RETAILER PROFILE | RidgeWey
design the fabric on the back.” He also explains that the interiors offering works as a great way to get a foot in the door with luxury clients who might not be in the market for a complete kitchen just yet.
He says: “If they’ve got a home cinema and want a bar at the back – maybe just a drinks cabinet, combi microwave and a dishwasher – they’re still kitchen products. And if you can afford a private cinema in your house, you’ve probably got enough for a new kitchen at some point down the line.” Still, luxury clients can be found in
every town in the country. So why did Luckman open a new showroom in Weybridge, when his entire retail career until this point has been in high- end London showrooms?
He explains: “I wanted a location that would be more of a destination, instead of necessarily just on the high street. No one pops to their high-street Boots and thinks “actually, maybe I’ll stop to pick up a kitchen on my way home”. Along here, we’re with the hair salons, fashion boutiques, art galleries and estate agents. It’s a service area. You come here for a purpose, not just to pop through.
“Those showrooms
on Wigmore Street get loads of footfall, but they’re all people who have been to all the others, and they can become almost callous. Also, it’s hard for any retailer to compete with the flashy supplier experience centres around the corner.”
An interesting example is
the
showroom’s slightly unorthodox opening hours. Most days, the showroom doesn’t open for business until 10am, and it closes its doors at around 4:30pm – although the team do open later for appointments.
A historic moment
According to Luckman, this gives his team the ability to be versatile, but also caters to the lifestyle of his clients. He says, “I can visit project sites and still be here before the doors open. Plus, no one with proper cash goes to buy a kitchen before that time anyway. They’ve done their yoga class, seen their personal trainer, dropped their kids off at private school, and only then will they think about coming in. We’re also open for appointments at other times. If you want to rock up at 9:30pm, then I’ll still open up for you.” Despite the offbeat operating hours, Luckman and the team pride themselves on their tight schedule. “We’re a small team, but you’ll never see us being out on site with a ‘closed’ sign in the window. Someone needs to be there.”
When you have your own studio, you might as well write your own rulebook
In the business’ history, there has only been a single time the team weren’t actually at the showroom during opening
hours, and
that was for their big win at this year’s kbbreview Awards.
I’m interested to hear what Luckman’s learned going from showroom employee to showroom owner. He thinks it’s been a great opportunity to right any wrongs he’s seen in other showrooms he’s worked at. He explains: “If you have your own studio, you might as well write your own rulebook. Anything that’s bugged you, or even anything that you thought worked really well, you can have that.”
With a (very deserved) sense of pride, Luckman says: “That was the only time I ever put a sign up, and that was to tell people that we were up for a national award. It’s a team achievement – we didn’t want to leave anyone behind.” Following RidgeWey’s win, Luckman shows me the award display area the team have created, staged in the pantry of a kitchen display. He jokingly tells me that the bright and floral award is the one slightly discordant element in the whole space. Ever the detail- oriented designer, he’s made it work by also displaying a team photo in a gold frame, cleverly matched with the
kitchen display’s gold handles. Interestingly, for the showroom’s opening last May, the team decided to forgo a public opening ceremony. Luckman recalls: “As a luxury showroom, why would clients come to a big opening? Unless you need a kitchen, it’s not on your radar. Also, if you’ve got luxury items, you don’t necessarily want 50 people walking around knocking things over, or putting marks on the beautiful veneers. I didn’t see the value in it.”
Following its successful first year, PREVIOUS NEW KITCHEN RETAILERS OF THE YEAR
Luckman and his team don’t plan to rest on their laurels, but he humbly tells me that his main goal is to continue completing projects that have been in the pipeline.
“The days of people making decisions in weeks is gone – it’s now months. We’re fortunate that we’ve quoted for a number of projects, and now they’re coming through. “Obviously, the bigger the property, the longer the build. So it’ll be great to see those come to fruition over the next year.”
The showroom makes a real impression at night
2023
Et Lorem READING
What the judges said: “This superb new retailer has had impressive growth, with a stylish and well-presented showroom in a busy town centre. They offer a range of
2022
Ligneous Kitchens WALTON-ON-THAMES What the judges said:
looks and price-points, with sophisticated marketing driving the business.”
58
“Ligneous Kitchens stood out with a very impressive showroom which was beautifully designed to put across a true sense of perfection and attention to detail to any customer walking through the door.”
2021
Elgar Kitchens WORCESTER
What the judges said:
“Lisa Palmer has taken her 25 years in the kitchen industry and not just applied it to her own business, but also managed to turn it on its head to offer a much deeper experience to her retail clients.”
• June 2024
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