Hammonds on expansion drive
New ranges drive search for retail concession partners
UK furniture retailer Hammonds is looking for new retail locations.
Hammonds, which sells fitted bedrooms and home office furniture pitched at the upmarket end of the UK retail furniture sector, has been seeing strong sales through its retail sites.
Hammonds is now one of the UK’s top three manufacturers and retailers of fitted furniture. The company is privately owned by the Hammonds family, with joint MDs Mark and Richard Hammonds the grandsons of the company founder.
Hammonds consumer division has developed a successful formula of 113 nationwide outlets through a mix of concessions in department and furniture stores and its own high street operations.
The development of the store offer has seen outlets open across the UK. In 2003 11 new outlets were opened with another five planned over the next three months.
[img r]Hammondsrange.jpg[/img]Richard Hammonds, chairman, said: “Hammonds concessions have always performed very well, and we have worked hard to hone our formula. With a national brand and proven track record the Hammond name generates strong business for us and the host retailer.”
Hammonds has also seen strong results for its first freestanding children’s bedroom brand, Chill Zone, Aimed at 7-11 year olds, more that 100 retailers have signed up for displays featuring the range.
Chill Zone uses a photographic process to incorporate high quality images onto furniture. Top English football clubs have appeared on furniture so far, with more licences in the pipeline
Also looking for more concessions is Hammonds semi-fit range, Cosa. Launched in 2003, Cosa is in Lee Longlands in Leamington Spa and Allders in Sutton Coldfield, with more openings planned this year. Marketed as a separate brand to Hammonds, Cosa currently has four contemporary ranges.
Richard Hammonds said: “We know there is requirement for Hammonds growing portfolio of brands, we just need to find quality outlets in the right towns and cities to meet this demand.”
