Having looked at the grey market’s demand for bespoke fitted furniture, how important are our younger consumers?

With the exception of some very priveliged teenagers who’s parents are able to provide them with their own home office or study area and occasionally much younger children who enjoy a fully fitted bedroom (more on kid’s rooms later, younger people usually become consumers of custom made fitted furniture when setting up their first homes in their early 20s.

Often clients in this age group will be into home entertainment and home cinema in a big way and will often want contemporary wall furniture to accomodate the technology. This means that the fitted furniture often has to take 2nd place after the hi-fi, flat screen TVs and surround sound systems.

It is not unusual to see thousands of pounds worth of shiny new tecchnology sitting on the cardboard boxes it came in. Sometimes the owners settle for something from Ikea but those with sufficient disposable income will often give their expensive new toys the environment they deserve.

Occassionaly, a real film buff will splash out on the full home cinema, even using one room exclusively for that purpose, although such luxury is often beyond the reach of younger, first time, homeowners.

Often new home owners will find their starter home or new-build dockland’s flat presents a challenge for housing all their clothing, especially for couples. Although budgets can be restraining, the solution is often to be found in the bespoke furniture designer’s skill in maximising every spare inch of storage space, an option often not available with ready made wardrobes, drawer chests and cupboard units.

Younger clients present particular problems in designing viable storage solutions, often within tight budgets but the modern trend for minimalism, simplicity and straight lines often helps reduce costs and customers starting out on the home ownership adventure are an important part of any fitted furniture makers client portfolio.

Having looked at the segmentation of Option’s fitted furniture market and concluded that one specific demographic consists of the over 50s, retirees and empty nesters; what can we make of that conclusion and how are Options set to service this sector?

Well, as previously stated, the average age of an Options designer is 63 and as a team, we are clearly part of this demographic and attuned to the aspirations of our peer group.

As with my overview of the bespoke fitted furniture market, there are many shades within this group. However, there are some generalisations we can make: many of our older clients set up home and started their families in the 1960s, 70s and 80s and will often have pieces of furniture from G Plan, Nathan, Ercol or Mackintosh that are much treasured and typical of these decades. British furniture of this period was generally well made and many of the designs have become classics, further; some of the older generations will have set their taste in cabinet furniture during this period and will, understandably, be looking for like quality and aesthetic.

Options’ high build-quality and our craft skills at using real woods and colour matching them to clients’ existing furniture set us apart from most of the competition, enabling us to achieve high levels of customer satisfaction where a retro look is required.

On the other hand; many of this demographic are tired of their old furniture, which may have taken a battering during the child raising years and they may be ready to ‘chuck out the chintz’. While still looking for high build-quality, this group are often avid readers of Homes and Gardens and may be looking for all that is modern and funky. Options designs skills and production flexibility mean that we can do modern and funky with the best of them.

Older clients often have a lot of treasured collectibles, ranging from vinyl LPs to fine porcelain, sports trophies or costume dolls and they often require specialised storage and/or display areas incorporated into their fitted furniture. Options’ custom manufacturing facility allows the designer to meet such needs precisely.

Empty Nesters are another group within the older demographic that Options are well set to service. Some people sell up and downsize, releasing equity to ensure that their retirement home is fitted out to perfectly meet their needs, others prefer to stay in the family home, amongst the happy memories of the child-raising years. Empty rooms now open up the possibilities of having fitted study furniture from which to pursue hobbies or voluntary work whilst clients with increased leisure time may be looking for a home entertainment unit for their hi-fi and music collections or even, a full home cinema.

There are now more over 65s than under 18s in the UK and 80% of the country’s wealth, 60% of savings and 40% of disposable income is now held by the over 50s. By 2030 50% of the population will be over 50.

A mature sales force and a propensity to meet the demands of the grey market are serious strengths for any home improvement company.

Having looked at the possibilities of segmenting the Options’ fitted furniture client base and having come to the conclusion that the only useful segmentation was by age; I want to look at how the age demographic might work in our favour and how Options as a company is set service to the various segments of the bespoke furniture market.

On a recent day, visiting potential clients, I explored the boundaries of our geographic marketing and some age demographics with interesting results. At my first call, in Oxford, I met a couple of retired ‘empty nesters’ who have since placed an order for living room, display and storage units in a real wood veneer to match some of their existing furniture, acquired over decades of family life. Very typical Options clients.

My next call was in Hertfordshire with a young couple of, first generation, African immigrants, hard working, aspirational and with a growing family. This call resulted in an order for a home study from our Simplicity range, half the value of the first call but, interestingly, within three weeks they referred some friends, from Bedfordshire, with an identical demographic who may spend nearly twice as much on a Simplicity fitted bedroom.

