5 Minutes with Colin Sykes

Collingwood’s Head of Building Products, Mark Goldsmith, was introduced to Colin Sykes through his longstanding network within the KBB industry.

Having previously worked at Ideal Standard, Aqualisa and maintaining a long-established association with bathroom manufacturer Lecico, his roles have been wide ranging including commercialising manufacturers abroad.

Here’s what they discussed:

Mark: Yours is a unique background regarding functions, Colin. With your earlier career focused on finance, you then transitioned into more commercial, operational and general management roles. How did your financial background add most value to the other functions, and what area of business leadership have you enjoyed the most?

Colin: Having a finance background facilitates a sound understanding of the key numbers driving functional decisions within businesses. That in turn then helps shape what success looks like and helps prioritise business decisions to deliver that success and growth. What I have enjoyed the most is providing first hand guidance that shapes a company’s direction and growth journey.

Mark: With tightening regulations around water usage, do you sense that consumers are becoming more aware of investing in the right bathroom products? And, how tough is it for manufacturers to balance water efficiency with customer expectations for high-performance products?

Colin: Consumer awareness appears to be growing but faced with a decision of functionality vs cost vs sustainability vs design the typical outcome remains one based on cost/design. Indeed, designers should be able to envision a future where their designs captivate aesthetically and contribute significantly to water conservation. However, a key hurdle for manufacturers to overcome is for the uncertain regulatory landscape to be addressed before they confidently invest in and introduce affordable aesthetically pleasing ground breaking products into the UK market. A good win-win example is recirculating showers that not only bring water efficiency but also energy efficiency while at the same time ensuring that the recirculated water is as fresh and invigorating as the first drop. Manufacturers will undoubtedly continue to innovate water saving product and several countries have already adopted these, regulatory opacity in the UK seems to continue to stifle progress for manufacturers, retailers and consumers.

Mark: What role do you see manufacturers playing in shaping water conservation policies rather than just reacting to them?

Colin: Bathroom manufacturers have led an initiative since 2007 of a water efficiency label but government, while appreciative of the initiative, preferred to take this down the regulatory route. Finally in September 2023, following public consultation, the then government pledged to make water efficiency labelling mandatory by 2025. We are still not completely there highlighting the time it takes for regulation to help manufacturers, retailers and consumers alike. There is also the ongoing challenge of green washing but fortunately organisations like the Bathroom Manufacturers Association are at the forefront of developing both clear messaging on the importance of water conversation and engaging manufacturers on a journey to lead on the topic of water scarcity. By example, most of the major players attended the Windsor Summit (On water scarcity), and committed to develop products with water saving in mind.

Mark: I’ve worked on several commercial leadership roles, where the focus has been to develop business channels overseas, especially into untapped countries. You’ve helped manufacturers drive growth overseas. What key areas do you prioritise prior to kicking off international business expansion to ensure it’s successful?

Colin: Understand clearly the similarities and subtleties of market dynamics first and foremost. Then it comes down to assessing:

• Sales Capability & Network– A partner’s existing network, market reach, and ability to activate sales channels (whether through direct sales, B2B relationships, or retail) are critical factors to determining success.
• Technical & Service Competence– Particularly in industries like ours, where product quality and reliability are paramount, ensuring that the partner has the technical expertise and aftersales support capability is crucial.
• Commitment to the Brand– A successful partner does not just add your product to their portfolio but actively pushes it in the market. This includes investing in marketing, training, and promotional activities.

Mark: And finally, within the UK, the wholesale model is dramatically changing, with a lot of consolidation. In fact, the whole routes to market for many bathroom manufacturers are shifting. What’s your take and best advice on this area?

Colin: Yes, the wholesale market is changing with digital channels influencing that pace of change but traditional merchants have too certainly responded with digitally. Traditional merchants still have and will have an important role to play in routes to market given their advantage of remaining visible to consumers with strong service capabilities – someone to talk to, touch and feel product, take design advice. That said so too are digital channels able to respond with their models. Agility is key and perhaps growing hybrid models such as Easy Bathrooms are going to shape the future. Ultimately those companies that can think and act quickly will be best positioned to succeed. For manufacturers this means meaningful relationships with fewer partners and standards in service, product, reliability, quality and minimal returns will become even higher.

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