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Homebase invest in FIRA Gold Certification

Homebase have become the only kitchen retailer to receive FIRA Gold certification for both their fitted kitchens and installation services. FIRA Gold certification is a mark of excellence awarded by the furniture industry to show that products and installation processes are of the highest standard and will be continually audited for consistent high quality.

Homebase initially received FIRA Gold accreditation for their kitchen installation service in July 2007, and have now received FIRA Gold accreditation for their kitchen products too. Having seen the benefit of FIRA Gold certification for installation, achieving FIRA Gold certification for products was identified as the next step in Homebase's progression in ensuring customer satisfaction.

Homebase already holds a reputation for offering high quality customer service, with a recent Ipsos Mori poll showing 9 out of 10 customers gave an excellent or good response when asked about their satisfaction with Homebase kitchen installation. FIRA Gold certification will ensure this high level of service is maintained and provide consumers with confidence that Homebase fitted kitchens and kitchen installation has been assessed against specified performance levels through independent tests and evaluation.

FIRA will ensure consistency in production quality through regular audit testing and inspections to check that kitchen furniture manufactured by Homebase provide a high level of performance. This coupled with all Homebase installation teams having FIRA Gold accreditation means that Homebase installation will be carried out to the highest standard time after time, giving further reassurance to customers.
Established sixty years ago, FIRA has unparalleled industry knowledge. FIRA works to raise performance throughout the furniture supply chain by offering research, information, testing, consultancy, customer service and after sales service to the furniture and DIY markets.

Ian Jones, Homebase retail and distribution director said "Homebase are delighted to be recognised by FIRA once again, in achieving Gold certification for fitted kitchen products. We are now in a unique position as the only kitchen retailer holding both FIRA Gold certifications for product and installation service."
Ian continued, "Achieving FIRA Gold certification for our kitchen furniture means we have not just reached minimum standards but exceeded them through independent testing and evaluation by FIRA. The FIRA Gold certification will ensure that our high consumer confidence in Homebase products and installation is maintained to ensure a high quality installation service with high quality products."
Jonny Westbrooke, chief operating officer at FIRA said: "As the UK's second largest home improvement retailer, it is fantastic news that Homebase have received both FIRA Gold product and installation certification. This is also great news for Homebase customers who can be assured that fitted kitchens purchased from or installed by Homebase will be of the highest standard. Ensuring fitted kitchens are thoroughly tested is more important than ever, particularly now that the BSI Kitemark for fitted kitchens has been withdrawn."

Homebase are planning to promote their new accreditation through PR and marketing, with reference to FIRA Gold certification included in Homebase brochures, points of sale, website and press releases. This shows that FIRA Gold accreditation also offers a unique selling point which differentiates retailers and manufacturers from their competitors, as well as ensuring high quality products and installation for consumers.

Source :

07 May 2011
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