Shopfloor RETAILER PROFILE: VAMA LIVING
32 Perfect partnerships
A retailer is only as good as the products and services it sells, and Yorkshire-based Vama Living has created an extremely impressive high- end showroom alongside several key brand partners. In fact, the store won Best Kitchen Showroom at November’s ERT Awards. Jack Cheeseman travelled “up North” to Halifax to see it for himself.
Nestled in a valley village near Halifax, West Yorkshire, Vama Living is a unique independent retailer and kitchen showroom; it doesn’t just offer conventional small and major domestic appliances, but complements
these with
kitchen furniture and stylish accessories such as cutlery, giftware and ornaments. The business has nurtured partnerships with several distinguished brands; it originated as a dealer of Vama Cucine Kitchens from Italy – hence the chosen name for the store – and its other main kitchen brand is Laura Ashley. Another of its long-standing partners is Bugatti, also from Italy, and Vama is one of only a handful of retailers in the UK offering these products – the others including Selfridges and Harrods. Vama Living has always aimed to be design-
inspired lifestyle destination bringing together a mix of classic and traditional as well as modern and contemporary luxury kitchens. In 2019 the retailer expanded its interiors portfolio by also becoming a Farrow & Ball paint and wallpaper stockist – a timely move that increased footfall to the store when the pandemic hit in 2020. Further expansion
followed in recent years as the company joined the Sirius Buying Group and began working closely with Smeg. As one of the Italian brand’s exclusive Premio Partners, Vama has a large range of Smeg product live on display – from range cookers, Omnichef ovens and wine coolers, to the Mini Kettle, toaster and a selection of sinks and taps. Similarly, the retailer also has live built-in appliances from AEG and taps from Quooker, plus other displays include Franke and also Bialetti (the Italian coffee brand) with its unique, limited edition Dolce & Gabbana stove-top coffee pots. Vama’s impressive showroom earned a coveted
ERT Awards trophy for Best Independent Kitchen Retailer Showroom back in November. Then, at the start of this year, ERT Editor Jack Cheeseman took a trip to Halifax to meet with Philip Morley, who founded the store in 2015. It’s located on a small business park in the village of Luddenden Foot. Due to its position the store doesn’t benefit from traditional town centre or high street passing footfall, however Vama Living’s reputation in the area is such that it doesn’t have to attract passers-by…
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