At a time when the distribution in the KBB sector is under pressure, Laufen’s decision to appoint Barwick as its exclusive distributor to independent retailers feels like a statement of intent from both companies.

The decline or disappearance of the likes of Robert Lee, Waterline, DAD and Brausch has made many question what the future holds – particularly when some big brands are choosing to go direct using sophisticated couriers.

But, for Laufen, the intention is clear. This exclusive deal reinforces its commitment to the independent retail channel and its determination to back that up with stronger service and support. For Barwick, meanwhile, it is clearly a significant endorsement of the continuing value specialist distributors can bring to the market.

Jamie Welch, sales director at Laufen, says the agreement reflects exactly where the brand wants to position itself in the UK market.

“Independent retailers remain hugely important to us because they are the people who really understand the value of premium bathrooms,” he says. “They are selling expertise, design and customer experience, not just products, and that aligns perfectly with what Laufen stands for.

“We wanted a distribution partner that shared those values and understood the importance of service, consistency and retailer relationships. Barwick has built a very strong reputation in the industry over many years and we see them as the ideal partner to support our ambitions in the independent sector.”

The difference, Welch says, is in finding a distribution partner that consider much more than simply getting products from A to B.

“In the premium sector, service matters just as much as the product itself,” he explains. “Retailers expect reliability, stock availability, communication and support. Consumers are making significant investments in their bathrooms and retailers need confidence that the brands they work with will deliver on every level.

“Barwick understands that. They understand independent retailers and they understand what good service looks like. That gives us a very strong platform to grow the brand further in this channel.”

Distribution

For Barwick, the deal comes at this particularly interesting moment for the wider distribution sector. But sales director Stephen Hooley believes the Laufen partnership proves there is still a very important role for distributors that genuinely add value.

“There has been a lot of discussion around distribution over the past few years and whether the traditional model still works,” he says. “But what this partnership shows is that quality distribution absolutely still has a place in the market.

“Manufacturers and retailers still need partners that can provide expertise, service, stockholding and strong relationships. Those things matter enormously, especially in the premium sector.”

Hooley says Barwick has continued to invest heavily in service and infrastructure because it believes independent retailers need more support than ever.

“The expectations on retailers today are huge,” he explains. “Consumers want products quickly, they expect everything to run smoothly and they expect problems to be solved immediately if they arise.

“That means retailers need distribution partners they can trust completely. We’ve worked very hard to build that reputation and the fact a brand like Laufen has chosen us as its exclusive distributor to independents is something we are incredibly proud of.”

For Laufen, the agreement is also part of a broader strategy to strengthen its premium positioning in the UK.

Welch says ensuring retailers receive consistently high service standards is essential to protecting the brand experience.

“When somebody chooses Laufen, they are buying into a premium brand with a strong heritage in design and manufacturing,” he says.

“Everything around that purchase experience needs to reflect those same standards.

“Working with Barwick gives us confidence that retailers will receive the support they need and that customers will receive the level of service they expect from a premium brand like Laufen and that’s incredibly important”