Member Article

Northumberland furniture manufacturer’s ambition to re-establish UK stores

The owners of a Northumberland furniture manufacturer that has been in business for over four decades say they want to re-establish its UK-wide network of stores.

Seaton Delaval-based Delcor is owned and managed by husband and wife, Rick and Janet Petini, who say the brand’s quality products can challenge their ‘stack-em-high’ competitors in big chains.

Rick, who has been making furniture since he was 16 years-old and formerly worked for Laura Ashley, bought the business in 2009 having been manager before that.

At the time, Delcor employed 29 people and Rick has since increased the workforce to 46 - generating a turnover of £3.5 million.

The firm manufactures its products in the North East and sells in its own five stores across the UK - including a Kings Road showroom in London.

Rick now says his plan is to carefully grow Delcor’s retailing presence across the country, regaining ground it previously held in affluent towns and cities such as Bristol, Tunbridge Wells and Edinburgh, among others.

He told Bdaily: “We have a fantastic brand awareness in the North East. People know us for our quality products and our manufacturing pedigree.

“In a way, our model is a good old fashioned one. We make the furniture in our workshops and then sell it in our stores.

“This year we’re trying to get that brand awareness out to the rest of the country. There are people who want to buy quality products - and we can capitalise on that market.”

Since acquiring the business, Rick has modernised the brand’s ranges to incorporate bedroom items and more contemporary designs, such as corner sofas.

From its Seaton Delaval base, the firm has exported products to customers all over the world - particularly British ex-pats who are familiar with the name.

Rick added: “We’ve done orders for Brazil, America and Switzerland - and others. A lot of international visitors to our Kings Road showroom have told us that we should open stores in their home countries.

“For the moment we’re concentrating on growing our UK business and establishing a great service here.”

This was posted in Bdaily's Members' News section by Tom Keighley .