Insights 2025: ‘We’re more motivated than ever’
After the trials and tribulations of 2024, the joint managing director of Armera, Sarah Williams, is looking to next year with unbridled optimism
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Listen to the full interview with Sarah Williams on a special episode of The kbbreview Podcast. Use the player above of go straight to it in Apple Podcasts, Spotify or YouTube.
As we all look forward to the New Year, I feel genuinely excited for the road ahead. 2024 marked our third full year of trading at Armera, and it’s been a period of learning, growth, and validation for our vision.
When we first launched, we aimed to create a company that prioritises service, exclusivity, and trust – a model that would truly support our independent retail partners. Now, with record months behind us and ambitious plans ahead, I feel more motivated than ever to keep building on that foundation.
This year, the independent retail sector has undoubtedly been challenging. But 2024 has shown that even in tough times, there’s value in knowing exactly who you are and what you’re trying to achieve. For us, that means ensuring our retailers feel genuinely supported. It means taking proactive steps to make their lives easier, whether that’s consistently maintaining high-quality stock or picking up the phone to solve issues quickly, no matter the cost.
Onwards and upwards
That’s why retailers telling us we’re delivering on what we set out to do is so incredibly rewarding – it proves our approach works!
Continuing that into 2025, I believe the year will all be about scaling that success in a way that is sustainable, so we’ll be investing across all areas of the business
For example, we recently launched four new product ranges with more lined up for the first quarter of 2025. We’re also going to be expanding our team and signing on the dotted line for another warehouse next year as well.
In an industry as competitive as bathroom supply, service is everything. It can be easy to lose sight of that when you’re scaling quickly, but we’re committed to growing in a measured way that doesn’t compromise on quality.
We know our retailers appreciate that, so much that the feedback we’ve received from our retail partners has even shaped some of our processes as a company. For example, when a customer orders five items in brushed gold and one in brushed black, we pick up the phone to confirm it’s correct, and our customers tell us that level of thoughtfulness sets us apart.
I know it’s not going to be easy for anyone, but I also believe we’re positioned well as a company. Because Armera is focused solely on the UK, we’re able to keep a close eye on the market. Also, our products offer affordable luxury, so we can appeal to both high-end customers and those looking for quality at a more accessible price point. This gives our retailers flexibility and enables them to reach a broad range of clients.
Adding value
Our New Year’s resolution is straightforward – keep doing what we’re doing, but even better. We’re not trying to reinvent the wheel, we just want to keep growing in a way that supports our retailers and makes their lives easier.
For retail partners, my advice for the New Year is simple: focus on what adds value to your customers. Lean into the strengths that make you unique and let us help you deliver that added value.
I know this is going to be a big year for us, and I can’t wait to see where it goes. Here’s to a successful 2025, for us and the independent retailers who make it all worthwhile.
Find out more at Armera.co.uk
