Issue 11 Summer 2010

the quarterly magazine for kitchen retailers

As Fresh as PaintA beautiful new palette of heritage colours from PWS

New, Inspired, Delicious!The latest product reviews, digital marketing for retailers and mouthwatering cupcakes!

WRITING KITCHEN HISTORY

OUR NEW IN-LINE DISHWASHER WILL HELP YOU CLEAN UP.

The Neff In-Line dishwasher is designed to fi t

seamlessly into a wall of appliances. This means

not only a sleek and streamlined look, but

also quicker and easier access thanks to its

more convenient position. The machine comes in

two standard sizes and despite its compact design,

the In-Line dishwasher can still accommodate

dinner plates, saucepans and delicate wine glasses.

To fi nd out more about working with Neff , or if

you would like to request further information

on our latest products, please call 01908 328352.

66300_Neff_INLINE_TRADE_KitchenJournal_297x420.indd 2-3 23/04/2010 10:26

WRITING KITCHEN HISTORY

OUR NEW IN-LINE DISHWASHER WILL HELP YOU CLEAN UP.

The Neff In-Line dishwasher is designed to fi t

seamlessly into a wall of appliances. This means

not only a sleek and streamlined look, but

also quicker and easier access thanks to its

more convenient position. The machine comes in

two standard sizes and despite its compact design,

the In-Line dishwasher can still accommodate

dinner plates, saucepans and delicate wine glasses.

To fi nd out more about working with Neff , or if

you would like to request further information

on our latest products, please call 01908 328352.

66300_Neff_INLINE_TRADE_KitchenJournal_297x420.indd 2-3 23/04/2010 10:26

www.car ron . c om

S inks , t aps & accessor ie s

I N S P I R A T I O N F O R Y O U R K I T C H E N

0804Fresh297x210V2.indd 1 1/5/08 16:23:45

in this issue of Fresh

CREDITSFresh is produced by Barefoot Design & Beverley Moazzen Communications. If you are interested in contributing to Fresh, email info@beverleymoazzen.com EDITOR Beverley Moazzen - info@beverleymoazzen.comDESIGN Gabriel Muldoon - gaby@barefoot-design.com COVER PWS Cornell Painted Collection

Copyright 2010. AB Distributors Ltd/KAL GroupAll rights reserved. All by-lined articles reflect the authors opinion. Inclusion herein does not constitute an endorsement, and nothing contained herein shall be construed as legal advice or opinion on specific facts or matters.

11 Fresh Thinking‘Word of Mouse’ is the new power tool in your marketing kit says Eadaoin Keane, Marketing Manager at KAL. This month she explains how a digital dialogue can help boost your business.

12 A Big Business Appetite for Sweet SalesWe review the Sweet launch at the Baby Grand in Belfast. Read how this decisive all Ireland strategy can help support your business… and put you behind the wheel of your dream car!

16 For Maximum Flexibility Get in Line!We review the new ‘In Line’ range of compact dishwashers from Neff.

18 As Fresh as Paint!Renowned for keeping its collection fresh and inspiring, PWS has enhanced its door portfolio with an extensive range of painted options.

22 Be Clever buy CleverFresh examines what makes home grown brand NordMende such a success story.

25 Foodie CornerKaren Finnerty, KAL says there’s nothing like home made cakes to impress teatime guests! This month she shares her foolproof recipe for carrot cupcakes.

26 Style and SubstanceFergal and Deborah McGurgan open the doors of their newly revamped showroom

29 Sharp Styling from Carron PhoenixThis issue we review the Carron Phoenix Tetra undermount range and sophisticated Qubix tap.

30 Blogging for BusinessYour customers and competitors are figuring blogs out. Film director, producer and writer, Rob Bryce explains how blogs can shake up any business… even yours!

33 Question TimeTwo retailers tell us about their business, coping with the downturn and reveal their secret talent!

34 AB Fab Diet doesn’t mean dull with the Antony Worrall Thompson by Breville Intelligent Health Grill.

35 FaceBookCheck out who’s doing what in our Fresh Photo Diary this month!

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34

2518

Kitchen Collection

Second Nature

w w w . s n c o l l e c t i o n . c o . u kte l . 028 3832 6943

The KAL and AB management have just returned from Euro Cucina in Milan where they viewed

the world’s latest innovative and covetable new products. The show was buzzing but the real excitement came from an unexpected source – Iceland’s erupting volcano! Read Paul Lupari’s show blog and the epic journey home of the Linate Six (!) at www.abdistributors.co.uk/blog. Blogging (not to mention filming) is new ground for us, but the Irish are famous for their story telling and it would seem in today’s connected world a good story means good business. For this issue we asked the multi-talented writer, producer and film maker Rob Bryce to explain why blogging means business!

Back on home soil, we’re delighted by the positive response from retailers for our all-Ireland Sweet programme. See pages 12-15 for coverage on the launch and details on how to get behind the wheel of a supercar!

Home grown brand NordMende continues to defy the recession. Read how, and why, the brand is going from strength to strength on page 22.

