| AM45022 |
| AMA RESEARCH MARKET REPORT : Kitchen & Bathroom Distributors Market November 2002 |
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BRIEF DESCRIPTION
| This report analyses the kitchen & bathroom distributors market in terms of its size & trends over the period 1995-2001, as well as opportunities to 2006. The major product groups reviewed are kitchen furniture, appliances, bathroom products & showers, with analysis of the distributors' shares by sector. The report also identifies major distributors & reviews their market shares, strengths, buying processes & competitive channels, with analysis of future opportunities & threats facing them. |
| Key areas of coverage in the report include:- |
| THE MARKET |
| The structure of the distributors market - suppliers, distributors, merchants, retailers and contractors - their roles and influences. |
| The market size in value for 1995-2006. |
| Market trends during the late 1990s and to date. Future trends and major factors influencing developments. |
| Key products marketed by distributors, share of distributors business. |
| Share of overall product market taken by distributors, reasons for strengths, weaknesses. |
| THE DISTRIBUTORS |
| Major distributors, market shares, key characteristics, turnovers, product strengths, market positioning etc. |
| Leading distributors by product sector - Kitchen Furniture/Kitchen Appliances/Bathroom and Shower products. |
| Mix of major national/large regional/other regional distributors. |
| Identification of the national and larger regional distributors, turnover, key products and characteristics. |
| Characteristics of distributors - profitability - trend of net profit in total and by Kitchen/Bathroom products. Levels of turnover per employee - trend in total and for kitchen and bathroom product sectors. |
| The role of the distributor, how this is changing and how it varies for the major product groups. |
| Buying criteria for distributors, what they look for from suppliers. |
| Strengths and weaknesses of distributors. |
| Opportunities and threats for distributors. |
| List of 200+ National, Regional and Local distributors (optional extra). |
| CUSTOMERS |
| Distributors' key customer groups and mix of sales. |
| Characteristics of key customer groups - merchants, kitchen & bathroom specialists, independent electrical retailers, installers/contractors and multiples. |
| Major customer sectors per product group. |
| PRODUCTS/SUPPLIERS |
| Market size of each major product group - Kitchen Furniture/Kitchen Appliances/Bathroom Products/Shower Products. |
| Product mix within major product groups. |
COMPANIES COVERED
