A network of flagship retail showrooms is being developed by the Retail Team to showcase displays of the new Atelier Collections, with ambitious targets for new nationwide installations in 2021.
Supported by a three-fold increase in retail sales managers, internal sales support and an improved service proposition, the team is already engaging with new customers across the country in a bid to secure crucial showroom space.
Adam Evans, Channel Director – Retail, said: “To generate business in retail, displays are the key to showcase our product and inspire our consumer audience.
“Currently the team are in go-to-market mode, speaking to as many customers as we can, presenting the retail strategy and the products across the country.”
He added: “The biggest of these we are calling flagships, defined by large attractive showrooms that are focused on design and high-end residential projects.
“The retail team are dovetailing with the Residential Team to help select regional hubs to support our ambition to grow design-led projects.
“We will be spreading these across the country from Aberdeen to Truro, including places like Belfast, Newcastle, London, Manchester, Bristol and Birmingham.”
“We will be looking to develop bespoke Atelier areas in larger showrooms and will involve design support from Roberto Palomba and his team.
“For a retailer to be able to say that part of their showroom was designed by an international designer like Roberto is massively attractive.”
The team has identified more than 100 potential showrooms made up of new and existing partners across the dealer network.
This is backed up by an improved service proposition which reflects present-day expectations among consumers and retailers.
A dedicated retail area has been identified in the Armitage warehouse to enable next day delivery and to ensure products arrive in excellent condition.
The tripling of the team of retail sales managers means that two new appointments will join established colleagues Matt Bell and Gary Major from next week, with more recruits soon to follow. This team is also supported by the dedicated internal sales team who offer a personal service for our customers from order to delivery.
Once the showrooms are established, a marketing campaign will follow to drive consumer footfall to these locations.
Adam said: “We need the network of dealers, product that’s awesome, attractive displays and a service proposition to back that up.
“We’ve got the product, we’ve got a growing team and we’ve got an established network to work with so I’m excited about what we can achieve.”