Ravy Singh (pictured), director of Windsor Bathrooms, explains how his relationship with Indian bathroom brand Jaquar is helping to grow the company’s flagship showroom in Bradford, West Yorkshire
Having been in the industry for 25 years Ravy Singh, director of Windsor Bathrooms, is no stranger to quality bathroom brands.
So, it’s perhaps no surprise that, after discovering Jaquar, the Indian complete bathroom solutions supplier, during a trip to the ISH trade fair in Cologne four years ago, he decided to introduce the brand to Windsor Bathrooms’ flagship showroom in Bradford – widening its appeal to local consumers.
“We were really impressed with Jaquar’s extensive portfolio and its potential within our business and the UK market in general,” Singh explains. “We cemented our relationship with them two years ago, when the brand launched its own subsidiary in the UK. The relationship has gone from strength to strength.
“The fact that there’s a margin opportunity there, because the product isn’t available everywhere, and they have huge stock levels in the UK and offer a next day delivery, are all huge strong points.”
Jaquar may be one of the largest bathroom manufacturers in the world and have a 60% share of the brassware market in India, but breaking into a competitive market like the UK, that’s already dominated by strong European brands, is a challenge for any manufacturer. So what is it about the brand that Singh feels will give it an edge?
“Very few bathroom brands actually own and run their production plants these days, but Jaquar is a true manufacturer with its own factories,” Singh says. “It’s great to find a brand that’s still in complete control of its manufacturing and this was a real selling point for us.
What really sold the partnership to Singh was the fact that he was invited out to Manesar, near Delhi in India, to see Jaquar’s HQ and production plants for himself.
“I was able to see the powerhouse behind the brand and experience the manufacturing and quality control processes for myself. I’d urge any retailer who gets the opportunity to visit their facilities in India to go. You can’t fail to be impressed and it makes you realise it isn’t just another tap company.”
Initially, Windsor Bathrooms started out selling Jaquar brassware, but as the brand became a complete bathroom solutions provider they introduced more and more of its portfolio – something that is really helping drive sales of the brand and boost business at Windsor’s main Bradford showroom.
“We’re getting a lot of momentum with Jaquar,” he explains. “It might be a relatively new brand in the UK, but it hasn’t been a hard sell for us – in fact, it’s been quite the opposite. Once our clients hear about the investment and heritage behind the company and the quality of design and production, they really buy into it. When customers are looking at the Jaquar displays, I ask them where they think the brand is from – most people say Germany, so that shows that its offering is in line with European brands.
“What’s especially appealing to consumers is the fact that they can design their entire bathroom from one brand. The products are also well-priced, especially when you consider the quality. Every part of a Jaquar tap is brass – whereas, in comparison, a lot of other products feature a combination of brass and plastic – and that has actually helped us convert some customers.”
In fact, they’ve had such success with the brand that they recently took the relationship one step further by becoming a Jaquar World Partner. Thanks to joint investment from Windsor Bathrooms and Jaquar, its flagship showroom in Bradford now features a 2,000sq ft display area dedicated to Jaquar and its luxury Artize brand.
“It’s not every day you get a manufacturer saying ‘we believe in you and your brand and, to show you our commitment, we’ll invest in your showroom’. It was a fantastic opportunity for us and, now we have a dedicated Jaquar zone we’re selling a significant amount of product.”
Service is a fundamental aspect of any supplier-retailer relationship. How, as a brand that’s still finding its feet in the UK, does Jaquar stack up in this area?
“Like all new relationships there have been teething problems. But what really stands out to me about Jaquar is how quickly and efficiently they’ve addressed any issues. They want to work with independent retailers in the UK and nothing is too much trouble for them.
“Jaquar is one of the biggest bathroom manufacturers in the world and it’s great for our business to be associated with that.
“We see Jaquar as a very big part of our future and are already looking at introducing the brand to our other showrooms in Bradford, Leeds
For more information on Jaquar and its products visit www.jaquar.org.uk
- This content has been produced as part of a commercial partnership between kbbreview and Jaquar