April 2022
ertonline.co.uk
The three companies are now working together
to offer electrical retailers a new business opportunity in the kitchen studio market. The trio believe this is a “massively untapped market” with extremely fruitful possibilities in the years to come. “It really is a natural progression for our
members to move into selling kitchens,” says Mr Jones. “This is not to replace what they’re already doing, but to add incremental business.” Mr Williamson adds that Symphony and 2020 want
to engage with as many Sirius members as possible. Jack Cheeseman went to Barnsley to see the
Symphony factory and to meet with Mr Jones and Mr Williamson, as well as Simon Collyns, Group Marketing and Retail Sales Director at Symphony, and Brandon Kwesiga, Sales and Operations Director EMEA at 2020 + Compusoft.
Q: How will this partnership help drive the Sirius Buying Group forward? Steve Jones: Growth from our perspective is always a two-pronged attack; one is delivering assistance and profitability to our members, and the second is delivering value to our suppliers. If you get one of those right, the other one will fall into place. Appliances can be seen as the thorn in the side
of a lot of existing kitchen studios; they make good margin on the furniture and accessories but they might not always be on the best terms for appliances. At Sirius that’s what we’ve done for 20 years, so when they join the Group they get all the benefits of our buying terms, but also full support from Symphony and 2020; all of a sudden they can make more margin on appliances and overall it becomes quite a viable part of their business. We’ve got something really unique between us
that I don’t think anyone else in the electrical retail market is doing right now.
Laura Ashley Whitby Kitchen by Symphony in Atlantic Green Q&A
Simon Collyns: This is a classic example of how independent retailers are looking to grow and find extra opportunities around appliances. And we can give retailers the confidence and security that they’re not just dealing with one organisation, but all three at once.
Q: How important it is for your members to talk and support each other? Robert Williamson: Many more retailers are now dipping their toe in the water. Naturally, they are very cautious and it can be seen as a huge step, but we say that the lifeblood of any business is new products and new customers, and this gives retailers a completely new business proposition. When they hear others talk so positively about the kitchen market, why would they not want to get in on the action? SJ: Our members always speak to each other and share stories and that is where a recommendation
can carry so much weight. With a move and an investment like this there can be a few concerns, such as having enough space in their store, but a lot of our members have been really surprised about what they can do with what little space they have, and credit to 2020 for the service and support it offers. We’ve not had any of our dealers say ‘I wish I
hadn’t done this’; everyone has been pleased and so glad that they’ve made the change.
Q: How and why did 2020 get involved in this partnership? Brandon Kwesiga: The main thing for 2020 as a technology provider is to support the retailer and create synergy between them and the manufacturer. The electrical retail market was not one that I was aware of before, but Robert, Simon and Steve really opened my eyes; I was indoctrinated by independent kitchen stores that said ‘there is no money in kitchen appliances’, but I could see that Sirius offers a service that is really above and beyond its core terms and agreements.
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L-R: Simon Collyns, Steve Jones, Robert Williamson
Brandon Kwesiga
Symphony Freedom Kitchen
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