15 minute read

Q&A

from Retail Focus 123

by Retail Focus

from Retail Focus 123, page 24

Project Focus

interview

Daniel Astarita

Kesslers London MD

By: Gemma Balmford

As Kesslers London embarks on a new chapter, Managing Director Daniel Astarita sits down with Retail Focus to talk about recent challenges and new opportunities at the UK’s oldest pointof-purchase design and manufacturing company.

When Kesslers International fell into administration last December, the perception probably was that it was the end of the company, admits Managing Director Daniel Astarita. ‘Nobody really expected anything to go beyond that,’ he said, with an air of resignation.

The East London-based point-of-purchase display company, which has traded for more than 130 years, entered administration after attempts to diversify and grow the business through an outsourced supply model were unsuccessful. Coupled with the rising cost of raw materials and the rent on the Stratford manufacturing facility, the business was no longer deemed viable and as a result more than 120 people were made redundant just before Christmas. >>>>>

It was an extremely sad and difficult time, recalls Astarita, but he wasn’t ready to give up on the company he started working for more than eight years ago. ‘I believed there was still a business at it’s core but we needed time to take it back to its roots,’ he says.

Following a number of meetings with potential buyers, Astarita and the rest of the management team supported a bid by Manchester-based PFI Group and in January 2022 part of Kesslers was bought out of administration, along with its bespoke artisan mannequin and Visual Merchandising brand, Proportion London. Maintaining the Kesslers name and incorporating the VM brand, the company became Kesslers London.

Now, three months down the line, the firm has gone back to its roots as a UK-manufacturing business, employing 82 people and working with a number of its original customers, including Poundland, Dobbies and L’Oreal.

It’s latest project is an interactive pop-up display for cosmetics brand Charlotte Tilbury, which launched in Selfridges London, before being moved to Selfridges Bullring and later the Trafford Centre.

What is the role of the retail store?

Charlotte Tilbury – a new client for Kesslers – has become one of the biggest make-up brands in the world in recent years and it’s done that by building relationships with its customers, claims Astarita, as our conversation moves on to the changing role of bricks-and-mortar stores.

By pure serendipity, on the morning of our meeting, I came across some notes I’d made back in 2016 from a seminar given by Matt Lyons, then Senior Design Manager at Boots, at Kesslers HQ. On the topic of “Tomorrow’s next retail experience”, Lyons’ admitted that, as a retail designer, he found the rise of the internet a bit of a worry and argued that the physical store is at the heart of any omniretailing strategy. So I asked Astarita if – six years on – he agrees with this sentiment. ‘It’s part of your experience of the brand but I wouldn’t say it’s at the heart,’ he responds. ‘What’s at the heart of the shopping experience now is the individuals’ relationships with the brand. I think that a physical experience is even more intertwined with the holistic representation of the brand across all channels; the experience is led by a complete immersion of the brand, whether it be online, digital, social or physical. The physical, for me, needs to represent and match every other part of the experience. It’s our job as one of the custodians of retail spaces to support and challenge the retailers to excel in their physical environment and keep shoppers excited.

‘Brands and retailers are starting to think about their shop space as a marketing spend rather than operational spend,’ continues Astarita. ‘I think retail is going to be a theme park experience. It has to be memorable, engaging and a place that you are excited to share online or talk about with friends – somewhere that creates a buzz and draws you back’

How is the high street changing?

With the closure of high street stores during the COVID-19 pandemic, people were forced to shop online. Now, as the world opens back up, what does the future hold for the high street, which was already struggling to retain retailers?

‘The high street needs to find itself again,’ claims Astarita. ‘We’re looking for an experience and that’s hard to do on a high street because, to have an experience you need a number of brands and retailers in the same place. The high street is struggling and that’s going to be harder again as cost of living increases, [and] inflation and energy prices go up.’

What’s interesting, points out Astarita, is that big outlet retailers like garden centre chain Dobbies are coming into town and opening smaller units with a more cultivated selection of products. ‘The shops are buzzing,’ enthuses Astarita. ‘People are popping in after work rather than having to take hours out of their day to drive 10 miles out of town.’

In February, Swedish furniture brand IKEA also opened its first small format high street shop in the UK, which is a quarter of the size of a typical site. The company said the aim is for customers to be able to visit the retailer more often and shop more spontaneously.

‘Automotive is also diversifying from big box units on the peripheries of towns and opening shops at [shopping malls such as] Westfield,’ adds Astarita. ‘You can customise your cars on iPads, you can have a driving experience and if you want to test drive [a vehicle] they deliver it to the car park and off you go.’

