Raft has carved out a loyal fan base of design-lovers who appreciate the brand’s simple pared-back aesthetic and responsible approach to retailing, thanks to the company’s strict policy on only selling FSC certified timbers, and an ethical approach to sourcing, which have both been instrumental in the success of the brand. This year Raft took a monumental step of acquiring a London based factory, which has given the brand tighter levels of control, ensuring efficiency, quality control and improved lead times on bigger ticket items such as sofas – rivaling the biggest and most established brands.
Raft’s growth is due to its well thought out franchise model, launched in 2013. Devised by co-founders Mick Quinn and Heinz Frye with strategist Clive Sinclair has meant that the company has been able to take its products and ‘look’ nationwide.
Careful to protect the brand that customers had come to love, each new franchisee is chosen very carefully, to ensure they share the same passion and values that built Raft initially, and all aspects of the new business are firmly embedded within each new retail platform.
Raft offers high in depth sales training on a regular basis for all staff, ensuring Raft’s position as a leading authority on sustainable design. Branches also receive marketing updates and support about which products to promote and when, and how to achieve the most from the brand, across all areas of the business.
Franchisees also benefit from a national and local PR campaign, which has been a fundamental element of the sales strategy. In 2014, Raft has plans to open more franchises, and expand the offer to the rest of the country, watch this space.