PJH Group, Hopkinsons Fourways, Broughton Crangrove, BDC, Mark Two, Allied, AHED, Tricom, Maurice Lay, Galley Matrix, Stearn, William Ball, Waterline, Ideal Bathrooms, Newey & Eyre, Senate, Edmundson, City Electrical Factors, Maurice Lay, Claygate, Mark Abrahams, Uptrend, Cooper Callas, Scorpion, Farmiloe & Farmiloe, Arrow, James Theobald, Sinks and Things, Micro, Robert Lee, JP Distribution, PWS, Arnold Laver, GKR, SKS, West Point Distributors, Mike Walker Distribution, Uptrend, JMT Sales & Marketing, Formula One Factors, DBD, International Decorative Services, A.C. Toon, FG Chambers, SDA Distributors, Whitehall Fabrications, Blackheath Products, CD (UK), Viking Laminates, Solent Laminates, Red Rose Plastics, S.English, Blanco, Brian Donaldson Distribution, Northern Sink Supplies, B & P Wynn & Co, Bellegrove, Stearn Electric, Gass Appliance Distributors, LW Cole, Bradshaw Appliances, American Appliance Centre, Arnold Laver, Inman Electrical, Delphi Distribution, Smith & Frater, Grant Westfield, Online Bathroom Distributors, M & M Kitchen Accessories, Weslec, Coolectric, Maymarts, Icetech, John Smith-Butler & Sons Ltd, Danico Brass, CP Hart, KWC. Alexanders, Eurobath, Mekon Products, Briten , Waltham Plumbing Supplies, Barwick of Bradford, Alan T Carr, Peachurst, Scorpion Bathrooms, Ashley Distribution, Davroc, Smiths Bathroom and Plumbing Supplies, Coletti Romford, N Froy, H M James, Qualitex Supplies, Berglen, Beaufort Bathroom Distributors, Brausch, Inman & Co, Power Shower Distributors, Marleton Cross, Micro Mathey, Bellegrove Ceramics, Robert Lee (London) Ltd, Whitehall Fabrications, Viking, Brian Donaldson Distribution, West One Bathrooms, Faucets, Claygate Distribution Ltd, Bodel Distributors, Danico Brass, JT Edwards, DHL Bathroom Supplies, Express Radiators and Bathrooms, J & J Ormerod, The Range Cooker Company, Domus Tiles, The Berglen Group, Brausch & Co, M & M Kitchen Accessories, Comap Westco, Alan T Carr, Mekon Products, Coletti Romford, GR Hullock, Rainbow Distribution, Powerjet Whirlpool Systems, RK Ceramics, DBD Distribution, Northern Sink Supplies, Just Taps, Aqua Bathroom Products, Scope Distribution, Leaker Direct, G Clifford Morris, Trent Direct, Excel Distribution, Valson Sanitaryware, Maymarts, Manor Distributors, Woodstock Distribution, Ramus Tiles, Kannon 2000, Online Bathroom Distributors, Jewsons, Travis Perkins, Grafton Group, Ridgeons, Cakebread Robey, William Wilson & Co, Elliot Brothers, Dixons , Currys , Comet, B & Q , Homebase, Focus, Wickes, Smallbone, Mark Wilkinson, Christians, Formica, Perstorp, Resopal, Polyrey, Bushboard, Orama Fabrications, Pfleiderer Industrie, Hygena, Schreiber, MFI Furniture Group Plc, MFI Furniture Centres Ltd, Howden Joinery, MFI Properties Ltd, Moores, Bernstein Group, PJH Group, Gower, Symphony Group Plc, J.C. Hatt, Paula Rosa, Eurospace, Boulten & Paul, John Carr, Crown, Allied, Mereway, Johnson & Johnson, Alno, Wellmann, Nolte, Mobalpa, Sofiseb, Miele, Siematic, Poggenpohl, Electrolux, Creda, Stoves, Merloni, Leisure, Belling, Bosch, Siemens, Whirlpool, Bauknecht, Creda/Hotpoint, Zanussi, AEG, White Westinghouse, Candy , Sharp , Panasonic, Samsung, Sanyo, Hoover, Whirlpool, Servis, Neff, Smeg, Kaldewei, Ariston, American Standard, Ideal Standard, Twyford Bathroom, Sanitec Corporation, Jacuzzi UK, Qualceram Plc, Shires Ltd, Shires (Ireland) Ltd, Qualceram Shires, Pegler, Bristan, Celmac, New Team, Aqualona, Hadida, Gelson, Metlex, Myson, Coram, Triton, Mira, Heatrea Sadia, Gainsborough, Aqualisa, Redring, Manhattan Showers, Showerlux.
