Professional Builders Merchant

On the surface, it is all too easy to see ongoing market uncertainty as a negative. At Moores we prefer to turn this on its head and take the more optimistic view — with increasing numbers of homeowners seeing the value in improving their existing property, especially in terms of key areas such as the kitchen, it is most certainly a positive opportunity to capitalise on.

Over the last decade, the kitchen has become so much more than just a functional space; instead it is often looked upon as one of the most important rooms in the house. Today, the kitchen has many roles to fulfil including offering space to cook, entertain and — perhaps most importantly — a place to enjoy quality family time. Reassuringly for the industry, this increase in importance has meant homeowners are still prepared to spend money on creating their dream kitchen.

Historically kitchens haven’t been a major focus for merchants, but more recently a number are starting to appreciate the type of opportunities they present — and are already benefitting from diversifying into this area.  However, when it comes to the market for kitchens, competition is fierce, making it extremely important to ensure your kitchen offering stands out. In reality, this means dedicating a decent amount of space and time to creating an aspirational showroom that installers are happy to direct their customers to.

When investing in a kitchen, homeowners are keen to be able to walk into the display and explore what the kitchen has to offer, so they can get a real feel for the product and almost imagine themselves living in the space. It is therefore important that the showroom is designed with the end user in mind with displays, accessories and space saving solutions.

Keeping up with the latest trends is an important aspect of running a showroom — a daunting task considering the different styles and finishes available. However, this can be simplified as the majority of kitchens fit into one of two categories: classic or modern. Offer a balanced mix of these two styles and you are on the road to catering for the majority of tastes.

When setting up your showroom, working with a reputable manufacturer and building a solid working relationship with them can make all the difference. With over 60 years of kitchen experience, Moores prides itself on the partnerships it has formed with its customers and continuously strives to develop innovative ways to offer support and drive sales to its retailers; with its recently relaunched website being the perfect example.

The supplier makes it a priority to keep up to date with all the latest styles, ensuring its Four Seasons kitchen portfolio is right on trend and we do so by attending key interior design shows across Europe. This information is then fed to the rest of the business giving our Buisness Development Managers the knowledge to advise merchants on their displays.

Market trends
Thinking about the year ahead, streamlined and sleek designs are key, with handle-less doors and curved cabinetry topping the wow-factor wish list. In terms of colour, homeowners are more likely to play it safe with neutral tones such as white, cream and mussel which offer a clean and fresh feel that won’t date — but can easily be accessorised with brightly coloured accessories.

Aside from painted furniture and gloss, which remains extremely popular, another emerging trend is the introduction of different finishes and materials such as glass and horizontal texture designs.  A combination of complementary unit types and colours is predicted to be big in 2012 with natural woods and gloss white a winning choice.

Based on these emerging trends, Moores’ Four Seasons kitchen brand has introduced a number of new ranges such as the sleek and contemporary Oslo and the more classic Faversham, meaning the portfolio now boasts 32 high quality yet affordable designs. 

With space at a premium for most merchants, Moores has recognised this and has developed an innovative, interactive display stand that contains 30 of the 32 Four Seasons range of doors, along with handles and worktops. The four sided unit with removable sections is an excellent compliment to an actual display, allowing your customer to get a real feel for the range and enabling them to experiment with different options — but without taking up too much valuable floor space.

Once your showroom is in place it’s not a case of sitting back and waiting for the business to come to you, instead, you’ll need to develop demand and interest in your products. Again this is where your furniture supplier should step up to the mark with marketing advice and support, which, can be provided in a number of ways. For example, amongst other things Moores’ website offers a handy ‘find a stockist’ tab, that enables perspective buyers to find their nearest supplier, as well as an online brochure builder that allows you to create bespoke branded literature tailored to specific ranges. It is important not to forget that it is sometimes these little things that can make all the difference.

Opportunities present themselves in all kinds of shapes and sizes but in terms of long-term gain, developing your kitchen offering is undoubtedly one that will see you well beyond the year ahead. Team up with an experienced manufacturer and with a little effort you’ll soon be wondering why you hadn’t turned your attention to the heart of the home sooner!

Andrew Story is Retail Kitchens Product Manager at Moores.

» View a variety of Moores product ranges at www.moores.co.uk/