Yorkshire-based kitchen supplier Omega has claimed it has “meticulously prepared” for Brexit while hinting that its rivals may not have a clear plan.
Speaking exclusively to kbbreview, group retail sales and marketing director, Andrew North, said the company has “a plan to invest in every operational aspect” and had set out “to control everything we can control”.
Omega has spelt out its Brexit plan in its latest marketing campaign where its print advert – ‘Brexit Made. Brexit Ready’ – explicitly outlines its preparations. The company has recently invested in a £20 million refurbishment, providing an extra 400,000sq ft of space and increasing stockholding capacity by 43%. It is now able to hold five months of stock to ensure orders are fulfilled.
The advert ends by guaranteeing consistent lead times despite the political uncertainty and a promise to retain close working relationships with its European partners.
Omega’s pledge to its retailers comes as many suppliers admit they have taken a pragmatic attitude to Brexit preparations. Most have told kbbreview that putting specific plans in place is too difficult and costly until exit terms are finalised.
However, North argued that suppliers who are “keeping their plans quiet are possibly doing so because they don’t have a clear plan, or at least they don’t have the figures to back up their claims for preparedness”.
“As Brexit fast approaches, many retailers remain uncertain how the changing economic environment is going to affect them and their business,” he said – “especially when it comes down to their suppliers. There are concerns in the marketplace about deliveries being delayed at the ports and retailers not being able to supply within the lead times promised.
“We understand these concerns and over the past year have been meticulously preparing to ensure the effects of Brexit are as minimal as possible and our recent investment is a testimony to this.
“With all of the misinformation surrounding Brexit in the political arena, we wanted to demonstrate our measured and planned approach within the campaign. We want to reassure customers by using exact figures, this adds credibility and further demonstrates the integrity of our business.”
North said the advert has had a positive reaction from the campaign. It is directed at its retail partners but the company will try to communicate to the consumer as well thought its website and social media.
North added that there was a “real belief in the UK market – not just related to or since Brexit – and a keenness and enthusiasm from consumers to support British-made products and brands, therefore promoting the Made in Britain message is a key part of our marketing strategy at both trade and consumer level.”