Does it really have to be all about the Money?

To define or re-define the purpose of a business beyond the notion that it should succeed in a commercial context isn’t always easy if it is to be more than just a box ticking exercise.

Rothley has embarked upon precisely this course, driven by a strong ambition, to be commercially successful whist adopting a more meaningful and greater purpose.

The most rapidly growing and successful UK retailers, whether online or store based, all seem to live by the mantra that success comes when you start with the consumer and work backwards and there’s no shortage of evidence nowadays to inform us of consumer expectation.

Consumers increasingly want to engage with brands which give them comfort around genuine environmental and ethical integrity. They expect to be stimulated with creativity, individuality and differentiation whilst being provided with value and authenticity.

It didn’t take long to find our purpose in our commercial sector. It’s a rather sad indictment, but there were several good causes available for adoption.

Ethical and environmental

The Cause

We have been surprised and concerned by the extensive and frivolous use of Hexavalent Chromium plating in our sector, a known carcinogen which exposes operatives in the production process to the danger of several respiratory system cancers. This can only be avoided with strict but expensive extraction and vapour control. 

Faced with the choice of heavy capital investment or off-shoring this process to countries where legislation is yet to prioritise these known risks to human and environmental health, an industrial migration from Western industrial economies to India and China was soon underway.

Now Chinese and Indian platers, whose costs are almost as low as their standards of employee occupational health concerns, are over-run with orders destined for Western DIY markets.

The fact that this matter is the subject of either selective myopia or a strange self-censorship, throughout the manufacturing, distribution and retailing sectors has meant that little awareness exists amongst consumers that hardworking people are risking their lives and dying to produce decorative, shiny things, whilst several perfectly suitable and visually indistinguishable alternatives already exist.

Our Pledge

To provide an alternative to every chrome plated product in every category that we operate. The alternative product being of equivalent or superior quality, visually indistinguishable, and at the same or lower price. 

Together with our customers and consumers we seek to raise awareness, provide attractive alternatives with no cost barrier, save lives and spare the environment.

Creativity Individuality and Differentiation

The Cause

The product categories of shelving, brackets, furniture and table legs, wardrobe and decorative tube, handrail, edging and profiles is awash with colour…silver, black and white!

We see luxury house, hotel and restaurant designers collaborating with creative architectural ironmongery specialists to integrate contemporary colours, finishes and contrasts into their creations, many of which find their way onto Pinterest and Instagram and fuel consumer desire to replicate such striking design and what do we offer them? Just what we’ve offered them for the past 50 years …..silver (shiny or dull),  black or white

Our pledge

To research and be constantly attentive to design trends, provide the most contemporary colours, finishes and effects in every product category in which we participate.

Value and Authenticity

The Cause

In what has drifted toward being a low consideration somewhat functional product category, the rigours, challenges and benefits of a vibrant competitive environment sometimes leaves room for mediocrity to persist.

Have we and our cohort in the absence of competitive threat always sought the most efficient manufacturing, transportation, storage and distribution arrangements for the sole purpose of providing our customers and consumers with the best possible value?  No.

Our Pledge

To constantly strive for ever improving efficiency, through use of new technology, processes and situational changes in every aspect of our business to drive greater value in the product and service we provide to our customers and consumers. 

Our Promise to our Customers and Consumers 

We will have a continual and positive impact upon human and environmental health, bring inspiration and creativity through our products to our customers and provide best value to our customers and consumers.

The most encouraging and motivating aspect in taking up these causes so far has been that we have not experienced any disapproval or deaf-ears, on the contrary, our cause has already been spotted and supported by industry influencers and commentators, most notably Steve Collinge and the Insight DIY group. The stance has been both applauded and embraced by the largest, fastest growing, fastest changing and most visible of our retail partners. All of whom seem to recognise that kindness and human compassion can comfortably coexist alongside that inescapable fiduciary duty.

Source: Rothley Limited