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Kudos | “We want to be UK’s biggest enclosure and tray manufacturer”
Kudos Showers, a Cumbrian-based manufacturer of shower enclosures and trays, was recently acquired by the SanSwiss Group. Despite the common trend for global acquisitions to lead to a cessation of local production, Kudos's sales and marketing director, Nick Graville, indicates that SanSwiss has a long-term vision for the business, aiming to invest in British manufacturing. SanSwiss, part of the Ronal Group, views the UK market as a significant growth opportunity, valuing Kudos's expertise and established core business.
The decision for acquisition came as Kudos's senior management team, led by managing director Mark Hill, felt the timing was right for the company, which was founded by Bruce Ledwith in 1999. It was crucial for Kudos to find the right partner, avoiding private equity. The initial interest from Ronal Group, an alloy wheel company, was surprising, but their 25-year ownership of SanSwiss, with a strategy for growth through acquisition and organic means, aligned with Kudos's values of product design, quality, and service. Mark Hill asserts that the acquisition provides Kudos with security for continued growth.
Kudos has already demonstrated a strong growth trajectory, investing approximately £3.5 million over the past three years. This investment includes the establishment of a second showroom and a 60,000 sq ft finished goods warehouse in Sandbach, Cheshire, which has freed up capacity at its Cumbrian factory. Head of operations Kei Hitchcox highlights the significant increase in production efficiency, with semi-automatic lines now able to produce up to 3000 units per week with fewer personnel, compared to 800 units a decade ago. The company’s original site has expanded from 5,813 sq ft to 75,000 sq ft, and there are plans to further expand the Sandbach warehouse by another 19,000 sq ft to accommodate increased stock needs. Substantial investments are also being made in resin shower tray manufacturing to triple capacity by year-end, following increased tenders and market share gains due to supply chain uncertainties.
Maintaining robust UK stockholding is a key priority, with 3,500 SKUs, including seals manufactured in South Africa, and a three-month stock holding. Spare parts for enclosures are available for 10 years from a third-party storage. The Sandbach warehouse aims to hold eight to ten weeks of finished goods stock. Kudos has streamlined its sales model to exclusively use distribution partners, focusing on improving logistics and supporting its partners. The company has also diversified its product offerings, enhancing its Premium collection with additions like level access enclosures for the Pinnacle 8 range and a Red Dot award-winning inward/outward opening door for the Ultimate 10 range. These Premium products are available only through displaying retailers to support brick-and-mortar businesses, and Kudos provides extensive after-care, including a team of retail support managers for display installation, product training, and technical assistance.
Looking ahead, Kudos plans to expand into the merchant and contract sectors by introducing price-conscious SanSwiss-branded models under the Kudos name, offering a wide range of combinations. Mark Hill emphasizes that these products will maintain Kudos's high-end quality. This strategic move aims to leverage their strong position in the retail market and gain market share in developer and merchant sectors, supported by a dedicated sales team. The company also anticipates potential for SanSwiss to sell Kudos products in Europe. Mark Hill's ultimate goal is for Kudos to become the largest shower enclosure and tray business in the UK within the next five years, currently ranking fourth.
Sustainability is another focus for Kudos, as highlighted by Kei Hitchcox. The company is working towards ISO 14001 certification and has already achieved ISO 9001. Significant strides have been made in reducing packaging waste, with a new machine cutting cardboard use by 30% and polystyrene padding by 65%. Kudos is also committed to reducing single-use plastics, aiming to decrease annual plastic consumption from 42 tonnes to less than one tonne by using a bespoke banding machine. This machine also offers energy efficiency, consuming significantly less power. Despite a general slowdown in the bathroom market post-pandemic, Kudos remains optimistic, reporting continued business and preparing for sales growth in the coming year, with retailers still experiencing strong demand and booking months in advance.
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