Our cover story is on page 18. The new PWS painted range features popular designs in a range of delicious new heritage colours including hues of cranberry, linen, willow, blue and charcoal. Staying on the subject of design, Deborah McGurgan gave Fresh a tour of Woodbank Kitchens new showroom in Omagh. Read our interview on page 26.

Finally, we’re looking forward to seeing many of you at the KRI Awards in Dublin and take this opportunity to wish the very best of luck to all of our retailers who have been nominated for awards.

Best Wishes

Beverley Moazzen.

7

THE TEACHER’S PETSOur range of products is at the very top of its class. Not only is each one good looking, clever, quiet and efficient, but they’re very popular too.

www.nordmende.ie

Hot Shot

Brain Box!

Egg head!

Smarty Pants!

Smart Cookie!

FRESH DP AD.indd 1 21/8/09 14:39:50

THE TEACHER’S PETSOur range of products is at the very top of its class. Not only is each one good looking, clever, quiet and efficient, but they’re very popular too.

www.nordmende.ie

Hot Shot

Brain Box!

Egg head!

Smarty Pants!

Smart Cookie!

FRESH DP AD.indd 1 21/8/09 14:39:50

AGA cooker, quintessence of high design

and passion for cooking

Discover the AGA way of life. To find out more about AGA Cookers call 01 4136444 or visit www.aga.ie

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11

Enter ‘marketing in a recession’ into a Google search and you can choose from any one of

15,900,000 results. Without screening each one of them, one of the most common threads throughout the top results is that if you focus on one thing, let it be your website. A statistic that can’t be ignored is that 50%¹ of all Irish consumers now research online before going out to purchase goods and services. By having a comprehensive website with up to date information, good lifestyle images, brochures and everything they need to know about getting a kitchen from you, they can see what you have on offer before setting foot in your showroom.

Once you have built a good site, you need to start driving traffic to it. Ask your web developer about search engine optimization (SEO) on your site - it’s a cost effective way of making sure that your website is top of the relevant search lists, along with Google adwords.

However, having a good ‘brochure’ site and driving traffic to it are only the first 2 steps, and it should be a given that all your information is up to date. Thousands of websites will have good images, product details and contact information – how do you make yours

stand out? A brochure site is essentially a one-way dialogue from you to the consumer – you are giving them the information, but there is no way to engage or interact with potential consumers until you physically get them into your showroom. This is where social media comes in.

More and more websites are engaging in social media (ie. Twitter, Facebook, blogging) to move the conversation with consumers from a one way broadcast to a two-way dialogue. Increased dialogue improves the relationship between those participating in the conversation, which leads to a heightened awareness of your brand and what its about.

With approximately 1.3 million Irish users for Facebook², and about 150,000 Irish Twitter users³ (and growing), they can’t be ignored as potentially powerful tools in your marketing strategy. The largest demographic in Facebook is the 30 – 49 age group set (530,000 users), making it the ideal medium to target consumers in the kitchen market. Through Facebook’s cost-effective target mechanism, adverts can be shown to specific target groups, and you can see the cost per click to your website, unlike traditional mediums such as press advertising, where the return on investment can be difficult to ascertain.

The only issue with a two-way dialogue is that you are not in full control of the conversation, the consumer now plays an equal part. Due to the viral nature of the internet negative feedback, if any, can spread quickly. However, if you are honest with consumers, regularly update your page with useful and interesting things and use it to inform people about why they should deal with you, your customers will use ‘word of mouse’ to share their positive experience with others!

1 Source: Irish Tribune2 Source: Facebook advertising April 20103 Source: Google trends

Talk to your web developer about search engine optimization (SEO) on your site - it’s a cost effective way of making sure that your website is top of the relevant search lists

Fresh Thinking

Digital Dialogue: Eadaoin Keane discusses how to engage with potential consumers online

12

Speaking at the launch, Paul Lupari, Managing Director AB Distributors said, ‘The world of kitchen retailing is

changing rapidly and as in every other sector, customers are expecting more for their money. Virtually every business is facing challenges, and Sweet is our way to help retailers develop a new business model to ensure their future sustainability.’

The company is hoping to encourage hundreds of retailers to provide a more complete kitchen offer to their customers through the programme. At no cost to retailers Sweet delivers a comprehensive package that includes:

Appliance training and onsite refresher courses•Quarterly sales events with a motivational trainer•

A showroom design service•Chef in residence for demonstrations and showroom •eventsPoint of sale, in-store animations and literature. •The company will also provide business coaching film •clips and regular blogs as further support to all retailers.

AB Distributors is known in the marketplace for its innovative sales and marketing initiatives but Sweet is the first time that such a wide co-ordinated range of services have been made available to retailers.

Paul Lupari added, ‘Although many retailers find it hard to compete with internet competitors on price, they can beat them hands down with customer service and Sweet promises

AB Distributors has launched Sweet, the decisive and innovative all Ireland strategy designed to support retailers in today’s challenging economic and business environment. Guests as far afield as Dublin and Milan joined a packed theatre at the Baby Grand to watch an engaging programme of events.

12

A Big Business Appetite for Sweet Sales!

