Independent retailers have reacted to the announcement of Ca’ Pietra’s new retail partnership with B&Q, which sees an exclusive range sold through the national retailer.
The partnership has launched a capsule Portare collection for B&Q – a “curated edit” of the brand’s tiles developed exclusively for B&Q and tailored to the national retailer’s customers.
A statement from Ca’ Pietra said the range includes 21 exclusive products that will not be sold elsewhere. It is said to be positioned as an “entry route into the Ca’ Pietra world”, distinct from the brand’s main collections offered through independent retailers.
Commenting on the collaboration, Ca’ Pietra group managing director Steve McGuire said: “The Portare capsule collection for B&Q is about opening our design language to more homes, in a way that suits how B&Q customers like to shop.
“We have taken the attention to detail that defines Ca’ Pietra and distilled it into a collection that is simple to navigate in-store, easy to love, and works in real life, while remaining separate from the ranges our independent retailers curate in their showrooms.”
In a separate email communication to Ca’ Pietra retailers, the brand said: “This is not Ca’ Pietra ‘going mass market’. Instead, think of it as the interiors equivalent of a Stella McCartney and H&M collaboration – a way to introduce our brand to a broader audience through a tailored collection, while keeping our premium, trade and retail partner channels fully protected.”
Some retailers, however, have expressed disappointment in the brand partnering with a business that offers a different value base to the independent retail channel. Stephen Atkinson from Waterloo Bathrooms feels it “devalues” the brand.
“I’ve no idea how Ca’ Pietra thinks the Stella McCartney and H&M collaboration is related to them going into B&Q,” he said. “Going into B&Q is not a ‘collaboration’, it’s just them selling to a warehouse.”
Julie James, showroom manager at Plumbits Stafford, agrees that the move devalues the brand: “I think a pre-questionnaire before the decision was made would have given them the feedback required to realise this was going to be a firm no!
“Ca’ Pietra’s tiles are gorgeous and the marketing is probably one of the best I have ever seen, but to put it in B&Q devalues their brand of offering luxurious tiles through independent bathroom and tile specialists.”
Although not specifically citing Ca’ Pietra as an example, Issak Durrani Baron from Indesign thinks similar moves by other brands can be a sign of a possible pivot strategy. He said: “Many years ago, someone once told me I was ‘reaching’ when I suggested that larger bathroom brands were using showrooms as a risk free stepping stone.
“For many brands, the end game has always been to leverage independents to build brand equity before moving on to large retailers and volume-driven online platforms. Today, those same brands can be delivered to your door next-day on Amazon Prime.”
That said, kbbreview also spoke to other retailers who wish to remain anonymous but believe the partnership will hardly affect independent showrooms. The general consensus being that it is only a small amount of exclusive product and that the move is simply Ca’ Pietra expanding its business, rather than devaluing it.
This is a message echoed by McGuire: “We have been very deliberate in how we have approached this partnership,” he commented. “The B&Q capsule is not a dilution of our brand, but a tightly defined capsule collection of just 21 products at an entry price point, created specifically for a DIY audience who would not ordinarily step into an independent showroom.
“Our core collections (of which there are over 1000 SKUs), the depth of our designs, and the specialist service our partners offer remain untouched, and remain the hallmark of Ca’ Pietra. In fact, by introducing more people to our design language at an accessible level, we’re widening awareness of the brand in a way that can only strengthen its reputation.”
When asked about retailers fearing a move like this can often be a “slippery slope” to phase out the smaller independent retail channels, McGuire said: “Our independent showroom network is, and will continue to be, the foundation of our brand. This is not about shifting away from that channel and instead is about feeding into it.
“The B&Q customer is typically at an earlier stage in their journey: a smaller project or first-time buyers. By giving them a capsule collection to engage with now, we are planting a seed for the future so that when those customers are ready to take on bigger, more ambitious projects, such as extensions, renovations, or full-house schemes, they already have a relationship with Ca’ Pietra. They know where to find the full depth of our range and the expertise that only independents can provide.
“It’s far from a slippery slope, this is a long-term investment in the independent channel. It brings new people into our world today and builds loyalty that we expect to flow back into showrooms tomorrow.”