EXECUTIVE SUMMARY
| Following the buoyant conditions experienced in 1996 and 1997, the kitchen and bathroom distributor market performed modestly in 1998 and 1999 largely due to increased interest rates and the unstable economic conditions. In 2000 and 2001, several factors, including the high levels of consumer confidence, the housing market and low interest have supported market growth. However, growth levels have remained modest, in part due to the level of competition in the market. |
| 2000 and 2001 showed reasonable growth, though the first half of 2000 was affected by the increases in interest rates in late 1999. This resulted in a slowing down of the housing and home improvement markets during the summer of 2000. The poor weather in the autumn also negatively impacting on the market, without which market growth may have been higher. |
| In 2001, despite concerns over the downturn in the US economy and the possible subsequent effects on the UK economy, the kitchen and bathroom sectors performed reasonably well. Consumer expenditure on home improvement products saw little negative impact from the global economic downturn and the September 11th terrorist attacks. |
| In the first half of 2002, both the housing market and consumer spending levels remained buoyant. However, there is evidence that the high level of house price inflation and the continuing economic uncertainty has dampened consumer confidence and spending levels during the last few months. In addition, cheaper imports and increased pressure on prices and margins in some kitchen and bathroom product sectors have continued to affect the market during the last two years. |
| Obviously, the market is strongly influenced by the fortune of the product markets - kitchen furniture, kitchen appliances, bathrooms and showers. Kitchen furniture has provided this market with fewer growth opportunities in recent years in comparison to other product sectors such as bathrooms, with more intense pressure on prices restricting sales. |
| The distributor market is relatively fragmented, as local suppliers can offer a competitive edge by creating loyalty through fast, efficient service and knowledge of the customer requirements. However, there are a number of national operations and large regionals, many of which have grown share through a combination of organic growth and acquisitions. |
| The leading company are The PJH Group, which through Hopkinsons Fourways continues to lead the market. They are traditionally strong in the kitchen appliance and furniture sectors and are also leaders in the bathroom market. The national distributors now account for 49% of the market, led by PJH, followed by Broughton Crangrove, BDC and Mark Two. Other major nationals are Allied, AHED, Tricom, Maurice Lay, Galley Matrix and Stearn. |
| The key distributors in the kitchen sector include PJH, Allied, BDC, Broughton Crangrove, Mark Two, Stearn, William Ball, Galley Matrix and Waterline. In the bathroom and shower sector the key companies are PJH, Mark Two, Ideal Bathrooms, Broughton Crangrove and AHED. The larger regional distributors account for around 37% of the market while local distributors are estimated to have declined to account for some 14%. |
