Steve Tyler, owner of 3d Kitchens in Halesowen, has claimed retailers who offer sales are lying to their customers and that the practice should be banned.
“Whether it’s a 30% sale or a 50% sale – it’s a lie,” Tyler (pictured) told kbbreview. “It should be against the law, and I’ve spoken to my MP about it. I don’t know why Trading Standards allows it. They let them get away with it and it should be outlawed.
“There’s no such thing as a sale,” he continued. “I’ve been in the kitchen industry for 30 years and worked for most companies. They have a sale, but they’ve never ever sold a kitchen at full price. It’s baloney. They double the price and give you 50% off. They’re duping the public, whereas we have no need for pressure-selling techniques, fictitious sales offers and so-called giveaways.”
Tyler combines his showroom business with e-commerce arm 3dkitchens.co.uk, which he insists is the “largest dedicated kitchen website in the UK”.
Around 10% of the company’s kitchen transactions are via the online channel. However, 3d operates a strict “one price policy”, whether customers are buying online or in the showroom, and never offers a sale.
Tyler’s new showroom also includes a window display featuring several white cabinets of similar build that he’s sourced from competing companies such as Howdens, Wren, B&Q, Wickes and Magnet. Each is marked with the name of the retailer, so the customer can make a comparison on price and quality. He’s put the same comparison on his website.
“I’ve done them like-for-like,” he says. “Our white cabinet is made in our factory, it’s got a 2mm PVC edge and an 18mm solid back, glued and dowelled. We do it in 104 colours. It’s a white J handle door. The rest are flat-packs. I’ve got all the receipts in a folder. I can beat them on price. But never mind the price, I can beat them on quality.”
- For the full interview with Steve Tyler, see the January issue of kbbreview