13

to help communicate this to customers. The opportunity to get your whole kitchen, including appliances all at once is very attractive for customers, because it gives them an easier life and is a very powerful way to build a brand.’

Well known cookery writer and TV presenter Jenny Bristow attended the event to draw the New York trip winner, and commented: ‘The place is buzzing this evening in a way that I haven’t seen at a business event for some time. Paul and his team have really managed to catch the imagination of the retailers and I am sure that Sweet will be a huge success for everyone involved.’

Retailers were similarly enthusiastic about the initiative. Brian Parkes of Parkes Interiors commented; ‘I thought it was very,

very good. AB are setting the bar… it’s an excellent way of getting retailers focused in on the sale’.

Johanna Montgomery of Woodland Kitchens in Ballymena is also a fan of Neff appliances ‘I always sell Neff and can sell it quite well, but I’ve learnt a few sales techniques to take back to the sales team. There are very few companies like AB doing this – it was definitely worthwhile.’

If you weren’t able to attend you can order your free DVD that captures the excitement of the event. Simply log onto www.abdistributors.co.uk/sweet

To find out more about Sweet or to arrange an appointment with a Sweet representative please contact AB Distributors on 028 3832 6943 or KAL on 01413400.

13

AB Distributors, in association with Neff, is delighted to announce our latest Sweet Sales Promotion. We are offering you the opportunity to drive the supercar of your dreams for an entire weekend. When you qualify for the promotion your choice of supercar will be personally delivered to your door on Saturday morning and is yours until Monday morning! The promotion also includes an overnight stay at Northern Ireland’s premier luxury hotel, the Galgorm Resort and Spa. See www.abdistributors.co.uk/sweet for details!

Don’t dream it. Drive it!

14

Sweet launch at the Baby Grand

Full house for ‘Sweet Event’

Damian Conway, Adrian McParland, Paul McCahon - AB Distributors

Mr and Mrs Nigel Wilson - Wilson Conservation Building Products

Mr and Mrs Charles Duffy - CD Kitchens

Jim Megoran - Roselea Design, Johanna Montgomery and Friend - Woodland Kitchens

15151515

Clive Lonsdale - Lonsdale Woodcraft, Ian Dougan - LD Units, Weslie McAuley - McAuley Kitchens,Robert and Gwen Watson - R & G Kitchen Design

‘clinching the deal’ Gerry Faloona, Ruairi Conaghan Nora Gormley and Claire Timmoney - Gormley Kitchens

John McCaughey - Kitchen Concept Katy Fulton and Joe Murray - Glenwood of Antrim

David Calvert - AB Distributors, Eric Bothwell - Nye Kitchens

Gerry Faloona, Ruairi Conaghan _____________ and Eadaoin Keane - KAL

For Maximum Flexibility Get In Line

17

At eye level; in a bank of appliances; in an island unit; side-by-side, in column or beneath the worktop. Every single one of these options is now totally feasible for installing a dishwasher thanks to the new ‘In Line’ range

of compact dishwashers from Neff.

TWO NEW MODELSThere are two 60cm wide compact models in the new range, both finished in stylish stainless steel to coordinate with other appliances in the Neff collection.

Compact in size, both electronic models are packed full of special features to ensure that they deliver the best possible wash results for all types of crockery, from delicate glassware to heavy casseroles.

Eight place setting model (S66M63N0GB) incorporates two baskets, while 6 place setting model (S65M63N0GB) has one with two separate cup racks for greater flexibility. Despite its compact size, the 60cm model (S66M63N0GB) can accommodate a total of 96 items of crockery, enough to wash all the dishes for a family meal or a small dinner party.

Either one of these new models will fit into any kitchen, however small in size or awkward in design. Their compact size means that they are as practical and flexible in kitchens where space is at a premium, as they are in kitchens offering plenty of room for manoeuvre. They are also perfect as an additional appliance in kitchens where there is already a full size dishwasher, as well as an economical option for smaller washes or for use in-between full loads.

TRIPLE ‘A’ RATEDModels S65M63N0GB and S66M63N0GB are both triple ‘A’ rated for washing, drying and energy efficiency and boast excellent eco credentials for economic use of money and resources. They are also very quiet in operation. An internal water heater with an integrated pumping system adds to the energy savings.

Two of special benefits of models are the inclusion of VarioSpeed® and a Hygiene option. VarioSpeed® is a unique programme option that guarantees time savings of up to 50%, while still providing the same sparkling end results and the Hygiene option is ideal for high temperature washing

IN LINE COLLECTIONAs part of Neff’s comprehensive ‘In Line’ collection, the two new dishwashers can be built in in tandem with other appliances from the company’s extensive range. They are designed to line up perfectly with these models, which include compact ovens, microwave and microwave combination ovens, steam and steam combination ovens, coffee centre and warming drawers. Models S65M63N0GB and S66M63N0GB can also be combined with Neff’s award-winning SlideAway door oven.

ERGONOMICAL DESIGNFor people with back problems, a compact dishwasher built in at eye level can make a real difference as it is designed to be very ergonomical in use.