| Bathroom products continue to account for the greatest share of distributors' business with 38% followed by kitchen furniture with 27%, kitchen appliances, shower products and others. Within bathroom products, baths and sanitaryware take the largest share with around half, followed by accessories and brassware. The bathroom and shower sector has been a growth sector for distributors' due to the growth of en suite bathrooms and product proliferation, particularly in terms of the range of styles and designs now available in brassware and accessories. |
| In the kitchen appliance sector, distributors' still only account for a small share at 7%, due to the dominance of the electrical multiples. However, the trend towards higher value appliances in specific sectors such as cooking may benefit the distributors in the future. |
| The kitchen and bathroom distributors have two major customer groups, the kitchen and bathroom retail specialists which account for 44% of the distributors sales and the builders merchants with 34%. Others include DIY outlets, other retailers such as department stores, electrical independents and contractors. |
| The kitchen and bathroom retail specialists have benefited from the trend of trading up in recent years to higher quality products and higher levels of service, which are key characteristics of the specialist sector. |
| In common with the kitchen and bathroom distributors, builders merchants are comprised of nationals, large regionals and local merchants. It is the smaller and medium sized merchants who tend to purchase from kitchen and bathroom distributors. However, this sector of the merchant industry is declining as the major regionals and nationals take share, and this could be something of a threat to the distributors in the future. |
TABLE OF CONTENTS
| 1. INTRODUCTION 5 |
| 2. SUMMARY 8 |
| 2.1 OVERALL MARKET 8 |
| 2.2 KEY DISTRIBUTORS 9 |
| 2.3 PRODUCT MIX 10 |
| 2.4 CUSTOMERS 10 |
| 3. ECONOMIC ENVIRONMENT 11 |
| 3.1 GENERAL 11 |
| 3.2 GDP 11 |
| 3.3 INFLATION & INTEREST RATES 12 |
| 3.4 UNEMPLOYMENT & CONSUMER SPENDING 12 |
| 3.5 HOUSING & CONSTRUCTION 13 |
| 3.6 STERLING 14 |
| 3.7 CONCLUSIONS 14 |
| 4. THE MARKET 15 |
| 4.1 DEFINITION 15 |
| 4.2 STRUCTURE 15 |
| 4.3 MARKET SIZE 17 |
| 4.3.1 Background 17 |
| 4.3.2 Current Situation 19 |
| 4.3.3 Future Prospects 21 |
| 4.4. KEY MARKET INFLUENCES 25 |
| 4.4.1 The Housing Market 25 |
| 4.4.2 Socio Economic Influences 30 |
| 4.4.3 Macro-Economic Influences 33 |
| 5. DISTRIBUTORS 36 |
| 5.1 ANALYSIS BY SECTOR 36 |
| 5.2 MARKET SHARE 37 |
| 5.2.1 Overall 37 |
| 5.2.2 Kitchen Furniture 40 |
| 5.2.3 Kitchen Appliances 42 |
| 5.2.4 Bathroom and Shower Products 43 |
| 5.3 THE DISTRIBUTORS 45 |
| 5.4 CHARACTERISTICS OF KITCHEN & BATHROOM DISTRIBUTORS 55 |
| 5.4.1 Profitability 55 |
| 5.4.2 Employees 57 |
| 5.5 BUYING CRITERIA 59 |
| 5.6 THE ROLE OF THE DISTRIBUTOR 60 |
| 5.7 DISTRIBUTOR SHARE BY PRODUCT MARKET 63 |
| 5.8 STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS 64 |
| 5.8.1 Strengths 64 |
| 5.8.2 Weaknesses 66 |
| 5.8.3 Opportunities 67 |
| 5.8.4 Threats 69 |
| 5.8.5 Competition 70 |
| 5.9 THE DISTRIBUTORS FUTURE PROSPECTS 72 |
| 6. DISTRIBUTORS CUSTOMERS 74 |
| 6.1 GENERAL 74 |
| 6.2 CUSTOMER MIX 74 |
| 6.3 KITCHEN & BATHROOM SPECIALISTS 75 |
| 6.4 BUILDERS & PLUMBERS MERCHANTS 76 |
| 6.5 ELECTRICAL INDEPENDENTS 78 |
| 6.6 DIY OUTLETS 78 |
| 6.7 OTHER RETAIL 79 |
| 6.8 OTHERS 79 |
| 7. PRODUCTS 80 |
| 7.1 PRODUCT GROUPS 80 |
| 7.2 KITCHEN FURNITURE, WORKTOPS & SINKS 84 |
| 7.2.1 Market Size 84 |
| 7.2.2 Product Trends 88 |
| 7.2.3 Suppliers 94 |
| 7.2.4 Distribution 96 |
| 7.3 KITCHEN APPLIANCES 97 |
| 7.3.1 Market Size 97 |
