the BIG interview ‘We’re obsessed with service'
Symphony national business development manager Robert Williamson discusses progressive values, partnerships and profits
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howcasing its latest ranges and offers at the Sirius Buying Group annual tradeshow, at the Marriott Forest
of Arden in September, provided an opportunity for fitted furniture supplier Symphony to reflect on the continuing success of its partnership with the electrical buying group. Symphony has worked with several
Sirius members to help them break into the kitchen furniture market, expanding their business and boosting their bottom line, reveals Symphony national business development manager Robert Williamson. “Sirius members are great, we see them as businessmen that are keen to expand their profit margins,” Rob says. “We’ve had members telling us how they’re selling kitchens at margins they would never see on appliances and I’ve recently had a retailer tell me that we’ve revitalised his own interest in his business. That’s a wonderful thing to hear.” Symphony is a privately-owned family business with over 45 years’ experience in manufacturing kitchens, bedrooms and bathrooms which is then delivered direct to
customers’ homes throughout the UK via its own fleet of vehicles. The business invests in its retail partners, as well as in its own facilities. In April, Symphony opened a new 130,000 sq. ft. manufacturing and warehouse facility in Wakefield enabling significant service improvements to both its retail and export business. Symphony has also invested in a
remodelling of its marketing suite this year, reflecting its expanding range of products within its portfolio of brands, as well as working with web development company Digital NRG. “Our investment has meant that we have
developed a dedicated website for Sirius members that takes the hassle out of building one for the kitchen side of their business,” explains Rob. “It’s a significant investment, but we can see the long term benefits for those retailers who are looking to expand into the sector.”
‘We only want to deal with quality retailers’ While Symphony is always looking for new retailers, Rob notes that Symphony only wants to work with the right ones, those who want to work together. “We’ve worked very hard
to develop our name,” Rob explains. “It is very important to us, which is why we have to work with quality retailers. “When we’re in discussions with a potential new business, we will then visit them, do an assessment and put our best deal on the table.” But understanding the retailer’s business is only half the equation, Rob adds, as they are also invited to visit Symphony and see how the company operates. “I’ve been with Symphony for 37 years,” explains Rob. “I want to work with companies that are committed to developing their business and by visiting our head office and marketing suite, they can see how we operate and understand our ethos and values. We want to show that we’re a progressive business built on honest, old fashioned values that you don’t get in business anymore. “We’ll take a prospective new retail partner
to visit existing showrooms and let them get first-hand experience of what we do in-store and we always encourage them to speak to some of our existing customers. We’re very open and want them to hear it from their contemporaries, not just us, and see if it’s the right fit for their business.”
Inspired Home Interiors in Sussex has worked with Symphony for seven years on its kitchen retail offering 10 |
www.innovativeelectricalretailing.co.uk December 2018 / January 2019
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