By building it in at eye level, the consumer does not have to bend down for loading and un-loading and is able to accomplish these daily tasks without any effort at a practical level. In fact, the consumer can decide which height is most convenient for their own individual needs.

PWS has enhanced its Second Nature door portfolio with an extensive range of painted options. The new Painted Collection is available in four popular designs - Broadoak, Cornell, Eden and the Milton in-frame range.

As Fresh as Paint!

These elegant, bespoke kitchens are painted to order in a carefully selected choice of 14 beautiful and timeless colours. The extensive

palette includes a balance of neutral, fresh and rich tones offering many complementary and contrasting colour combinations. The Painted Collection offers ultimate design flexibility and will inject interest and individuality into any kitchen design, suiting all styles from country living to period drama.

The painted collection has a timeless appearance, with each detail exuding quality craftsmanship. The palette is essentially natural; there are no brilliant primary colours or citrus tones shouting out, simply a considered mix of earthy hues, gentle creams and some stronger tones for contrast. And the inherent beauty of a painted kitchen lies not only in its finish but its ability to adapt to its surroundings.

Eden in Partridge Grey

As Fresh as Paint!

Cornell shown in China Blue and Cornflower

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Painted furniture can be used to visually enhance the proportions and aspect of the kitchen, each colour will work alone or mixed with others. The lighter, harmonising tones create a well balanced look, using subtle shifts in colour for visual interest whilst keeping an overall harmonious feel. The darker shades don’t scream out, they are deliberately drawn from tried and tested heritage colours. This flexible paint range allows the designer to create a unique look – it could be modern country, understated elegance or rustic charm – the versatility of the door designs and painted palette ensures there’s a door style and a blend of colours that essentially suits every taste.

Comments Andrew Langford, PWS’ Marketing Manager, ‘Our Painted Collection offers tremendous scope and design flexibility, especially for consumers who wish to complement traditional architecture in a sympathetic way. However, the beauty of the new range is that it can also be designed in a modern style, introducing wide, deep drawers and quartz worksurfaces for an altogether more contemporary feel. Whatever style or colour is chosen the collection has longevity and will stand the test of time’

The Painted Collection responds to the growing consumer demand for investing in quality furniture to create a home of distinction and individuality and is supported with an extensive range of accessories, including beautiful curved doors, contoured cornice, plinth and glazed feature doors.

The designsBroadoakBroadoak is a classic shaker design. Epitomising the values of the eighteenth century Shakers, the door style is plain and simple. The versatility of the design gives it a relevance for modern living and the palette of colours lets you create the scheme that’s right for you.

CornellA mix of timeless simplicity with a hint of detail best describes Cornell. The elegant styling of the door blended with the palette of paint colours will creates a period and formal look to your design.

MiltonMilton has a Shaker influence that makes it adaptable for a modern or traditional style. Set in a solid timber frame the door has a classical in-frame design that oozes sophistication.

Eden Drawing inspiration from the Edwardian era the Eden design features a detailed moulding for a distinctively classic style, conveying a piece of past refinement to create a stunning centre piece.

Broadoak shown in Cranberry, Ivory and Oak

Milton Charcoal Pantry Storage

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Milton Chalk

22

What Do Consumers Want?Since the introduction of Nordmende domestic appliances, the brand has always strived to meet consumers needs in more difficult times. ‘When we launched Nordmende, consumers had definitely become more price sensitive, but they still didn’t want to compromise on technology or ease of use, or buy an undesirable alternative just because it was an attractive price’, says brand manager Eadaoin Keane. With this in mind, the Nordmende brand and range of products was developed with a view to scoring full marks in design, technology and affordability.

Furthermore, with anxiety levels at an all time high during a period of uncertainty around the economy and finances, peace of mind has now become very important factor in consumers decision making. The 3 year parts and labour warranty that comes with all Nordmende domestic appliances gives consumers extra security when purchasing their appliances, safe in the knowledge that they are covered should anything happen.

Product Range & InnovationNordmende launched with a comprehensive range of appliances, which it has continued to expand on ever since. The collection includes built-in ovens and cooking products,

with built-in and freestanding dishwashing, laundry and refrigeration products, including high-end products like induction hobs, with pot detection and childlock, triple A rated dishwashers, and A+ rated frost free refrigeration, all with high quality features that belie their pricepoints.

By listening to retailers and what consumers want, Nordmende has maintained a constant focus on innovation and product development, with additions such as a slimline built-in dishwasher, and have further improved the performance of their existing dishwasher range (which were already triple A rated). They have also recently added a stunning new washing machine to compliment their existing array of laundry products. The WMNS129 washing machine is a recent Reddot design award winner, and features an expansive 9kg drum, is A rated for energy efficiency, has a stylish black fascia and door surround, and comes at an excellent pricepoint, ticking all the boxes for design, technology and affordability.

Marketing ActivityKAL has continued to support the brand with TV Advertising, sponsorship and online activity to drive the brand and create and maintain awareness, and this has been a major factor of the brands success.

The Nordmende brand has continued to go from strength to strength since it was launched in August 2008 by the KAL Group and AB Distributors. What has made it such a successful brand in the current climate? We look at the areas Nordmende has focused on to become a major player in the Irish domestic appliance market.

