Edward Smith | THE KBBREVIEW INTERVIEW
processes so that we can service and support our retailers in the right way. Ireland is
still a very fresh market for us so there’s lots of opportunities there, which is really exciting.
Q: What were your priorities when you first walked through the door of Caesarstone? A: Initially it was to understand colleagues and understand what the business means to our customers – fabricators and retailers. Then it was about working out how we [Caesarstone
UK] can add value to those
businesses? How do we take this business to the next level?
Caesarstone is, without question, a brand offering a premium product – that’s one of the key reasons I joined the business.
But my question was how do we make sure that we’re offering a premium service to retailers and fabricators?
And to do that, you’ve got to understand your customer. Work out what drives them, what’s important to them. That’s the kicker. If you can do that, then you will grow. Both businesses will grow at the same time.
So that was the initial priority, to be honest. February 2024 •
Once you have that information, then it’s about working out how we take the business forward strategically? Where are the opportunities?
Q: What are your aims and objectives for the brand and your strategy to achieve them? A: No question – strong growth. We’re not number one in the market currently. Although we don’t necessarily need to be number one by volume, we certainly do need to be the number one household name for engineered surfaces. To achieve that, it’s all about going back to making sure that we offer premium products but also that premium service. And I think there’s more that can be done there, and we are very much looking at working on being front and centre so that our products help sell more kitchens – that’s the bottom line. We’re strengthening our partnerships so that we can help create business for our customers – retailers and fabricators.
Q: What important lessons have helped shape your career? A: One of the key lessons I’ve learnt is that all roles within a business are crucial. Everyone and every part of a business has a key role to play, otherwise it will easily fall down. One of my
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