Dan Farmer, head of commercial and development at Global Doors and Interiors, explains why expanding focus beyond kitchens and bathrooms could be the smartest move independent retailers make in the face of a shifting market.
Recent AMA Research predicts 10% growth in the kitchen and bathroom sector by 2028. On the surface that’s welcome news, but before we all start popping the champagne, it’s worth looking a little closer at what’s driving that growth.
A substantial chunk of that forecast is pinned on the Government’s housing targets, which may sound promising, but much of it relies on new build completions – a notoriously unpredictable area.
Yes, more homes being built should mean more second-hand stock coming onto the market, and that can lead to renovation work. But how soon does that translate into footfall for independent retailers? The truth is, it could take a while.
Meanwhile, the retail market itself remains shaky. Homebase has exited the scene, and B&Q reported a drop in demand across kitchen and bathroom categories last September. It raises an important question: where do independent retailers look next for solid, sustainable growth?
A good starting point might be to revisit the often overlooked ‘B’ in KBB – bedrooms. This part of the market has come a long way from tired overbed storage and flimsy sliding wardrobes. Innovations in design, finishes and components now mean bedrooms can offer just as much in terms of quality and aesthetics as kitchens.
Even better, they’re quicker and cheaper to install, meaning you can slot them into your schedule more easily and offer customers a cost-effective way to refresh their home.
And why stop at bedrooms? We could add an ‘L’ to the acronym (KBBL) because lounges and living areas are fast becoming a design destination in their own right. Media walls are a prime example.
Social media is packed with inspiration, and consumer demand is growing. Think fluted glass doors, acoustic slat walls, antique mirrors and colour-matched cabinetry to complement open-plan kitchens. It’s a designer’s playground, and the independent retailer is perfectly positioned to take the lead.
The best part? You don’t need to overhaul your entire showroom. Many of our retail partners make use of compact ‘shuffle packs’ of door samples, or repurpose display wardrobes as dual-function spaces for design and storage. The key is simply to show what’s possible and to have the conversation.
Most importantly, your next customers are probably already your current ones. You’ve installed their kitchen or bathroom. They trust your advice, they love your work, and they’d likely be delighted to come back if you offered help with their bedroom or living space too.
While we all keep an eye on the housing market, there’s real value in reaching out to those customers. KBB might still be the name of the game, but thinking beyond the acronym could be the move that keeps you a step ahead.
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