The KBSA and Waterline

Service and support that enables independent kitchen specialists to go from strength to strength.

Independent retailers have long been a cornerstone of the UK’s home improvement industry, creating custom solutions for customers and always providing a stellar level of service. But in today’s tough retail climate, there is no room for complacency and anyone who takes the strength of the kitchen specialist sector for granted, does so at their own peril.

We need only look to the overseas market for a hint as to why. Internationally, the kitchen specialist sector often commands far smaller market shares and is confined to ultra-luxury, bespoke offerings. Even in the UK, JKMR’s market overview estimates that kitchen specialists’ share of the market has fallen from 21.8% in 2002 to just 14.4% in 2023.

A worrying trend, certainly but by no means an irreversible one. At Waterline we see a clear path to the revitalisation of the kitchen specialist sector with the KBSA playing a key role.

The reason for our optimism? It’s all down to the undeniable strengths that kitchen specialists can boast, in comparison to those of large chains. They offer a better experience and customer service, design solutions are more varied and customised, and often the quality of the fit and of the end product is to a higher standard (as controversial as some of that may sound).

However, it is also undeniable that there are a few areas where kitchen specialists simply cannot compete with their national counterparts.

• Marketing – Whilst many kitchen specialists are getting more and more proficient with their marketing, this is usually restricted to targeting a local audience. In comparison, national chains have access to TV, radio and more. Their marketing budgets dwarf even the most ambitious specialist.
  
  
• Branding – Similar to marketing, national chains benefit from their omnipresence. Despite kitchen specialists often delivering a higher quality service, fit and product, consumers still turn first to national chains because they know the name. The chains offer less uncertainty to someone who could be buying a kitchen for the first time and let’s face it, a new kitchen is a big investment where that reassurance is needed.
  
  
• Supplier relationships – Because of their scale, national chains can command far more support from their suppliers. Their higher purchases often translate into promotional support, more training options and more attentive after-sales.
  
  
• Ancillary Services – National chains can leverage their scale to offer additional services such as buy now pay later. While these are available to kitchen specialists too, who has the time to research and set that up?

How can kitchen specialists combat these challenges and compete? Independent retailers need a single association to represent and support the entire sector. Whether it is through their deposit protection scheme, access to buy now pay later schemes, trade discounts or one of their many other benefits, the KBSA offers support in all of the areas mentioned above. Members also benefit from recognition from its 42 corporate members such as Waterline, who offer an automatic £5,000 credit limit to all KBSA members, plus extra ongoing ‘off invoice’ discounts on Franke, Samsung, Hotpoint, Essentials, Whirlpool, Kitchen Aid, Minerva, Shaws and Perrin & Rowe.

The not-for-profit association also offers members very practical advice and ‘hands on’ assistance in resolving disputes and issues with consumers and with suppliers and maintains a huge bank of information regarding regulations to help retailers find answers when needed.

It would be remiss not also mention the benefits of buying from a distributor. At Waterline, we put customer service first in everything that we do. Unlike individual retailers, we are able to use our larger purchase levels to command far more time with suppliers to ensure they are giving enough time and support to our customers. This support allows kitchen specialists to focus on what they do best, which is offering the best-in-class service that they all take so much price in.

Long may it continue.