kbb Birmingham 2020: ‘We have always listened to the views of our customers’, says Aqualla

Exhibitor interview Steven Allaway, managing director, Aqualla


Q: Why are trade shows such as this one important for your business?

A: We have always listened to the views of our customers when developing new products. Our growing portfolio includes many new and innovative products based on market and customer feedback. Product development has been vital to the growth of the business, having the opportunity to engage face-to-face with such a wide and varied group of industry professionals can only serve to further enhance Aqualla’s reputation and strengthen our ambitious growth plans.


Q: Why should retailers come to shows like this? What are the benefits to them?

A: We hope that by visiting our stand at kbb, the retailer will get a sense of what the Aqualla brand is all about. They will be able to see a selection of our products, from taps to mirrors and heated towel rails, and also get an insight into the knowledge and passion of the team.


Q: How do you view the health of the UK KBB market? In what ways could it improve and how can the industry improve it?

A: Recognise the value of quality products and service and avoid the race to the bottom, price-is-king mentality. Our focus is on added-value products, marketing investments and after-sales to maintain sustainable, long-term partnerships.


Q: How do you think the relationship between supplier and customer is changing? 

A: There is increasing importance on quality, customer service, strong brand, and marketing back up and support. It’s more about developing mutually beneficial, long-term partnerships. Aqualla committed to fully supporting customers for years to come by investing in a full stock of spares, even-though our fault ratio is less than 0.03%.


Q: What are the main challenges you will face as a business this year and how will you overcome these?  

A: Turnover has grown twenty-fold in the past eight years. Aqualla has moved premises five times and had five new major product launches in the past three years.

We rise to a challenge. The key focus this year will be the implementation of a new stock management system to ensure that we maintain our KPI of 99.5% on items in stock.

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