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WWL overview - Coggle Diagram
The Board :silhouettes:
- CEO: Felicity:silhouette:
- Previously worked in private equity
- Owns multiple businesses in Kidderminster (WWL is one)
- Owns 80% of shares of WWL
- Acquired in 2015 from prev owners when WWL was struggling
- Therefore took on WWL as an opportunity to make money
- Xref to 7. CEO blog on strategic plan
- Finance Director: Dilanee :silhouette:
- Hired in 2015 (post Felicity)
- X-ref to 4 + 5 MAs and commentary
- X-ref to 13 Fin anal make or buy synthetic carpets
- Marketing & Sales Director: Thilo :silhouette:
- Joined 2018
- Regular contributor to trade magazines and online forums
Promotes WWL's success and activities
- X-ref to 11. Buying groups research
- Procurement, HR and Diversity Director Kas :silhouette:
- Joined 2018
- P/t, also works as life coach and vol mental health charity
- Reg posts on prof social media re work life balance & supporting health of workforce.
:warning: Both HR and procurement are key areas of WWL's CSFs
X-ref to 6. staff - implementation of CPT scheme
X-ref to 10. manufacture & supply - procurement decision on single yarn supplier
- Operations Director: Fay :silhouette:
- Already employed before Felicity acquired WWL
History and growth
Based in Kidderminster (near Bewdley):
- Long history of manufacturing carpets (100+ yrs)
- Kidderminster long associated with UK carpet manufacturing
- WWL uses this in marketing to emphasize quality of wool based products
Regularly launches new products:
- In house team of skilled designers (in production team)
- Success in design and fit - winner of Most Innovative Rug Design 2020 and 2021
- Residential - Tufted Design winner in prestigious awards 2019
Products :
Wool carpets:
- premium price range
- variety of colours and designs
80:20 wool mix carpets
- lower price point than 100% wool carpets
- more practical (less stain prone)
- synthetic material used is nylon and PP mix
Rugs
- showcases design capabilities
- mitigates the market move to hard flooring
- tends to be associated with bespoke design customers
Polypropylene (PP) carpets:
- Introduced final Q of 2021 (180k rev)
- aimed at young families and pet owners
- sells at lower price than wool mix
- marketed as higher end synthetic carpet x-ref 13 synth carpet options
Clients
Retail: :silhouettes:
- Biggest customer base (59% rev in 2021)
- Majority of sales are made into the residential segment via
- tend to be small & med sized retailers
- Does not currently supply any retail buying group but research is underway x-ref 11 on buying groups.
Commercial :pen:(15% customer rev in 2021):
- Sales are direct to customer for commercial clients
- WWL manufactures and supplies the carpets
- typically offices
Bespoke design :champagne: (26% rev in 2021):
- Niche business, developed by word of mouth after WWL supplies wealthy businesses / individuals
- Tend to be quality venues where premium services are offered, eg casinos, 5 star hotels, celebrity homes.
- all bespoke design customers are UK based currently.
Installation
Retail & commercial - don't tend to need WWL to fit carpets, instead separately engage a fitter.
Bespoke design work: fitting is part of the service.
- Subcontracts the fitting work (no fitters on staff)
- built into the cost of the contract
- :warning: installing should be added to costing for new bespoke work
Website
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Opportunity for better conversion of potential new customers by adding a function to the site to facilitate dialogue eg online form for enquires or chat service.
-
Employees, H&S, sustainability :
- In recently years has been a strength of WWL Staff well being high on agenda. x-ref 6. staff and HR.
- Schemes are in place for directors to track staff sentiment.
- Engagement initiative and bonus scheme.
Aware of environmental issues facing carpet sector
- driven by consumer demand so real tangible conequences for WWL
- X-ref 14 currently looking into circular business model by design team :recycle: