Senior MD of Bathroom Distribution Group – Frontline Bathrooms and Smith Briten – Darren Allison outlines his transformational business plans and what they mean to retailers

After stepping back from the bathroom industry, seasoned leader Darren Allison has returned – and he’s not easing in quietly.

Now at the helm of distributors Frontline Bathrooms and Smith Briten, as managing director of the Bathroom Distribution Group, Allison is launching a bold three-year plan to overhaul operations and grow turnover from £27million to £50million turnover.

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“Expect change. You’ll see things change like never before”, he says with charactistic confidence.

His strategy is ambitious and far-reaching, bringing together the two sister companies Frontline and Smiths Briten to unlock cross-selling potential, streamline systems, and better support independent retailers.

The full-scale business transformation touches everything from sales strategies through to supply chain, down to promoting existing lesser-known perks like Saturday opening hours.

Platform for growth

Frontline, based in West Yorkshire, specialises in OEM products, while Bolton-based Smiths Briten supplies branded bathrooms.

Despite sharing the same customer base of independent retail business, the two businesses operated in silos with separate systems and limited visibility across inventory.

“The first thing we’ve done is make a six-figure investment in ERP (Enterprise Resource Planning) Software.”

It will not only help simply the back-office process across both companies, minimising dual stocking, but offer retailers better visibility of stock levels, with live stock feeds and order tracking.

“It’s going to be a six month project, and it’s not going to be easy, but I’ve had experience in doing it in two very similar companies”, Darren Allison explains.

Dubbed Platform for Growth, the initiative also includes restructuring of the team, with trading director Gareth Jones working across both companies and a combined force of 10 area sales managers selling the full portfolio.

The focus is on offering retailers choice.

“Every showroom, if they’ve got any sense, are going to have a brand offering and an alternative to be price competitive and stop consumers from searching the internet for a cheaper price”, exclaims Darren Allison.

“We’re giving service to retailers, asking where do you want to sit?”

There are no plans to merge the sister business, in fact Allison recognises the strengths in two individual companies.

“We’ve got two sides of the business they can go in different directions if we need to. Developers and house builders are in our sights, but we want to reach those through retailers”.

Reworking supply chain

Darren Allison is also reshaping the group’s supplier relationships.

After RAK Ceramics reduced its distribution network, Smiths Briten became the exclusive distributor for Lecico and eco-cistern and Darren Allison has been approached to provide third party logistics for major bathroom brands.

It continues to reflect the importance of distribution in the supply chain, as Allison says: “It’s the entire service proposition that makes a difference.”

And the new brand focus is already paying off.

“As a group we are 13.2% up year-on-year. To be honest, we knew where the RAK dealers were and showed them the choice – OEM via Frontline or brands through Smiths Briten. The majority took both. That gave us double bubble in sales”, explains Allison.

Meanwhile, Frontline’s OEM supply chain is being brought closer to home.

“I don’t think the Far East has got the attraction it used to have. Covid played a massive part in that”, Allison notes.

Rising container costs, upfront payment terms and logistical uncertainty have made UK and European sourcing more attractive.

“There’s a lot of uptapped potential in the UK, particularly for furniture. If we can get the product at the right price, we don’t have to overstock”, he exclaims.

While ceramics are harder to source locally, the group is now working with manufacturers in Egypt and Poland.

Allison has also introduced a new policy, ensuring no product is launched to the market until it is physically in stock, as a direct response to previous supply issues from the Far East.

Supporting retailer growth

The business isn’t just investing in systems and supply, it is also doubling down on retailer support, with free training, inclusion on ArtiCAD and TruBlue software, launch of new Frontline website, and sales promotions.

“The most important thing to Frontline and Smiths Britain is the bricks and mortar retail and we want to work with them to help them grow, and in doing so help us grow.

“We’re here to train your team, boost confidence and promote success stories through PR and social media.”

Offering further support, Allison is planning to create the Trade Savers discount promotion for Smiths Briten and a Price Crash for Frontline.

He urges retailers to work with tried and trusted installer networks and lean into product exclusivity to stand out in the market.

“Retailers need to work with brands that are protected and OEM companies like Frontline who offer something that’s a bit different. Offering a high value service proposition is important whether that’s in manufacturing, distribution or retail.”