Bathroom fittings store Millen taps into North's property growth

Millen Whangarei bathroom fittings store sales manager Winnie Xing Photo / John Stone

When bathroom fittings chainstore Millen opened in Whangārei six months ago, manager Winnie Xing knew the Northland market would have its own quirks.

However, she was surprised that one of the top selling products was califonts. Perhaps electric power costs a lot more in Northland, she wondered.

Running off LPG bottles, batteries and alternatives such as solar rigs, the califonts are generally used where power lines don't reach - that could mean holiday homes, caravans and boats. They are not a major seller in, say, Auckland.

''Although Millen has been in New Zealand for 19 years, we are new here in Whangārei and we have to learn our customers' needs,'' Xing said.

The company has eight stores in New Zealand, three of those in Auckland where the first opened in 2000. In 2011, Millen established its own factory in China ''for better quality control''.

Cutting out the middle person in the supply chain and controlling production standards enabled Millen to offer good quality products at a competitive price.

Having smaller showrooms and local warehouses means a closer working connection between the supplier and customer, Xing said.

''Our shop is the showroom and our warehouse is out the back. We deal directly with our customer.''

Millen moved into Whangārei last October because of the recognised growth in construction, house sales and renovations in Northland, Xing said.

''The property business is spreading all around from Auckland to other places. We have stores in Tauranga, Hamilton and Wellington, too.''

Millen has its eye on all corners of the market, selling to trade, the public and in bulk to construction companies. The Whangārei store is hoping to build on the local bulk potential but believes the home DIY customers, small builders and tradies are its main market.

''We're happy when people doing their renos come to us. Most of our customers are middle to older aged. They are at the stage or improving their homes or buying a second home and doing it up.''

With a nearly 20-year presence in New Zealand, some customers are second time around. Xing gave the example of a woman who returned 10 years later to get a replacement shower part and was delighted to find it fitted the original components.

All parts are exchangeable, with a long guarantee, Xing said.

While the showrooms carry a smallish range of modular bathroom and kitchen products such as benches and taps, a fuller line-up can be seen online and on Trademe, she said.

Millen stores do carry a large range of tapware, mainly because the company's owner is a designer with a thing for tapware.

Some products, such as irregular sized or shaped shower doors and stainless steel trays, can made to order.

The one-stop shop can also put together a tailor-made package to suit customers' needs.

Xing said store managers are trained or can call on others to advise with design, ''but a lot of customers come in with their own ideas and know what they want.'

* Northland businesses come in all shapes and sizes. If you have a business story to share please contact Lindy Laird, Ph 09470 2801, or email lindy.laird@northernadvocate.co.nz