Providing the first word, editor of Kitchens & Bathrooms News Philippa Turrell says accomplished retailers will focus on controlling the controllables

Despite serious economic headwinds ahead, with consumer disposable income squeezed the most since the 1950s, kitchen and bathroom sales seemingly remain strong.

Confidence in the market is supported not only by the return of exhibitions such as Salone del Mobile, IFA and Cersaie, but also manufacturers investing in distribution, catering for this demand and its continued pressure on the supply chain.

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When times are tough, historically large-scale home renovation projects, such as kitchen and bathroom refurbishments have been put on hold, with homeowners opting for refreshes instead.

But in a recent Houzz survey, home improvement firms are bullish about business momentum, with more than three-quarters anticipating revenue growth (76%) and two-thirds expecting profits to increase (66%).

The report revealed design and build firms were the most optimistic about 2022 (88%), followed by interior designers and architects (80% and 76% respectively).

Independent kitchen and bathroom showrooms have also reported buoyant business, still booked months in advance, and many taking on designers to cater for demand.

It’s a reminder, if any were needed, in this challenging and unpredictable trading environment that no former retail rules apply.

Of course, it could depend on the market served, with some independent retailers reporting clients are reducing their budget.

Increased cost of building materials may have a knock-on effect on the budget for kitchen projects in extensions, driving consumers towards DIY and trade suppliers.

It could be the reason why Howdens geared up for a positive Spring trade with a growth of its average order value and why the Builders Merchants Building Index reported kitchen and bathroom value sales were up 28.8%.

If the UK is plunged into a recession, as the Bank of England warns, then fight for kitchen and bathroom sales may be in the mid market.

Players in the lower segment have already stretched upwards, and this could place a further squeeze on those retailers working in the mid-market.

Already we’ve seen the likes of Wren and Howdens investing in the manufacture of premium kitchen worktops.

However, independent kitchen and bathroom retailers have faced and survived many an economic recession.

Product knowledge, customer service which offers peace of mind, and agility to quickly react to local market changes are independent retailers’ superpowers.

They will be aware the sands may shift in any direction but, in a market where the retail rulebook no longer applies, accomplished retailers will have a laser-focus on what is within their control and what is not.