When kitchen installer Jez Bayes took over an old copper mill in Harefield, Middlesex he planned to turn it into a workshop. However, his wife Esther had other ideas. Tim Wallace took a tour of their new Mereway showroom...
Launching a kitchen showroom in the midst of a recession sounds like a risky strategy. We've all heard the arguments about the top end of the market being more resilient but try telling that to the likes of Smallbone and Alternative Plans.
Timberfusion, however, is a showroom with a bit of a difference. Opened last November in Harefield, Middlesex, it's not the sort of place that's sprung from nowhere on a wing and a prayer. Nor is it the kind of fly-by-night operation that's likely to be gone in six months.
Instead, it's the off-shoot of a long-established installation business run by veteran kitchen fitter Jez Bayes and wife Esther (pictured), and it's been designed and fitted out with the kind of assurance that comes with a proven track record in the trade.
Admittedly, Esther's been in the computer business for 30 years and is on what's commonly known as a bit of a learning curve, but you get the feeling her husband more than makes up for it by not only knowing his products inside out, but the fitting side too.
As such, they're better placed than most to face the challenges of the market downturn, confident that the store doesn't need to hit the ground running in quite the same way as might otherwise be necessary.
Timberfusion was set up in 2003 and aims to meet the demand for experienced high-quality kitchen installers, mainly working in central London but occasionally in Europe.
What's interesting about the new launch is that this isn't just a showroom. After taking possession of a vacant copper mill, attractively situated beside the Grand Union Canal, they split the 2065sq ft building straight down the middle - one side for the 12 displays, the other for Jez's workshop where he produces bespoke versions of the Mereway furniture they supply and made-to-measure worktops in LG Hi-Macs.
The showroom itself is out of the ordinary too. Not only is it attractively propped and decorated, but a local graffiti artist has been given free range to paint a number of eye-catching murals on the exposed whitewashed brickwork.On the day of my visit Jez is away in Spain looking at new ways to mould the Hi-Macs material but Esther is happy to explain more about how Timberfusion operates...
Q As an installation company, what was the thinking behind opening a showroom?
A Jez was going to use it just as a workshop, but I was changing careers and wanted to be at home more because of my children so we decided to launch a showroom, opening between 10am and 4pm. It's a great location and in the summer it will come alive.
Q Was the timing of the launch, back in November 2009, a risk?
A No because the installation side drives and generates enough to cover the showroom. This is key and focal for the future, but it doesn't matter if it doesn't take off immediately. As much as it would be nice to be ultra busy I think it would be a bit of a nightmare as well.
Q Who are your main suppliers?
A We have three different types of kitchen here, all from Wentworth by Mereway. There's a contemporary area with Italian style high gloss ranges with inset handles. We have cappuccino gloss and white gloss, integra sanded oak for a warmer feel, burnt orange and the brand new olivewood gloss.In contrast, we also have English Revival Edwardian which caters for the country style. Then there's Bromley Walnut with curves to demonstrate the middle ground. Everyone comes in and wants an English Revival, but by the time they leave they want the sleek contemporary designs. Everyone loves the cappuccino. What you show you sell. We like to keep it local and British. There's a lot of snobbery around but Mereway can offer something just as good.As well as LG Hi-Macs worktops we work with Lathams and display appliances from brands like Miele, Maytag, Electrolux and Caple. Jez wanted Corian at first but they saw us as too much of a threat to their other local suppliers so we went down the Hi-Macs road instead.
Q Tell us about the unusual showroom decoration
A Love it or hate it we wanted something that stuck in customers' minds. We know a graffiti artist who came up with the train design and we thought it was fantastic. The London Tube sign signifies that we're a one stop shop. At the other end of the store he's painted some fish on hooks. He did other designs too but got a bit carried away and we had to repaint the wall. He's more used to working under bridges!Display wise, we'll give it a year to run and then change things around.
Q What's your background?
A I've been in the computer trade for 30 years so it's a big change but I've picked up bits and pieces from Jez over the years. He's so hands on; he measures it, he draws it, he loves to see the whole thing evolve. He draws it all on MacDraw, but I like to see the fluffy drawing you show the customer. He does a service drawing that he gives the builder. I take it away and make it look pretty.
Q How's business?
A It's hard to judge, we haven't been open at the weekend because of the kids. I want the winter gone and then I'll do Saturdays and Sundays. I'm also going to start advertising in local magazines. I haven't done anything yet, we thought we'd see how it goes. I probably need a sign saying 'kitchen showroom this way', we're a bit tucked away. A few people have said they can't find us.
Q Do you see any signs of a recovery in the market?
A A local kitchen dealer in Rickmansworth told me he's just had his best year ever. People are spending money because they're paying less on their mortgage so if they've still got a job they're doing very well. Lots of people are doing extensions, which normally means a kitchen or bathroom.I've noticed people are waiting to finish things though. They do half a job and wait but it'll never get done in my experience.
Q Do you visit any other showrooms?
A We went to a couple to see what they did and they don't do anything! They either totally ignore you or fly at you. I went to one in Amersham and she said 'hello, do you want to know about our kitchens,' and I said 'yes' and she said 'well, we start at £30,000.' How can that be your opening gambit?We went to another and there were two people typing away and couldn't even look up. You need a happy balance. You don't want to be ignored but you don't want to be hassled.
Q What do you make of the troubles at Smallbone and Alternative Plans?
A Leo Caplan has been good at AP and put a lot of backing behind them. All the staff have been retained and he's let Laurence and Keith go away and do what they do best. They have an eye and their client list is phenomenal. He wanted Boffi because it's such a great name and he would have had the top end covered but there's so many brands out here he'll just go and find another one.
Q Have you joined any industry bodies?
A They all keep ringing but do you need any of them? I like the Guild of Mastercraftsmen. They go and see five of your clients and do a bit of digging and research as to what you're like. It's an endorsement and you can use their logos on their website. The package is amazing, you get 40% off Peugeot van insurance and 30% off your car insurance.
Q What's the five-year plan?
A We want this to be the core business in five years so we aren't still in town. At the moment Jez is working on three or four fits a week. In five years we want half the team here and half in London.
