Established by Eddie Donnelly and his sons in 1993, Uform has grown from humble beginnings to become one of Ireland's most recognisable suppliers to kitchen industry retailers. Based in Toomebridge, Co. Antrim, it supplies kitchen components throughout Northern Ireland, the Republic of Ireland and the UK.
What vision/lightbulb moment prompted you to start-up in business?
I sold kitchens part-time while at college and realised customers wanted more choice. Supplier offerings of door styles, accessories and finishes were restrictive with exceptionally long lead times.
What is your greatest business achievement to date?
Steering the business through the recession with a ‘different think, different do’ attitude. Our strategic plan has paved the way for business growth and the company is now recognised as an award-winning market-leading brand. I have returned the business to exceptional levels of profitability.
What was your "back-to-the-wall" moment and how did you overcome it? The recession saw sales revenue fall to £7million in 2011 from its peak at £11.3million in 2008. This was our lowest point. We redefined our strategic plan and developed a sales and marketing plan to grow UK market share from 2-5 per cent.
What were the best & the worst pieces of advice you received when starting out?
The best: You miss every shot you don't take. If you don't take risks and have an entrepreneurial spirit, you'll never start anything.
The worst: Never borrow money. Without substantial initial investment, a business cannot come to fruition.
To what extent does your business trade internationally and what are your plans?
We don’t trade internationally. Our plans are to grow our account base organically through existing accounts. Over the next three to five years, we plan to open 10 depots in the UK, focused primarily on smaller builders.
Where would you like your business to be in three years?
Our strategic goal is to hold 10 per cent of the UK market with £25 million turnover at 15 per cent net profit. Over the next 3-5 years, this will grow to £40 million as we establish a UK depot network.
Have you started to feel the effects of the economic upturn within your sector/industry?
Consumer confidence in our industry has returned, and sales have doubled over the last three years, but the kitchen market has only grown by 3 per cent. That figure is forecast to grow by 4 per cent a year over the next three years.
What was your biggest business mistake?
Poor research and development caused by being too emotionally attached to certain products and making decisions not backed by fact. We introduced products that were wonderful to look at but too niche for our target market. This resulted in hundreds of thousands of lost inventory over recent years.
How will your market look in three years?
An ageing population that demands more choice, versatility and practicality in products. A higher emphasis on product warranties will also be more prevalent going forward to instil consumer confidence.
What is the single most important piece of advice you would offer to a less experienced entrepreneur?
Research and understand the market you operate in and where you aim to position your company within that market. Have a clear set of objectives backed with a detailed plan. Furthermore, always be positive. Your attitude affects how others perceive you and who you are is who you attract.
How do you foresee the revised corporation tax in NI and the recent UK CT announcement impacting your business in the future?
I see this as positive as NI will become an even more attractive place for international companies to invest. This therefore provides substantial benefits across the economy in terms of creating wealth in the form of employment and associated existing industries could benefit from trading with new companies through provision of services for example.
