Furniture retailer Multiyork has introduced a new entry-level price point range to widen its offer as it gears up to relaunch its website.
The initiatives are part of a five-part revitalisation plan under the new leadership of joint managing directors Adrian Iles and Oliver Spark. They replaced executive chairman and chief executive Indira Thambiah who left in October.
The Essential Collection is being rolled out across the 57-strong store estate after a trial in 10 shops. It is also being sold online.
“We want to widen our offer to attract new customers with our price architecture,” said Iles.
The five-pronged strategy is designed to ensure Multiyork’s offer is consumer led and customer focused, as well as strong on multichannel and visual merchandising. It also wants to improve its brand proposition.
As part of the strategy Multiyork will relaunch its website this month to offer personalised product. For instance, shoppers will be able to identify a product and then choose what fabric they want it in. Iles said customers will have “tens of thousands” of options to choose from.
The retailer will also be ramping up online product reviews.
The strategy also includes a new store format that will be rolled out to 10 shops in August. The ‘lifestyle’ format, which debuted in Gerrards Cross in April, is designed to improve the “look and merchandising” of shops, according to Iles.
“We’ve identified eight different customers and they all buy different lifestyles, such as traditional and classical,” said Iles.
He said the new format was intended to create a more “inspiring” experience. IPads have been installed, to enable customers to process payments more quickly.
“Multiyork are behind the curve on multichannel so there’s lots of growth to come,” said Iles.
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