February/March 2026
housewareslive.net
RETAILER SPOTLIGHT
good brands - it’s about creating an environment where customers can easily browse and discover products. “When we first started looking at other cookshops, some of them
looked great but weren’t actually very shoppable,” he says. “Things were cluttered or disorganised. “You’ve got to keep the shop clean, neat, and cared for. These
products are aspirational, and the environment should reflect that.” The store now offers a carefully curated range spanning cookware,
cutlery, kitchen tools, and small domestic appliances. However, Mr Carter is pragmatic about what earns shelf space. “If a product isn’t performing, we move it on,” he says. “You have to
stay flexible.” Supplier relationships also play a crucial role. Maintaining competitive pricing is essential, particularly when customers can easily compare prices online. “If we’re not competitive, customers will go somewhere else,” he explains. “You’ve got to protect your reputation.”
The importance of great staff While product selection is important, Mr Carter believes people remain the true heart of the business. “I’m incredibly lucky with the team we have,” he says. “The way they
interact with customers and share their knowledge makes a huge difference.” At Potters, staff are encouraged to do more than simply process
transactions. They guide customers through purchasing decisions, offer practical advice, and create an atmosphere where visitors feel comfortable asking questions. That service starts the moment someone walks through the door. “A simple ‘good morning’ or ‘hello, how can we help?’ sets the tone,” he highlights. Customers are just as welcome to browse as they are to buy. The aim
is to create a relaxed environment where people feel they can explore products without pressure. When it comes to hiring, Mr Carter looks beyond qualifications and
From hardware roots to culinary retail When Mr Carter first joined Potters, the business was firmly focused on hardware and DIY supplies, the kind of practical goods many high street stores once relied on. But he began to see opportunities beyond the store’s offering. “I always felt the shop had more potential,” he explains. “There was space to expand into other areas.” Around the early 2010s, the growing popularity of cooking and baking in mainstream culture presented an opportunity. Television programmes such as The Great British Bake Off had sparked renewed enthusiasm for home cooking, with consumers investing more in quality kitchen tools and cookware.
Recognising this shift, he proposed introducing a dedicated cookshop section within the store to the Owners. The idea proved to be a turning point. “We knew by the end of the first day we opened the cookshop that we needed more space,” he says. “The response was incredible. The takings were like nothing we’d seen before, and we’d only just started.” What began as a small selection of cookware quickly expanded.
Over time, Potters introduced premium brands such as Robert Welch, Wüsthof, and Le Creuset, gradually building deeper ranges as demand grew.
Where the shop once carried only a handful of items from each brand, many collections now extend to over 100 pieces. “It certainly didn’t happen overnight,” Mr Carter explains. “It took time, investment, and a lot of learning about what customers really wanted.”
Curating the right range As the cookshop grew, Mr Carter became increasingly focused on how products were displayed and presented. He believes that successful retail is about more than just stocking
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CVs. “For me, personality and attitude come first,” he says. “Skills can be
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