Somerset based Chalon carves out niche in overseas market
The Somerset based UK market leader in handmade, freestanding kitchen furniture has begun to enter international markets with support from UK Trade & Investment (UKTI).
Established in 1978, Chalon UK Ltd, based in Hambridge, crafts fitted and freestanding kitchens and kitchen furniture. Many of Chalon’s pieces receive a distinctive distressed finish, giving each piece the look of having aged naturally in an English country house.
Although Chalon has enjoyed sustained success in the UK, bolstered by a new trading relationship with the new ‘Harrods by Appointment Personal Shopping Service’ and a series of new showroom openings, the economic downturn has inevitably made the domestic market a tougher environment in which to operate.
Keen to capitalise on a growing level of enquiries from overseas markets, Chalon began working with UKTI in July 2008. After familiarising herself with Chalon’s business and ambitions, International Trade Advisor Hilary Charman signed the company up to the UKTI Passport programme to provide the management team with an introduction to overseas trade.
Jason Coombs, Head of International Trade Sales at Chalon, explained:
“Although we had enjoyed overseas interest in our products before, historically we had just reacted to international enquiries on a case-by-case basis. Howeve, it became clear that if we were going to continue to drive the business forward and seriously compete internationally we would need to adopt a clear strategy and arm ourselves with as much insight and experience as we could to avoid potential pitfalls and tripping points.”
“Working with UKTI we received a lot of free advice and practical help. As part of the Passport programme we attended two courses on ‘Developing International Business’ and ‘Managing Agents and Distributors’ respectively.”
Passport also gave Chalon access to market entry support and intelligence as well as a potential partner profiling. Guided by this insight Chalon commissioned a UKTI Overseas Market Introduction Service (OMIS) report for both Sweden and Kuwait – two high growth countries interested in luxury products.
Jason continues: “We also received an Export Communications Review through which recommendations were made as to potential cultural and language barriers Chalon might face, especially in Kuwait. Part of this review process involved ‘internationalising’ the website through practical and not too expensive strategies”.
As part of Chalon’s OMIS report on Kuwait, ten key potential clients were identified. Through UKTI’s connections, Chalon have arranged for the ten businesses in question to recieve hand-delivered invitations from British Embassy staff based in Kuwait to help demonstrate the value Chalon place in both their products and their clients.
As part of their international growth strategy Chalon have also established a partnership with a showroom in Oslo, Norway, which opened in August 2009.
As the Kuwait and Oslo opportunities develop, Chalon are also looking to undertake overseas market visits next year to meet potential clients and will look to adopt UKTI match-funding to support these trade missions.
Hilary Charman, UKTI’s International Trade Adviser, said:
“Chalon is an exciting UK business whose products appeal to overseas customers that are attracted by the company’s unique, typically British craftmanship”
“Over the next few years Chalon is looking to increase the international customer base of the business so that overseax orders ultimately represent 25% of total sales. We look forward to supporting them in achieving this ambition.”
