Vivienne Carter, second generation owner of Carters Furniture in Kidderminster, reflects on its recent 50-year milestone in an anniversary special.
Meet Vivienne
I initially trained and worked as a hairdresser, but took a bold step into the family business after seeing the passion my parents had for creating beautiful spaces. It was a big change for me, but I knew I wanted to be part of something that had a lasting impact. My transition into the furniture business has been marked by my unique vision and an innate talent for knowing what customers really want, despite trends often dictating otherwise. I’m known for my strong, independent approach to curating the showrooms’ offerings and I regularly attend furniture shows, where I carefully select pieces based on instincts rather than following conventional trends or supplier recommendations. I often tend to go against the grain, choosing something a little bit different, and I find that the ranges I choose independently tend to become our bestsellers.
Recent investments?
One highlight is the recently renovated Stressless studio, boasting the largest selection of Stressless furniture in the UK. Each area of the showroom is tailored to showcase different styles, from contemporary chic to timeless classics, with brands such as G Plan, La-Z-Boy and ecrol, ensuring there’s something for everyone. At Bed City (our sister store) you will find the largest Harrison Spinks display in the county along with hundreds of other beds on display, including big brands such as Vi Spring, Hypnos, Sealy, Relyon, Sleepeezee, Health Beds, Silentnight and Kaymed to name but a few.
What is your mission?
The family-run business, established in 1975 by my parents, John and June Carter, has become a cornerstone of Kidderminster’s furniture landscape. With a commitment to quality and customer service, Carters has built a reputation that resonates through generations. At Carters Furniture, the showroom is a testament to decades of dedication and an eye for design. Spanning over 30,000 square feet, the space is thoughtfully curated, showcasing a diverse range of furniture that exemplifies quality and style. The layout encourages leisurely browsing, with almost 100 beautifully arranged displays that invite customers to envision how each piece can enhance their own homes.
On sustainability, what is your business doing on this topic?
Our product range goes beyond aesthetics; it reflects a commitment to quality and sustainability. Each brand selected for the showroom is carefully chosen for its reputation and the values it embodies, ensuring that customers receive furniture that not only looks fantastic but is built to last.
How has recent business been? What trends are you noticing?
Throughout the years, the business has successfully navigated changing consumer trends and market dynamics by embracing innovation while staying true to our core values. Our instinctive approach to curating unique furniture collections often means stepping outside conventional industry norms, allowing the business to stay ahead of the curve. Adapting to market changes and demands is crucial.
What would you change in the industry?
A greater emphasis on customer service. Customer service is the cornerstone of Carters Furnitures’ reputation and success, playing a pivotal role in the business’ ability to sustain itself over five decades. From the very beginning, mum and dad emphasised the importance of treating customers with respect, warmth, and personal attention. This foundation has not only fostered loyalty but has also built a strong community connection, essential for a family-run business in a competitive market. We encourage others to do the same.
How does it feel to reach such an historic milestone?
We celebrated 50 years with free fizz and great offers in-store throughout the first week of June. Our journey has been defined by hard work and commitment. We’re excited to continue this legacy with a new generation and introduce even more families to the world of beautiful furniture here at Carters. The marriage of quality British brands, a thoughtfully designed showroom, and a family tradition of exceptional service, ensures that our beloved local business will thrive for many more years to come, continuing to transform houses into homes across Kidderminster and beyond.
Why do you think customers choose your business?
We’ve always had a strong commitment to supporting British brands, this dedication is exemplified by partnerships with reputable manufacturers such as G-Plan, ercol and Parker Knoll, known for their craftsmanship and enduring designs. We also treat our customers like family. This personal touch helps establish trust, making customers more likely to return and recommend the store to others. By prioritising relationship-building, we’ve successfully created a loyal customer base that spans generations.
Visitors to the store are welcomed to browse at their leisure. This relaxed shopping environment encourages customers to explore their options while knowing that staff are available to assist when needed. This attentive yet unobtrusive service allows visitors to feel comfortable in their decision-making process. The focus on customer service extends beyond the initial sale too. Our commitment to after-sales service ensures that customers feel supported even after leaving the showroom. Whether it’s assisting with delivery issues, or addressing any concerns that arise, this ongoing support enhances overall satisfaction and fosters repeat business. Customers are more likely to return to a retailer that stands by its products and remains available for assistance. Our goal is to create a welcoming environment where people feel comfortable to explore and ask questions.
Final thought…
Our community connection has been pivotal to our ongoing success and we consistently engage with local customers, understanding their needs and preferences. This approach has fostered a loyal customer base that returns generation after generation.
