Grando offers Waalwijk kitchen precision for retailer

At Grando, the kitchen and bathroom have been the focus for years, but increasingly they are just the beginning of a much broader journey. Whereas the kitchen used to be a stand-alone purchase, we see consumers increasingly approaching their homes as a whole. The kitchen acts as a logical starting point and increasingly forms the basis for a total project, a development that has been visible within Grando for some time.

Customers who walk into a showroom for a new kitchen or bathroom rarely appear to be concerned only with that space. The need for consistency is growing. A new kitchen automatically raises questions about adjacent spaces: how does the floor fit, what does this mean for the pantry, and does the existing cabinetry still fit with the new design? In practice, this increasingly leads to a broader request, whereby several rooms in the house are included. Within Grando, advisors see this development every day on the store floor. Grando director Jean-Paul Hagen: “We notice that customers often come not only for a kitchen or bathroom. The conversation quickly shifts to the rest of the home. This need for cohesion has clearly increased in recent years and we now see it reflected in many trajectories.”

From salesperson to housing consultant

This development requires a different role for the kitchen consultant. The traditional focus on product and price is giving way to a broader advisory role. The consultant is increasingly becoming a sparring partner who thinks about the overall picture, from layout and use of materials to style consistency throughout the home.

This requires a broader knowledge base and a different way of looking at things. The focus is not just on the kitchen, but on the relationship between different living spaces. This is where added value for the customer and distinctiveness for the retailer are created. Within Grando, this role is actively encouraged and supported.

Continuously the differentiator

A key driver behind this development is the growing need to unburden oneself. Consumers want convenience and overview and increasingly choose one party who can supervise the entire process. From demolition work and pipe relocation to the final realization, an A to Z approach offers peace of mind and confidence.

This integrated approach allows us to tackle projects larger and more completely. What starts with a kitchen or bathroom is increasingly expanding into a complete project that includes utility rooms, custom cabinets, flooring, ceilings and other interior solutions. This not only increases order value, but also customer involvement. This total concept is an important part of Grando's approach. Hagen: “Consumer demand has become broader than just kitchen or bathroom. If you respond to this as a retailer, you notice that projects automatically become larger and that you as a consultant are given a much more central role in the entire process.”

Opportunities for entrepreneurs

The shift to total projects presents clear opportunities for kitchen retailers. By looking beyond the initial customer demand, more can be achieved from a single project. At the same time, this requires a different positioning and often expansion of the range and organization.For entrepreneurs who want to make this move, the strength lies in a formula that supports this. The combination of a broad product range, guidance throughout the entire process and a clear vision of total projects makes it possible to respond to the changing market. Precisely these factors make it attractive for many retailers to join Grando and develop into a total provider in living.

The power of the showroom

The showroom plays a key role in this development. Inspiration and cohesion must be immediately visible. No longer individual kitchens, but complete living arrangements in which different rooms are visually connected.

Within Grando, there is a strong focus on this. By presenting total arrangements, the client is challenged to think beyond the original question. It helps to visualize choices and increases the likelihood that several parts of the home will be included in a single process. Hagen: “The showroom is the place where the total concept comes to life. By connecting kitchen, bathroom and other living functions, you help customers make better choices and create a cohesive whole in the home.”

From space to total concept

So the market is clearly moving toward an integrated approach to living. For retailers, this means an opportunity to develop into a full-fledged residential partner. At Grando, that way of working now seems to be the standard.-