Be Clever Buy Clever

23

Activities such as sponsorship of the Saturday night movie on TV3, the Midweek movie on RTE, and competitions on X Factor, Britain’s got Talent, and I’m a Celebrity Get me Out of here! have all served to continue to maintain high levels of consumer contact, while advertising copy reinforces the key ‘Home Economics’ message of the brand.

In addition, the brand has been advertised online on www.tv3.ie, and was one of the first brands to advertise on RTE’s innovative i-player service. Consumers can see the full range

of product online at www.nordmende.ie and can follow the latest news from the brand on Twitter and Facebook.

Media activity has been support by a comprehensive range of clever point of sale for all product categories.

KAL has also supported their marketing activity with clever point of sale for all catogories, and sales promotions, such as the ‘Nordmende Pays your Bills’ promotion. This promotion ran from October 2009 to January 2010, and one lucky winner, Winifred Duffy, of Ballyshannon, Donegal received €25,000 towards her bills for the year. Nordmende has currently teamed up with Colour Catcher to give any consumer who buys a WMSN129 washing machine a six month supply of Colour Catcher. KAL & AB also offer extensive product training at their premises in Citywest and Lurgan, while the Sweet program, which is run throughout the island of Ireland, offers retailers a way to use Nordmende appliances to show consumers that they can give them an easier life and a better service all round, with product and sales training, literature and point of sale.

For more information on Nordmende or Sweet, please contact KAL on 01413400 or Ab Distributors on 02838326943, or email marketing@kal.ie.

When we launched Nordmende, consumers had definitely become more price sensitive, but they still didn’t want to compromise on technology or ease of use, or buy an undesirable alternative just because it was an attractive price

S U R F A C E S W I T H S T Y L E F O R K I T C H E N S T H A T R E A L L Y W O R K

The DuPont oval, Corian®, Zodiaq® and DuPont™ are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates. Only DuPont produces Corian® and Zodiaq®. © Copyright 2008 E.I du Pont de Nemours & Company or its affiliates.

Worksurface and integrated sink made from DuPont™ Corian® in the Lymm Water Tower. Photo Jake Fitzjones.

Worksurfaces designed with DuPont™ Corian® and DuPont™ Zodiaq® – materials made exclusively by DuPont – offer

both beauty and performance. Synonymous with style, they also mean strength, durability, hygiene… and that certain

something extra: Inspiration! With Corian® solid surfaces and Zodiaq® quartz surfaces you can personalise your design to

create the kitchen that really works for you. And all with the peace of mind that comes with a 10 year warranty.

Worksurface made from DuPont™ Zodiaq®, private apartment, Germany.

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KBB300x230 28/02/08 15:14 Page 1

With the SWEET Programme being rolled out successfully around the country, I thought it would be fitting to do a ‘SWEET’ themed Foodie Corner with a recipe for cupcakes! These carrot cupcakes are a bit healthier than your typical cupcake and can be eaten warm or cold…

Carrot Cupcakes225g carrots60g walnuts (or pecans)2 large free range eggs130g caster sugar120ml vegetable oil_ teaspoon vanilla extractGrated zest of 1 orange120g plain flour1 tsp bicarbonate of sodaPinch salt1 tsp cinnamon

For cream cheese icing175g cream cheese450g icing sugar, sifted125g unsalted butter_ teaspoon vanilla extract

MethodPreheat your oven to 160°C (Circotherm) / 180°C (Conventional) and line a 12 hole muffin tray with the cupcake cases. Finely grate the carrots, drain off any excess carrot juice and leave aside. In a large mixing bowl beat the eggs and sugar together for several minutes, then add the vanilla extract, orange zest and oil and beat well. Sift the flour, bicarbonate of soda, salt and cinnamon into a separate bowl, then gradually add these ingredients to the egg and sugar mixture, beating well after each time you add to the bowl. Pour this into the bowl containing the carrots and mix using a wooden spoon until it is all blended together. Spoon the mixture into the cupcake cases, taking care to only fill them to about two thirds full. Bake in the preheated oven for about 20 – 25 minutes, until the cupcakes have a moist and spongy texture. Leave the cakes in the tin for about 10 minutes and then place on a wire rack to cool. For the cream cheese icing, beat all ingredients in a mixing bowl until thoroughly blended together (the icing should have a smooth consistency). Its advisable to use an electric hand mixer as this can take a while! Once it has reached the desired consistency, use a palette knife to spread the icing on the cupcakes by keeping angled towards you and spreading it in a circular motion around the top of the cupcake.

It’s all in the mix! There’s nothing like homemade cakes to impress teatime guests says KAL’s baking queen, Karen Finnerty. This month she shares her foolproof recipe for cupcakes...

FoodieCORNER

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Dates for Your Diary

Karen Finnerty holds regular demonstrations and training throughout

the country, see events on www.neff.ie.

To organize a demonstration or staff training with Karen please

contact your Area Sales Manager.

