Case Study - Paul Wheeler
Paul Wheeler is one of the network’s newest recruits. Although he was already operating successfully in the kitchen industry, Paul was amazed at the difference the In-toto brand name made. “In the past I’ve worked in a retail environment and have fitted kitchens, but I have never been so busy,” he says. “My wife works alongside me in the business and we’re absolutely rushed off our feet – our business has really taken off!”
Established reputation and brand profile
He explains, “I wouldn’t have considered risking setting up a studio under my own name, despite my previous experience. The attraction of the independent studio to customers is the individually designed kitchen, the high quality products and personal service; but without an established reputation or brand profile you would really struggle to compete. People do succeed, but it can take years.”
Paul opened his extensive Ealing showroom in February 2006. In his first few months he installed 24 kitchens and quickly realised that he needed some more help to handle the growing numbers of enquiries each week. “I have Charlotte on the administrative side of the business and more recently another designer, Chantelle, has joined us. Currently, I’m interviewing to take on someone else to help cope with the high weekend traffic and will be trading seven days a week once support is in place,” he says.
Designer kitchens at affordable prices
The average value of installed kitchens is around £14,500, he reports. “We fill a gap between the high volume, low value market and top end bespoke kitchens,” Paul states. “We attract customers who want the look of an expensive kitchen, but don’t want to pay a fortune, as well as customers that want something more individual than a standard range kitchen. We can provide a highly professional service and a designer kitchen at an affordable price, and so reap the benefits from both sides.”
He puts his success down to a stunning showroom in an excellent location, a high quality and stylish product range, as well as the personal rapport that he and Chantelle build with their customers.
A new challenge and great fun!
“This is a people business,” he concludes. “That’s why I joined In-toto. When I worked alone I felt very isolated. With this franchise, you are running your own business, but you’re also part of a large family of franchisees and a close knit team of colleagues. I have enjoyed every minute since we opened in February. It was definitely the right decision for me – it’s brought a raft of new challenges and it’s been great fun too!”
