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Waterline Q&A

Michael Marriott, Waterline CEO, shares his thoughts on the company’s success and vision for the future of kitchen distribution.

Waterline and Crown Products share an interesting background. Tell us about that.
Crown Products is a leading name in kitchen furniture today, and it was established in 1946 by Len Head, after he left the RAF at the end of World War II. Situated in the picturesque location of Herne Bay in Kent, today Crown Products proudly boasts the operation of one of Britain’s foremost kitchen furniture factories.
In a strategic move aimed at bolstering its market presence and diversifying its offerings, Crown Products acquired Waterline in 2011. As the largest distributor of kitchen products to independent kitchen retailers across the UK, Waterline seamlessly integrated into the Crown Group following this acquisition.

What does business for Waterline look like today?
Waterline has built a solid reputation by meticulously supplying a comprehensive suite of kitchen products, ranging from furniture and appliances to sinks, taps, worktops, and beyond, to a diverse array of kitchen specialists across the UK. This extensive portfolio ensures that Waterline remains the go-to destination for all kitchen-related needs.
Central to Waterline’s remarkable success story is our unwavering commitment to maintaining substantial stock holdings and delivering unparalleled levels of customer service. By prioritising these core principles, we have cultivated enduring relationships with our customers, earning their trust and loyalty in the process. Whether it’s ensuring swift delivery times or offering expert guidance on product selection, Waterline consistently goes above and beyond to exceed customer expectations.
Having worked with developers for over a decade, we have a keen understanding of the evolving needs of the market, and we have now launched a free design service to enable developers to make the most from our comprehensive product offering. This enables developers to create well thought out kitchen solutions that seamlessly match the profile of their properties with furniture, appliances, worktops and even flooring which are budget and style appropriate. By providing this value-added service, Waterline reaffirms its commitment to driving innovation and facilitating success within the developer sector while solidifying its position as an industry leader in kitchen distribution and design.

Having been in business for 39 years and counting, presumably Waterline has built many strong relationships with its suppliers.
It’s certainly true that with nearly four decades of dedicated service under our belt, we have not only established ourselves as a stalwart in the kitchen distribution arena but we have forged relationships with our suppliers, built upon a foundation of mutual trust, reliability, and shared values.
For instance, we are proud to be the largest distributor of Franke products worldwide, a testament to our unparalleled reach and influence within the industry. Additionally, Waterline is the largest distributor of BSH in the UK.
We also have strong alliances with brands who have more recently entered the UK market, such as Haier, Samsung and Carysil, reaffirming our commitment to innovation, ensuring that we remain at the forefront of industry trends and developments.

What would you say makes you different from other distributors?
At Waterline, our commitment to exceptional customer service is ingrained in every aspect of our operations. With one of the most expansive sales teams in the country, we ensure comprehensive coverage across the whole of the UK, allowing our customers to forge meaningful relationships with their local sales representatives and contract designers. This personalised approach ensures that our clients consistently interact with professionals who have intimate understanding of their unique requirements and preferences, building trust and offering continuity of service.
As one of the leading kitchen distributors in the UK, we leverage our substantial buying power to secure unparalleled discounts across an extensive network of suppliers. Whether it’s sourcing top-of-the-line appliances, high-quality cabinetry, flooring or fixtures, our clients benefit from access to competitive pricing and exclusive deals, ensuring that every aspect of their kitchen project can be completed with both excellence and affordability in mind.
Waterline also prides itself on its unparalleled expertise in kitchen design. Our experienced team of designers have the expertise to design for the architecture of the property with the occupants in mind, maximising value while minimising cost.

For more information, visit www.waterline.co.uk or head to stand 4C22 at InstallerSHOW.
Register for your free ticket here.

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