Neff Demonstrations are held in KAL every month by Mary Sheehan

and Eileen Hanlon. The next demonstrations are:

May: Thursday 20th

June: Thursday 3rd and Thursday 17th

Demonstrations start @ 7.30pm and last for approximately 90 mins

July: Thursday 1st, Thursday 15th

August: Thursday 19th

AB Distributors Cookery Theatre with Stephen Taylor Winter

Thursday 17th June

Thursday 26th August

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As soon as you enter Woodbank you see, and are drawn in by, the showroom display sets. The space is open and welcoming, and there are no structural barriers

or visual clutter to obstruct the view. ‘Our old layout was restrictive and I was beginning to lack enthusiasm when showing customers around - it was time for a change’ says Deborah. ‘Customers should feel inspired and we tried to create an atmosphere in the showroom that would make them say: “this is the kitchen I can imagine myself in - I’d like to have this.” And customers constantly surprise me - we had one 86 year old lady whose choice was a modern ebony lacquer and gloss kitchen!’

At the initial showroom planning stage Deborah and Fergal

worked with Helen Lindores, a showroom design consultant to PWS. ‘Together, we decided to knock down all the walls and have a completely open plan environment that would allow customers to browse a range of displays from traditional wood to glamorous gloss lacquers. The new open plan space shows off the displays beautifully.’

The1250 sqft showroom showcases twelve large displays of the company’s principal range, Second Nature, from PWS. The displays are packed with inspiration for design and layout, and chatting to Deborah yields invaluable tips. She says, ‘our kitchen displays focus on function and design with cleverly thought out ideas, complimented by stylish accessories and props. For example, when clients open a

In this business the first thing you sell is a visit to your showroom – the place that brings people’s dreams to life. Fergal and Deborah McGurgan, owners of Woodbank Kitchens in Omagh have recently revamped their showroom and gave Fresh a tour…

STYLE AND SUBSTANCE.

27

larder cupboard it is stocked so they can see how much space these clever storage units will save them in their own home.’

At Woodbank the displays have been seamlessly executed to show customers how to personalise their kitchen to suit their lifestyle. There’s an impressive mix of materials, under unit lighting, a range of countertop materials, colours and textures as well as working coffee machines and wine coolers.Deborah has noticed that men are definitely taking their cooking more seriously now. ‘They want all the gadgets and kitchen accessories, appliances and advance technology.’

However she also cautions, ‘Although we encourage our customers to be creative, mix and match can be a mess if you get it wrong. That’s why the showroom display is so

important - it enables customers to see what works - and what doesn’t. In our sets we try to blend and co-ordinate all of the elements, even down to the choice of light switch.’

Deborah clearly loves her work and is justifiably proud of the new showroom. And the best part? ‘It’s the look on the face of new clients – they’ve driven up a country lane, expecting a shed and they’re literally speechless when they come through the doors!’

The displays are wonderful and packed with inspiration for design and layout… chatting to Deborah yields invaluable tips

Deborah and Fergal have worked in the kitchen business for over 16 years and are passionate about creating practical and stylish living spaces that work for each and every client’s lifestyle and needs

AB Distributors offer a free showroom design service to retailers. For more information please contact Anita McAlinden on 028 3832 6943.

Wash your food waste problems clean away!The world-leading InSinkErator® range of food waste disposers offers a hygienic,

convenient and environmentally-responsible way to deal with your household food waste.

• Virtually all types of food waste are ground to fine particles and safely washed away

– no smelly and messy bins, no build up of bacteria!

• Compact and easy to install under most new or existing sinks – you could even fit

one yourself

• There’s a clear environmental benefit – they reduce household waste by around

20%, increase recycling rates and reduce methane from landfill

For more details of the InSinkErator food waste

disposer range, go online at insinkerator.co.uk

or call 0800 389 3715.

264995 FRESH AD 6/8/08 12:40 Page 1

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Carron Phoenix introduce sharp styling with the new Tetra undermount range.

For great styling and value for money, it’s hard to beat the combination of Carron Phoenix’s Tetra undermount range with a Bushboard Encore solid surface worktop.

Carron Phoenix has partnered with go-to worksurface manufacturer Bushboard to offer a range of undermount sinks as part of their Encore brand. The choice of undermounts available includes the contemporary styled Tetra model shown, as well as Deca and Lavella in stainless steel and the Fiji granite range.

Tetra is positioned at the top end of Carron’s sink portfolio, featuring zero-radius corners and crisp, geometric lines giving the sink a distinctive boxy look. In keeping with the style, the base of the sink has a flat, yet sloping profile with subtle grooves running inwards to the waste, allowing water to run easily away.

Tetra comes in 3 models. The compact Tetra 100 bowl measures 360 x 410mm and fits into a 450mm cabinet. The Tetra 105 bowl measures 510 x 410mm and the Tetra 150 one and a half bowl 357.5 x 410mm and is available in left and right handed models. The 105 and 150 fit a 600mm cabinet. Tetra sinks are supplied boxed with waste kits and all fittings.

New Qubix tap cuts a sophisticated lookWith glamour returning to bathroom brassware, Carron Phoenix has followed suit for the kitchen market with its brand new Qubix tap.