Call three was a young, single, professional flat dweller in north London who needed a very specific, bespoke wardrobe to fit an awkward space, and who insisted on a real mahogany finish in character with the Victorian house in which his flat is, the top end of our product range.

Typical Options clients? Yes, but about as diverse as it gets.

How are we set up to service such broad demographics? Well, the average age of an Options fitted furniture designer is 63, so we are all able to empathise with the first group and understand and interpret their requirements.
Back at the ranch, the MD is a young family man and the average age in the office is close to half that of the design team.

These are the people who control the product offering and interpret the designers’ designs and direct the production and installation crews to convert them into finished product.

What can we learn from my typically interesting and challenging day in the field and how do we use that knowledge to improve our performance? With such a diverse client base, and those three examples only scratch the surface, our strength is in diversity itself. We are not called Options for nothing! The demographic within Options is almost as broad as the client base and while our nationally based competitors hoover up a lot of business from customers whose requirements happen to fit with standard size, pre-manufactured product, falsely described as bespoke, we prosper by filling the gaps for the requirements of clients whose needs are more specific. In future posts, I will look at the particular segments that we service and how the diversity of our offering best suits their differing needs.

A well established marketing principle states that you should ‘segment your market’; meaning that if you can draw a profile of your typical client, you can do a better job of targeting new customers through advertising. However, smaller private companies, such as Options Furniture, operating on a regional basis may need to take a more ‘scatter gun’ approach to maximise their potential market and cannot afford to limit their opportunities by using popular segments, such as age: gender, marital status profession or ethnicity in choosing media in which to advertise their products and services.

Major fitted furniture suppliers, operating on a national basis, may decide that their core client base comprises affluent professionals, aspiring middle class families, single young city dwellers, empty nesters or many more niches and choose to buy advertising space in publications that the target consumers read. Or that may have been the case in the past.

Massive changes in media, particularly the phenomenal growth of the internet, increases in social mobility and family structures present new challenges to all home improvement companies and their advertising and marketing arms.  The old ABC demographics may still be relevant in some markets but for a bespoke fitted furniture manufacturer the targeting problems are infinitely more complex than they were.

Options Furniture have an extensive database of old customers going back over 25 years, and if the old principles still held good we would simply look at the postcodes, decide which type of person lives in these areas, what magazines and newspapers they read and direct the media spend accordingly. But life, and marketing, aint that simple any moreSo, who is the typical client for bespoke fitted bedrooms, home offices, living room furniture or home entertainment units and can they be segmented by ethnicity, faith wealth, profession, marital status, geography, social status or their choice of media? In truth; No! All types of people from all walks of life and lifestyles choose to improve their homes by installing fitted furniture.

The only segmentation that may be of some value to Options is the division of the target market by age. We do not collect data on the age profile of our customers and even if we did, the fact that we have old customers returning who we last serviced 20 years ago these would still be shifting sands.

The unreliable but only available data we have on the age demographic of the typical buyer of custom-made, built-in and fitted furniture is purely anecdotal but, hey it is all we have got.

How old is an Options client? Well this is not an easy question to answer but I will attempt to address it in my next post.

New trends in fitted furniture. It’s new trends that keep the wheels turning in most industries and the bespoke fitted furniture market is no different.

Mostly in  the wardrobe or bedroom market and to some extent in lounge furniture and to a lesser extent in home offices, high-gloss is the flavour of the month.

Let’s take a look at what’s out there: High gloss is available in vynil wrap, laminate, curtain coated polyester, acrylic and hand-polished lacquered mdf. Most high-gloss doors are plain and flat but vinyl wrap also comes on panelled or ‘routered’ doors.

There are wide variations in the price, and quality of the various types of cupboard doors and broadly they are as follows:

Vinyl wrap. This is one of the cheapest door types but has two disadvantages: vinyl is a soft material, easily damaged and will dull down over time. Also, the wrap is quite thin and will show the imperfections in the  surface of the mdf substrate on which it is applied. The imperfections cannot normally be seen in the matt finish wood effects or plain colours but the light reflecting off the gloss finish will reveal every bump in the surface.

Laminate. Also, cheap and tougher than vinyl but is cut from large sheets of melamine faced chipboard that needs to be edged with an applied edging strip made from a softer pvc material that will not match the melamine surface and is often done as a contrast detail. You either like the look or you don’t. Again, the bumpy surface of the chipboard tends to show through and the gloss is duller. The manufacturers of the boards sometimes descibe this as an ‘entry level’ product.

