Industry Profile - Focus on... Kitchen Facelifts with Dream Doors
The home-improvement sector is growing exponentially and has seen massive exposure through television make-over programmes and celebrity endorsements. The kitchen is often used as a living space and therefore design and functionality are critical and will need updating as trends evolve.
The fitted kitchen market is valued in excess of £3 billion p.a. at manufacturers’ selling prices. Appliances account for the largest share, followed by furniture and then worktops and sinks. While this in itself presents a massive market opportunity, the ageing UK population brings additional focus to the refurbishment market.
One organisation that offers a management franchise opportunity is Dream Doors. Dream Doors offer flexible kitchen improvement options providing everything from a simple doors swap - which entails replacing the doors and drawer fronts, whilst retaining the existing cabinets – to a complete new fitted kitchen. Troy Tappenden, founder and Managing Director of Dream Doors started the business 10 years ago and built a solid business in the Gosport and Portsmouth area. He explains the impact of demographics on the home improvement market "The UK is an ageing nation and the retirement community is growing. At this stage in life, people often settle into their homes and will not look to re-enter the housing market. Home-improvement is therefore important and quality becomes more important than aesthetics and the need for a quick return on their investment."
He adds "90% of Dream Doors customers are over 45 years and 70% are of retirement age. Many do not have the skills or the inclination to undertake a DIY project of this scale. Dream Doors offer a complete service, from start to finish, which takes the stress out of such a major home improvement. A kitchen facelift can be completed in a single day and therefore saves the customer time and causes little upheaval. The cost of a facelift is usually 50% less than a like for like new kitchen. The majority of our customers opt for a kitchen facelift –changing the doors, drawer fronts, sink, work-surfaces and sometimes incorporate new appliances."
Dream Doors started franchising around six years ago after Troy, having started out with his Gosport showroom added a further 2 successful company owned showrooms. The idea of franchising the business came with years of local experience and the testing of 2 pilot franchised operations. The business has grown to 35 branches and 20 showrooms nationwide; a network built on the success of the original Dream Doors shop in Gosport.
Alex Waite, Dream Doors Franchise Manager explains the nature of the operation "This is a management franchise and the majority of time will be spent selling the concept and project managing – leaving the hands-on element to an installation team that Dream Doors will help to recruit. Since showroom premises are required, a Dream Doors franchisee will need to employ additional staff and, as the business grows, additional sales people or an installation manager. This can depend on what area of the business a franchisee enjoys most and which areas are readily delegated!
Our franchisees come from a variety of backgrounds from sales managers and sales directors to cabinet makers and RAF servicemen. Many work as a husband and wife team, although we have some business partners and sole traders. The most successful franchisees have a great work ethic, understand a customers needs and put huge emphasis on quality and consistency."
Dream Doors franchisees are building a business and an asset and the goal is to provide a good income and acceptable work-life balance. This cannot be achieved overnight, but with a retail premises and hard work, our showrooms turnover from £300,000 to £600,000 p.a. with a gross profit of 40%."
There are several key advantages of the Dream Doors service and concept that equate to significant benefits to Dream Doors franchisees in the kitchen improvement market. Troy explains "Dream Doors offer a range of bespoke doors that are available in any colour, any style and in any size. We also provide made-to-measure units and top brand appliances and work-tops. This means a Dream Doors kitchen facelift can be designed to fit any kitchen layout and utilise space creatively. Traditional kitchen companies can only replace the whole kitchen and thus our USP’s give Dream Doors franchisees a unique position within the market.
Our main competition are kitchen companies, who cannot offer the time and money saving opportunities of Dream Doors. Their lead times are much longer and customers suffer from the poor communication inherent with big companies. Dream Doors customers deal with an individual franchisee - the business owner - and they feel re-assured by this.
Competition within the kitchen facelift sector is web based supply only companies, that do not have the local showroom presence of Dream Doors, or independent operators that do not have the brand and integrity of a BFA accredited franchisor."
Dream Doors certainly has all the ingredients for a successful franchise opportunity, a massive market, unique products and service offerings, a proven track record and a profitable business model.
To find out more about the Dream Doors franchise click here to request information or click here to see Dream Doors Profile Page
