Global Home enjoyed a successful start to the year, with the company’s impressive stand at the January Furniture Show attracting substantial visitor attention. Furniture News spoke to MD Ivan Foster to find out more ...
How did Global Home fare at the January Furniture Show?
Global Home again benefited from being able to properly show the vast selection of ranges that it can offer. Each year we have been able to strengthen the product base, both in commercial terms and in the broad spread of appeal, and these were reflected in the diverse nature of the businesses that became customers as a result.
It would be fair to say that reaction to new product at the show was above expectation, but the immediate after-show orders were exceptional. Because we have such a diverse product offer it is very easy for customers to fill containers if they take, say, three or four different collections.
What were the reactions to your four new ranges?
Cheltenham is just that bit different from our much copied Salisbury ranges, yet still retains mass appeal. The savvy retailers saw a chance to have an oak range that differs slightly from the very generic waxed look that is so prevalent. With Cheltenham they can have a fast seller on the shop floor but retain margins, especially as it’s not an easy product to show to its full advantage in photographs on line.
Suffolk received a really good response. Again we’ve made it just that bit different without losing commercial aspect. The back story that we use small community workshops in the Mekong to make the baskets – as we do for the Cheltenham collection – enhances the appeal. All the reactions have been very positive and deliveries are being made from stock.
Recycled Pine really is a star of the future for us. It is made from 100% recycled second use timber so is fully FSC compliant, and like all new products it is being finished in Global’s own dedicated finishing plants, so we can guarantee a consistent finish. That consistency has always been difficult to achieve without total control – now we have it, that is another major step forward for Global.
Painted Bedroom is just a small selection of bedroom furniture but that’s partly the secret of its success. Minimum amount of floor space, maximum return.
How has your attractively-priced Essentials collection been received?
Absolutely tremendously. This is a short collection of popular pieces at terrific prices. The retailers can choose to boost margin or pass on the low prices for promotions and to boost footfall.
How do you achieve a consistently high quality level of product on such a volume offer?
Simple. The new finishing and packaging plant is making a huge difference. The staff work in excellent conditions, and are incentivised to make sure everything is produced, finished, and packed to the best possible standard. By the end of the year there will be a 320,000ft² fully controlled facility.
How is your wholesale programme developing?
It’s going from strength to strength. We are very pleased to see new customers coming on board all the time. Because the Global offer is so broad we are appealing to a wide cross section of retailers. The big push over the last six months has been to make sure we got back to a solid stock situation, and that reaps its own rewards when we can deliver wholesale and container orders from stock.
What's on the drawing board for the Global Home design team?
There is always a deep well of designs being drawn up, many of which are sampled and presented to key people for comment and further development. Only the very best will make it to production – we’ll make sure you get a look when the time is right for the next launch.
Where can UK customers see Global Home next?
We’ve no more exhibitions planned at the moment, but the show vans are constantly on the road, so if anyone want to see product all they have to do is ask for a visit.
What must a retailer do to be able to develop sales, maintain customer loyalty and gain higher repeat business?
The days when a retailer could just open the doors and expect to do business are long gone – today there has to be a multi-channel offer. Price is clearly important, but quality and service rank just as highly. Sales volumes are still as high as ever, so if a retailer isn’t getting the share of the cake that they have been used to, it’s no good blaming external factors.
The good operator will take a root and branch look at his business model and compare it to his competitors and react accordingly. But getting the right product at the right price from a supplier who has a proven track record is a good start.
What are your thoughts on Global Home’s development?
It’s easy enough to win the race to the bottom, but really, what’s the point? In just a few short years since the business was started we have graduated from being just a volume supplier with low prices, to being still a volume supplier, and still having very competitive prices, whilst at the same time making huge leaps forward in terms of quality, design, packaging and service.
It’s been a challenge, and at times a bit of a roller coaster ride, but Global is now a genuine market leader. One thing is certain though, and that is we won’t be sitting back – the quest for improvements, however marginal, is a constant.
This article was published in the April edition of Furniture News magazine.
