Over recent years, Charltons Furniture has managed to maintain a healthy growth in both sales and customer base. Manager Ross Charlton has no doubts as to what is behind the continuing rise of his company…
“We have always prided ourselves on producing quality products supported by a customer service that is second to none,” says Ross. “Without these basics, no furniture company is going anywhere in today’s market.”
Charltons Furniture has always prioritised offering choice, and now unveils its Choice Revolution approach, which builds on the company’s Make It Your Own offer, playing to the strengths of both its UK-based spray shop and sourcing network, through which it can offer the best of both worlds, embracing quality-made furniture, competitive prices and a level of choice that will suit all customers.
“We are continuously learning what the customers want and adapting to the changes in demand, but this is only possible by listening to our stockists,” says Ross. “Over the last six to nine months I feel that we have made major steps forward in this area. We aren’t there yet, but I believe that if you think you have solved it 100%, you aren’t listening hard enough.
“This is what Make It Your Own is all about,” explains Ross. “We leave it to the customer to choose the colour they want and where exactly they want that colour. Make It Your Own has really taken off, and we are absolutely delighted.”
The self-explanatory Make It Your Own concept was initially available with Charltons’ popular Bretagne and Lilli ranges. However, Ross is keen to stress how the company is continuing to develop and expand the approach.
“This includes working closely with Rubio Monocoat,” says Ross. “The quality and feel of their finishes needs to be seen to be believed. New and stunning-looking paint colours are being introduced, such as Washed Linen and Coastal Grey.
“We are also offering Make It Your Own with our Industrial Collection – we believe it is probably the only reclaimed custom-painted collection on the market. Within the next few weeks we shall also be announcing details of the next stage of the Choice Revolution – the Make It Your Own App, which will offer an unprecedented opportunity for retailers. Exciting times indeed!”
