SStarkExecutive Cockpit
On this pageProduct linesRe-ordersCraft quality

To-the-Trade / Accounts 360

The repeat-designer annuity — product lines, re-orders & account retention, and craft quality across the bespoke production book.

The Stark Group · FY26 (modeled)
Luxury to-the-trade — designers & architects only (no retail)
670 employees · 12+ US sites · 8 countries
▲ Executive read· the answer, then the moves

£10m of the £66m re-order book is flagged at-risk against a £116m repeat-designer base retaining at 108% designer-account retention. Defend the at-risk slice and attach the houses an account doesn't yet buy — retention plus repeat-designer mix is the number the family values most.

6 of 6 headline metrics improving vs prior · still off target: Repeat-Designer Mix % 70.0% vs 74.0%, Designer-Account Retention 108.0% vs 112.0%, On-Time Craft Delivery 91.5% vs 95.0%

Do now — ranked by urgency
  1. 1
    Defend the £10m at-risk re-order bookAct now
    Why it matters

    Each point of lapse on the £116m base is £1m of repeat-designer revenue gone — far cheaper to retain than to re-win.

    What's driving it
    • £10m at risk of £66m due (next 4 quarters)
    • Designer-account retention 108% vs 112% target, gross 95%
    FYI
    • Repeat-designer base £116m across 8,900 active accounts
    • Owner: VP Sales (To-the-Trade)
    Open re-order book →
  2. 2
    Attach across houses on every account to close the mix gapWatch
    Why it matters

    Repeat-designer mix 70% sits 4pts below the 74% target; Custom / Bespoke Rugs is the best economics in the book at 60% GM and 110% retention.

    What's driving it
    • Repeat-designer mix 70% vs 74% target
    • Custom / Bespoke Rugs 60% GM / 110% retention — highest in the book
    FYI
    • Blended GM across lines 55% (luxury)
    • Closing the mix gap is the single number the family values most
    Attach play →
  3. 3
    Close the lead-time and first-quality misses behind the relationshipWatch
    Why it matters

    The annuity only repeats if craft holds: lead-time adherence 88% sits 4pts under 92% and first-quality yield 96% is 2pts under 98%.

    What's driving it
    • Lead-time adherence 88% vs 92% target
    • First-quality yield 96% vs 98% target
    FYI
    • On-time craft delivery 91.5% vs 95% target on 3,200 pieces in production
    • Owner: COO · Ateliers / Delivery
    Craft quality →
  4. 4
    £2m repeat-designer revenue at risk — Q3 FY26Watch
    Why it matters

    Each retention point on the repeat base ≈ repeat-designer revenue lost.

    What's driving it
    • re-order window Q3 FY26
    • Signal: Re-order risk
    FYI
    • Of £16m due for re-order in Q3 FY26, £2m is lapse-flagged.
    • Owner: VP Sales (Drew Olson)
    Act →▤ open the at-risk accounts
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↗ Where this connects — act / drill across
👥Customer 360· re-order risk by account🔧Project / Job 360· projects that generate re-orders💵Cash 360· account billing & DSO👷Workforce 360· the showroom teams delivering lead-time
● LiveBuilt forVP Sales (To-the-Trade)· defend & grow the annuityCFO / Family· repeat quality (retention/mix)COO · Ateliers· lead time & quality on the book

Repeat-designer revenue is Stark's most valuable asset — £116m across 8,900 active accounts, re-ordering at 108%. This view is where it's defended: which product lines carry the margin, which re-orders are at risk, and whether craft quality is holding up the relationship.

Data backing: service_line · renewal · kpi (retention/repeat mix) · ops_metric (craft delivery / lead time / yield)
£116m
Repeat-designer revenue
70% of revenue
8,900
Active accounts
across 4 product lines
108%
Account retention
gross 95%
55%
Blended GM
luxury margin
3,200
Pieces in production
the production book
The repeat book

Repeat-designer revenue by product line

Custom / bespoke rugs is the highest-margin, highest-retention line — the one to attach on every account.

Carpet & Broadloom£38m · 2,400 accounts
The flagship line; wall-to-wall, broadloom, runners.
Retention
106%
GM
52%
Custom / Bespoke Rugs£32m · 1,500 accounts
Hand-knotted silk & wool — highest margin & retention.
Retention
110%
GM
60%
Fabrics & Textiles£28m · 3,100 accounts
Old World Weavers & Scalamandré; broad trade base.
Retention
105%
GM
56%
Wallcoverings, Trimmings, Furniture & Lighting£18m · 1,900 accounts
Scalamandré/Grey Watkins wallcoverings + furniture, hides & lighting.
Retention
101%
GM
52%
The re-order book

£66m of re-orders expected · £10m at risk

Next four quarters. At-risk = lapse-flagged or contraction-likely.

Q3 FY26£16m due · £2m at risk
Q4 FY26£19m due · £3m at risk
Q1 FY27£14m due · £2m at risk
Q2 FY27£17m due · £3m at risk

Defend first: the £10m at-risk slice. Each point of lapse on the £116m base is £1m of repeat revenue gone — far cheaper to retain than to re-win.

The attach play

Convert single-house accounts to the portfolio

Repeat-designer mix is 70% vs a 74% target; the gap is houses not attached on the account.

Custom / Bespoke Rugs is the lever: 60% GM and 110% retention — the best economics in the book. Attaching it to every carpet/fabric account both raises margin and lifts the repeat-designer mix.

Fabrics & Textiles is the moat: 3,100 active accounts — broad and sticky even at lower margin; the foot in the door for cross-house attach.

Mix gap to target
70% → 74%
closing it is the single number the family values most
Is the relationship holding?

Craft quality across the production book

The annuity only repeats if the craft is good — these are the quality measures behind it.

On-time craft delivery
91.5%
target 95%
Lead-time adherence
88%
target 92%
First-quality yield
96%
target 98%
Avg. bespoke lead time
14.5wks
target 12wks
Sample library utilization
73%
designer engagement