Success in today’s market is all about choice, says Peter Woodman, founder of dining chair wholesaler and manufacturer Woodman Chairs.
“One of the main reasons people come to us is because of the choice we offer – they simply can’t access such variety anywhere else,” he says. “And this is happening more and more, because the consumer wants choice – they want something different, and they are willing to pay for it.”
But surely this choice comes at a cost? Quality is very much built into the company’s philosophy, says Peter: “I understand the race to the bottom, but I don’t want to go there. We’re not necessarily the cheapest wholesaler - we want to be here tomorrow! – but our stockists definitely appreciate what we offer.”
Importing chairs from Eastern Europe in volumes of various sizes, Woodman offers notably different designs alongside the industry-standard ITW frames and Farmhouse models. Delivered within four weeks – and 70% of it available in just two days – the range is available in multiple finishes and timbers, with a choice of seating pads. There is even a bespoke frame manufacturing service available to those customers – domestic or contract – wishing to go off-menu.
“For the price, we offer good lead times and great flexibility,” says Peter. “Whether you’re a high street retailer trying to compete with the nationals or just looking to paint your own chairs for an interior design project, wholesale is the way to go – why over-commit and worry about dead stock and endless returns?
“The change in the euro made a big difference to everyone – the market in general is buying wholesale again.”
Peter’s operation is not unique, but few dedicated wholesalers make such a compelling offer. Yet, as Peter looks to the future, and retirement – the day-to-day running of the family business is now in the hands of his son, Tom – he continues to explore new ways to improve the business model.
“We have some smart new chair designs such as the Nordic and Cricket stools coming through,” he concludes, “but we are starting to look at more specialist products.”
