Q&A INTERVIEW WITH WATERLINE Michael Marriott
Waterline BKU’s Matt Broughton spoke with Michael Marriott, CEO of Waterline.
Matt: How has 2024 been for Waterline? Michael: It’s been a busy year for Waterline, full of exciting milestones. One of the highlights has been the re-launch of our iconic Blue Book in print, a decision driven by feedback from independent retailers. After being available exclusively online for several years, the trade bible is back by popular demand. The response has been fantastic, and we’re proud to offer both a printed and digital version to meet all preferences. Another key moment was our participation in the InstallerShow in Birmingham, where we unveiled our new bathroom range, marking our expansion into this sector, and this has been a huge focus for us this year.
On top of that, we’ve joined industry associations like the KBSA, BIKBBI, and the Sirius Buying Group, strengthening our relationships with key stakeholders. By participating in their events, we’ve gained invaluable insights into what matters most to our customers as we continue driving innovation and support across the kitchen and bathroom sectors.
Matt: What is left for the company before we finish the year? Michael: As we approach the end of the year, there’s still plenty to achieve. One of the biggest tasks is continuing to communicate our exciting new product launches to customers. While we’ve already made significant strides, particularly with the return of the printed Blue Book and our attendance at key industry events, our focus remains on spreading the word about our biggest news of 2024 - our expansion into bathrooms. The Waterline Bathroom Collection is a major milestone for us, offering independent retailers a complete kbb solution. We’re committed to supporting our retail partners with exclusive incentives, ensuring that these products are available for showroom display only, with no online sales. As we move towards the end of the year, our priority will be making sure retailers are fully equipped to introduce these bathroom products to their customers, with marketing and sales support to maximize margins and drive showroom success.
With several exciting launches still to come, we’re eager to see how the final months of 2024 unfold.
Matt: You’ve enjoyed some incredibly high customer service levels. Can you tell us what it is you think you’re doing so well to get that reputation? Michael: Our consistently high 95% service rating is something we’re incredibly proud of. For us, success isn’t just about being the biggest distributor of kitchens or bathrooms - it’s about delivering the best service. We focus on making sure our customers enjoy dealing with us, building relationships that make them choose Waterline time and time again.
Reputation is everything in this industry, and we’ve built ours by being reliable and responsive. Our customers trust that we’ll deliver on our promises, allowing them to pass that same level of service to their own clients. It’s this commitment to excellence that keeps people coming back to us, rather than going anywhere else.
Matt: With such a vast product range, how do you support all of your big-name suppliers? Michael: Maintaining strong relationships with our suppliers is key to ensuring we support them effectively across our product range. We understand the importance of working closely with suppliers to help them succeed, whether it’s through our network of Regional Sales Managers or hosting dedicated events.
When a supplier has a major launch, we’re there to provide full marketing support, helping to
6 BKU NOVEMBER 2024
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