With the likes of Westfield, Bullring, Selfridges, and Meadowhall, Astarita believes there are enough brands and retailers to do exciting things to keep the average consumer interested.

What’s in-store for Kesslers London?

As Kesslers London finds it feet, the year ahead will focus on conversation, says Astarita. ‘We’ve got a plan and we want to stick to the plan. That plan is to return the model to profit [and] we’re hopeful that we have the relationships and customers in place to allow us to do that. We want to take the chance that we have been given and deliver excellence

‘We’re qualifying the type of work we want to do,’ he continues. ‘We’re not looking to take on activities that we can’t deliver excellent results for. We’re looking to be a UK manufacturing business, supporting a number of sectors with high-quality display equipment. We’re not a construction business. We’re a point-of-sale, point-of-purchase display equipment [manufacturer] and that’s what we’re going to stay true to… at least for the next 12 months.’

TORMAX

Safe By Design

Helping ensure the safety of pedestrians, TORMAX automatic sliding door systems can be fitted with a fullglass screen behind which the door leaf can recess as the entrance opens. This removes the risk of the sliding door mechanism being interfered with or blocked by anyone, allowing immediate clear opening as people approach the door. To keep the entrance looking smart, the pocket screen features a lockable hinge, allowing it to be quickly opened out for easy cleaning and for any accumulated debris to be removed. “Without the screen, if someone is, for example, leaning on the side panel as the door opens,” explains Simon Roberts, MD for TORMAX UK Ltd, “the sensors on the outer edge of the leaf will pick up the obstruction and cause the door to stop moving and return to the closed position. This is obviously unhelpful for those walking through the doors, as the sensors on the inner edge then respond to the obstruction in the doorway and try to re-open.” In particularly busy locations, such as shopping centres and hospitals, the pocket screen can significantly improve the flow of foot traffic into and out of the building whilst protecting those people on either side of the doors. Aesthetically it also neatly finishes off the doorway, creating a sleek and minimalist entrance that is safe for all users. TORMAX has always been at the cutting edge of safety when it comes to automatic access and their range of revolving, sliding, swing and folding doors feature sophisticated sensors that can include infra-red, radar and light beams, delivering precise movement control in all directions.

W: www.tormax.co.uk E:sales@tormax.co.uk

Excellent zephyr

eCommerce agency Excellent Zephyr Launches their brand-new services to digitally transform independent retailers around the UK

Excellent Zephyr showcases their new eCommerce services to digitally transform independent retailers around the UK. Excellent Zephyr had previously worked with various household retail names such as Deliveroo, Monsoon and De Beers to deliver top-quality project management services.

However, looking forward to the future of retail, they have spotted a unique gap in the market to deliver various professional eCommerce services to independent retailers. Their eCommerce services focus on three key areas; Digital Strategy, eCommerce Integration and Support.

T: +44 020 4566 7337 W: www.excellentzephyr.com E: hello@excellentzephyr.com S @excellentzephyr

PowrPOD

PowrPods are unique charging stations, delivering increased footfall for businesses such as salons, restaurants, or retail outlets. Not only do they solve a perennial problem for consumers, low battery anxiety, but the PowrApp app also directs consumers to their nearest local charging station, and can promote vendor special offers. This is a key way to drive more consumers into businesses. Sponsored pods are currently in place at various locations in the UK, including universities, where the pods have proved a huge success with sponsored brands and students. Lauren Jade Adams, Founder of PowrPod, said that: “Everyone is suffering now due to the dire economic consequences of the pandemic. Our charging solutions provide an essential service for people on the go and helps increase footfall into businesses in a safe and controlled manner and generating a much-needed new revenue stream for the vendor.” Each PowrPod is a custom-made, high-tech table that is supplied with a range of comfortable seating, super-fast Qi wireless charging pads and charging cables, a touchfree hand sanitiser dispenser and an 18.5” LED digital advertising screen. The Bar Call app is a digital ordering system that is based on consumer input and feedback.

E: info@powrpod.co.uk www.powrpod.co.uk Twitter: PowrUpClub

Troldtekt

Danish manufactured Troldtekt panels are commonly specified throughout the UK and Europe to improve the interior acoustic environment. Troldtekt® line forms nine acoustic solutions that make up the “design solutions” range which combines the best ideals of form and function. Founded on the Cradle to Cradle design concept, 100% Troldtekt’s natural wood wool panels are manufactured in a new state-of-the-art production facility. With a variety of different surfaces and colours, they can be supplied in the FSC® 100% category (FSC®C115450) contributing to a building’s BREEAM, DGNB and LEED rating. In addition to their high sound absorption and tactile surface, the panels offer high durability and low cost life cycle performance, as well as inherent sustainability. They are also a natural, breathable material which can absorb and release moisture, which is why they have been awarded an Allergy Friendly Product Award by Allergy UK.

