The British it seems have the innate ability to talk a situation down - all of which benefits overseas manufacturers in low-cost areas such as China and Eastern Europe as they enjoy the freedom to sell their products into a market which so readily accepts foreign imports. And, to make matters worse, the increase in lower cost imports has raised the level of price competition across all sectors of the market, squeezing margins further.

So what about the good news? Well there's plenty of evidence around to show that there are number of positive indicators. Today's consumer is so much more design conscious which inevitability leads to change and/or replacement. Kitchens and bathrooms are perceived as major elements in a property - not simply somewhere to take a bath or prepare dinner and market growth is still increasing albeit more slowly than over the last few years. Retailer feedback indicates that demand for British made products from house builders and customers is increasing  Good news then in a sector where the bathroom market is estimated to be worth around £878 million at manufacturers' selling prices this year with the kitchen furniture marketplace (furniture, worktops and sinks) worth approximately £1,250,000,000 at manufacturers selling prices. (figures via AMA Research Ltd)

So why do we allow so many foreign imports when we have a perfectly good UK manufacturing base which is design led, producing engineered product to the very highest standards and providing quite superb customer service? Answer: it's that innate British quality to understate our abilities again!

British manufacturers of bathroom and kitchen products really can hold their own in a free market. As David Osborne, Managing Director of Roman Showers says "There are some huge advantages to being a UK manufacturer. Firstly we understand the needs of the customer and design our products for a market we are close to. We have access to a skilled labour force. After all manufacturing is an established occupation in Britain so there's a wealth of experience to call on with well educated designers and engineers and a training system which results in continuous improvement within the manufacturing process."

Ethical manufacturing processes such as those put in place by Mercury Appliances Ltd all help towards retaining jobs and contributing towards a greener environment. Jenny Hyatt, Managing Director of Mercury Appliances comments: "In an age when components and raw materials are traded and transported around the world, we are bearing our responsibility by sourcing as much as possible from as local as possible and have strong lasting relationships with our suppliers."

Although a part of the European community Britain has steadfastly refused to link its currency to the Euro, which Neil Clark, Sales & Marketing Manager at sink and tap manufacturer Carron Phoenix sees as an advantage. "We operate in the same currency as our customers, giving them relative price stability. However, this is now a major headache for those sourcing from within the Eurozone." he says.  Like other UK manufacturers Clark sees flexibility in manufacturing and managing demand without the additional complication of long transit times from the Far East or other geographies as another benefit for the customer.

"There is an impression amongst manufacturers that consumers are beginning to exhibit a feeling of pride in British made products coupled with the reassurance that UK manufacturing now spells quality" says Holly Sleight, Marketing Manager of Rangemaster and Leisure. This Nottingham based company which employs over 700 people across 2 sites is currently experiencing enhanced sales due to its excellent manufacturing capability but also to the fact that consumers are becoming sensitive to eco-issues such as the transportation involved in bringing in products from overseas.

Echoing Holly's voice, Terry Ball, MD of William Ball who produce quality kitchen, bathroom and bedroom furniture believes that British-made still does have kudos for consumers. "Most of our customers recognise that by keeping quality control and product development close to hand, you are able to offer a finished product which surpasses many European rigid kitchens. For many "Made in Britain" is a hallmark of quality. By manufacturing here in the UK, specifically for the UK market, we are able to respond to market trends and stock levels with greater accuracy." He comments.

Adam Furniture Group, which prides itself on its Manchester roots and its community connections, has watched the fitted kitchen business develop over the last thirty five years with prices falling initially in an effort to retaliate against pricy foreign imports. "Whatever the reason, it has taken a long time for most British manufacturers, ourselves included, to realise it's not just about price but about service and quality combined.  Retailers demand greater product flexibility and service and British manufacturers are stepping up to the challenge" ,comments Chairman Alex Reynolds.

As Steve Cole, Managing Director of Avilion says "We're just as capable as anybody in the world. Imported products rarely give you the same flexibility as making it in your own marketplace. In the brassware business there are so many foreign imports now that in many cases retailers are beginning to miss the close contact of dealing with UK manufacturers."

So, good news all round then, but what about the future? Surviving the competition is all about being proactive combining a well thought through strategy with product innovation, and really understanding what the customer wants and when they want it.

Oh, and I nearly forgot: Can you guys please shout about being British a bit more often and buyers please note, no need to look East - its all on your doorstep!

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