In Chicago this year, UK-based retailer Lords was chosen one of the top five retail stores in the world in the IHA Global Innovation Awards (gia) hosted by the International Housewares Association.
Upon meeting the founding sisters of Lords — Rachna Dewan and Rita Dewan — there is an immediate sense of warmth, support and comradery. The pair, who are (respectively) Director of Product and Brand Director, are two parts of an incredibly successful equation, and they both have great respect for what the other strives for to make their business work as a whole. “Both of our roles are so different, and that’s what makes it work,” says Rachna. “I am in control of choosing and ordering our products, and Rita looks after all customer facing touch points, the look of the stores and our brand.”
Lords’ Builders Merchants was established over 25 years ago, as a small company that provided things such as kettles and other goods to builders, and then it grew more into housewares retailer. The Dewan sisters launched an online offering called Lords of Notting Hill in 2010. Today there are six stores, and the company name has been changed to simply Lords.
This year, after being chosen as the best home and housewares retailer in the UK to represent the country at the IHA Global Innovation Awards, and then being chosen as one of the five best retailers in the world, the brand has become more renowned, but it will never lose the thing that makes it so special — its personal, locally focused approach.
It was an organic growth for Lords, and the decision to open a physical store was based upon the sisters finding the store of their dreams as an empty shop. They knew from the moment they saw the location in Notting Hill, that it was the right place to grow Lords and step beyond the realms of online retail. “It’s all about location for our stores,” Rita explains. “We want to be a local go-to store that fits right in with the neighborhood and community. We choose high-street locations, and the brand is firmly dedicated to being a local business for local customers providing an exemplary level of service.”
From starting out with just the two of them, and some help from family and friends, the business now employs 50 staff. “It’s been quite a rapid growth, but we’ve risen to the occasion, and all of the stores are doing well,” says Rachna. “Winning the IHA Global Innovation Award was confirmation that we are headed in the right direction, but we were so shocked when Lords was announced as one of five global honorees. It’s a David and Goliath situation really – there are so many big, successful retail stores in the world, and we are small in comparison, so it was an incredible feeling to be recognized in such a competitive environment.”
The sisters treasure their staff, and they were the first people they called to let them know of their win. “We are always so grateful to our team. Each of our managers is the entrepreneur behind their own store. They make us a success, and they are the most important thing in the business. And if our staff are loving their job, smiling and having a fun time, then our customers feel that and have a great experience.”
Lords only employs people with a passion for customer service and who are local to the area, with an understanding of the local customer. “We need them to have the ability to answer questions such as: ‘Where is the nearest gym?’, ‘What are the good restaurants in this area?’ They also tend to have a passion to suggest and promote local causes,” says Rita with pride. “We use a competency based interview process to ensure that we employ the right people and that they will be happy within our culture. New employees then ‘buddy up’ with more experienced staff to learn, and are therefore comfortable answering questions.”
The sisters go the extra mile to keep their staff happy. They send their managers and trainee managers to the Oxford Summer School (the leading UK retail training organization) for a week’s residential course, offer interest-free loans to employees, long-service recognition awards, rewards for recommending new employees, and even have a counseling service for employees.
This all ties in beautifully with their ‘At Home With Quality’ mantra, and their aim to remain a sophisticated, thoughtful housewares retailer with a passion for quality and service. “Our aim is to serve our local communities, providing people with all of their home needs and aspirations, and we also aim to revive the local high streets where we set up our stores,” says Rachna. “If someone’s iron breaks or they need a light bulb, we want them to think – I can go to Lords, rather than head to a big department store. And our offering is supported by an online presence with an extensive range reaching far beyond that available in our stores, so our customers don’t need to look any further than us.”
The gia jury and expert judges chose Lords as a global honoree for many reasons, but something that really stood out was the brand’s dedication to storytelling found in displays, merchandising and marketing materials.
“Our visual merchandising takes the customer on a journey, through the different rooms of their home. Items are clearly zoned and each product is given the same thought and attention, ensuring it is well presented. Every product is important – from a basic cleaning product to a piece of cookware.
Ambience is pivotal to the success of Lords. Music is chosen to suit the time of day, clever lighting enhances products, and scented candles are chosen to create another sensory story. Importantly, local photography in store provides a local connection. It all comes together to create a warm and inviting environment. “There is also no cramming of goods — everything must breathe and feel important,” says Rita.
Marketing is taken very seriously at Lords, and also has that personal touch. Mail-outs are sent to thousands of potential customers, with vouchers delivered as welcome gifts for new customers. Social Media — Facebook, Twitter, Instagram — is used to advertise in-store events, new ranges, news updates and initiatives such as the support of a local charity. E-Newsletters are sent out to the growing database, advertising in-store events, and providing suggestions for gifts at Christmas and what kitchen gadgets make cooking easier. Follow-up letters are then sent out to customers thanking them for their business.
“We also make sure we are directly involved in social media campaigns with local networks, retailer associations and schools,” explains Rita. “For example, there is our involvement in a mothers’ website where we share hints and tips on products suitable for making children’s meals and offer readers inspiring recipes.”
Participation in local fairs, school activities, and the sponsorship of local events means that Lords really is immersed in the communities where they are based. “We support local charities when we can,” says Rachna. “For example, all takings on the last day of sale before we refurbished our Hampstead store were donated to a local church restoration fund, and we recently sponsored a community opera held on behalf of a local charity looking after troubled teenagers.”
This kind of heartfelt participation in the community and the special extra touches are what keep customers coming back to Lords. “We are more than just a store,” says Rachna. “We want to make a difference to people’s lives,” adds Rita.
For more information about the gia (IHA Global Innovation Award) program, the co-sponsors, or participating in 2016-2017, contact Piritta Törrö. Additional information on the gia program is also available online at www.housewares.org/show/gia-retail.
