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DQ magazine interview with our Managing Director, by Sophia Watson
When kitchen and bathroom boutique English Tapware Company (TETC) observed a frustrated high—end market, it sought to introduce London-based brand Perrin & Rowe to Australian shores. Little did TETC’s managing director, Stephan Marshall, realise, the process of doing so would fundamentally alter the dynamic of TETC’s business.
Australia has long been a protected market where import controls and excessive standards limit the availability of brands readily obtainable in other countries, Perrin & Rowe for instance, was available in New Zealand and the rest of the world – apart from Australia – until 2002 when TETC launched the brand with the local market.
“Australians struggled to understand why Perrin & Rowe was available in New Zealand and everywhere else around the globe, but not here in the Australian market,” explains Marshall.
Despite the barriers of Australian standards, the challenge led to a re-evaluation of TETC’s business format, changing the dynamic from wholesaling to operating squarely within the architectural and design community. “Our initial plan a wholesale distribution model,” says Marshall.
“We soon discovered that the multi-brand plumbing showrooms could not convey the quality of Perrin & Rowe, and we were forced to consider the alternatives.” TETC now operates its own showrooms in Melbourne and Sydney, and is partnered with boutique high-end plumbing showrooms in other major cities. Marshall explains; “Opening our own showrooms as brought us into direct contact with the architectural and design community. Talking directly with the decision makers enables us to learn about other products being sourced, and provides idea for the direction of future development for our brand”.
