Howdens' Ady Heaton on helping customers win work beyond the kitchen

InsightFeatures Thu 9th May 2024 by KBBFocus

Howdens' Ady Heaton on helping customers win work beyond the kitchen

Howdens' Ady Heaton on helping customers win work beyond the kitchen

As Howdens expands into the fitted bedroom category, head of design Ady Heaton reveals why this move is all about providing trade customers with the ability to expand their businesses.

Q: Why has Howdens decided to expand into fitted bedrooms now? 
A: Although we are mainly known for kitchens and joinery, we are continually engaging with our trade customers to understand what other work they are undertaking that could be an opportunity for us to help them. Following customer engagement, we found a significant proportion of our trade customers were installing bedrooms but with no national trade provider, which we have now changed with the launch of our new fitted bedrooms.

The Bridgemere Navy bedroom

Q: How will this move benefit customers? 
A: Our model is designed for the trade who source products from us for the end-user. Our new bedroom offer has been designed specifically for them with key features to deliver our trade quality kitchen offering into bedrooms and at great value. This allows the trade to potentially win more work beyond the kitchen, install great looking bedrooms with reassurance of Howdens quality and service to back it up with national availability from any one of our 800+ depots.

Hockley Gloss White bedroom

Q: How much of a straightforward 'add-on' sale are bedrooms, in addition to kitchens?
A: A lot of the trade’s customers are doing larger renovations than just a kitchen, such as an extension and loft conversation, therefore bedrooms become a good opportunity as an add-on for the wider project. Equally, we are seeing that tradespeople who only buy joinery and doors from us are also looking to add on bedrooms as previously they may not have had a trade bedroom provider in their area. 

Greenwich Sandstone bedroom

Q: Tell us about the new collections – what do they consist of?
A: We have 16 ranges available across modern and more classic styles in a range of colours and finishes. From classics such as our Bridgemere Porcelain to our more contemporary super matt Hockley ranges. Behind the door is great natural oak cabinet that is easy to install with internally adjustable legs and sleek in line hinges with a clip-on action specifically designed for large bedrooms doors. We are also offering full extension soft close drawers and full range of internal storage options. We offer 4 heights of wardrobe to cope with the most popular ceiling heights on the UK so every home, big or small, can be catered for.  

Hockley Navy bedroom

Q: Are they in response to any particular trends?
A: The main trend is space – our homes are getting smaller while our expectations of them are increasing. Consumers are looking for clever storage solutions to maximise the space they have available which is where our new bedroom offer comes in. It allows for floor-to-ceiling and wall-to-wall spaces to be maximised while our range of internal storage options allows the internals to be organised to maximise the space available. 

Bridgemere Dove Grey bedroom

Q: Will they be extended in the future?
A: It's early days and we are continually taking feedback from our depot teams, trades customers and end users on our offer and looking at opportunities to better service their needs. Equally we will be continuing to review market trends to ensure our offer remains relevant and on-trend.

Hockley Gloss Dove Grey bedroom

Q: How optimistic are you feeling about the market, looking ahead?
A: There is no doubt that consumers are feeling the pinch right now, however we remain optimistic that our new bedroom offer can help our customers win more business whilst also enabling end consumers great quality and great value bedrooms at a time when they need it the most. 

Halesworth Porcelain bedroom

Tags: insight, features, howdens, howden joinery, ady heaton

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