INDUSTRY UPDATE
New Saniflo campaign wins praise
It can be quite hard to get excited about a macerator. To most people, it’s just a white box that pumps away black water waste from a WC. Saniflo – the original inventor and leading manufacturer of the humble macerator – is dispelling this belief with its new, striking advertising campaign designed to stimulate ideas and boost sales for trade customers. Saniflo emphasizes that when you consider the possibilities that a small white box affords, it can open up a whole new mindset to converting unused spaces:
• Bathroom in an unused attic? It’s possible with a Saniflo. • Laundry in a cellar? Also, possible. • En-suite in the loft? A breeze.
The point is that when gravity drainage isn’t an option, a Saniflo usually is.
So, for domestic and commercial customers this new, striking advertising campaign might just be the nudge they need to grasp what’s possible. Ann Boardman is Head of Marketing and Product Management at Saniflo
and was responsible for overseeing the concept; “The new advertising campaign is a step in a different direction for us, as we
really wanted to challenge perceptions and stimulate customers’ ideas of how to transform their spare spaces. We know what a Saniflo can help achieve, but we wanted to convey this to customers in a visually appealing manner.”
A time of change: BiKBBI advises caution as rising cost of living impacts consumer spending
global issues including the continued surge in commodity prices, the extended disruption to global supply chain and the ongoing conflict in the Ukraine, and resulting geopolitical stresses, continue to drive the rising costs of living in the UK, with inflation at its highest in 30 years. And as we continue to navigate through what feels like a barrage of
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uncertainty, the British Institute of Kitchen, Bedroom & Bathroom Installation (BiKBBI) is urging the industry to move forward cautiously. The home improvement sector has flourished over the last two years,
Franke celebrates triple success at Red Dot Design Awards 2022
Gaining three accolades across its sink, tap and cooker hood categories, Franke has demonstrated an exceptional performance at the Red Dot Design Awards 2022, one of the most important international design competitions that recognises excellence in product design. Franke has secured the coveted awards in the Product Design Category
for its newly launched All-In flexible food preparation system, Maris Bowls Fragranite sink range and Smart Suspended cooker hood. Judges considered factors including design, functionality, quality, differentiation, innovation and impact when choosing the award winners. Jo Sargent, sales and marketing director at Franke, says: “We are
honoured to receive multiple Red Dot recognitions this year again. At Franke, we strive to create products that become benchmarks in terms of design excellence, cutting-edge innovation, quality and next-level functionality, and to be recognised across our sink, taps and cooker hoods categories confirms that we are succeeding in our aims to develop integrated home solutions that respond to our customers’ needs.”
but we must not assume that the nation’s current rate of investment in their homes will continue into 2023. The data we are seeing clearly demonstrates a decline in consumer confidence, with predictions that the cost of living will continue to rise throughout 2022. Its highly probably that, as disposable income reduces, the decline we are already seeing in big- ticket spending will continue to fall. Research recently released by KPMG shows the impact that the rising
cost of living is having on consumer spending, as consumer confidence is crushed and consumers put the brakes on consumer spending, and the British Retail Consortium’s Chief Executive, Helen Dickenson OBE confirmed that sales growth has been slowing since January, though the real extent of this decline has been masked by rising inflation. The BRC stated that big-ticket items have been hit hardest, as consumers reigned in spending on furniture, electricals and other homeware; compounded by delays on goods coming from China. There are other factors that will undoubtedly impact disposable income
and savings spend in the short to medium term including the government’s plan to ban the sale of new fossil fuel vehicles by 2030. With the unprecedented fuel price affecting the pocket, consumers may choose to invest their spend with car manufacturers as opposed to the home improvement industry. We are also back in competition with the travel sector, as the world
begins to open up, with 38% of consumers surveyed by KPMG intending to spend their savings on holidays versus 32% on home improvements. And history shows that in times economic uncertainty, consumers will
opt for cheaper, unskilled labour and therefore BiKBBI is urging tradespeople to widen their peripheral vision and look beyond their immediate order books in order to safeguard their future. Our sector should most definitely remain optimistic but be prepared for further uncertainty and tough trading times ahead.
Damian Walters CEO, BIKBBI
BKU JUNE 2022 49
ust as the KBB industry, and indeed the world, were looking to a return to some semblance of post-pandemic normality,
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