THE KBBREVIEW INTERVIEW | Dave Barber, Ideal Standard
About Ideal Standard International
Ideal Standard International is one of the world’s leading manufacturers of bathroom solutions, across multiple product categories, including sanitaryware, taps and fittings, bathing and wellness, furniture and accessories. Headquartered in Brussels, Belgium, the privately-owned company employs around 9,000 people and operates 16 manufacturing sites, serving more than 100 countries across Europe, the Middle East and Africa.
The Ipalyss basin in a striking black finish
Colour is a key element of the Atelier Collections as demonstrated by this Ipalyss basin
Sottini pieces will transition into the higher-level preference range under the Ideal Standard brand name.
Q: Ideal Standard brand products have previously been offered as a more mainstream retail solution, what makes it right for retailers across
all sectors
market now? A: We’re fully aware that the brand name Ideal Standard is sometimes seen as a bit too mass-market for
a lot of inde-
pendents, but not only is Atelier – which will be available exclusively through independent retailers – a complete step-change for us, and the market.
of the
keeping Sottini within our speci- fication business
– for high-end house-build projects.
I’m predicting another surge in demand when retail reopens which will be a golden opportunity for retailers
As mentioned, we have also
created an Ideal Standard preference range, especially for independents, which will include some of the most popular products previously available in the Sottini portfolio.
Q: When will Sottini be withdrawn from the UK market? A: The plan is that by the end of Q4 this year the Sottini brand will be fully phased out in retail. We are
44
Q: How will you support retailers through this period of change? A: The Atelier Collections mark a new era in Ideal Standard’s design journey, and we understand the importance of these ranges for our retail partners. Not only are we committing to a consumer advertising campaign to drive footfall to showrooms, but we are also working with retailers to provide support and tailor- made packages to ensure they are fully equipped to serve their customer base. We’ll give them
support through the transition – that means help with displays. We’ll do a sensible phase-out of Sottini and a great phase-in of Atelier. We’re also working really hard to make sure we can service our retailers in the timeliest fashion and to do that, we are expanding and transforming our distribution centre in Armitage with a dedicated retail area that will be able to cope with the growth we hope we’re going to enjoy over the next five years.
premium,
So that we can service them all properly. We’re also expanding our field sales team for retail as well, to ensure retailers get the support they need from us.
So, importantly, we’re not just investing in the product, we’re investing in the service and support proposition as well.
Q: With the introduction of Atelier, what’s the target for the business in the UK? Are you looking to grow your retail network? A: We have a triple growth target for retail in the next five years. We will be looking to transition
strong Sottini retailers over to Atelier and will also be looking for new dealers. We have a target of around 100 – we’ll be looking for flagship Atelier dealers and then Gold and Silver retailers.
Q: How do you see things playing out for the industry? A: There is a golden opportunity for retailers. During that first break in lockdowns last year, we saw retailers make a strong recovery. I’m confident we’ll see that again this year. Lots of people have money that they’ve managed to save up through the pandemic and house projects will be front-of-mind – so I predict there’s going to be another surge of pent-up demand when they open on April 12. There’s no doubt there are still challenges ahead – copper prices, for instance, are 60% above long-term average and freight costs are through the roof. But, from a business perspective, we’re moving forward with a strong brand proposition and the powerhouse of International
behind
Ideal Standard us,
so confident for the year ahead. · April 2021 I’m
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