On this episode of Grow with Evergreen, the team sits down with Sagren, owner of Tiles & Stone Direct in Chelmsford, a business turning over £750,000 and competing head-to-head with national chains.
The conversation dives into the practical realities of running a local retail showroom, how to drive footfall, and the steps needed to break through the £1M turnover barrier.
Business overview & key challenges
Tiles & Stone Direct has been established for 13 years and operates with a small three-person team, generating around £50,000 in monthly revenue. The showroom is located directly next to a Topps Tiles national branch, and that proximity has created visibility issues. Most customers don’t even realise there’s another tile shop just behind Topps Tiles.
A secondary challenge is awareness, as many local residents don’t know that the business supplies and arranges bathrooms as well as tiles. Current marketing spend is minimal and focused on signage, word of mouth, a little local radio, and organic social media.
Sagren’s background & local market context
Sagren brings decades of experience in the UK tile industry, including senior roles at Topps Tiles. The business has weathered broader economic challenges and shifting retail habits since COVID, with footfall in Chelmsford affected.
Diversifying into bathrooms has helped maintain turnover, but now the business needs more structured growth.
What’s already working
Word of mouth and trade referrals continue to drive new business. The brand has earned positive reviews on Google and Trustpilot, many from repeat or referred customers. Occasional boosts have come from media coverage, including a Channel 4 appearance. Community engagement through Facebook groups has also helped with visibility, albeit on a small scale.
Marketing challenges & growth goals
Despite product quality and strong customer service, brand awareness remains a significant barrier. The location next to Topps Tiles and similar signage means many locals simply don’t know Tiles & Stone Direct exists. Online visibility is also limited, with very little digital marketing or Google Ads in place.
The business name causes confusion too, as it doesn’t clearly communicate their bathroom services. The goal is to increase annual turnover to £1 million, grow the team, and allow Sagren to reduce his day-to-day involvement.
Super-local Google Search Ads
We recommended tightly targeted Google Ads using exact-match keywords like “tile showroom Chelmsford” and “bathroom showroom near me.” Real search terms from Google Search Console should guide ad copy, with a focus on being local, independent, and service-led.
Even a modest, consistent daily budget of £10–20 over three months can generate meaningful results.
Meta (Facebook/Instagram) retargeting
We advised setting up simple retargeting campaigns to re-engage website visitors and social media audiences. Low-production video content shot on a phone can introduce Sagren and highlight the showroom’s location next to Topps Tiles. Authenticity is more important than polish, the key is to build trust and familiarity.
Offline marketing: leaflets & events
Leaflet drops in the local area two or more times per year, paired with in-store events like open days or clearance sales, can generate urgency and footfall. Leaflets should highlight both tiles and bathroom services, include a clear call to action, and make the location unmistakable.
Website & branding updates
The homepage and wider site messaging should make “Bathrooms” a prominent feature. Titles, meta descriptions, and page headings need to include both tile and bathroom keywords for improved local SEO.
Dedicated landing pages targeting trade partners, such as bathroom fitters, can help grow referrals and professional partnerships.
Consistent local presence
Regular posting of new arrivals, team updates, and showroom content on Facebook and Instagram keeps the brand top of mind. Repurposing the best of this organic content as paid ads can extend reach without extra production effort.
Budgeting & mindset shift
Sagren must begin treating marketing as a serious growth investment. Rather than allocating budget based on current turnover, investment should reflect future growth ambitions, around 10–15% of the target uplift. Marketing won’t deliver overnight results, but sustained, multi-channel activity will compound over time.
Key takeaways for local retailers
Local retailers should aim for omnipresence, using online and offline tactics together to build brand awareness. Clear messaging is vital. Don’t assume people know you sell bathrooms just because you mention tiles.
Humanising the business through video, community engagement, and in-store events will build trust. And when measuring performance, prioritise footfall and showroom visits over vanity metrics like impressions or clicks.
Summary
For independent local retailers, growth isn’t about chasing fads or “the next big thing.” It’s about doing the basics brilliantly, making sure your ideal customers know you exist, understand your offer, and have a compelling reason to visit.
With a consistent, locally focused marketing mix, Tiles & Stone Direct can reach their £1M goal and stand out against even the biggest chains.
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