RETAILER PROFILE | Ligneous Kitchens
A Laminam-clad kitchen by Bax
now, but the housing market has also picked up in the Surrey area with a real mini-boom across the full spectrum of price points.”
Ligneous is also a member of the KBBG (Der Kreis) buying group, which Morrell says has been very beneficial to the business. He
tells kbbreview: “We were
introduced to [KBBG MD] Bill Miller at a Hausmesse one year. We were developing our idea for Ligneous and joining the KBBG just felt like the right thing to do. There is a level of support as a member that would be invaluable to us, because we are not old hacks in the kitchen industry. They gave us help when it came to choosing brands, location and their views and experience of what works and what doesn’t – you get the discounts, too.”
Prickett agrees: “It has been an incredible resource for contacts with people who have helped tremendously to get us to where we are now. I would say that, to a degree, we couldn’t have done it without them.” And the KBBG also helps Ligneous get better deals on a lot of the brands that it stocks.
Vision
Morrell shares his vision for Ligneous: “Our philosophy is that we want it to be very much a dynamic showroom. We are going to hold cooking events as often as we can. We will get manufacturers in with interior designers to explain about extraction, etc, hold wine tastings, stage art exhibitions – have
it 76 so that there is always something going on, which is why we
Ligneous kitchens made by KH
have laid out the showroom to make sure that it has plenty of space. We have not cluttered it by trying to put in as much as possible, because we don’t need to.”
As for the future, Ligneous has some growth markets it intends to target. Prickett says: “Home offices is an area where we feel there is a big market – and outdoor living, too. That is very much an area we want to get involved in and a direction that we would like the business to take. These are areas where we could really offer something.
“And also kitchens in commercial settings, such as in offices. Our signature look, the contemporary German style, lends itself very well to
office environments – restrained, business-like – that require a smart, contemporary kitchen. In fact, we are about to begin quoting for such a job in central London, which might be a very good test case for us.
“That side of the business has great potential and is a nice niche to target.” The duo explain that a second showroom may be on the cards one day. But they would do things differently, says Prickett. “It is a question of when, where and whether that second showroom sells in the same way, to the same people, as this does – and I think the answer to that is no, it won’t. It will be a different showroom, selling to a different market in a slightly different way. Because
we’d like to keep this as a little gem, selling high-end German kitchens.” As Morrell confirms: “You wouldn’t
want to do the same thing anywhere close, as you would end up competing with yourself. We want something that complements this showroom, rather than competes with it.”
· November 2021
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