Newly-appointed managing director of CDA Group Dominic Worsley revealed the company’s strategy for independent kitchen retailers at Kbb Birmingham 2022.
Speaking exclusively to Kitchens & Bathrooms News, the former Miele global marketing director outlined what CDA retailers can expect of the brand now he has taken the helm.
Dominic Worsley stated: “I’m really excited to be at CDA. I think it’s a unique opportunity.
“We can use our size to be agile, to build a very strong strategy centred around independent kitchen showrooms.
“I think we can really strengthen our offer within this key channel.”
He pointed to the importance of the relationship between the consumer and the kitchen designer, which is built on trust and service.
The company introduced its CDA Select program for independent kitchen retailers to underpin its product sales.
Dominic Worsley said the retail initiative was based on “three key things that show our understanding of kitchen showrooms.
“First of all, there’s a commercial advantage. So, we are giving preferential terms to our CDA Select partners.
“We know that once you have installed the kitchen, the last thing you want as a kitchen showroom or as a kitchen designer is to have to deal with aftersale problems, so we have improved our customer care.
“And the most important thing – in-store training. We want to help people sell higher value products to grow their businesses quicker.”
He mooted the potential of combination steam oven sales, stating they were the products of the future as they build the value of the kitchen.
Worsley stated supply chain issues topped the list of concerns for kitchen retailers but said: “We are in a good position. We anticipated the demand we are likely to get this year and brought in stock to make sure we can meet that demand.”
However, he also indicated the future remained uncertain, as it was unknown what increased challenges the situation in Ukraine would place on supply issues.
Going forwards, he said: “Over the coming months and years, we will make sure the kitchen retail business is at the forefront of our strategies, how we develop products, how we launch products and how we bring them to market.”