The Challenge

Kingfisher operates primarily through distributors, with approximately 65% of its products reaching end-users in the United States. This indirect sales model has increasingly exposed the business to market volatility and created distance between the company and its customers.

Internally, Kingfisher lacked formal insight into evolving market conditions and strategic decisions were often reactive rather than guided by a long-term vision. To strengthen its position, Kingfisher recognised the need for a more structured approach. The KTP aimed to embed marketing expertise, foster data-led strategic thinking, and equip the business to proactively identify and evaluate new markets and commercial opportunities.

Underpinning these commercial goals, the project also sought to enhance Kingfisher's identity as a responsible, forward-thinking employer. By strengthening its Employee Ownership Trust status and rolling out initiatives such as a new employee handbook, the KTP intended to cultivate a culture of agility, empowerment, and cohesion.

The KTP was part-funded by the Government through Innovate UK and led by Leeds Business School. The academic team consisted of Dr David Andrews, Senior Lecturer in Marketing, and Dr Karen Vollum-Dix, Senior Lecturer in the Leadership, Governance and People Management subject group both within Leeds Business School.

The Approach

Liam Wraith, a recent Leeds Beckett Marketing graduate and KTP Associate, started by conducting thorough internal and external marketing audits.

The goal was to clarify Kingfisher's value proposition and create an insight-driven marketing strategy by applying methods like competitor analysis and market segmentation, enabling the identification of new target markets.

Leveraging his expertise, Liam was also able to enhance Kingfisher's brand positioning, developing a renewed corporate image and improved assets.

Internally, the project focused on identifying opportunities for enhanced employee engagement in tandem with formalisation of processes around recruitment, skills development and devolved leadership structures.

The Impact

While Kingfisher's core business remains unchanged, integrating strategic marketing knowledge and developing a clear, comprehensive strategy has boosted confidence in business development - helping the company to respond better to external market conditions and strengthening their position in target sectors, like aerospace and defence. The KTP has also improved Kingfisher's ability to quantify and communicate their market position, enabling them to assess opportunities more proactively.

During the project, Kingfisher expanded its business model by incorporating e-commerce as an additional sales channel. The company also made significant progress in New Product Development, investing £1.2 million in new machinery and enhanced capabilities. Improvements in brand identity have enhanced Kingfisher's market positioning and storytelling. New collateral, such as trade and national press features, reinforce value to clients and contribute to a richer customer experience.

As an Employee Ownership Trust, Kingfisher wanted to strengthen their position as a responsible employer, and HR initiatives such as an employee handbook and the launch of an internal intranet have fostered greater agility, empowerment, and cohesion across the business, reinforcing a unified company culture.

One of the biggest changes has been the shift to a more devolved and empowered leadership model, which encourages greater autonomy, accountability, and decision-making across the business. This was achieved through a management restructure and bespoke management training delivered by The Leadership Centre at Leeds Beckett.

The project also saw significant progress in modernisation and digitisation within Kingfisher - long-standing, time-consuming, and costly processes have been replaced with streamlined workflows and new software, making the company more productive and operationally agile.

The associate's journey mirrors the project's impact: beginning as a new graduate, Liam has grown his experience, skills, and professional maturity significantly, taking advantage of the development opportunities provided by the KTP. As a testament to his progress and contribution, Liam has been offered a permanent role as Development and Marketing Manager with Kingfisher. Liam also continues his relationship with Leeds Beckett, embarking on a Masters by Research (MRes), due for completion in 2027.

Despite continuing market challenges, Kingfisher is now positioned well to seize future opportunities. The KTP has supported them to evolve from a sales-led, instinct-driven business into a data-informed, market-responsive, and culturally aligned organisation - with the tools and mindset needed to scale in a competitive manufacturing sector.