Monday February 5 2018 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM


shareholding of £1,500 is required, which is repaid if the member decides to retire or sell their business. “This figure is a token amount needed to


help finance the additional stockholding required to service their business,” Martin explains. “It has been this figure for 25 years and has


been, in real terms, diluted with inflation. It does mean, however, that the member becomes a shareholder and is then being supplied by their own company.”


‘Numerous’ benefits The benefits of membership are, he says, “numerous”. Members receive regular weekly deliveries from an extensive range of stock which can be purchased in single units; “many at exceptional prices”. Home Hardware offers optional marketing


support as well, including six promotional consumer advertising brochures and leaflets themed throughout the year, plus a 48-page cookshop catalogue. The latter has had a “significant positive


impact” for both members and Home Hardware. It lists the range of almost 1,000 products that are available, the majority at full RRP margins. Home Hardware helps with store layouts, PR


and other retail advisory services too. In terms of reducing retailers’ costs, the


company has business partners to help members with issues such as utility and overhead costs, insurance and credit card processing. Also offered is a direct shipment catalogue:


over 350 suppliers will deliver direct to retailers’ stores, invoicing via Home Hardware at preferential terms. Martin comments: “This is particularly


successful for housewares suppliers who often have fashionable ranges that retailers would like to try in their stores. Retailers don’t need to set up individual accounts and one cheque settles all supplier invoices.” Gross profit margin is, of course, a key factor


in the success of any retail business and Martin says Home Hardware is working hard to improve this in two ways. “We are negotiating with suppliers to


achieve lower cost prices wherever possible, so that retailers are able to purchase at the lowest price in the market. “And we have also started reviewing national


multiple retailers’ pricing to help ensure our retailers remain competitive while maximising their margins.” He adds that Home Hardware provides “a


modern professional e-commerce solution for our retailers at no cost to them”. The main objective is to promote footfall in-store through a click & collect service to retailers. All suitable products in the company’s national promotions and catalogues are available for


the biginterview


consumers to purchase. Consumers who prefer home delivery can


choose this option. Home Hardware takes the payment and dispatches the goods - with all the retail profit being distributed to the retail member for that area.


Housewares buying Martin claims Home Hardware stocks “virtually all” of the major housewares brands: over 300 in total, covering more than 5,000 products. Categories covered include cookware and


bakeware, kitchen tools and accessories, kitchen electrics, tabletop, storage, small electrical appliances, cleaning products and textiles. The five-strong buying team comprises


Lindsay Allix (Cookshop, Dining and Laundry), Paul Andrews (DIY), Lorraine Eddy (Gardening and Christmas), Rachel Taylor (Cleaning, Electrical, Bathroom and Fireside) and Georgina Wells (Leisure and Housewares). With a wealth of buying experience between


them, they are led by head of buying Jim Chadwick, who joined in November 2015 from multiple retailer The Range. “Jim’s experience has been very helpful in


developing new product sectors for ourselves, as well as exploring further direct sourcing opportunities,” Martin says. The buyers attend “all the major trade shows”


in the UK including Spring Fair and Exclusively Housewares. Jim also attends major international shows such as Ambiente, Cologne and The Canton Fair. Home Hardware hosts two trade shows of its


own for members. The Spring Show in early March takes place at the Westpoint Arena in Exeter and the Autumn Trade Show is held in mid-September at Silverstone in Northamptonshire. Both feature over 150 exhibitors. There is also a Members’ Convention held


every two years at Woolacombe in North Devon, where members can get together for


the weekend for a mix of business and pleasure. In addition, the company runs various


window dressing competitions sponsored by its suppliers and holds its own Christmas promotion window dressing contest. A recent initiative is the introduction of


optional Black Friday promotions for members. Says Martin: “Although only limited members have used this option, it can prove very successful in maintaining or even increasing market share during what can be a difficult trading period. This is particularly relevant to small electrical appliances and higher ticket items.” Home Hardware is now busy building on the


success of its cookshop catalogue. It is finalising the product selection and improving the design for this year’s edition, “to give it even more pizzazz for consumers”. Martin explains: “We intend to run with four


fewer pages but use thicker paper to give it an even higher quality.” This is because a lot of retailers distribute the catalogue through the Royal Mail door-to-door distribution service. Therefore, he says, “we are limited by the weight band, in order to make this cost- effective”. The company is also developing its range of


own-label housewares products. It recently added two ranges of own-label cookware and is in the process of sourcing an own-label range of stainless steel cookware. Its Home Bakeware range is being revised too, with updated labelling and new product specifications. Martin comments: “Understandably with the


exchange rate volatility since Brexit, the majority of suppliers appear to have reduced their new product development. “But now that things have settled down a


little, we are anticipating a lot more new exciting products coming to market during the next 12 months.


Martin Elliott collects the Britain’s Best Wholesaler trophy at the Housewares Innovation Awards 2017 ceremony L-R: Host Hairy Biker Si King, Martin Elliott, fellow host and Hairy Biker Dave Myers, Nick Gabb of award sponsor Polder Housewares


May 2017


• HousewaresLive.net


• twitter.com/Housewaresnews


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