News has emerged that the new PWS Bedroom Collection has been launched alongside a new trade-focused bedroom furniture marketing campaign to raise its awareness.
Available in both complete and component form, as well as made-to-measure and with various sliding configurations, the new PWS Bedroom Collection has been designed to expand on PWS’s Kbb portfolio and give its trade customers easy access to a bedroom offering through their existing PWS accounts to expand their own product offerings.
Given the majority of PWS customers are sole traders and smaller owner/operator independents PWS are in a prime position to offer its customers an expanded service provision and create additional revenues, which in turn will benefit PWS.
Caroline Shepherd bedroom category manager at PWS told kbbreview about the launch,
“We recognised some time ago that there was a bigger market out there for bedrooms but that we weren’t able to tap into all customer types with our current offering.”
She added, “Now, with our PWS Bedroom Collection we can reach all of those different customers – from retailers to independent fitters who don’t have a showroom. The new bedroom range under the PWS umbrella really simplifies the ordering process for our customers and opens up massive opportunities for us in the bedroom market.”
The new PWS Bedroom Collection will sit alongside Kindred Bedrooms, which remains the name of its consumer-facing bedroom brand, just like SN Collection and 1909 Kitchens do so in the kitchen sector.
PWS also announced details of the new Kindred Bedrooms Partner Programme, which it hopes will further enhance its position in the market.
Unlike German kitchen brand Nobilia which has been criticised by independents for it selling direct to consumers (via Kutchenhaus) PWS has a long history of only supplying trade customers and whilst PWS has the retail focused websites, and marketing campaigns to target the consumer, it directs the consumers to a local distributer and doesn’t sell direct. There are therefore no accusations of a conflict of interest, unlike that felt by many Nobilia kitchen distributers.
Although a date for when PWS launches Bedroom Collection isnt confirmed, it is expected that the PWS Bedroom Collection brochure will be available by year end so that retail members can benefit from a range of sales and marketing tools ahead of the Spring surge in Kbb activity.
The PWS marketing tools include a presence on Kindred Bedooms consumer website and dedicated brochures, alongside a national marketing programme, designed to drive leads through to partner showrooms. Just like PWS has made a success of its Real Kitchens focus, showcasing end user kitchens completed by its distributers, it is expected that a similar Real Bedrooms case study showcase will form part of the wider marketing support as the new bedrooms are taken up by homeowners.
“We’re delighted to have expanded our core product offering to include bedrooms,” said Marc Holmes, group commercial director. “We’re committed to the continuous development of our core product portfolio and service proposition, and to always providing market-leading, flexible and meaningful solutions for all our customers. It’s never been easier for our trade customers to create beautiful bedrooms for their customers.” said Caroline Shepherd bedroom category manager at PWS.
