Added value: Bedrooms | PRODUCTS
Symphony’s Urbano range in dusk matt porcelain on display at its Barnsley HQ
A PWS bedroom display at the Clearly Interiors showroom, Burnley
“When we established the company in 2010, we only
retailed bathroom products. We soon noticed that there was a gap in the market for a local company who could offer the ‘full package’ under one roof, supplying and installing quality kitchens, bedrooms and bathrooms,” says Capstick. “We felt we could offer our customers a better experience by introducing a quality bedroom collection into our showroom – giving us the opportunity to retail multi-room projects.”
On display
It starts with the showroom. As everyone knows, you cannot sell what you do not display.
For some brands, offering kitchen and bedroom furniture can be a way to create a lifestyle brand and cohesive look for the whole home. The Symphony-manufactured Laura Ashley range is one good example.
But the array of manufacturers is endless, for example: PWS Bedrooms – which was formerly known as Kindred Bedrooms, has recently been integrated into its sister company PWS; then there’s Colombini Casa from Italy and Geha from Germany, both imported by InHouse.
Not forgetting the range of add-ons that can be put within a bedroom setting. Smart appliances and lighting systems are not limited to the kitchen – for example, the Samsung Air Dresser, which airs, steams and dries your clothes. So even the most tech- savvy of all can have a bedroom solution to fit their needs. Bedrooms will never be as complicated as a kitchen or bathroom, as 99% of the time they are a dry fit, and as such come with a smaller price tag. Which means a lot of people think, why bother at all?
Think about an average family household in the UK of mum, dad, and 2.4 kids. The average house has three bedrooms, but traditionally only one kitchen, one bathroom and possibly an en suite. Three bedrooms can be more profitable, as they can be installed in less time. On average, most retailers find that three bedrooms can be installed in the same time as one kitchen. Bedrooms are also more likely to be redecorated only a couple of years down the line.
Paul Capstick, director of Clearly Interiors in Burnley, which sells PWS, says that introducing bedroom furniture has given him the opportunity to retail multi-room projects and deliver the ‘full package’.
September 2019 · kbbreview
InHouse completed its large purpose-built HQ in Hexham at the start of this year. The showroom now features kitchen, bedroom and bathroom displays but, despite the huge new space, Dance does not have space for everything they would ideally like to put on show. He explains: “You will never have the space to display everything that you want – or that appeals to every type of customer, so you have to choose really carefully. We put a lot of thought and attention into our displays. The one thing that I do know is your customer needs a wow!”
We felt we could offer our customers a better experience by introducing a quality bedroom collection into our showroom – giving us the opportunity to retail multi-room projects
Paul Capstick, director, Clearly Interiors, Burnley
The devil is in the detail, with finishing touches like bedspreads, pillows and photo frames to make the space feel more like a real bedroom. The more you can help a client visualise it in their own home the better, as it will inspire them to be more creative. A few wardrobes aren’t going to wow the customer, so you have to put in the effort and show the same degree of creativity that you would with a kitchen or bathroom display. Having a lot of displays can help show the variety of bedrooms available and Clearly Interiors in Burnley has 10, including an impressive walk-in wardrobe though an en-suite bathroom. But when space is at a premium, Jack Hendy, assistant marketing manager of Symphony Group, recommends there should be three bedroom sets: one traditional, one contemporary, and one that focuses on current trends. Very often the only proper bedroom displays most customers
see are in that famous Scandinavian store. So you will have to be better than them to make your clients justify the cost of a fully fitted bedroom solution. “Today’s customers are spoilt,” explains Dance. “They’ve seen amazing displays in magazines, on TV programmes or in other showrooms. Our job as retailers is to outshine the competition.” And never forget those all-important add-on sales, such as storage solutions, drawer options as well as smart technology ranging from steam closets to smart lighting. This will offer
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