INTERVIEW WITH FLOVA Becky Wickens
Flova
BKU caught up with Becky Wickens, Managing Director at Flova.
BKU: We’re heading into the last quarter of the year; how has 2024 been for Flova? Becky: 2024 has been a very successful year at Flova. We started the year moving into our new Head Office, adding almost 3 times the amount of space for our stock holding. This move allowed us to launch 250 new products into the collection, featuring 8 colour finishes. The comprehensive collections offer extensive options for customers to choose from, making Flova the perfect choice for every solution. In March, we exhibited at KBB with the official launch of the 250 new products which received huge praise and excitement. Moving into June, we exhibited at
InstallerSHOW which featured the pre-launch of a brand new showering concept, GoSlide. GoSlide technology is a patented design, generating an all-new way to shower. Accompanying our stand was our first display truck, fully kitted out with working products and an epic display of our journey, why we do what we do. The display truck has been touring the UK since, with another one being added to the fleet next year. Referring back to GoSlide, the response from InstallerSHOW was phenomenal, we combined our latest innovation with our SmartBOX installer benefit products
enabling installers to fully commit with confidence when fitting. In addition to this, we have begun work on our new sales strategy which includes a Partnership Scheme. Investing in the retail showrooms to work together very closely, providing display support and many additional loyalty benefits.
On a whole, the proactive approach to new product launches sales development has proven consistency growth throughout 2024.
BKU: What will occupy the company’s attention for the remainder of the year? Becky: Our focus for the final quarter from a Sales perspective is to continue working on our Partnership scheme. Our Business Development Managers are pro-actively providing investment into our retail showrooms. Our team is expanding with new Technical Sales Managers joining the Flova Family who will offer invaluable support to our customers & installers with training presentations and support our Customer Service Team. Our Marketing team is developing our new website and our 2025 brochure is underway. We are preparing for the official launch of GoSlide ready for 2025, with a new collection Stream also coming in 2025.
BKU: Have there been any changes in customer desires that have surprised you this year? Becky: The revolution of Brushed Nickel has surprised me somewhat, seeing the colour trends move through the market and also stay for longer has been interesting to learn. The attitude of both retailers and consumers seems to have changed slightly, with a stronger desire for a quality product but keeping the prices competitive – fortunately this sits in our favour.
BKU: What seems to be the big driving forces behind purchase in the Brassware and Accessories space right now? Becky: As above really, people want value for money. Being the true manufacturer, we are able to innovate the latest technologies, utilise the finest raw material and combine this with world leading components to manufacture a product which will endure the test of time at a sensible price point.
BKU: Where will your focus be as you plan for 2025? Becky: The key focus would be in marketing, to provide a successful launch of GoSlide. We will be working on ensuring our customers are supported with all physical and digital marketing, investing in retail showrooms with displays and brand awareness. GoSlide will be launched in five finishes with many different concepts of Showering. We also have Stream in the pipeline to launch in three finishes in 2025.
34 BKU OCTOBER 2024
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