T. +44 (0)1978 664255 W. www.troldtekt.co.uk

FAAC Entrance Solutions

Following the completion of the EUR 100 million acquisition by the Italian multinational FAAC Group, 7 European divisions of Assa Abloy Entrance Systems and Agta Record (also part of the ASSA ABLOY Group) are now being rebranded as FAAC Entrance Solutions. As part of the EU Commission approved purchase, FAAC Entrance Solutions UK Limited will be the sole supplier of all ASSA ABLOY branded automatic pedestrian door products in the United Kingdom, including swing, slide and revolving door systems and operators. The UK division (Auto Pedestrian Doors Limited Registration No. 1256207), based in Sunbury-On-Thames – has now been rebranded as FAAC Entrance Solutions UK Limited. The transaction doesn’t represent any operational changes to management, staffing, services, or product offering. The legal entities registration number remains unchanged.

www.assaabloyentrance.co.uk/en/products/automaticdoors/

Products Flooring + Surfaces www.retail-focus.co.uk/insight

Armourcoat

Decorative specialists Armourcoat have provided the finishing touches to The Soak, a bar and restaurant next to London’s Victoria Station with an all-day menu that is built around signature soaked flavours through fermenting, pickling, brining and steeping techniques. Armourcoat’s Koncrete polished plaster finish is used to great effect on the bar front with recessed logo. Koncrete is an urban range of polished plaster colours and finishes designed for contemporary projects. The range offers a wealth of design options to achieve a distinctive modern look including distressed effects or recessed ‘shutter’ markings. Outside the building, Armourcoat PPX has been used to repeat the restaurant logo design. PPX is a low maintenance, durable external limestone render system that can create stunning honed and textured stone like finishes for both new build and renovation projects.

T. +44 (0) 1732 460668 E. sales@armourcoat.co.uk. www.armourcoat.com Twitter: @armourcoat

The Creative Retail Awards and Save The High Street partner to promote the importance of store design and display in independent retail

The Creative Retail Awards and Save The High Street have formed a partnership to promote the importance of design and display in independent retail, with Save The High Street becoming sponsor of the Best Independent Store category at the 2022 Creative Retail Awards.

The Creative Retail Awards is a dynamic and exciting annual event that recognises and rewards innovation and excellence in retail, leisure, and hospitality design, display and experience. The Awards span a number of disciplines including store design, surfaces, omni-channel, technology, sustainability, lighting, and more.

Save The High Street is an industry movement to ensure successful high streets now and for the long term by supporting over 25,000 local businesses. John Abbate, the retail design and visual merchandising expert on the Save The High Street Advisory Board, is a staunch believer that effective design and display can provide a real competitive advantage to independent retailers: “Independents are the heartbeat of our high streets. They offer the local community and beyond a unique and personal shopping or service experience. Their ability to provide a more ‘personal touch’, together with the individual look and feel of their physical space, adds character and diversity to our high streets. The freedom of the independent to express their personality in creative ways provides an advantage over national chains, which can often lack variety and feel impersonal.

Many large brands often try to emulate the spirit of an independent shop, but no one can do it as authentically as the real thing. And that’s what we need more of in the retail design and display world, the real thing. To be inspired, creative and quirky – making retail fun. To offer a personal experience and become a ‘destination’ – even on a small budget. SaveTheHighStreet.org are proud to be associated with this Award.”

Antony Behiels, Director of SDEA and co-organiser of the Creative Retail Awards continues: “With ever more competition to attract consumers to the high street, effective VM, design and display is imperative. When it is done correctly it will engage and attract more customers, help increase sales and give customers a reason to return in the future. This is especially important for independent stores who often lack the budget for large scale marketing campaigns.”

The Save The High Street team will provide the winner of the ‘Best Independent Store Award’ with access to their business support platform JO, and an exclusive mentoring session with one of their high street experts.

Join over 500 of the industry’s elite at the 2022 Creative Retail Awards on the 22nd September at Proud Embankment in London’s West End. The night will offer plenty of networking opportunities to meet with retailers, suppliers, and designers. Enjoy a drinks reception, live music, entertainment, DJ, and more. Tickets for the event are available to reserve at www.creativeretailawards.com

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