23 May 2024, 06:24
By Furniture News Sept 16, 2022

Differentiation rules at IFD

IFD continues to pursue a rigorous and unique supply strategy, enabling its stockists across the nation to differentiate their in-store offers from their competitors'.

"After some pretty tough trading times we were quite relieved that the new ranges we released at the January Furniture Show in April sold as well as they did," says IFD's Jon Borkowy, elaborating on the supplier's approach. 

"During quieter times, retailers tend to look at the showroom and replace ranges that have been sitting idle with fresh ranges, to tempt what customers that are around into spending," he continues. "A lot of showrooms that you visit will have variations on the same range – but retailers have come to realise that you really only need one of the traditional oak country-style products on your floor … and maybe a painted version too … but then any more is just taking up valuable floor space with what is essentially the same product.

"After nearly doubling the number of Indian-made ranges we offer from 16 to 31 this year, iwe've had to work very hard. But it has been worth it – by offering something different, we’ve seen a marked increase in new customers coming on board.

"Looking to next year, we’ve taken three of our bestselling ranges and added new finishes and colourways to them, creating even more choice on styles that work," Jon concludes.

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