WORKSURFACES & SPLASHBACKS Nicole Mayhew
WEX Trade
Matt Broughton spoke to WEX Trade’s Head of Trade, Nicole Mayhew, about what we can expect from the company at kbb and throughout 2024.
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EX Trade made some exciting changes to the business last year, all designed to put the company in a strong position for 2024. Further exciting developments are promised in 2024, all to be previewed in Birmingham: “The first couple of months of 2024 have mostly been about getting ready for kbb in early March,” explains Nicole. “As a show that attracts the industry great and the good, it’s a really important one for us to be at, and we’re really looking forward to exhibiting and meeting everyone on the stand.”
“2024 has started really well for us, and we’re on track to achieve the growth we are looking for. While the market continues to be tough and present us with some challenges, we are confident the exciting product and service launches this year are going to put us in a strong position.”
“We’ll be introducing a loyalty scheme, unveiling new additions to our existing worktop ranges, and also focusing on our ancillary products such as sinks and taps. By broadening our offering, we’re hoping to become a one-stop- shop for customers.”
WEX Trade is also keen to champion the benefits of its fabrication service. Available via an online tool across the complete collection, customers’ requirements are entered, with the experienced WEX Trade team then using specialist machinery to create made-to-measure worktops finished to the highest standard. With customisations completed before delivery, the fitting time is reduced.
Formica Aria® The Formica Aria® relaunch is something WEX Trade is excited to preview at kbb. Nicole explains: “A solid laminate range, it performs and looks like real or engineered stone, providing greater design flexibility. The collection features stunning classic worktop options, while the addition of some new finishes to the range will offer even greater choice.” “Aria® has been available since 2018, but since taking the product on in 2023 when WEX Trade became Formica® worktop’s official distribution partner, we’ve been focused on making it a more widely available product. With eight new decors in the range and a 20mm thickness, we know that it will give kitchen studios a point of difference for their customers. Crucially, the range helps to bridge the gap between entry level worktops, through to premium options such as quartz. This is a big positive in light of the ongoing cost of living crisis; a premium product that is available at an affordable price point.”
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We firmly believe that we can become a one-stop-shop for everything our customers might need
WEX Trade will also be talking about its bespoke loyalty scheme at kbb. Nicole explains: “Lots of research and work has gone into the set up to make sure it delivers and provides the rewards that will support anyone who buys from WEX Trade. It’s something we can’t wait to launch as we know it’s going to offer a wide range of benefits. Alongside the rewards, it will also include a host of support tools for showrooms, including images and supporting materials to download. We want to make sure everything a customer might need is easy to access.” To help combat the continued shortage of worktop fitters, WEX Trade is also focusing on its fabrication service to make things as easy as possible for kitchen studios and their customers. The company offers an end-to-end service which includes a bespoke fabrication option which is available via the aforementioned online tool. “With the shortage of labour in the market, this means we can directly help our customers by
38 BKU APRIL 2024
delivering them pre-cut, ready-to-install worktops straight to site. Using our tools, expertise and experience will allow them to focus on other areas of their business.”
WEX Trade also knows trends are transient, which is why its product range has been selected to not only cater for different tastes, but to accommodate the ever-changing world of kitchen design. The Formica Aria® relaunched collection already includes a stunning choice of contemporary as well as classic designs, but new patterns are being added to the collection which reflect the current popularity for organic and natural materials in the interiors market. Wood still remains a staple and a popular part of WEX Trade’s product range. “A material that offers a stylish, contemporary and practical worktop finish, we’re really proud of our De Terra range from both a quality and sustainability perspective. Wood is where WEX Trade started so it’s something we’re passionate about. It also offers our customers, and in turn their customers, a point of difference when it comes to choice of kitchen worktops.”
“Another exciting addition for 2024 will be acoustic panels,” says Nicole, noting it as yet another thing visitors will be able to discover at kbb Birmingham. “This continual diversification and extension of our product range is very much about our customers. We firmly believe that we can become a one-stop-shop for everything our customers might need.”
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