28 May 2024, 10:54
By Sponsored Feb 27, 2019

Kettle's Essential expansion promises maximum margins

This year’s January Furniture Show certainly provided the usual mix of highly commercial furniture ranges – and in few places was this more apparent than on Kettle Interiors’ stand, where the supplier not only launched the MN Dining and MN Bedroom collections, but also a completely new brand ready to transform the way furniture is sold … 

With the launch of Essentials by Kettle Interiors, a brand aimed at delivering ranges designed to take on a very competitive marketplace, Kettle Interiors has made a firm commitment to giving furniture retailers of all sizes the best chance of driving sales through entry-level value. 

Each collection from Essentials by Kettle Interiors comes with this promise in mind, without forgetting the supplier’s reputation for quality and service. 

Simon Ainge, sales director, picks up the thread: “Ranges such as LO, NT, NTP and TT have become a reliable source of sales for many furniture retailers, but as competition and price-driven promotions have become fiercer than ever, we knew that there was more work to be done to ensure that Kettle Interiors maintained its position as one of the UK’s premier furniture suppliers. 

“So, back in early 2018 we began thinking of the best way to solve the dilemma, without compromising the success of retailers favouring our mainstay ranges. 

“The answer is the new brand you see today, Essentials by Kettle Interiors. It represents everything that retailers have come to love about Kettle Interiors – the quality of items and efficiency of service – but with fundamental differences to make furniture under the brand even more obtainable for consumers across the country. 

“We’ve kept the essence of our mainstay collections but engineered new constructions and adapted sizes to match the very best entry-level furniture. The goal is to make sure that every Essentials by Kettle Interiors piece meets the demands of today’s first-time homeowners, renters and consumers wanting the very best value.”  

Essentials by Kettle Interiors has launched with three dining ranges, four styles for the bedroom and new introductions to the Mirror and Chair collections. Each new collection enters the market at a price that ensures price-driven promotions can still deliver good margins for bricks-and-mortar retailers, while ecommerce and discount retailers can benefit from high-value furniture all-year round. 

It is this flexibility that Simon is keen to stress: “Naturally, with Kettle Interiors we’ve enforced pricing policies to protect our main customer base, but with Essentials by Kettle Interiors, the gloves are off. With our Essentials by Kettle Interiors collections, there’s no restriction on price, and so retailers can promote mind-blowingly low special offers to drive footfall, or use the collections as great-value mainstays catering to serve the entry-level market. This flexibility makes Essentials ideal for all retailers, whether on the high street, operating out of town or selling online.”

The GAO Collection 

Offering 21 items for dining and occasional and 12 items for bedroom, The GAO Collection’s stylish looks are set to appeal to shoppers hunting for modern furniture. Featuring rounded corners, with bevel detailing to the tops and tapered legs, GAO is full of detail, underlining that the Essentials by Kettle Interiors ranges not only offer impressive value, but also on-trend appeal. This natural-finish oak collection has been crafted in proportions suitable for today’s homes.

The RAO Collection

In a rustic oak finish with antique-effect cup handles and rounded corners, the RAO Collection brings traditional style to modern homes, in 12 bedroom and 21 dining pieces. Taking the Essentials by Kettle Interiors mantra of impressive value, this aggressively priced collection is ready to bring high-value oak to the home. 

The RA Collection

Sharing the same lines as RAO, the RA Collection from Essentials by Kettle Interiors features an attractive dove grey paint finish and contrasting oak tops. Finished with chrome cup handles, the range captures the essence of classic English furniture and is available with 20 pieces for dining and 12 for the bedroom. Proportioned for modern homes, The RA Collection aims to make painted-style furniture more accessible than ever.

The BP Collection

The final range to come from Essentials by Kettle Interiors this season, the BP Collection comes in both classic white and moonlight grey paint finishes and brings clean, simple sophistication to any bedroom. With sculpted cornices, elegant feet and pewter-effect handles, this collection offers 12 bedroom pieces in each colour.

The MN Collection

A new introduction to Kettle Interiors’ portfolio, the MN Collection is a blend of classic styling and current trends. Oak tops are paired with soft grey-painted cabinetry, adorned with chrome handles. Featuring detailing from top to toe, including carved legs and bun feet, this collection comes with 15 dining and occasional pieces and 13 bedroom items.

Elsewhere, Kettle Interiors has expanded The Mirror Collection, with new styles joining the range, including round window, leaner window, small arched window, large arched window and narrow arched window mirrors. Available individually boxed for convenience, The Mirror Collection is so competitively priced that it now forms part of the Essentials by Kettle Interiors portfolio. 

The Chair Collection has also grown, with the introduction of two new styles – a studded dining chair with tweed fabric, and a button-and-studded dining chair, available in either grey or beige. With aggressive pricing across all styles, including office chairs and stools, the range joins The Mirror Collection by now being part of the Essentials by Kettle Interiors brand. 

“This year certainly represents a major milestone for Kettle Interiors, and we’re hugely excited by the launch of the Essentials by Kettle Interiors brand,” continues Simon. “Now bringing our style, quality and service to a new audience of homeowners, the brand represents an excellent opportunity for retailers of all shapes and size to bring their customers unbeatable value. 

“We’ve ensured that there’s no compromise on style, so whether the modern oak of GAO or the classic style of RA, ranges from Essentials by Kettle Interiors will look great in any shop window or landing page, leading the charge with always-great value on every piece.

“Combined with our Kettle Interiors ranges, including the new MN Collection and favourites such as LO, NT, NTP and TT, we now offer arguably the UK’s widest range of furniture, at price points that ensure retailers can cater for a broad range of budgets. 

“More than this, retailers can order any combination across Kettle Interiors and Essentials by Kettle Interiors, safe in the knowledge that every single item comes fully backed with our proven and flexible service.”

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