Armera | ADVERTISEMENT FEATURE belief in showrooms’ ‘We place our
Joint managing director Sarah Williams tells us how a pledge to support
bricks-and-mortar retail sets Armera apart from the competition
Q & A
Q: Tell us about the history of Armera... A: Armera is led by a close team of individuals with significant industry experience. Our skill base covers product design and development, technical know-how, supplier and customer relations, deep understanding of market challenges, and legal proficiency – all underpinned by private investment. We strongly feel that the physical retail showroom environment is the best way to supply bathrooms, and yet this is being destroyed by a lack
true support from manufacturers. Our passion and commitment to this issue led to Armera’s formation and underlying strategy to solely support bricks-and-mortar showrooms.
of
Q: Tell us about your approach to putting together the Armera product portfolio? A: Our portfolio offers coordinated bathrooms, incorporating WCs, concealed cisterns, furniture, basins, taps, showers and accessories. Our passion for interior design, coupled with a keen eye for detail, shines through in all our products. We focus on everyday sellers that make good margins for our partners. We attain technical innovations to solve real issues, such as significantly reducing installation time of concealed shower valves with the Armera Dock. By labouring over design detail, we get every measurement to its optimum and incorporate only the best-quality components.
Q: How does the end customer benefit? A: The customer benefits from well-designed products with the highest quality, supplied to them by the retail professionals whilst shopping in the most appropriate environment – the bathroom showroom. Bathroom planning requires in-depth technical and design understanding to ensure end customer satisfaction. The presence of a showroom allows the customer to touch and feel the product, and properly understand the technical and aesthetical options, which they will then use in everyday life. Ultimately the end customer receives a professionally designed bathroom comprising world-class designed interiors and guarantee-backed products at a fair price level, all delivered with great service.
Q: You’ve firmly committed to bricks and mortar retail. Tell us about your distribution network. A: Armera is solely supplied via its retail partners who must have a bricks-and-mortar showroom and a firm belief that the physical showroom is the
November 2021 ·
What retailers say...
best environment for the sale of our products. Having formed a selective distribution club with a limited number of places, we can offer exclusivity protection, in return for commitment to selling Armera bathrooms. We believe in having the right partners, rather than the most. Armera is a showroom-exclusive brand solely available to Armera’s club members.
Q: What would you say to a retailer who was interested in partnering with Armera? A: We hold trusted partnerships with retailers who see benefit in our strategy and want the same thing; highly saleable, well-stocked products that can achieve the retailer good margin with happy end customers. Working with Armera is stress-free and enjoyable. We place our belief in the showroom staff who ultimately influence the sale, and it’s those people that we are supporting with our entire business strategy. Our beautiful bathroom portfolio is offered exclusively to Armera club members. We are the only company with a complete offering at this level of design and quality, who exist to support showroom-based retailers.
“Since dealing with Armera, my margin has improved 3% each month.” Mark Davidge, The Tile and Bathroom Warehouse, Bristol
“Armera are the solution to a changing market dynamic for us independent retailers.” Patrick Ackerman, Bathroom Inspirations, Dorchester
“We’re really pleased to be partnering with a business that offers us fantastic protection across several bathroom categories.”
Jim Shuttleworth, Goodey & Howell, Northamptonshire
For more information on partnership opportunities, please call 01225 251204 or email
info@armera.co.uk
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