Q: Is there more choice now in terms of product diversity? If so, was it simpler when there was less on the market?

A: In 1983 the choice was much smaller, and probably a lot simpler for client and designer. The limited choices of a medium oak cathedral to basic slab door ranges, the influence of imported continental kitchens, largely from Germany that have been heavily influenced by Italian design, with new ranges every year, has driven the maturing kitchen market. It’s still struggling to find a new word to encapsulate the ever-changing hub of every home that embraces so much more than cooking.

The affluent that strive to make an individual statement with a new kitchen that elevates and promotes their style now embrace Japanese and Scandi influences and we are now all firmly competing in a fashion industry.

At Callerton we embrace them all and are driven by the designers in our amazing network of partners all over the UK, from city to rural locations, always challenging our furniture production to use the latest materials, whilst we try to moderate a product that balances; style, green environmental considerations, cost, durability and adding value to a family’s major investment.

Q: On a related note, is the customer experience different now, do you think? Are they still shopping the same way, and have their expectations changed?

A: When we were starting the business, we were one of the first to embrace CAD, computer aided design that gives a client a pictorial representation of design. Our CAD supplier company went into liquidation within our first year so we ended up sponsoring the CAD Company ourselves as we believed the way forward was to demonstrate design as realistically as possible to potential clients, as it is still a minority that can interpret traditional plans. This has now advanced with our internal software development capabilities to transfer the designs straight into production at the factory, which helps us to be as efficient as possible, maintaining our competitiveness. Our industry now relies on this technology.

For Callerton, we have concentrated on working with designers, whose approach and knowledge takes a professional approach to customer requirements, some national suppliers have concentrated on the art of closing a sale, with little effort spent on true design, working on overcoming customers possible objections rather than taking a measured approach to explore a projects true potential. This, I believe, sets the local design-led independent apart with much higher client satisfaction ratings.

Q: Obviously, a lot can happen in 40 years. But what are some of the best ways that the industry has changed and developed?

A: This question requires a book on the history of the kitchen industry to cover the development in appliances, sinks, taps, work surfaces flooring, lighting, and of course, fitted furniture being the project that has filled most of my time over the last 40 years.

Blum, a major partner of ours in conjunction with other members of the RKTec initiative, have continually developed product in hinging and drawers and easy access storage solutions, which covers all the working components within the furniture. Soft closing doors and drawers with easy access has transformed the workings parts within the kitchen and when all these elements are put in the hands of a designer, who take and interpret a family or individual’s requirement, the magic happens.

Associations such as the KBSA which is now well established, have helped the industry to mature in its professionalism, which is so vital to the development of the industry being attractive to a new generation of talented youth with a better gender balance and full of new ideas as they try and make their mark.

Q: On the flipside, is there anything that you think was a bit better in days gone by?

A: Looking back at the good old days! When we had double digit interest rates, regular recessions and the days of competitors direct salesmen camping out in customers’ houses till they signed a contract. Early success brought local competitors with a strategy of putting us out of business. History only fills me with horror, the greatest positive was all the client friends we made along the way, who are the reason we have adapted and moved forward

In my experience we have been extremely lucky to develop together with some of our core suppliers, who at Callerton, we view them as partners in one of the most complex industries I have worked in. Those relationships have only matured over time and helped to overcome supply and product issues that are so critical to our customers achieving and exceeding expectations, in one of the most exciting and satisfying industries in our country.

Manufacturing and being involved in making furniture, is so much more satisfying than importing, reacting quickly to customer requirements gives us an edge over some of our competitors, family business working with family businesses gives a good understanding of cultures.

You can read the full 40 Years of kbbreview feature in the September issue of kbbreview.