Summary
¦ Pine remains a key species for mouldings.
¦ End users are asking for a greater choice of species.
¦ Demand for contemporary mouldings reflects the minimalist interiors trend.
¦ Suppliers must offer new ideas to attract customers.
¦ Wire-free products mean mouldings that carry cables could be short-lived.
The mouldings market is fairly stagnant in terms of volumes, as their sales reflect the fortunes of the builders merchant and DIY sectors, both of which are heavily influenced by the housing market.
In difficult times like these, stockists need to know what sells well and what will be in demand in the future.
Pine remains a key species in the mouldings market, as it is often associated with budget and traditional mouldings, therefore making it accessible and affordable to all.
However, end users are increasingly asking for greater timber choice, often to co-ordinate with flooring or furniture. Consequently, there are opportunities to trade customers up to higher value mouldings timbers, such as white oak, that reflect more aspirational trends.
New ideas
To stimulate sales in tough conditions, it is vital that suppliers offer new ideas that will attract new users and help to grow the market. Pre-finished mouldings are a popular time- and cost-saving option for homeowners.
Demand for part- or fully-finished mouldings is also being driven by trade professionals who are looking for time-saving products that will allow them to complete projects quickly, whilst still doing a professional job.
Austerity, minimalism and sustainability have been the most dominant trends in 2010 and this can be seen in the mouldings market.
Customers are opting for contemporary mouldings, reflecting the shift towards minimalist interior design. Simple designs with clean lines and less detail are in demand at the moment, as home décor has become more toned down. Contemporary mouldings are also ideal for the many modern apartments now built and for bringing tired interiors up to date, as an alternative to moving home.
There has also been a shift away from some of the more ‘unusual’ designs such as arabesque, back to core classic profiles in a generic period style that will stand the test of time and won’t necessarily need updating when fashion changes.
Once purely functional, mouldings are also increasingly being used as decorative items around the home. Creative profiles like reeded dowels and angles give the installer and end user increased choice and flexibility and can make detailed differences to the overall quality and finish of a room.
Environmental concerns
Environmental concerns are also becoming more important, as awareness of timber certification and sustainability grows amongst some trade and retail customers, but especially the public. Merchants can ensure they cater for this part of the market by stocking certified timber mouldings.
The design of interior finishing products is also increasingly being influenced by the need to integrate technology into the home and many products are being created with this in mind – for example, hollow back skirting and architraves or plastic profiles with removable fascias make it easier for homeowners to install and conceal wires and cables.
However, the growth in wire-free and portable gadgets like iPads and wireless broadband suggests that the demand for mouldings that carry cable could be short-lived.
Merchants’ approach
So, how can merchants capitalise on trends?
Holding a fully-stocked mouldings merchandiser with products displayed by suite will help to boost sales, as customers will be able to shop according to the style they prefer and easily purchase associated lines for a complete look.
This will also help customers to find the right products for the job in hand. For example, if a customer is working in a period home or has just moved in, they may be looking for period style mouldings to complement or repair the existing décor. Similarly, if a customer is looking to update a room to make it more modern in style, then a good selection of well-displayed contemporary mouldings will meet their needs.
Despite the tough conditions, many merchants have seen like-for-like sales increases when they have invested in well-stocked merchandisers and made the most of customer support available from manufacturers.
Offer a range of mouldings lines in keeping with the latest interiors trends and display them in merchandisers that help the customer to make a purchase, and mouldings will prove to be a profitable investment.
? Visit www.richardburbidge.com for further information on Richard Burbidge mouldings.
