Words: Mark Strachan

In a challenging market, “growth” can feel like an uncomfortable word. For many retailers, the focus naturally shifts to consolidation, protection and caution. 

At Laings, however, our experience has shown that growth doesn’t always come from doing more – it comes from doing things better, and from knowing how to leverage the things that genuinely set your business apart. One of those has been industry recognition.

We are proud to be the reigning kbbreview Kitchen Retailer of the Year. Since first entering the awards in 2017, we have achieved ten awards in ten years, and while that statistic is something we reference, it’s not the reason the awards matter. What’s far more important is how those accolades are used – strategically, authentically, and with long-term growth in mind.

Yes, we do use our status as an award-winning retailer in our marketing, but never in isolation. Awards are not a shortcut to credibility; they are a reinforcement of it. Laings is a brand built on heritage, experience and long-standing relationships. Awards work because they sit alongside that foundation rather than attempting to replace it. 

They act as third-party validation of values we already live by: quality, consistency and attention to detail. When used thoughtfully across showroom messaging, digital platforms, PR and client communications, they help tell a cohesive story about who we are and why we do what we do.

Crucially, the awards we have won are independently judged. That impartiality adds weight and credibility to the process, both internally and externally. 

In an industry where claims of excellence are easy to make, independent recognition cuts through. For retailers looking to grow, this kind of validation can be a powerful differentiator, particularly when customers are more cautious with their spending.

From a customer perspective, awards provide reassurance at key decision-making moments. Bathrooms and kitchens are significant investments, both financially and emotionally. 

Customers aren’t just buying products; they’re buying trust, expertise and peace of mind. 

Independent recognition gives confidence that they are choosing a retailer whose work stands up to scrutiny at a national level. That reassurance can tip the balance when customers are comparing options, especially in a competitive market.

That recognition also carries kudos, particularly because it reinforces the message that experience still matters, and that excellence doesn’t happen by accident. 

Growth, in this sense, isn’t about rapid expansion or chasing trends – it’s about strengthening reputation and deepening trust. Awards can accelerate that process when they’re aligned with a clear brand identity and a commitment to long-term quality.

Internally, the impact of recognition is just as significant. Awards are a powerful motivator for teams, particularly during challenging periods. Winning nine awards in nine years has helped create a shared sense of pride across Laings, validating the day-to-day work that often goes unseen. 

From designers and project managers to installers and aftercare teams, recognition reinforces that every role contributes to the final outcome. That motivation translates directly into growth – through higher standards, better collaboration and a culture that strives for continuous improvement.

For other retailers looking to grow their businesses, the key lesson isn’t simply to chase awards, but to understand their purpose. Enter awards that align with your values. Be honest about where you excel. Use recognition as a tool to sharpen your message, not dilute it. 

When awards are treated as part of a wider brand strategy rather than a standalone achievement they can support growth in reputation, confidence and commercial performance.

Ultimately, awards don’t define Laings – but they do affirm our direction. 

They encourage us to keep raising the bar, honour the heritage the brand is built on, and continue delivering exceptional kitchens and bathrooms with confidence, care and credibility. 

In a market where growth sometimes feels uncertain, that clarity of purpose has never been more important.