Baymoor Interiors | RETAILER PROFILE
Turner says: “If you had asked us last February what we wanted our order book to look like, we’d have probably wanted it to look different. So we have got to be realistic. The pandemic has changed the kitchen market – you can’t just go and get an oven or dishwasher. That takes time. There are shortages of materials and products. We’d be limited if someone said they wanted an oven tomorrow, put it that way!”
Order book
Baymoor is selling around two to three kitchens a month at present and the average sale is between £30,000 and £50,000. Their typical customer is semi-retired or retired with disposable income. They will not do supply-only, they don’t do finance and they won’t touch the budget end of the market. But they do offer a lifetime guarantee on their kitchens. Turner and Chappell share the design work, although Chappell admits he is still getting to grips with the CAD software. They also find that most of their projects involve some building work. “It’s not kitchen out, kitchen in,” says Chappell. “Quite often there’s a lot of building work involved. Most of our customers want to make changes to the room. It’s not just a kitchen, it’s a full project.” And they have a local builder they have worked with for 15
Showpiece window display of traditional in-frame kitchen with a modern twist
years to handle all of that for them. Baymoor’s website looks good and has plenty of blogs giving hints and advice. The majority of that and their marketing is handled by Chappell’s daughter Becca. For social media, they have a presence on Facebook and Instagram.
Chappell sums it up by saying: “We want to look after our customers. Our customers are important to us – they’re
not cash cows. We want people to remember us. We want people to recommend us. “We could have gone down the route of getting cheaper kitchens – doing more of them and going down the same route as everybody else, but then you are just in a race to the bottom when it’s all about price. That’s not where we want to be.”
As for the future, the guys are clear
they will not be diversifying into bath- rooms or bedrooms. “We decided that kitchens are what we want to do and we want to specialise in one thing only,” Chappell says firmly.
Over time however, they do plan to expand and may well look at a second showroom.
As Chappell concludes: “This is only the beginning.”
Baymoor’s spacious interior has been tastefully dressed
July 2021 · 67
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