A South West business success story: Q&A with Eskimo

The business environment in the South West is known for offering innovative solutions across a range of sectors and there is evidence the pandemic has not deterred these businesses from their ambitions. According to Business West’s recent Quarterly Economic Survey (QES), business confidence is at the highest level since, at least, 2017 and for the first time since last year (Q1 2020), net domestic sales are positive. 

We spoke to Louisa Jenkins, Sales & Marketing Director at Eskimo about the company’s successes as well as tips for other businesses looking to grow their brand. 

When was Eskimo set up? Please tell me a bit about your business and what is unique about it?

Eskimo began in 2001 and what was particularly unique at the time was that there was nothing on the market that met the aesthetic and functional desires of Interior Designers, Architects and decerning domestic clients.

Everything was imported, a lot still is, and everything was pretty standard. We couldn’t understand why radiators were considered this ‘add on’, ‘last minute’ ancillary product, often incredibly ugly and in the way. A lot of radiators and rails were low in performance and most offered minimal options.

Phil Ward, with his design and engineering background, set about ridding the world of ugly, low performance radiators and created a suite of 5 good looking designs with magnificent control and functionality. Over the years, we’ve built a trusted, high end British brand in the radiator product design sector.

Our drive and ambition are to create inspirational and progressive design with robust engineering as well as technical reliability, technical innovation, and intelligence. (We get excited about surface finishing too).

What’s important to us is to develop honest, beautiful products that compliment spaces and induce a sense of joy. What’s unique about our business is that we design everything in our studio in Bristol and manufacture everything ourselves at our factory in Birmingham. Our mission is to become the global market leader in heating interior spaces, without contributing to the heating of the planet.

What challenge was your customer facing before using your products and what goals were they trying to achieve?

Most of our customers despised radiators, so there was a period of change, convincing and demonstrating otherwise. I remember everyone was obsessed with lighting back in the early noughties. When Eskimo appeared at design shows such as 100% Design, we were received so well and helped people to realise that radiators can be beautiful too. Who knew?

How did your company work with the customer to find a solution to their challenge?

We are uniquely bespoke. What this meant was that we could work with our customers to specifically meet their needs. We listened to general controllability and functionality issues which manifested into innovative Eskimo designs such as Hinge & Bracket hidden valves for water models. Experience shows us that great product design is born out of seeking out all kinds of place making issues and solving them.

In what ways has your business achieved success? 

I think our products speak for themselves. But what our team do really well is give customers time. We are proud of the way that we walk customers through their specific journey when selecting products to heat their homes or their well thought out spaces. 

Radiators can be baffling and boring to most. Lighting is still the sexiest is some parts of the world. So, I guess making customers feel looked after is definitely one of our things. After care is not automated or process driven. It’s more personal than that. And when we receive thanks, photos, and recurring business – knowing that those customers LOVE their radiators – that’s what makes us feel proud. You can find a few customer reviews here: https://eskimodesign.co.uk/reviews-why-eskimo/

What have been the highs and lows of running a business? Any tips for other businesses?

As an SME that was always mindful of our global footprint – sourcing other small UK companies for our supply chain was hard and often expensive. That’s why so many import of course. But we have successfully found our ‘Eskimo Experts’ as we call them. And in November 2018, we finally and successfully set up our own factory too. We have now been able to bring a lot of standard process expertise in-house, recruit an incredible Manufacturing Manager and put the right people in the perfect roles. 

As other small businesses will know, having multiple roles can be distracting. Having more control, enables us to manage important elements such as pricing and lead times. What I would say is facing hard stuff is the challenge you should always stick with as a business.

Highs are landing boutique deals and projects that are abundant in design. Landing huge deals that enable us to further grow the business and be part of a place making movement. 

Lows, well the lack of an FD can keep you up at night causing you to be constantly ‘on’ at times which can be exhausting. But, genuinely, we love what we do and as long as you love what you do, you’ll always do it well. The lows will turn in to highs.

Have you found the help, guidance and advice received from your Chamber useful? Any examples?

Definitely. As Directors, Phil and I have certainly found the guidance useful and at the moment I’m concentrating on export within our current climate. Since we first started exporting Eskimo radiators in 2002 our trade with the EU has constituted something between 25 & 45% of our business annually, so it’s not only vital – it is something we take great professional pride in. I’ve been attending some Department for International Trade (DIT) online sessions and they have been great.

Would you recommend joining the Chamber to other businesses and why?

I would yes. When you stop and take the time to take part by attending events and learning about the support available and taking action, it’s enormously helpful and dare I say inspiring.