INDUSTRY UPDATE
Lakes Strengthens Specification Team with Two Promotions
eading shower enclosure brand Lakes has promoted two of its Specification team as it boosts its growing presence in the market following a successful year. Pete Ward and Richard Hammerton have both moved into new roles within Lakes’ dedicated Specification team as the company looks to capitalise on key opportunities, provide the best support to customers and hit ambitious growth targets. Pete Ward is now
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Lakes’ Head of Specification and will undertake additional duties including leading the day-to-day running of the team and supporting customers and partners.
Pete Ward
Having joined Lakes in December 2024, his extensive knowledge of both the business and the sector makes him well-placed to help Lakes expand an already high-performing department.
Richard Hammerton
Richard Hammerton, who joined Lakes in July 2025, has now moved into the role of National Key Account Manager. He will be responsible for maximising Lakes’ Buying Group agreements and providing additional support to the Specification team, alongside his current territory responsibilities across retail and specification channels.
Lakes Managing Director Mike Gahir said: “We are so pleased to recognise the excellent progress of Pete and Richard. “Their new roles are a testament to their dedication, experience and hard work – especially as they are two of the newer members of the Lakes team.
“With a strengthened Specification team, we now look forward to continuing our investment in our people, products and partnerships, building a sustainable future that benefits all.”
Mike said: “As a newly certified B Corp business, we are constantly evolving and looking to strengthen our customer-focused approach. “These promotions reflect the growing importance of our Specification team and allow us to provide a greater level of support to installers and partners, helping them to deliver better outcomes.”
Why trust has become the true currency in today’s K&B market – thoughts from Alex Zandona of Artizan Interiors, KBSA Director
n today’s so-called “trust economy”, reputation has become one of the most valuable assets a kitchen or bathroom retailer can possess, often outweighing price entirely. This shift has been driven by both changing customer behaviour and the increased visibility of what can go wrong when a project is poorly managed.
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Kitchens and bathrooms are no longer viewed as cosmetic upgrades, but as significant emotional and financial investments in the home. In the past, particularly during periods of rapid house price growth, customers often prioritised price in order to move on quickly. Phrases like “this isn’t our forever home” were commonly used to justify compromise. Today, that language has shifted dramatically. We now hear “this is our last house” or “we need this to last”, reflecting longer-term thinking and a willingness to invest properly.
Economic pressures following Brexit, inflation and rising material costs have reinforced this mindset. Even entry-level kitchens now represent a substantial spend, meaning customers approach decisions far more carefully. The throwaway culture has largely disappeared, replaced by a desire for quality, longevity and reassurance. In this environment, trust in the retailer becomes paramount.
For independent retailers facing pressure to discount, this is where reputation and customer experience become the real competitive advantage. By clearly demonstrating expertise, managing expectations, advising honestly on value and refusing to compromise on quality, retailers can confidently stand by their pricing. Ultimately, people buy from people. A trusted relationship, built on authenticity and professionalism, will almost always outweigh a cheaper alternative – and that trust is worth far more than any short-term discount.
More details are available from The KBSA
lakesshoweringspaces.com
www.kbsa.org.uk or call 01623 818808
BKU FEBRUARY 2026 43 THE KBSA COLUMN
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