TREND Transformations thrives during a recession

Figures show that its sales spiked to one of its highest levels (a 27 per cent year-on-year rise for Q3) during the second half of 2020

According to the 2022 Rated People Home Improvement Trend Report, there was a 32 per cent increase in demand for home improvements in 2021 compared to 2020. You might put this down to the pandemic restrictions starting to lift but there is a lot more to it than that. Aside from a few months of downturn during the first lockdown, sales at TREND Transformations spiked to one of its highest levels (a 27 per cent year-on-year rise for Q3) during the second half of 2020 and then just kept on rising.

So far in 2022, franchisees have continued to benefit from its highest ever number of customer leads and more partners are now enjoying turnovers well in excess of £1m per year. So why is the home improvement sector bucking the economic trend?

“One key factor is the way the pandemic has changed the way people think about their homes,” says Danny Hanlon, COO of TREND Transformations UK. “There has been a lot more time to look at the role that important rooms like the kitchen and bathroom play in the home, especially with so many now enjoying hybrid working. How their homes look and feel is more essential than ever before.”

He also points to house prices being another important factor. “Following a decade of steep rises, homes are worth more now than any other time in history and this will remain the same for the foreseeable future. It also means they will be keener than ever to protect their primary asset and investing in the home is always going to pay off in the long run. They are also likely to feel less inclined to move, preferring to stay put and improve instead,” he predicts.

“Ultimately, those who can afford large home renovation projects are not really affected by the rising cost of living – they are still very much spending.

“Perhaps even more importantly, this is not the first time in our nearly 30 years of history that the Granite & TREND Transformation franchise has not only survived the economic downturn but positively thrived!”

Danny owes this success to the brand’s unique products and services. He says: “Our makeovers usually save homeowners approximately 40 per cent off the cost of a fully fitted new kitchen!”

Franchisees can also benefit from diverse revenue streams through two key sales channels. Firstly, both domestic and residential and large-scale commercial contracts. Secondly, its comprehensive vertical integration also means that supply channels are more reliable than those used by others in the sector, who rely on buying from third-party vendors.