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08 February 2010

What do January sales tell the consumer about the worth of kitchens, bedrooms and bathrooms? Asks editor Andrew Davies...

I've talked a lot on this blog about the public perception of the KBB industry, in particular about the lack of household names and brands.

There are many reasons for this - fragmented supply and irregular purchase patterns just for a start - but now that it’s way into February we're past the annual marketing blitz that represents the biggest noise this industry makes to get itself heard by the consumer, the January sales.

For a period lasting six weeks or so the media is full of the major multiples like Magnet, Moben, Dolphin, Wickes, B&Q, Bathstore and Homebase telling the potential customer just how much they need a new kitchen and bathroom – it is these that are the only real household names in this industry (white goods aside).

But when these names concentrate so much on marketing their discounts (whether genuine or not), just what underlying message is that giving the consumer? Buy-one-get-one-free, half price sale, free appliances – is this really what we want the mass market to think of our industry?

Have they been educated to see kitchens, bedrooms and bathrooms as a commodity to be discounted rather than an investment to be treasured? Lazy stand-up comics make whole routines based on gauging just how stupid somebody would be to buy a full price sofa from DFS but are we that far off?

Ultimately, this attitude represents the only mass marketing for the KBB industry and that’s pretty sad in my opinion. You couldn’t imagine a January sale for architects: “buy one new building get one free – free scaffolding with every purchase!” so it’s a shame that the multiples seem to rely on this method for their main message. 

Just take a look at a few of these websites to see what I mean, is this the industry shop window you want?

BRITAIN'S BEST AND BIGGEST-SELLING KITCHEN, BATHROOM AND BEDROOM MAGAZINE

Check out what's in this month's KBB

Welcome to the Kitchens Bedrooms & Bathrooms magazine website

Subscribe to Kitchens Bedrooms & Bathrooms Magazine here

If you’re looking for the best information on creating your dream kitchen, bedroom or bathroom, look no further than Kitchens Bedrooms & Bathrooms magazine online.

We’ve selected our favourite features from Britain’s best-selling kitchen, bathroom and bedroom magazine, from wow-factor kitchen spaces, to sublime bathroom and bedroom sanctuaries. In fact, you'll discover all manner of expert planning advice for the kitchen, bedroom and bathroom as well as regular news of future designs bound for the home.

We also bring the latest and greatest home appliances to the fore, so whether you’re after a top-end professional oven for the kitchen, or the hottest designer showering system, KBB magazine online has got it covered. What’s more, we’ll bring you profiles of the industry’s best designers and their innovative designs that could take centre stage in your kitchen, bedroom and bathroom projects of tomorrow.

Of course, there’s much more in store in the latest issue of Kitchens, Bedrooms & Bathrooms magazine, which is on sale from May 6th. But, in the meantime, sit back, relax and enjoy our dedicated online service.

Jackie Daly, Editor

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