Maximising the potential of a small in-store footprint is an increasingly important element of a wholesaler’s offer. When a supplier is able to offer established QC expertise, strong customer support and prices that compete with the most bullish of multiples, there’s enough of a story to make any independent take notice …
The Alfreton, Derbyshire-based MK Imports UK, under the leadership of CEO Mark Klein, has introduced Klein Haus, a simple cabinet furniture brand with a difference.
Sherwood, the first Klein Haus range, comprises oak and oak-veneered tops, and covers the living, dining, bedroom and home office. It is a classic light oak collection that boasts a unique tone well suited to UK tastes – “not too light, not too deep, a warm, clean mid-tone”, says Mark – and all hand made. However, what is special about Sherwood is its potential.
“What we wanted to do is give retailers a range with real depth,” says Mark. “There are 92 items in the Sherwood range – if all of the pieces are laid out together, they take up around 800 sqft. Then there’s the ability to maximise reach from a small display – the range has interchangeable wood and metal handle variants. It’s all been designed flexibly to work well with existing furniture the customers might have.
“One garden centre stockist in Whisby, Lincolnshire, devotes just 1200 sqft to display the product, and generates around £30,000 a month from it! Our operation definitely lends itself well to stores that aren’t able to carry much stock.”
Mark offers several tiers of buying options, from direct purchases with bundle discount deals to a concessionary partnership scheme – ideal for internet retail – in which his company fulfils home delivery.
MK Imports UK offers significant levels of support in terms of product information and stock ordering, a customer referral website, characterful POS and even – for the concessions – display advice. “We’ve got all the solutions for our end customer,” says Mark. “It’s great product, has great retail support, is well packaged, and it sells.”
The name ‘Klein Haus’ is derived from Mark’s own Germanic background, together with a desire to evoke the no-nonsense quality of class-leading European product.
Mark works hard to ensure the quality of the Far-Eastern-manufactured goods is not at odds with this vision. “We have strong connections in the Far East,” he says. “We have years of general goods import knowledge, and know how to source and negotiate direct with factories. Our key is always quality first and price second – without compromising quality – delivered with over and above industry standard packaging.”
Mark’s textile background also proves beneficial when it comes to the chairs available to customers, who can opt for bespoke-upholstered sets, with swatches sourced from top-end UK fabric houses, as well as the standard imported fare. This extra service offers the possibility of real depth of choice – as does the imminent launch of the second Klein Haus range, Bridge, a modern light oak range with bowed surfaces and the option of stainless steel or wooden handles.
“Klein Haus offers a very competitively-priced, quality, mass-market product,” concludes Mark. “Other companies may offer lots of ranges, but their depth is limited – already, we’re finding that people come back to us again and again, and I’m looking for retailers all over the country.”
