interview: malcolm scott, KBSA
off er the possibility of home delivery of a complete kitchen including furniture, sinks, worktops, appliances, lighting and fl ooring reducing the need for warehouse facilities. As of this year, Waterline have been added to the Sirius portfolio of preferred suppliers for it members. Omega like Crown have traditionally supported Kitchen Studios, though probably lack any great understanding of the independent electrical retailing sector but have good furniture off erings. All three manufacturers have attractive ongoing consumer marketing campaigns”.
Selling kitchens
Malcolm Scott, Retail & Corporate Membership Director, KBSA, enthusiastically discusses with Stuart Hopwood about the vast opportunities of selling and installing of kitchens.
“L
et’s sell kitchens”, says Malcolm during an informative meeting
relating to the diversifi cation options for the independent electrical retailers. “With 24 years at Swiſt Electrical selling appliances, during which I was Corporate Chair of the Kitchen, Bedroom & Bathroom Association (Kbsa) and a regular guest at various industry events, including the Sirius conference, I feel able to off er some valuable guidance”.
Q: What should retailers consider when considering the selling and installing of Kitchens? “The fi rst consideration is, who will you sell to and secondly, how will this fi t in with your existing business. The kitchen market splits quite neatly into three categories, entry level, mid-market and premium top end with limited crossover”. “If your existing business is predominantly budget appliances, entry level might work for you – the emphasis is on providing value for money – fi lling simple kitchen spaces without any great design fl air. This is the domain of DIY sheds and Builders Merchant showrooms, but it works for some retailers – in this sector, possibly, consider a franchise like Kitchen Depot who will give you a ready-made package”.
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Q: What other options should the independent electrical retailers consider? “Buying cabinets and doors separately is a low-cost investment option, but much more involved and somewhat complicated. Most independent electrical retailers’ showrooms who have added Kitchens have gone for the next step up, mid-market. But with the addition of a greater design content comes the need for a ‘mindset’ change towards selling a service rather than a product”. “Many retailers opt for a solus agreement with one of the larger UK furniture manufacturers like Symphony, Crown or Omega. Symphony, for example, has a very good history in this sector having worked with many Sirius members to create some great kitchen showrooms. The Symphony package includes generous display support and a large amount of staff training. Crown operate via their Waterline subsidiary specializing in Kitchen Studio businesses but
‘‘ Kitchen market splits quite
neatly into three categories, entry level, mid-market and premium top end.
PEOPLE MAKE THE DIFFERENCE
Q: What’s available for those independent retailers wishing to off er the ultimate? “Moving to Premium or Top End is more diffi cult but possible, especially if your existing electrical retail business displays a high proportion of premium appliance brands. This sector involves a considerable ‘mindset change’ and really is much more about design than product. Typically, Premium outlets will off er a ‘semi- exclusive’ sub brand like Laura Ashley from Symphony which sits in the space between mid-market and top end or with a UK mid- market brand like Crown in one display and all other displays being either a local handmade bespoke manufacturer, a UK bespoke brand like Callerton or a European manufacturer like KH Systems, Rotpunkt, or Nobilia. This sector is all about room change and innovative design, so you need a link with a good local builder for moving walls and the like”.
Q: Will Kbsa Membership be benefi cial to the independent electrical retailer? “The Kbsa is a not-for-profi t group of 240 fi ercely independent kitchen specialists who work together to promote the sale of kitchens through established showrooms. The Association provides exposure via their own web site and via the Trustmark Government Approved web site with over 1 million consumer visits per year. The Kbsa also provides a whole raft of support services for Kitchen, Bedroom and Bathroom specialists. Annual membership costs are about the same as the cost of regularly buying a quality daily newspaper”. As a footnote, Malcolm confi rmed, “For
several years, independent electrical retailers have and continue to be successful with their diversifi ed business plans, now incorporating Kitchens, and some also considering, bathrooms and bedrooms. With this continuing growth of diversity, electrical retailers can be assured of the Kbsa support to off er them the many benefi ts, and ultimately, save its members thousands of pounds”.
Autumn 2024
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