INDUSTRY COMMENT: YEAR IN REVIEW


FLYING THE FLAG FOR THE ‘MADE IN BRITAIN’ MARK


Nicola Walsh – Head of Marketing and Brand Protection, CT1


CT1 - The Snag List Eliminator, has experienced significant growth, both domestically and across Europe, despite


the challenges presented by Covid-19 and Brexit. CT1, the UK’s leading sealant and adhesive brand has seen production increase by over a quarter, and sales rise by 20%. Flying the flag for the ‘Made in Britain’ mark, CT1 has developed a reputation for delivering a high- quality, all-in-one sealant, that does


the job of several others, making it the go-to solution for the trade and DIY enthusiasts alike. The sealant and adhesive,


regarded by the trade as the number one product on the market, due to its universal application and durability, has also seen growth in export sales across Spain, Norway, and Denmark. Part of the reason for CT1’s


growth is a result of the boom in construction and DIY. Covid lockdown restrictions directly impacted the time homeowners spent on DIY in 2020, with an increase of 147% according to figures from the ONS. In an effort to meet increased demand, the company expand its distribution channels, making CT1 available to a broader market.


During this time due to demand for the technically enhanced


product, CT1 has grown partnerships with the UK’s leading chains such as Toolstation, Wickes, Travis Perkins, Jewson, Crown and all good independents, including members of The IPG Group The vast majority of other sealants available in the market are manufactured outside of the UK. We’re incredibly proud to carry the ‘Made in Britain’ flag on our products, as it is important to our customers, and vital for our economy. By buying British made, our customers know they are not only getting a product of quality but, equally as important, they are supporting UK jobs. Those comments are reflected in


research conducted into trade and consumer habits, with Santander’s Buying British Consumer Survey 2020, finding that 90% of consumers think it’s important to


THE YEAR THAT COVID JUST KEPT GOING!


Mike Smith – Head of Field Sales, EFG Housewares


I remember writing last year about 2020 and 2021 could almost be a carbon copy. We were already seeing shipping delays


and price increases then, but this year it continued at a pace


and currently shows no sign of abating.


The seemingly daily notifications on delays and price increases have become more and more frustrating for the whole team and ultimately for our customers, who are obviously acutely aware of this as they see it in their shopping basket on every order they place. In 2020 EFG were able grow our customer base because of the stock held, and I am delighted to say that most of those customers stayed with us throughout 2021. We also have numerous examples of ‘smaller’ customers becoming


much larger customers very quickly because of EFG’s vastly improved speeds and service levels. In the early part of 2021 we


were still living under lockdown conditions and whilst we saw increases in sales it was by no means the same as the Summer of 2020 when quite frankly the trading conditions were sensational. However, we have continued to enjoy large growth in our sales across all divisions of our business, be this through the website, the cash and carry and the export department.


I’m delighted that with these POSITIVE OUTLOOK FOR #HOMEIMPROVEMENT


Ricky Johal – Head of Marketing, Communications and Brand, DK Tools


Consumers have continued to be home focussed throughout the year and I see this habitual trajectory continuing. Spending more time at home has essentially led to a behavioural shift that has sparked a change


12 DIY WEEK DECEMBER 2021


in lifestyle aspirations. Where we once looked forward to an exotic location once or twice a year, current and


emerging shopper trends, as well as online searches, actually suggest that we are going all- out to make our homes the number one destination. To compound this rationale, consumers have steadily


progressed from undertaking cosmetic household changes to full-on extensions and major heavy- side refurbishments. The holiday budget is in the bank, except its now being spent on home and outdoor living. Whilst e-commerce has continued to win across all industries – with an estimated 30% increase in online sales since Covid reared its ugly head – instore footfall has declined by around 20%. Interestingly, shoppers appear to be favouring retail parks over the high street as part of the


recovery process. Despite this, it is becoming increasingly important for bricks and mortar stores to focus on accelerating the customer experience to clearly differentiate the benefits of ‘touch and try before you buy’. Finally, while national retailers continue to create major partnerships with other brands in order to increase share-of-wallet and instore dwell time, I believe independent retail still has a major role to play, because convenience is still king.


www.diyweek.net


changes we really can now claim to have made the move from regional supplier to a national one. During the summer of 2021 EFG


were able to add a further 10,000 sq foot of sales and storage space which as allowed us to increase the ranges we carry and the brands we offer. This allowed us also to become an official distributor of Duralex Glassware and we now supply some of the finest restaurants in the country! As we move into 2022, I hope for a slightly more settled outlook and one that is less of a roller coaster ride!


try and buy British made products. The same theme is also


mirrored among tradespeople, with a recent survey by UKBathrooms.com finding that ‘buying British’ is a core factor when choosing products to help them in the workplace. The survey found that 47% agreed that British made products are superior, with the majority of bathroom fitters, who make up a sizable portion CT1’s trade customer-base, opting to buy from UK manufactures when they have the choice. Beyond the ‘Made in Britain’ tag, customers have plenty of reasons to choose CT1. Its long- lasting ‘Tribrid’ formulation which, as well as resisting bacteria, prevents it from shrinking or cracking, means it will bond almost any material, saving customers time and money.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36