Cutting a decidedly sophisticated look, the Qubix tap features a slim flat spout that dispenses water in an elegant waterfall fashion with a simple twist of its unobtrusive quarter-turn handles. In contrast to arc-shaped styles, the line of the Qubix spout carves a gentle square shape that is 250mm high and being slim and narrow sits discreetly behind the sink, giving a very streamlined aesthetic. The Qubix design works especially well with Carron’s contemporary undermounts in the Deca and Tetra ranges. Qubix comes in chrome and brushed nickel, adding to the exclusive look and feel of the design. Qubix is one of the 11 new tap additions to Carron’s new product offer for 2009.

For more information on becoming a Carron Phoenix Centre please contact your ASM

Qubix tap

Tetra

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The age old question about how to distinguish yourself from your competitors is as relevant today as it ever was!Once upon a time it was simply enough to depend on supply and demand. However, as supplies have increased and the market place has become more crowded, every conceivable form of commodity is being traded cheaper than ever.

Standing out from the competition has never been more difficult, or precarious!

As a result, many have looked to the press to help get their unique message out to the public, but this has not always been easy, and by no means efficient. In fact engaging a public relations specialist, and a photographer, to get your copy and images into a local or national paper, is still a

reasonably expensive business!Remember the last time you wanted to create a smallcolour advert in the local newspaper and the sales girl came back to you with the price? You would have thought you were buying the entire publication and it’s full stock of share options! And once your ad was printed were you genuinely able to quantify it’s success and measure it against sales?

However for the first time in the history of mass communications - since newspapers came on the market over 400 years ago - there is now another way.

Broadband!Broadband has overnight revolutionized the manner in which people communicate with each other and share information locally, nationally and across the entire world. How many people do not own a mobile phone or computer these days?Broadband enables anyone. anywhere in the world to find out about you and your business. Of course it enables everyone else to do the same! However what you can do, that no one else can, is write your own story!

Blogging for Business

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And that’s where blogging comes in.

People love great stories and finding out more about you, and what you do! Stories are a great way of sharing ideas and photographs; the highs and lows of your business, who you meet, and the great offers you have in place for a limited time.

Blogging is not like a website, which tends to remain static, although you can attach your blog to your website to keep it fresh, current and vital.

How often have you heard your friends and colleagues say;

“We really need to change our website”, yet how often does it actually happen and when did you last update your website?

So how do you blog, is it easy, and does it work?We recently wrote a blog about Paul Lupari after filming his Sweet event in Belfast! Take a look at it here http://robbryce.com/2010/02/carpe-diem/We linked the story about filming Paul in Belfast and included a link to his business and AB Distributors to iPhone andembedded a short clip of film. We posted it on Twitter and Facebook and shared it with friends and encouraged them to share it with anyone they thought might be interested.

In the blink of an eyelid the story was round Ireland faster than any newspaper or TV report and we had hundreds of hits and immediate direct feedback!

It’s something any business can undertake, and it’s inexpensive and incredibly effective.

If you’d like any help or advice please email me at rob@robbryce.com or call me on +44 (0) 7802 936 807

The story was around Ireland faster than any newspaper or TV report and we had hundreds of hits and immediate direct feedback!

Jenny Bristow being interviewd at the Sweet Launch

McGovern KitchensDerrylinn028 6774 8855

Parkes Interiors Belfast028 9020 9209

Lonsdale Woodcraft Belfast028 9065 7373

The Steel range is available from the following retailers:

Kitchen Design CentreBelfast028 9066 4455

AlwoodLurgan028 3832 3296

Pennys Kitchens & Bathrooms, Larne028 2827 2899

R&G Kitchen DesignCoagh, Cookstown028 8673 6881

Hanna KitchensCarryduff028 9081 5054

Mark 5 Joinery Maydown, Co. L’Derry028 7186 1288

Kitchen ConceptsBallymena028 2565 8111

McAuley KitchensBelfast028 9038 8222

Donaghy BrosKilrea028 2954 0429/0

multifunctionovens

matching extraction system

various cook topigurationsconf

Steel’s legendary high performance appliancesdelivering professional cooking quality

Wilsons Bespoke Kitchens, Dromore028 9269 2304

BLACK MAGIC

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Richard Oliver,Exorna KitchensWhat does it say on your business card? Richard Oliver, Director, Exorna Kitchens.

Where are you based?Coleraine

What does your business do?Manufacture and retail kitchens, bedroom & studies for individual clients and a few builders. We are also the largest manufacturer of kitchens for the Social Housing sector in NI.

How many people do you employ? 35 full time staff and 5 sub contract fitters.

How has the recession been for you?Hasn’t had too much of an impact. Builders and individual clients business slowed, as is the trend, but we’re still holding our own. We invested heavily in our showroom when margins were good and are reaping the rewards now. We find that it’s not all about price nowadays when you can show a potential client a large well established showroom and extensive manufacturing facilities they’re more confident about giving you a deposit than to some cowboy kitchen sales individual. Everyone’s heard some sort of story recently about deposits paid one day and businesses going bust the next.

