British Institute of Interior Design (BIID) past president and founder of Freeman Studio Matthew Freeman offers insight on how kitchen and bathroom retailers can grow their business by targeting interior designers

In a competitive market, kitchen and bathroom retailers must find strategic ways to differentiate themselves and attract new clients.

One of the most effective methods to grow their client base is to target interior designers.

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By positioning themselves as a trusted resource for designers, retailers can gain access to high-value projects and repeat business.

But what exactly do interior designers look for in a kitchen or bathroom retailer, and how can retailers tailor their offerings to meet these needs?

Showrooms and samples

Showrooms play a crucial role in helping interior designers visualise products in a real-life setting.

Interior designers bring clients into showrooms to experience the quality of materials first-hand.

Designers work with clients across different budget levels, from entry-level renovations to luxury, high-end projects, so a retailer that offers a thoughtfully designed showroom with a variety of finishes, layouts, and price points will have a significant advantage.

Additionally, providing returnable samples is a key feature that appeals to designers.

Samples allow them to build material palettes for client presentations, making the selection process more seamless.

Offering samples that can be borrowed and returned ensures that designers have the flexibility they need to create cohesive designs.

Designers are also mindful of the mantra ‘buy less, buy better’ and should encourage their clients to invest in good quality pieces, with long warranties, to ensure longevity from the beginning.

So, if you can show how your business aligns with these goals it will help designers choose to work with like-minded partners.

Knowledge and service

To truly attract designers, a kitchen and bathroom retailer must offer something that sets them apart from competitors.

Whether it’s exclusive product lines, customisation, or an all-in-one package that includes installation, interior designers appreciate working with retailers who have deep product knowledge and can provide technical insights.

A retailer that offers expert advice will earn the trust of designers.

Retailers who can accommodate flexible showroom visits—especially on Saturdays and by appointment on Sundays— or evenings, will be more appealing to designers handling high-end projects, who work around their clients’ schedules.

Creating a “by-appointment” experience can add an extra level of service that differentiates a retailer.

Interior designers need retailers who understand budget constraints and can provide product recommendations accordingly.

Retailers who can clearly explain the differences between mid-market options and high-end selections—showcasing what makes a kitchen worth £60,000 versus £85,000—can help designers manage client expectations.

It enables interior designers to justify costs to clients.

When working with end consumers, retailers typically take the lead in explaining products and services. However, when working with interior designers, the dynamic shifts.

Interior designers often act as intermediaries between the retailer and the client, leading the conversation and decision-making process.

Retailers who understand this and respect the designer’s role will build stronger relationships and encourage repeat business.

Ultimately, it needs to be a collaborative partnership – the key is to build trust, share expertise, and deliver exceptional service.