| 7.3.2 Product Trends 99 |
| 7.3.3 Distribution 104 |
| 7.4 BATHROOM PRODUCTS 106 |
| 7.4.1 Market Size 106 |
| 7.4.2 Product Trends 107 |
| 7.4.3 Suppliers 111 |
| 7.4.4 Distribution 113 |
| 7.5 SHOWER PRODUCTS 114 |
| 7.5.1 The Market 114 |
| 7.5.2 Product Trends 115 |
| 7.5.3 Suppliers 116 |
| 7.5.4 Distribution 118 |
DIAGRAMS
| TABLES & CHARTS |
| TABLE 1 THE UK KITCHEN & BATHROOM DISTRIBUTOR MARKET 1995-2006 £M DSP 8 |
| CHART 2 KITCHEN & BATHROOM DISTRIBUTORS MARKET INFRASTRUCTURE 16 |
| TABLE 3 KITCHEN & BATHROOM DISTRIBUTORS MARKET 1995-2001 £M AT DISTRIBUTOR SELLING PRICES 18 |
| TABLE 4 KITCHEN & BATHROOM DISTRIBUTORS MARKET 2001-2006 £M AT DISTRIBUTOR SELLING PRICES 21 |
| CHART 5 KITCHEN & BATHROOM DISTRIBUTORS MARKET AT CONSTANT PRICES 1995-2006 £M AT DSP @ 1995 PRICES 22 |
| TABLE 6 HOUSEBUILDING COMPLETIONS (000'S DWELLINGS) 1995-2005 IN GREAT BRITAIN 26 |
| TABLE 7 NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES 1994-2002 27 |
| TABLE 8 STOCK OF DWELLINGS GREAT BRITAIN - 1991-2001 28 |
| TABLE 9 AVERAGE HOUSEHOLD SIZE FOR GREAT BRITAIN 1971-2001 29 |
| CHART 10 AGE DISTRIBUTION OF THE RESIDENT UK POPULATION 2000 ('000) 30 |
| CHART 11 NUMBER OF EMPLOYEES IN EMPLOYMENT GB - JUNE 1981-01 (MILLIONS) 32 |
| CHART 12 INTEREST RATES AND INFLATION (RPI) FROM 1990-2005 33 |
| CHART 13 PDI & SAVINGS RATIO 34 |
| TABLE 14 RETAIL SALES INDEX OF HOUSEHOLD AND HOME IMPROVEMENT PRODUCTS 1995-2001 (1995=100) 35 |
| CHART 15 MIX OF DISTRIBUTOR SALES 2001 BY VALUE 36 |
| TABLE 16 MARKET SHARES IN THE KITCHEN & BATHROOM DISTRIBUTORS MARKET 2001 38 |
| TABLE 17 LEADING DISTRIBUTORS BY PRODUCT SECTOR 39 |
| TABLE 18 DISTRIBUTORS PROFITABILITY 1995-2001 55 |
| TABLE 19 DISTRIBUTORS PROFITABILITY 1995-2001 56 |
| TABLE 20 DISTRIBUTOR TURNOVER PER EMPLOYEE 1995-2001 57 |
| TABLE 21 DISTRIBUTORS TURNOVER PER EMPLOYEE PER PRODUCT 1995-2001 58 |
| TABLE 22 DISTRIBUTOR SHARE BY PRODUCT MARKET 2001 63 |
| TABLE 23 MIX OF KITCHEN & BATHROOM DISTRIBUTOR SALES 2001 75 |
| TABLE 24 MIX OF DISTRIBUTOR SALES BY PRODUCT 2001 81 |
| CHART 25 MIX OF BATHROOM PRODUCTS BY VALUE 2001 82 |
| TABLE 26 MIX OF DISTRIBUTORS SALES OF SHOWER PRODUCTS BY VALUE 2001 83 |
| TABLE 27 UK DOMESTIC KITCHEN FURNITURE, WORKTOPS & SINKS BY VALUE (£M DSP) 85 |
| CHART 28 UK DOMESTIC KITCHEN FURNITURE, WORKTOPS AND SINKS MIX BY VALUE 89 |
| CHART 29 KITCHEN FURNITURE SALES BY VOLUME 2001 90 |
| TABLE 30 UK KITCHEN SINK MARKET BY VOLUME 92 |
| TABLE 31 MAJOR KITCHEN FURNITURE SUPPLIERS 2001 BY VALUE 94 |
| TABLE 32 DISTRIBUTION OF KITCHEN FURNITURE 2001 BY VALUE 96 |
| TABLE 33 UK DOMESTIC APPLIANCE MARKET SIZE £M DSP 98 |
| TABLE 34 UK DOMESTIC APPLIANCE MARKET 2001 BY VALUE £ DSP 99 |
| TABLE 35 UK COOKING APPLIANCE MARKET BY VOLUME 100 |
| TABLE 36 UK LAUNDRY AND DISHWASHER MARKET 2001 BY VOLUME 101 |
| TABLE 37 UK REFRIGERATION MARKET BY VOLUME 103 |
| CHART 38 DISTRIBUTION OF KITCHEN APPLIANCES BY CHANNEL 2001 105 |
| TABLE 39 TOTAL MARKET FOR BATHROOM PRODUCTS BY VALUE £M DSP 106 |
| TABLE 40 UK SANITARYWARE MARKET BY VOLUME 109 |
| TABLE 41 UK BATHROOM ACCESSORIES MARKET BY PRODUCT £M DSP 111 |
| TABLE 42 UK BATHROOM PRODUCT MAJOR SUPPLIERS 2001 113 |
| TABLE 43 DISTRIBUTION OF BATHROOM PRODUCTS 2001 114 |
| TABLE 44 THE UK SHOWER EQUIPMENT MARKET £M DSP 115 |
| TABLE 45 THE UK SHOWER CONTROL MARKET BRAND SHARES 118 |
| TABLE 46 DISTRIBUTION OF SHOWER PRODUCTS BY VALUE 120 |
Text © 2002 AMA Research
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