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p06-p07 BKU-APR22 Industry Views x 8_bku 01/04/2022 11:58 Page 6


INDUSTRY VIEWS


INDUSTRY VIEWS Free design or charge for your time?


If there is one word that sets my teeth on edge when I see it being used over and over again by retailers it’s free. “Free design service” not only smacks of desperation but also of a retailer who really doesn’t value themselves or know their worth. That’s what the customer sees, and who wants someone like that getting their hands on designing their new kitchen or bathroom? Don’t complain when your customers buy online or at B&Q: with your free design and advice you gave the game away


and because you didn’t sell yourself, the customer doesn’t understand your value proposition. You know full well that you’re worth so much more than that and that designing a kitchen or bathroom is about so much more than just knowing where to place some sanitaryware or cupboards. It’s about creating desire and commitment and that should never come for free. Offering free says you’re not worth a penny, you add no value and if you can’t sell yourself!


Comment by Nathan MacLean, Managing Director, Virtual Worlds


Focus on the floor and generate sales


Our homes are the spaces where we value our time, our security and sense of personality. The pandemic has shaped everyone’s thinking about the products they want in their homes that will deliver style and performance, as well as low maintenance. Luxury Vinyl Tile (LVT) flooring fits the bill on all these counts and it’s the reason why it has become the fastest growing flooring product in recent years. It’s an ideal product for bathroom and kitchen retailers to add into their design toolbox as an alternative to tiling. Design-wise, LVT offers an array of


High-fashion grey remains strong in heating design


choice that can satisfy a broad church of consumer tastes and demographics. Also, as surface and material technology has advanced, LVT can deliver the authentic looks of say reclaimed planks, but with the performance and cleaning advantages of a technical, man-made material, being fast and simple to clean with a mop and suitable cleaner. Time is precious and investing in products that streamline our cleaning routines is just one way we can preserve it.


Comment by Gail Alcock, Product Director for Flooring, IDS


As the trend for grey interiors continues to rise, well-considered heating solutions are now being used to create the foundation of a bathroom scheme with most shades becoming a design staple for adding a touch of sophistication and luxury in the home. Variations of contemporary grey are continuing to define UK bathroom trends, with chrome accessories still topping the charts as the number one finish of choice. Anthracite is offering a darker interpretation of grey and for the height of luxury, more atypical finishes like mottled silver, brushed steel and matt paint effect are bringing an urban edge to the curated bathroom. Manufacturers are bringing some


state-of-the-art finishes which have a designer, pre-aged look for extra character and a modern take on traditional heating design. Added to that, black continues to define the bathroom market, inspired by the ever-popular industrial trend where contemporary shades are called for.


Outside spaces as an extension of your kitchen sales


If you strolled the halls of KBB Birmingham last month you would have noticed a trend for outdoor kitchens, or as some might say ‘outeriors’. Using our gardens as an extension of our kitchens has really grown in popularity since the pandemic first began and meeting up outside was really the only option. Where once the great British weather may have dampened the spirit of this trend, nowadays we’re hardier and more open to the idea of making the most of our outdoor spaces. Hardiness is important, of course, when it comes to material choices. There needs to be weather resistance and durability, as well as style on offer. With porcelain tiles offering all of these benefits, is there an opportunity for retailers to expand their sales beyond the kitchen, into the garden too?


Comment by Ben Bryden, Sales & Marketing Director, RAK Ceramics


Comment by Steve Birch, Sales Director, Vogue (UK)


6 BKU APRIL 2022


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