Stylishly practical

When did you start up and why? The business began in March 1968. The company was originally founded to supply Grattan mail order catalogue with Stainless Steel Tea service sets from Denmark. Whilst these products are no longer in our ranges, they were pivotal in our launch into the retail sector more than 55 years ago.

What prompted you to launch the business? From day one, our ethos has always been to supply products to our customers that add value to their ranges. Over the years, our sourcing has brought many different products categories to the UK and we continually seek innovation to bring to our customers. We began supplying doormats many decades ago and are very proud of the heritage and reputation we have built in this category.

What challenges have you overcome since the company's launch? It's difficult to name just one! There are many challenges involved with global sourcing and supply to retail. The financial crisis of 2010 and COVID are two of the more recent events that come to mind first. Thankfully we have the most committed and supportive colleagues, suppliers and customers and with their support have always been able to overcome any hurdles and move forward positively with many valuable lessons learnt.

Tell us about your product offering. Our offer at Spring Fair is the first showcase of our new doormat range and is focussed on bringing stylish yet practical mats and runners of all sizes in qualities that are both recognised and loved but also new qualities that add invaluable opportunities for our customers. We have curated a beautiful range of many different types of mats for all areas of the home including the premiere of an extra special range that has been produced in collaboration with one of the UK's top artists. What are your most popular products? Our Washable indoor ranges are always one of the strongest volume lines. The UK weather provides the perfect opportunity for multiple mats in our homes as we try to stop muddy feet and paws at every entrance! Washable mats are perfect for absorbing moisture and dirt and when they need a refresh, can simply be put in the washing machine to freshen up.

Have any styles taken you by surprise with their popularity? Mats that carry a design usually feature in our top sellers and our design team are always busy predicting the next new theme. Seasonal trends tend to surprise us, no more so than the beloved Gonks which has become a firm Christmas favourite! Our Autumn themed ranges sold more units than Christmas this year and is a real indication that the customer loves refreshing the mats in their home.

How do you keep your designs fresh and current? Do you follow trends? We do follow trends and use many different sources of inspiration to keep ourselves ahead of the market.
· Visiting trade fairs to gather inspiration.
· Keeping a close eye on stores/ comp shopping to identify new trends emerging.
· Bespoke designs for customers – our ambition is not to have the same designs being sold across the market – keeps things fresh and creates element of differentiation between customers.

What sets you apart from your competitors? The obvious answer to this would be our unique designs and competitive product offering but the truth is that our dedicated team that deliver a first-class service to all our customers is what we believe sets us apart from the competition. We are very proud of the longstanding wealth of knowledge in our business and are excited to be bringing this to the independent retailers for the first time.

How are you finding the current climate in the UK? Is it affecting business? Whilst we recognise this is a challenging time for UK retail, we believe the key to thriving currently is to bring newness, that drives sales and creates a desire for the customer to invest.

How do you view the future of independent retail? It never seems to be quiet, it's a market that has grown and will continue to grow. Shopping is now a whole day out rather than just a quick visit to a single retailer.

Are you active on social media? How is this important for the business? We are active, but not active enough! We recognise this is becoming a hugely important marketing tool for many businesses and we are investing more resource into this area of our business to support our customers in making our Mighty Mats brand more visible to the consumer.

Do you have any advice for new businesses starting out in the world of gifts? Keep on top of trends whilst having a USP to separate you from competition. Customer service goes a long way.

What can we expect in the future from the company? This is only the beginning of Primeur and our Mighty Mats brand! We will continue to develop our ranges with sustainability being a real focus and ethos for us moving forward.

PRIMEUR +44 (0)1274 518 800 | www.primeur.co.uk