In light of the ever increasing threat of internet fabric sales, can interior designers remain competitive on the High St and still provide fabric sales alongside their interior design services?
When we started Isabel Ballardie Interiors, obtaining accounts with the fabric houses we wanted to represent was very difficult and competitive. Fabric accounts are set up geographically and being based in Surrey, our area is saturated with designers. Determined and ambitious Isabel and I pushed on and eventually gained accounts with all bar one of the fabric houses we really wanted to represent.
We invested a lot of time and finance into purchasing books in order to provide our clients with the best options available to them. For interior designers, once accounts are set up and books purchased, this in theory gains you better terms with the fabric houses and produces higher profit margins. With the cost of books increasing, rates for shop fronts on the up, and more opportunity to purchase fabric over the internet, are designers going to be able to stay on the High St and offer this retail service to their customers?
I think change is coming and interior designers are going to have to decide where they’re strengths lie and which side of their business is going to be more profitable. Retail or Design?
To stay in retail, you need two arms to your business, internet and shop front. Customers are so savvy these days and it isn’t always about the service you can provide, it’s about budget. Why should they pay more?
Even though fabric was being sold on the internet at the time we set up, it was nothing like it is today. Fabric houses assure trade customers they are doing everything they can to shut down rogue sites which are under cutting designers, but I feel they may be fighting a loosing battle. My advice is decide where your strengths lie and stick to your core business and if that is in fabric retail, get online!
By Jane Munk
