MANUFACTURER PROFILE | Arbor Lane Interiors
‘ how it is to be I understand
Arbor Lane Interiors makes bespoke furniture for around 20 retailers and has recently expanded its workshop space to meet growing demand. Chris Frankland talks to managing director Danny Wood, who also owns retailer Burlanes
But there is one good reason why Arbor Lane Interiors in Kent can claim to have an edge – managing director Danny Wood also owns and runs Burlanes Interiors, which has two retail shops in Sevenoaks and Chelmsford. “Having my own retail outlet keeps
O
me in the game,” Wood explains. “That’s where I cut my teeth and I think that’s what puts me in a great place to provide a manufacturing service to retailers. I know what it’s like to be on the receiving end of suppliers – how it is to be a retailer, which I think a lot of suppliers do not understand. I have got quite angry with a few lately, trying to explain that it is us out there selling it, us with the shops, us paying the business rates and rents to sell their products, and a lot of the big boys fail to understand that.” And that service includes putting things right if there should be a problem. He adds: “If we make a mistake, we will get it sorted there and
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ffering a good service to their retail clients is crucial for manufacturers.
then. But if they [the retailer] make a mistake, which everyone does, and they need something, I will do my best to sort it within seven days. Whereas if your supplier is in Germany, it is more like an eight-week turnaround.” Wood set up Arbor Lane Interiors in 2019 to provide bespoke kitchens for Burlanes and any other retailers looking to add that option to their portfolio. It offers retailers a range of bespoke furniture that they can brand and sell as their own. As well as the two Burlanes showrooms, it supplies 27 retailers, of which around seven have displays. Wood says Arbor Lane will dictate to retailers that they need to have ‘x’ number of displays.
Support packages Wood explains how at the beginning of 2019, “before we’d even heard of Covid, a manufacturer sadly went into administration and we picked up a lot of their people who then shifted to selling our product”. Arbor Lane also supplies to interior designers. The company offers various support packages for its customers. Its Design
Partners tend to have sample doors and a stand or sample cabinet and sell from that, and they get access to three sets of imagery from its website. Its Display Partners, who have a display of
Arbor Lane furniture in their
showroom, get access to all available imagery, help with social media and a monthly newsletter about what is trending. Marketing support is also
offered through its PR and marketing manager Lucy Riley. As Wood reflects: “The biggest thing I did that changed me from being an independent to what I am now is taking on a marketing person full-time. That was the best thing I ever did.” Arbor Lane moved into bigger, 10,000sq ft premises in September 2020. But it didn’t have to move
· November 2021
A RETAILER...’
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