£750k Tile & Stone Business Has a BIG Competitor Next Door

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: Established 13 years, 3-person team, ~£50K/month revenue.
• Showroom located directly next to a Topps Tiles national branch.
• Core challenge: Most customers don’t realise there’s another tile shop just behind Topps Tiles.
• Additional challenge: Making local audiences aware they also supply and arrange bathrooms, not just tiles.
• Current marketing spend is minimal; mainly signage, word of mouth, a little radio and organic social.

Sagren’s background & local market context

• Decades of experience in the UK tile industry, including senior roles at Topps Tiles.
• Business growth previously hampered by economic conditions, changing retail habits post-COVID, and shifting footfall in Chelmsford.
• Product diversification into bathrooms helped maintain turnover.

What’s already working

• Word of mouth and trade referrals drive most new business.
• Positive Google and Trustpilot reviews, often from repeat or referred customers.
• Occasional boosts from media coverage (e.g. Channel 4 appearance).
• Organic community group activity on Facebook.

Marketing challenges & growth goals

• Brand awareness: Most locals still don’t know the business exists, especially with similar signage to Topps Tiles.
• Online visibility: Limited spend on Google Ads and digital marketing.
• Category confusion: “Tiles & Stone Direct” name doesn’t communicate their full bathroom offering.
• Goal: Increase annual sales to £1M, grow team, and reduce day-to-day owner involvement.

Actionable growth strategy

Super-local google search ads

• Set up tightly targeted, exact-match Google Ads focused on “tile showroom Chelmsford”, “bathroom showroom near me”, etc.
• Use Google Search Console to identify real search terms driving traffic.
• Emphasise local, independent, and service-led messaging in ad copy.
• Keep the ad budget modest but consistent (e.g. £10–20/day for 3 months), then review performance.
• Key point: You can’t “dial up” word of mouth, but you can dial up paid search.

Meta (Facebook/Instagram) retargeting

• Build simple retargeting campaigns to stay top of mind with website visitors and engaged social users.
• Use local video ads (even DIY on a phone) to introduce the team and physically show the location next to Topps Tiles.
• Focus on authenticity and “meet the owner” storytelling.

Offline marketing: leaflets & events

• Run two or more leaflet drops per year in local postcodes (Royal Mail or local distributor).
• Pair leaflet drops with in-store events (e.g. summer open day or clearance sale) to create urgency and give locals a reason to visit.
• Use leaflets to highlight both tile and bathroom offerings, with clear directions and USPs.

Website & branding updates

• Make “Bathrooms” front and centre on the homepage. Update all key site messaging to include both tiles and bathrooms.
• Change website titles and headings for local SEO: “Tile & Bathroom Showroom in Chelmsford”.
• Create landing pages and in-store signage targeting bathroom fitters (“Are you a bathroom fitter? Partner with us!”).

Consistent local presence

• Continue community engagement in local Facebook groups and forums.
• Take and share photos and videos with the team, new arrivals, and in-store events.
• Repurpose best-performing organic content for paid campaigns.

Budgeting & mindset shift

• Treat this as a proper marketing campaign. Plan to invest in growth based on where you want to be, not just current revenue.
• Be prepared to invest 10–15% of target growth in marketing to reach new customers.
• Accept that marketing is not a “silver bullet”… success comes from multi-channel, sustained effort over several months.

Key takeaways for local retailers

• “Omnipresence” wins: Combine online (search/social) and offline (leaflets/events) to build brand awareness.
• Make the offer obvious: Don’t assume people know your full range. Update your branding, messaging, and signage.
• Be the face of your business: Humanise your brand with video, community engagement, and in-person events.
• Measure what matters: Focus on footfall, leads, and sales, not just impressions and vanity metrics.

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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