New London showroom concept for design partners

When EGGER approached us to find them a showroom in Clerkenwell, it was, as for many of our clients, their first space in the area renowned for commercial furniture. 

Selecting WB&A for property advice

As well as hearing our name from within the industry, EGGER had conducted their own research and identified Warwick Bookman & Associates as the specialists in sourcing showrooms.

EGGER, the brand

EGGER manufacture wood products that are used in desks, floors, cupboards and more, so they have many customers in the furniture industry, and their client list in fact overlaps with ours. 

They felt that they had built their brand to the point where there was a strong understanding within the design community. However, the number of products and the complexity of partner ranges offered made it difficult to take samples out to clients so they had a vision of a space where clients and potential clients could visit a collaborative space to design schemes.

Business options

Being familiar with the area and confident of where their brand should sit in relation to other showrooms was a great start to our search.

The size was less obvious, so our initial research comprised a varied selection of options, in order to accommodate different partnership options the EGGER team were considering during the search.

The showroom search process

Having conducted our research, several rounds of viewings ensued, with spaces dropped when they didn’t suit and new spaces added as they came to the market or were shared with us off-market.

Finally, with different members of the team having viewed the final contenders and with partnership negotiations happening in the background, it came down to a shortlist of two buildings. These spaces were very different from one another and offered different opportunities, so there was a lot to be considered.

Negotiating One Dallington 

1, Dallington Street was finally selected as the favoured option and, having initially been asked to identify a showroom to rent, we were asked to put together a paper outlining the pros and cons of renting vs buying, with approximate budgets for how we expected to be able to negotiate each option. With our local experience and expertise, we were able to advise and then follow through on client instructions.

Launch day of EGGER London in 2025
Launch day of EGGER London in 2025
Opening the door to a first London showroom for EGGER, Cleaf & Blum
Opening the door to a first London showroom for EGGER, Cleaf & Blum
The light and airy double height main space at EGGER London
The light and airy double height main space at EGGER London
Flexible space allows for EGGER product samples to be combined to specify client projects
Flexible space allows for EGGER product samples to be combined to specify client projects
Even the stairs in the EGGER showroom demonstrate the range of their products
Even the stairs in the EGGER showroom demonstrate the range of their products
Signage onto Dallington Street
Signage onto Dallington Street
The striking frontage of EGGER London on Dallington Street, Clerkenwell
The striking frontage of EGGER London on Dallington Street, Clerkenwell
Celebrating the launch of EGGER London with gelato
Celebrating the launch of EGGER London with gelato
The elegant curved frontage of 1 Dallington Street
The elegant curved frontage of 1 Dallington Street
Movable boards demonstrate EGGER surfaces alone and in combination
Movable boards demonstrate EGGER surfaces alone and in combination

The new showroom for EGGER London, with Cleaf and Blum

Once the space was chosen, EGGER were able to finalise work to identify the best partners to share the showroom with – it was established that Cleaf & Blum, also family businesses, fitted the bill.

The deal was completed in time for a simple makeover to launch EGGER’s arrival for Clerkenwell Design Week 2024. This was followed by an extensive and well-thought out fit-out with the use of every inch of space considered with respect to how they could best fulfil different client journeys.

EGGER London has now become an integral part of the creative community in Clerkenwell, with a welcoming event space as well as a showcase for the products of the three brands represented.

March 2024

We had no second thoughts about working with WB&A. We were always encouraged by their support, feedback & knowledge.

Andrew Laidler, Sales & Marketing Director
EGGER Group UK