talking trade: MHK


power to negotiate better deals for our members. For our members, they belong to a community with a proven track record of offering excellent services, the best purchase prices and conditions. “We are very excited about entering the UK


market and truly believe that we can make a big difference to suppliers who wish to grow their sales and to kitchen retailers who wish to grow their business profitably. We just need the chance to show how this works.” Marcel adds that while MHK is looking


for kitchen retailers rather than appliance specialists, there is a crossover, and acknowledges that more appliance retailers are looking closely at the kitchen retail market. “At the moment, we are very much focused


MHK UK sales director Paul Wheeler (left) and MHK-expansion managing director Marcel Crezee (right) believe the UK kitchen retail market has great potential for the buying group


MHK UK sales director Paul Wheeler comments: “We are delighted to have already had an excellent start in the UK and are very pleased that we have won some of the best kitchen suppliers (including Electrolux, Miele and Warendorf) as industry partners. We already have a significant number of some of the biggest and finest kitchen retailers in the UK as members, and our aim is to significantly increase this figure by the end of next year.” While MHK is looking to grow the number


of retailers it works with in the UK, Marcel stresses that it is very much a case of quality over quantity. “We have not set specific numbers of members that we would like to come on board,” he notes. “It is more important to approach properly so that we work with the right people, the right retailers and suppliers.” Among the suppliers MHK already works with is German appliance brand Miele. Miele UK head of field sales Alison Mackie comments: “MHK is a highly influential organisation for the European kitchen market, especially in Miele’s home country of Germany, and we are delighted to now be working with them in the UK. MHK has a proven business model that offers peace of mind to manufacturers, along with exceptional contacts and expertise.”


‘There is simply nothing to lose’ There are, however, some obstacles to overcome. MHK notes that there is relatively low awareness and understanding of KBB buying groups in the UK and one of the buying group’s challenges is to communicate how beneficial membership is whilst dispelling any misconceptions. “There is a myth in the UK that becoming a member of a KBB buying group may


mean giving up control of your business,” says Paul. “This is categorically not the case. Membership of MHK does not mean giving up any business control. Kitchen retailers remain entirely independent to manage their businesses as they wish. There is no tie in. The one-off membership fee is refunded if a member does have a change of heart.” He continues: “There is simply nothing


to lose and everything to gain. Being a member of MHK is ‘win win’ for both us and our members. For us, strengthening our membership base gives us even more buying


on the KBB market,” he explains. “With margin pressures on appliances, it makes sense that appliance retailers are looking at the kitchen market, but the ones that decide to retail kitchens have to make sure they do it correctly. “Kitchens cannot just be ‘added on’ to an existing appliance business. It is a different product and a very different way of retailing. While many appliances do get delivered and installed, it is not the same as consulting with a customer on a new kitchen design, then organising the installation and finish. It is a longer, more in-depth and back-and- forth process. “However, we would be more than happy


to hear from electrical appliance retailers who are interested in the kitchen market and are perhaps looking to open a dedicated kitchen retail store. We have a lot of experience in this market, so we can help retailers who are looking to expand in this area.”


Electrolux is among the suppliers already working with MHK to provide products to its members December 2018 / January 2019 www.innovativeelectricalretailing.co.uk | 49


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