Following its acquisition of LochAnna Kitchens, Woodstock Trading Company is now able to offer a comprehensive portfolio of kitchen and bathroom products – MD Alex Seaborn tells us more.
Q: How's business at the moment?
A: 2024 has been an exciting year for Woodstock for many reasons, not least because we initiated several steps in our long-term plan for sustainable growth. We are well known for our excellent offering in the bathroom furniture segment, however at the start of the year we announced our diversification into kitchen furniture following Woodstock’s acquisition of Bolton-based British kitchen furniture brand, LochAnna Kitchens. In the summer we opened our entirely refurbished showroom at our Hereford HQ, which now features more collections from our Calypso and Veldeau brands plus flagship ranges from LochAnna. The showroom has been a hive of activity with customers visiting weekly; the face-to-face time is so important to us.
Q: Tell us about the new showroom – how long did the build process take?
A: The showroom was a significant project, designed to be state-of-the-art while remaining true to our brand’s character. Transforming a 2,850sq ft space within our Hereford HQ took careful planning, but we managed to bring everything together in just over 8 weeks. It's now successfully serving as a hub for our trade partners – retailers, installers, and specifiers – where they can see our Calypso, Veldeau, and LochAnna collections together and talk to product experts who can give them tailored insight into any questions they might have. The feedback so far has been overwhelmingly positive, with many commenting that they didn’t fully appreciate how comprehensive our offering is.
Q: How many displays are there?
A: Our Hereford showroom features 47 bathroom collections, along with 12 displays from LochAnna Kitchens. Visitors will see a blend of our most popular designs alongside our latest products, all arranged to reflect several of our core values: customer focus, accountability, and care. We wanted to cement and enhance our status as a partner of choice. Customers know they can count on Woodstock. Our team is committed to helping them find the right solutions and supporting their own retail ambitions.
Q: How did you decide on the styles of the displays?
A: Our selection process was grounded in feedback from our retail partners and an analysis of market trends. We incorporated our bestsellers alongside newly introduced products, with styles that reflect both Calypso & Veldeau’s unique functionalities. This year, we’ve also majorly expanded our vanity offering, even producing a specific Vanity brochure that will empower our retailers to better sell our product within this part of the furniture market. As a result, there is a large focus on vanities in the showroom and we really wanted to show off the best and most stand out designs that offer something a little bit different for our customers to feel inspired by.
The addition of LochAnna Kitchens to the showroom highlights our commitment to both kitchens and bathrooms, offering a cohesive experience for visitors. Following LochAnna’s huge success at KBB Birmingham this year, we took a sustainable approach and integrated the exact displays from the stand into the showroom.
Q: How are you planning to engage with potential customers?
A: The showroom in Hereford was the first step on this journey, bringing together kitchens and bathrooms into the same space. Where we have existing customers who buy either kitchens or bathrooms with us and have expressed interest in the other category, the sales managers from those categories work together to give the customer the best experience utilising the expertise we have within both businesses.
Q: What support does Woodstock Trading offer its retailer customers with their own showroom displays?
A: Our support for retailers is multi-faceted. We provide point-of-sale materials, design advice, and ongoing support from both the sales team and the office to help them set up displays that effectively showcase our products. A key part of our bathroom display offering is the option for a Woodstock trained colleague to fit retailers displays within their showroom. Our team is always available to consult and work with retailers to ensure they have the tools and guidance needed to attract and engage customers. We want all of our retailers to feel confident in selling their products and the showroom refurbishment is just one great tool that offers inspiration for our retailers, illustrating innovative ways to present our diverse range to their own customers.
Q: How optimistic are you feeling about the market looking ahead?
A: While the market is competitive and spending can fluctuate based on factors outside of our direct control, our commitment to customer service, depth of range and product quality has helped us earn a solid market share, even as demand has shifted. The addition of LochAnna Kitchens diversifies our offerings and positions us to meet the needs of both kitchen and bathroom customers. This adaptability, combined with a focus on sustainable, profitable growth, makes us feel confident about the future.
Q: In your view, what sets Woodstock Trading Co apart?
A: Woodstock is uniquely positioned in the industry due to our deep commitment to customer success and personal service, all rooted in the values we’ve held since the creation of the business. Over the last 2 decades, we've grown to support our customers with an extensive team of specialists operating out of modern, purpose-built facilities, all dedicated to providing a seamless, reliable experience for our trade partners. We are meticulous in handling orders, compatibility checking to ensure our customers receive what they need, when they want. Our response times are quick and our teams all work together to ensure on-time, in-full delivery across the UK, with same-day solutions for urgent requests. We’re committed to their success, and it’s their trust that fuels our own growth and ambitions for the future.
