Cover Story _______________________________________________________________________________________________________
Alison Nieuwoudt
Beyond Retail ’ s portfolio also includes its own label brands : Butler & Rose , Vellamo , Harbour , Brenton , Drench , and Elite Heat . To learn more about the company ’ s evolution and its current successes , we speak to Alison Nieuwoudt , Finance & Operations Director . “ Beyond Retail was established in 2011 and began by selling bathroom and kitchen taps via our first website , Tap Warehouse ,” Alison begins . “ The site gradually evolved to sell additional products like kitchen sinks , affordable bathrooms , and accessories like mirrors , toilet roll holders , and extra finishes that make a bathroom aesthetically pleasing .
“ In 2016 , we launched the Drench website , which has more of a design-led feel with gorgeous imagery and an abundance of ideas and inspiration . We have over 10,000 products on the site , many of which are available for next-day delivery , which consumers are increasingly demanding . Above all , the Drench brand prides itself on offering luxury products at affordable prices .
“ Also in 2016 , we launched our third website , Only Radiators , which sells heating products like radiators and heated towel rails . However , it ’ s not just about selling high-quality , functional products , but understanding these items have aesthetic benefits and should be made as beautiful as possible . Again , we offer a wide selection of options that cater to a range of individual styles and tastes , adding to the look and feel of our customers ’ homes .”
As Alison explains , Beyond Retail emerged in 2011 at a transitionary time for the market in terms of products becoming available to order online . The company continues to provide shopping experiences more akin to the expert service of a showroom , yet from the comfort and convenience of the customer ’ s home . Whereas many people were hesitant to purchase big-ticket items like bathroom suites online , consumer behavior is constantly changing as the concepts of immediacy and convenience
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