With a thorough rebrand, fresh lines and new manufacturing methods in place, Devon’s pre-eminent cabinetmaker and supplier is taking measures to ensure it offers stockists the best possible quality and service, for years to come. Furniture News speaks to one of Devonshire Living’s directors, Nicolle Hockin, to find out more …
For over a quarter of a century, the family-run Devonshire Living – formerly Devonshire Pine, and Devonshire Pine & Oak – has manufactured and imported high quality cabinet furniture, offering retailers a unique and flexible proposition.
Whilst it enjoys ongoing success from both its own-manufactured and imported lines, Devonshire Living has taken steps to ensure its offer is fit to handle the challenges of the future.
“First up, we’ve rebranded to Devonshire Living, as Devonshire Pine & Oak just wasn’t broad enough to define the scope of our activities,” says Nicolle, who explains that the business is planning to branch into new timbers (such as mango) and possibly soft furnishings.
The brand’s look and marketing collateral has been overhauled and modernised to reflect this change – on the road, Devonshire’s 14-lorry fleet boasts new livery, which will go a long way in establishing the company’s new identity.
The website is also being updated to reflect this new offer, and comprehensive product listings will help stockists – particularly those without a website of their own – more effectively communicate the portfolio’s appeal to consumers.
More significant are the changes taking place behind the scenes, which include a major switch to batch manufacturing in the UK. “Updating our UK manufacturing methods means we can offer better service and quality, as well as better prices in these uncertain times,” says Nicolle.
A good example is Devonshire’s bestseller, its painted Lundy range. Although the original 12 dated paint colours were modernised in January, just four colours are now available – the tried-and-tested favourites ivory, truffle, platinum (grey) and white.
“These well-established paint colours account for some 98% of our current orders anyway,” says Nicolle, “so it made so much sense to streamline our output and turn to batch manufacturing. It means we can make products more efficiently, stock more items for quicker delivery, and resolve any returns much faster.”
A traditional lead time of two-to-three weeks could become less than one – a development which will massively enhance Devonshire’s appeal to potential stockists.
New ranges are on the horizon, too – this autumn, Devonshire Living plans to introduce a painted version of its popular Dorset oak range, as well as a mindi wood collection, while other collections will be revealed to major customers through soft launches from the company’s two show vans.
Retailers can see the results of these changes for themselves – every available model is on show at Devonshire’s 25,000 sqft showroom in Bideford.
