Following its acquisition by Kohler, MD of Kast David Knight talks about bathroom category expansion, globalisation and its latest investment into new premises for the luxury concrete basin manufacturer

Having acquired concrete basin manufacturer Kast, last year, to sit alongside its luxury brands of Kallista, Ann Sacks, Robern and Klafs, Kohler appointed David Knight as managing director to drive the business.

He outlines Kast’s big plans of globalisation, new product categories, recent investment in new headquarters, and debut at interior design show Decorex in the UK.

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 “I think the most exciting thing for me is there’s just so much happening in such a short space of time – that’s the Kohler way”, says David Knight who at the time of the interview has only been with the company for six months.

He explains Kast will remain autonomous in the Kohler organisation: “One of the questions I asked in my interview process was how does Kast sit in the group, because a big organisation in my experience can swallow up brands.

“I’ve experience in appliances, where brands were acquired and then got amalgamated. It’s about Kohler scaling the brand but not changing the brand. What Kohler offers us is investment, stability and the contacts to make those moves to new markets”

Global view

Established just 13 years ago, by its founder Tim Bayes, Nottinghamshire-based Kast makes 57 models of concrete basin, in a choice of 28 colours, and has a multimillion pound turnover.

Kast exhibiting at Salone del Mobile in Milan, following its acquisition by Kohler

Kast came onto Kohler’s radar when the company exhibited at New York Design Festival. David Knight comments: “The appeal for the brand has been disproportionate in terms of scale. For an example, we have 177,000 Instagram followers. The appeal for designers and architectures is huge.”

With half of its business coming from the UK and half from America, the synergies of both companies are obvious and particularly with Kohler operating on a global level.

In fact, Knight offers: “My role is to come in to Kast and scale and globalise.

“We can ship anywhere globally, and that has always has been the case, however, I would say the evolution of businesses has been organic.

“We’ve got a 10-year plan to seed and develop. It’s at a logical pace.”

Using his experience as former MD of Swiss appliance brand V-ZUG UK and sales director of Miele UK, he is practiced at recruiting teams and creating brand identity and is also familiar with scaled up business.

“We don’t want to be in 52 states in America. We probably want to be in four – New Jersey/New York, California. Texas and Florida.

“We want to be in the Kohler Design Centres and we want to be in like-minded partners.

“We want to be selective where we go. We are recruiting a base of sales teams in key demographic regions”, Knight explains how he intends to drive global sales.

He adds: “We are starting in probably the most European part which is New York/New Jersey and that’s where Ann Sachs is very strong.”

And to further boost sales in the US, Knight says he will introduce a product range which will be more American-centric with larger basins to offer a broader appeal.”

First focus is UK

But the globalisation of the brand will not be at the expense of the UK market. “Absolutely the first focus is the UK alongside America.”

The Wave collection of basins, including award-winning Dune

And he highlights the importance of retail, which has historically represented 70% of sales in the country.

“We’ve got 86 partners in the UK. It’s about how can we support them. Have they got the right tools, displays and training knowledge? Are we sharing our funnel of architects and designers with our retail partners?”

Kast has even invested in its own sales team, as it used to sell through a sales agent.

Knight continues: “We’re going through that evaluation stage to understand our partners and are they a partner we can move forward with?

“From my perspective, more isn’t always better, as long as our partners are engaged and the customer is served in the right way, consistently through the journey.

“We get so many leads, asking about us, it’s about where we follow up because we need to trust the retail partner, as much as the partner trusts us.”

In fact, Knight believes Kast’s biggest opportunity will come from doing better in terms of how the company engages, supports and works with its partners.

He adds: “A lot of the best brands in the world have engagement afterwards the sale. We can be better at that and that’s also what I’m focused on.”

Broadening basin brand

Alongside plans for growth through global and UK sales, the brand is also seeking to expand its portfolio of concrete basins.

Mila basins with fluted spiral pattern

It will make its debut at interior design show Decorex with new basins, this year, and next year Kast will launch a range of taps featuring concrete inserts.

“It’s a complementary category which could add to our business, because when you choose a basin you want taps to go with it” explains Knight.

However he adds: “Going into next year, you will start to see more of a broader range.

“There have been long discussions about baths and showers in terms of complimentary items in the bathroom space.

“But our core is basins and we want to, this year, focus on that.”

Maintaining brand DNA

Although expanding its offer across categories and materials, Kast is mindful it wants to maintain the authenticity of the brand.

Holm combines concrete and Terrazzo

“We’re a luxury brand and the word luxury is overused. I hate the word “affordable luxury” because there’s no such thing – it’s aspirational.

“We’re going to do a lot of work around our heritage and reinforce the messaging why we do what we do, because people buy brands based on feeling, desire and aspiration.

“When you expand into new categories and you’re expanding a business, it’s very important to maintain the truth of what the brand stands for.”

So what is the meaning behind the brand?

Knight says: “I would say the brand DNA is UK manufactured, made with absolute precision and care, focused on unique shapes and colours.

“I haven’t mentioned the word concrete there, deliberately, because I think the evolution of the brand going forward will be about ‘liquid stone’; it won’t just be about one material.

“I think it’s more about the creative side of shapes and colours.”

Certainly its latest product launches of Wave and Holm in the colours of the season reinforced this notion. “

It’s a different space to a lot of the industry, where the industry is much more commoditised in segments.

“I think customers are looking for something unique and different, particularly high net worth clients; it’s about beautiful product that has been made for me.”

Manufacturing moves

With all manufacturing taking place at its 2,000sqft premises, near Sherwood Forest, but ambition to globalise the business, Kohler has invested into new premises.

The new Kast HQ in Power Park, South Nottingham

The former tobacco site in Power Park, South Nottingham, measures 33,154 sqft and Knight says: “We’ve signed a 10-year rolling lease and we’re right next to an Aston Martin and Ferrari garage, so it’s great for the brand”.

He continues: “What’s great for us, not only can we scale our production and move into new categories – such as bathroom accessories – but we have the space to expand and inspire. It’s a phenomenal investment.”

Knight expands on the idea of inspiring customers: “The idea for me is if a customer wants to come see us at our new base you could come cast your own basin. I did it four days into the business, and it’s a grounding and a very inspirational process”.

Featuring a 2,500sqft office, 3,000sqft showroom and photo studio, along with conference facility with bespoke concrete table, and mezzanine balcony to view production, Knight says it will act as a Midlands Design Hub.

It addition, the facility will feature solar panels, electric vehicle charging stations and a commitment to operate entirely on electricity, eliminating the use of natural gas, allow the use of material exploration, with an aim to achieve zero waste to landfill for concrete and packaging.

“It’s a great story about British industry, to invest that amount into production in the UK and continue our heritage.

“It shows our investment in the local economy. We’ve got craftsman and skilled workers here and we need to retain them”, explains Knight

The business is continuing to move quickly, expecting to relocate and be manufacturing from the new premises in March next year.

Success is evolution

With such rapid progress, what will success look like for Kast?

Despite the velocity of the business, David Knight is measured when he says: “It may be a cliché but its evolution not revolution. It’s about validating the Kohler investment in the brand that they bought a year ago”.

He concludes: “But how I define success by is not just metrics, it’s also about the brand identity.

“It would be that customers know who we are, what we stand for and there is a love for the brand. Because I think when you have a passion for something, business evolves naturally.”