TTJ: HOW IS THE KITCHEN MARKET DEVELOPING?
Howdens: We’re still seeing an increase in average order value from our trade customers. This is being driven by over three-quarters (77%) of UK homeowners who have invested in their property during the last year, according to a Money.co.uk report. It also states that 51% of homeowners cite the pandemic as a reason for investing.
TTJ: WAS KITCHEN DESIGN/LAYOUT INFLUENCED BY HOME WORKING AND SCHOOLING?
Howdens: Open plan living has been at the top of most people’s wish list for 10 years, but during the pandemic there has been a steady increase in demand for broken plan living. The way in which we use our homes has changed. We’re wanting defined areas which different family members can use and escape to. The growing need for multi-functional spaces is driving demand for solutions such as sliding and folding internal glazed doors that allow for flexible kitchen/dining and living spaces. With home working set to stay in varying capacities, having a multi-functional space can be used to instantly create an office or area for children’s activities.
TTJ: WHAT ARE THE KEY LATEST TRENDS?
Howdens: After a turbulent two years, one of our big predictions for spring 2022 is homeowners longing for a ‘Calm Haven’. This trend draws on inspiration from Scandinavian and Japanese interiors; the ‘Japandi’ trend. The Calm Haven evolution is seeing homeowners adding warmth to the style. Opting for Sandstone and Dove Grey colour ways, mixed with timber frontals and accessories, and introducing more biophilic design to further bring the outside in helps achieve this look.
TTJ: HOW HAS HOWDENS’ USE OF TIMBER DEVELOPED?
Howdens: A big focus is to ensure we are as sustainable as possible and that we create as little waste as we can. To that end we have invested more than £220m across four years in our manufacturing and distribution, so we can control our production facilities. This ensures we use the most efficient processes possible, helping to keep costs down, as well as our impact on the environment. For example, we convert 12,000 tonnes of sawdust into energy to power our factories, and 100% of our packaging is recycled. In January 2022 Howdens announced its commitment to maintaining carbon neutrality for its manufacturing operations at key sites in Howden and Runcorn by achieving carbon neutral certification from the Carbon Trust.
TTJ: WHAT INFLUENCES HOWDEN’S TIMBER SOURCING?
Howdens: There’s an increased need for sustainably sourced materials. We ensure our products come from responsibly managed forests and are produced in an environmentally friendly way, and Howdens is certified to operate FSC and PEFC chain of custody.
TTJ: WHAT ARE THE MOST POPULAR TIMBERS FOR HOWDENS’ KITCHENS?
Howdens: Oak remains ever-popular for worktops. It’s a versatile choice and can be kept looking natural to fit in with lighter trends, or stained to a rich ‘Terra’ colour to complement and add warmth to darker kitchen colour schemes.
When it comes to kitchen frontals, we are seeing an increased interest in painted, matt finished timber, usually on oak or softer-grained ash species.
TTJ: WHAT IS YOUR OUTLOOK FOR THE 2022 MARKET?
Howdens: After a swift rebound in 2021, we think 2022 will be relatively cooler, but still in growth. There are many players in the market struggling with stock availability. At Howdens our priority is to minimise disruption this can cause customers, tradespeople and ultimately the UK homeowner. We’ve worked closely with suppliers to mitigate stock issues and are increasing use of rail, rather than solely relying on ocean freight or road haulage, to ensure we are fully in stock ready for the busy spring period.
Howdens has increased warehouse capacity and invested in large quantities of stock to ensure all orders are fulfilled immediately. With over 750 depots across the UK, we are in a position where customers can order and collect kitchens, appliances, doors, flooring, and joinery products from their local depot without waiting months for stock to arrive.