Curtain coated polyester. The toughest and highest gloss of all with a mirror like finish. The high-tec, high cost plant required to curtain coat means that this product is only made in long production runs and it is only available in standard sizes and is not really suitable for bespoke or custom-made furniture.

Acrylic. Bright colours and good depth of gloss but scratches easily and expensive.

Hand-polished, lacquered mdf. The ideal material for the bespoke cabinet maker to work with. Any colour is possible and the hand-polishing removes all imperfections. Not the cheapest way to go but the lacquers (developed in the motor industry) provide a tough, durable surface and the only one that can be repaired just as your car can be resprayed.

The lacquers are sprayed on by hand, so the components can be individually made  with all the flexibility required for truly bespoke manufacture.

For the discerning client looking for  top-end high quality, high-gloss fitted bedroom or living room furniture click here to talk to a designer.

It was good to see that Ripples, the bathroom specialists, recovered from a difficult first half of 2009 to end the year just 12% down on a reduced footfall of 21%. This was achieved by making design appointments with 20% of visitors and converting an astonishing 90% of those quotations to orders.

Options Fitted Furniture are proud to be suppliers, through their trade division, Phoenix Doors, of bespoke bathroom cabinet furniture to Ripples.

Examples of Options bespoke fitted bathroom cupboards can be seen here.

Well done Ripples, an excellent example of how to trade through challenging times.

Mark Wilkinson, the Daddy of all bespoke fitted furniture designers has been awarded an OBE in the New Year’s Honours List.

 As the founder of Smallbone of Devizes, Mark Wilkinson has had more influence on the fitted furniture industry than any other person. Although he primarily designed for fitted and even un-fitted kitchens, much of his creativity is reflected in other areas of the home, from fitted bedrooms to home studies.  His products are at the top end of the market and he always uses the finest raw materials and does not compromise on quality.

 Much of Mark’s output is manufactured from real hardwoods and he was the pioneer of the hand-painted look in custom-built kitchen and bedroom furniture.

Although he has, rightly, been a strong defender of his own interlectual property and quick to challenge plagiarism, the Smallbone ‘look’ is now as fundamental a part of the British furniture oevre as those of Chippendale or Charles Rennie Mackintosh.

You can find his influence here http://www.optionsfit.com/photo-galleries-furniture264.html.

The OBE is the culmination of a number of awards for services to interior design, skills training and charity.

Well deserved and well done Mark.

What I really love about being an Options fitted furniture designer is the odd occassion when we meet a client with very distinct requirements that none of the major fitted bedroom manufacturers can hope to make.

This Gothic wardrobe and bedside cabinets was custom made and truly a “one-off” .  We were able to interpret the customers basic concept and produced an installation that Count Dracula would have been proud of and the client was delighted with.

Give us a challenge and we will rise to the occassion. It may not be cheap but it will fulfill your fantasy.

More pictures here

Well, nothing but good news from the stock markets and house prices (unless you are a first time buyer) and the number of visitors to www.optionsfit.com has doubled in he past month.

We have also seen a healthy upturn in the level of enquiries and requests for appointments.

The new enquiries seem pretty even across fitted bedrooms, home offices and living rooms.  Some even from new home owners and plenty of  people embarking on new portfolio careers that involve working from home.

Is the recession over or is it going to be a double dip? There is an expert out there espousing every possible outcome so there will be plenty of gurus claiming ‘I told you so’ whatever the result.

Still we are looking forward to a bouyant run up to Christmas and we certainly learned some useful lessons about the need and opportunties for divesification during the lean months. We are now well in to the market for bespoke reception desks and custom made commercial kitchens.

After a great extended summer break I am now back at my desk and pleased to report that the level of enquiries has started to build from the rather flat, recessionary level before I left.

My first new appointment was with a really nice couple way out in Essex who were looking for high gloss wardrobes and a dressing table. They had had quotations from Hammonds and another company but could not get exactly what they wanted and would have had to compromise on sizes in a rather small bedroom where storage space is at a premium.

They were surprised that I was able to  say yes to every one of there requests but expressed reservations about the level of finish on our high gloss lacquer. However, we were able to produce a sample that they considered perfect and, as usual we kept back a control sample to ensure that what they get is exactly what they expect.

The only snag proved to be that our genuinely custom made product proved to be a bit more expensive than the off the shelf cabinets that our competitors claim is bespoke.

I have given them my best shot and await their decision, but I doubt that they will get exactly what they want from any other fitted bedroom company for less than Options price.

More later