2009 marks the 10th anniversary and the resounding success of Nottingham based bespoke, in-frame, fitted kitchen designers and manufacturers Edwin Loxley. They must surely win this year's honours award for not only surviving the current economic onslaught but also, for thriving during one of the toughest trading periods to hit the UK in modern times.

Founded by Joe Cavani, Managing Director and hands on, award wining creative designer, Edwin Loxley goes from strength to strength. "We have experienced sales growth year on year. So far this year, we are actually 7% up compared to last year's sales, which we are justifiably proud of. We have taken on more employees and added to our dealer network."

"I believe that our success is down to sticking to our original founding philosophy which is to build the very best in-frame, bespoke kitchen furniture with an unrivalled specification at a realistic price. We also work closely with our dealer network to continuously develop new furniture concepts, since it's our dealers that are in direct, day to day contact with our target market and are therefore in the best position to tell us what our target market wants."

January saw Edwin Loxley launch their ‘Pure' kitchen furniture range. ‘Pure' is Edwin Loxley's new entry level kitchen range. "We have based ‘Pure' on the specification of our perceived competition at the very top end of the market place. By removing some of the unique features from our ‘Benchmark Collection' and restricting door styles, we have simplified the manufacturing process and this has been reflected in the price. We have achieved this without compromising on the materials used, thus retaining the integrity of the Loxley product"

Given Edwin Loxley's success, what is Joe's opinion on the current high end kitchen market and the demise of some of his competitors? "It's always sad to see companies go since I know, only too well, how much work and heart ache has gone into building those brands and to be honest, it's healthy to have competition in our market place since it helps us to develop our products and to clearly define our product mix and specification."

There have been a lot of changes in the high end, in-frame market recently with brands being purchased from administrators and making a re-appearance. What is Joe's opinion on this?

"I don't necessarily have a problem with this as long as there is integrity behind the brand and they deliver to their customers the levels of quality and service that they promise."

"The UK kitchen industry is a relatively small world and as a result, less scrupulous individuals that temporarily went to ground after their last ill fated ventures, tend to re surface. A known brand could prove to be the ideal cover for such characters! Let's just say that I hope that there is more substance to some of these ‘born again brands' than the nicely produced brochures and highly polished sales patter. I get a distinct gut feeling that in recent months and months to come, there are going to be some very disappointed customers out there who will have been relieved of hefty deposits with little or nothing to show for it by way of high quality kitchen furniture. I hope I'm wrong because that really wouldn't help the reputation of the UK kitchen industry."

0115 975 8168

www.edwinloxley.co.uk

Enquiry no: 409

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