling its products online. Chris Frankland talks to MD Steven Allaway at its Belfast showroom
Hannah freestanding bath shower mixer in gunmetal grey finish
he message that comes across loud and clear as I interview managing direc- tor Steven Allaway is that Aqualla takes its commitment to support its retailers extremely seriously. Allaway (pictured) tells me: “It is hugely important to us because bricks-and-mortar showrooms have given us our business and without them we wouldn’t be here. Our brand is all about supporting the retailers who support us.” And Aqualla has put that promise
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into action with a strict policy that none of its products can be sold online. And as much as Aqualla has invested in its product and service, Allaway also recognises that retailers have invested in the brand too.
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“All the business we have built,” he continues, “has been done through people who have invested in their own showrooms, staff, lighting, rent, rates and advertising to bring consumers in and show them our products.” He adds: “For that consumer to
have the potential to leave the show- room, look the product up online and buy it cheaper, there is something not quite right about that. Our token of loyalty towards our retailers is a strict no-online policy and we have a dealer reseller agreement that our customers sign up to that gives us control over our images and brand rights.” He acknowledges that the online sector is a significant player in the bathrooms market, but he is unwavering in his commitment to showrooms.
“We know there is a big online sector in our industry and we know there is business out there,” Allaway concedes. “We have been app roached by more than one big online retailer. When someone comes at you with a big pile of business, it would be easy to say OK. But we are very black-and-white and we will not sell to people who are going to sell our products online.” Allaway says that Aqualla was one of the first brands to adopt a strict showrooms-only policy and concedes that “the horse had already bolted for some companies and their products were already online and they can’t really wind back from that. We now see some other brands coming through adopting a no-online policy, but I think we were one of the first”.
· February 2023
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