What lessons have you learnt from it? Keep an eye on costs. Our advertising budget didn’t increase, however, we tried to do different things with it rather than the standard newspaper / magazine ads. Demonstration evenings of a working kitchen is one such event. Our credit control has always been a strong point and now more than ever it is an area we take very seriously. Any new accounts go through a rigorous credit check. We keep to our credit terms with suppliers and expect our customers to treat us the same way.

What do you think the kitchen market will do this year? The weather has not helped but I predict a surge in enquiries coming into the summer months. However I think there will be more casualties within the trade this year, downside of which is it gives the industry a bad name and pushes the supplier’s prices up, as they want to re-coup the losses.

Who do you most admire in business and why?My father Willie started the Oliver Exorna Group from scratch 30 years ago and built it into a profitable, reputable business employing some 60 people. This advice and guidance has been invaluable. We have our differences of opinion, as all families do, but after the debates we arrive at a compromise which everyone concerned signs up to.

What would you be if you weren’t in the kitchen business? I have a degree in Mechanical Engineering from Queens which comes in handy when dealing with the manufacturing side of the business. I would therefore probably end up in a similar manufacturing position allied to the construction industry.

What’s your secret talent?I make a mean Ulster fry-up!!

Shane Sinnott, Sinnott KitchensWhat does it say on your business card? Shane Sinnott, Sinnott Kitchens.

Where are you based? Viper, Kells, Co. Kilkenny

What does your business do? We offer a wide range of kitchen and fitted wardrobes in quality Irish, German, English and Italian designs, including the Second Nature range of kitchens. Our ranges vary from contemporary modern to country traditional to classic traditional, with hand treated, hand painted and in-frame kitchens. We also retail appliance brands such as Neff, Nordmende, Franke, Elica, Insinkerator and Falcon.

How many people do you employ? 8 staff

How has the recession been for you?It has been tough, although not the end of the world. A major advantage is that I don’t have too many overheads, such as large rent costs. I do find it is becoming more difficult to get in money owed, and there are longer lead times for confirmation of kitchens – consumers are shopping around and are definitely more price conscious than before. However I’m keeping positive!

What lessons have you learnt from it? A major lesson that I have learned is to keep on top of money that is due into the business – I don’t give as much credit as I used to. Because consumers have changed their behaviour, you have to work harder at the sale, and ensure they get a dedicated one-on-one service. It is also important to hold events such as demonstrations – they highlight the importance of the appliances when purchasing your kitchen, and also get consumers into the showroom.

What do you think the kitchen market will do in 2010? If you had asked me at the end of 2009, I would have been more optimistic, however it has been a tough start to 2010 all round. Its unpredictable but I am positive that it will pick up before the end of the year. It would help if the media laid off the doom and gloom for a while!

Who do you most admire in business and why?The person who I would have to say I admire the most in the business is my father (Paddy Sinnott, who founded Sinnott Kitchens). His knowledge of the trade and his ability to deal with customers has been a great influence. He’s also been a great safety net for me, when there have been any issues or problems that need to be solved.

What’s your secret talent?I think I’ll keep it a secret.

QuestionTimeExorna

Kitchens

ABFAB

Everyone knows that diet foods can be uninspiring, and while the weather is still cold nibbling on salad is no substitute for hot tasty snacks. But with the Antony Worrall Thompson by Breville Intelligent Health Grill hot food doesn’t have to mean unhealthy.

The unique ‘auto-sear’ function seals the moisture into meat and adds a burst of char grilled flavour, whilst the ridged and slanted grill drains the fat away from the meat making it instantly healthier.

Antony has also added a simple digital control with just plus and minus buttons to set the temperature you want so meat is cooked to perfection

The 2000watt grill has a large surface area perfect for families and entertaining, with enough space to grill 6 fillet steaks, and features non-stick, easy-clean plates.

The Antony Worrall Thompson by Breville Intelligent Health Grill retails at €79.99.

Diet Doesn’t Mean Dull With Antony Worrall Thompson!

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FACEBOOK

Winifred Duffy, winner of the ‘Nordmende Pays your Bills’ Promotion with Jonathan Hughes, Sales and Marketing Director, KAL, and Eadaoin Keane, Marketing Manager, KAL.

Derek Marren, Area Sales Manager receiving the KAL Salesman of the Year 2009 award from Richard Broderick, MD of KAL. Pictured here with the rest of the sales & marketing team, (L-R) Ray Smith, Agnes Healy, Michael Boland, Richard Broderick, Derek Marren, Jonathan Hughes, Michael Coffey, Cyril Mangan.

Paul Smyth and Jason Richardson of P&R Design, winners of the New York Neff trip with Paul McCahon, ASM, AB Distributors.

Two entrants at the Meningitis Research Foundation’s world record attempt in the Phoenix Park, which Nordmende sponsored.

Eadaoin Keane, Kal and Stephen Taylor Winter, AB Distributors in-house chef.

Aria nuova is the new pay-offfor the Elica brand. Two words that contain the present and future of Elica, and which also look back to the company’s pastand the original spirit that marked the beginning of its adventure. A spirit of openness: to ideas,to challenge, to people. Because air is precious, and belongs to all of us.

www.elica.com