Schmidt has reported like-for-like sales growth of 40% during 2021 compared to the 12 months prior as franchise partners made the most of an explosion in consumer demand for home interiors.
And the numbers are far from purely driven by lockdowns: the figures are also 19% up on 2019 data, without taking into account new showroom sales during that time.
The sales growth comes as the UK team expands, new centres prepare to open in Q1 and the brand reaches the Midlands for the first time.
“It’s been a record-breaking year,” confirmed Mehdi Azizi, Schmidt UK’s head of retail. “We exceeded our targets as a network, thanks to the way our franchise partners managed supply and demand, supported by our teams at headquarters.
“We introduced new ranges last year that have proved successful. And by managing the challenges of Brexit centrally, we’ve been able to keep franchise partners focused on what they do best – provide amazing kitchens and interiors, with the best customer service possible.”
Positioned for Growth
Mehdi is one of several people to have been promoted from within, or added to the team, as Schmidt positions itself for further growth with a significant investment in key positions across training and marketing to support franchise partners:
- Jean-Michel Peragine has been appointed as the brand’s head of expansion, responsible for managing the team who work with all new partners from initial enquiry through to launch
- Laura Gheorghe takes up his former position as business development manager
- Alice Pasteau is promoted to retail support manager, in charge of the team who train new franchisees and responsible for bringing new products to the UK market
- Tamara Heller takes up her new position as UK marketing manager, working closely with Alice to help partners further increase their market share
- And Nicolas Rehbinder has been named as the UK country manager, bringing a wealth of experience across international markets for Schmidt during his 14 years with the company, latterly as the company’s export manager
Nicolas said: “I am very happy to join an extremely committed local team and take up a new challenge in the UK. I look forward to bringing my experience to the team and the network so as to continue development in the UK and take, altogether, the Schmidt brand to a new level in this strategic market.”
That process begins imminently, with the opening of four new showrooms in the next few months. Mere Green in Sutton Coldfield (pictured above) is the first new opening of 2022 at the beginning of February, followed closely by Knowle (Solihull), Eastbourne and Swansea by the end of April.
The first two launches are Schmidt’s first showrooms in the Midlands, part of the company’s strategy to open new franchised stores further north and into Scotland over the next three years.
