| 53
comprises 18 MF boards and 12 worktops, are proving popular, as is the “stunningly realistic” Pure Wood texture. But Kronospan bills as its most exciting
introduction in the new Trends collection its ‘Flows’ range, creating an “industrial mixture of cement and metal” in five tones, combined with its new, multi-faceted surface finish, ‘Rust’. “With three new melamine presses, latest
plate technology and printing techniques, we’re able to go deeper in structure and finish to compliment any décor surface,” said Mr Davies. The new collection also features 13 new woodgrain decors, including Grange Oak decors with their reclaimed, repurposed look, complete with knots, holes, varying width boards and chatter marks.
There are also two new elms, ‘Natural’ and ‘Stone Aurora Elm’, which, like its other timber products, are available in Kronospan’s Pure Wood finish, giving a semi-matt effect like a “lightly polished veneer”. More products are also lined up for the kitchen sector later in the year, including a new matt to complement the company’s Mirror Gloss range and new Synchronised and feel wood décor ranges. “We’re very positive,” said Mr Davies. “The building sector is very important to the UK’s recovery from the pandemic and, with the new hybrid way of working, we see people continuing to invest in home refurbishment. With increased costs in transport from Europe and China we are also seeing a lot more projects and furniture planned to be produced in the UK.” ■
Above: Kronospan Trends Decors, including Honey Castello Oak, Iron Flow and Cream Navona worktop
when restrictions closed most of retail”. However, the next two years, says AMA, will see “rebounding growth”. Some consumers may continue to be cautious due to post-Brexit economic worries, but others, notably mortgage-free, over-55-year-olds, those with savings and equity in their homes, “may consider [kitchen] refurbishment regardless of economic climate”.
This perspective is largely shared by analyst JKMR in its latest Overview Report on the UK Fitted Kitchen Market, just revised to address pandemic impacts. This defines the fitted kitchen as fitted units, worktops, sinks/taps/ waste disposal units and integrated major domestic appliances (MDAs), plus ‘focus’ MDAs purchased with fitted cabinetry. It said trade in the first 10 weeks of 2020 was robust. But then lockdown saw almost all kitchen outlets suspend trading. Some suppliers reported customers still reluctant to allow installers into their homes when lockdown rules were eased, but most reported a pick up from May. Suspension of stamp duty on properties under £500,000 provided added market impetus and JKMR reports kitchen multiples using sales to further “re-energise” the market.
Through the summer quite a bit of earlier lost ground was recovered, thanks, said JKMR, to a strong upturn in retail sales (as against new build installations) and consumers were reported happy to spend.
“[Despite multiples’ sales], total kitchen budgets generally improved through 2020, with clients redirecting money earmarked for travel/leisure pursuits,” said JKMR. AMA Research says its preliminary analysis indicates sharper market contraction, reporting kitchen worktop sales as an indicator 20% lower for the year. But JKMR projects that fitted kitchen installations for
2020 will be around 1.1 million, down 9.4% on 2019. It’s a significant dip, but represents a considerable claw back from Q2 levels. Moreover, due to the rising average kitchen spend, market value is predicted to be just 5% lower at £4.1bn. Within this figure, however, spending on cabinetry declined most, with consumers, it seems, diverting money to high end MDAs, notably fridge freezers and hygienic fittings, such as hands-free taps. On import market share, JKMR projects that UK installations of UK-made kitchens fell 11% to 975,000, while German-made were down 7% at 92,000, French 13% at 15,000 and other imports 22% lower at 14,000. Addressing routes to market, it predicts
that Wren gained market share in 2020, with its combination of “pricing, credit terms and product matching client needs”. Howden’s Q2 turnover fell, but with a strong Q3 rebound it is expected to “at least maintain 2019 share by volume and value”. B&Q is predicted to gain market share, but a “dedication to sales” will curb value share growth, while Wickes is forecast to sustain value share better than volume as it “shifts from a trade to a consumer trading position”. Magnet, Homebase, IKEA and merchant multiples are predicted to lose value and volume share. Independents, meanwhile, are expected to
Kitchen market share (JKMR) 2019 Independents/specialists
National studios (eg Wren, Magnet) Trade focus stores (eg Howden, Wickes) National DIY (eg B&Q, Homebase)
National multi-sector (eg John Lewis, IKEA)
15.9% 13.6% 51.5% 11.7% 7.3%
2021 (proj.) 16.2%
15%
50.8% 11.4% 6.6%
retain their overall slice of the market and see rising spend per client.
Due to construction’s stop-start performance in 2020, the direct contract kitchen sector’s overall share is forecast to be down, with the added challenge of Howden and importers targeting its market. Quizzed on design, a number of kitchen
makers highlighted their responses to the trend of homes doubling as work/study space. “We saw a significant rise in kitchen upgrades to make them more desirable places to be and, as customers envisage home working as long-term, they’re happy to invest,” said Adrian Stoneham of Stoneham Kitchens.
Further evidence of this is greater use of IT in kitchens, with demand increasing for charging drawers, incorporating plugs and USB ports, and for “work station niches”. Mr Stoneham also noted the trend to traditional design, albeit with modern twists. “There’s a move to Shaker and framed kitchens, rather than slab fronted facades,” he said. “And within these styles, mixtures of colours and timber are in strong demand.” Classic blue, Pantone colour of 2020, is especially popular teamed with timber, including walnut, oak and exotic veneers. Naked Kitchens highlighted reinvention ►
www.ttjonline.com | March/April 2021 | TTJ
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73
