Building a product range that can be specified by interior designers and architects
To attract creative specifiers, suppliers often need to create, or extend, a product range in order to build a worthwhile online destination. Without that, even well-designed products get overlooked - not because they're unsuitable, but because too small an offer makes the brand hard to find, or makes it look impractical for a large project.
This typically falls into two categories of business:
- Fabricators of bespoke items
- Product designers, small artisans, manufacturers working with a low number of models and finishes.
Why saying "We make anything" won't help you get specified
Being able to fabricate almost anything is a strong offer, but only if a creative specifier can find evidence of it online and quickly assess its suitability for their scheme. The more product genres and variations shown, the easier that assessment becomes.
This is where fabricators of bespoke items tend to lose ground. Bespoke items move through the workshop fast to meet deadlines, so there's rarely time to photograph them on the factory floor. Once installed on site, arranging photography takes time the supplier usually doesn't have and the result is a body of work that does not appear online.
Sitting area, Coral Gables, Florida by A.Villalobos Design.
Bedroom, Pearson Square, Fitzroy Place, Fitzrovia, London by Kelling Designs.
Product designers, small artisans and manufacturers with a low number of product models and finishes
You may not yet have an extensive product range but it will be important that you can offer a substantial collection of products in order to be seen as a worthwhile destination online. Size, colour, and finish variations can turn a small, core collection into something that reads as a substantial range - enough to hold a creative specifier's attention and be treated as a serious option for a large project.
Building a product range for creative specifiers - How we help
The UK Interior Design Bureau will review an existing product range alongside the manufacturing options and:
- Identify gaps in the product range
- Make recommendations for variations on existing products
- Make recommendations for additional products.