VANCE MILLER - WHAT MAKES THIS MAN TICK?
WHO IS VANCE MILLER?
Vance Miller is probably the most hated person there has ever been in the kitchen industry. He is hated by every other kitchen dealer in the UK and below are some of the reasons why.
Vance sells kitchens at prices that no other kitchen dealer in the world can compete with. For this reason alone the industry hates him.
VANCE MILLER - The most hated man
in the kitchen industries.
So how can Vance sell kitchens so cheaply?
In the normal chain of events, your conventional kitchen dealer will buy his or her products from a kitchen wholesaler. In turn, that wholesaler will buy in bulk from either a local factory or an import agent. In the case of the import agent, he will buy products from an importer. The importer will buy his products from an overseas factory.
Just some of the big kitchen dealers who treat Vance Miller as their enemy
Let's take for example, a chipboard kitchen cabinet. The overseas factory will buy it's chipboard from a chipboard manufacturer. The chipboard manufacturer will buy his product from either a wood dealer or the local forest and each person involved in every stage will add a small amount to the cost to the end product.
Not Vance Miller. He does none of the above. He owns his own forests where he plants and chops down trees on a rotating basis. As Vance has been heard to say on the channel four documentary 'Brits get rich in China', " When I want a kitchen, I chop down a tree."
Vance Miller makes his kitchens directly from the logs from his own forest.
Logs waiting to be shipped from the Congo forest to Vance Miller's factory in China
Vance Miller does not have expensive high street showrooms, nor does he invest in in expensive TV or magazine advertising. Instead, he has a 200 strong team of internet marketers based in China that saturate the internet and social media sites with adverts that cost nothing. He has a sole distributor in the UK who then retail his kitchens direct to the public without the expense of advertising. They in turn have a team off dedicated designers spread throughout the entire UK.
So, from the seeds of a tree, a kitchen can be produced and delivered to the customer without the need for any other company adding their costs to the retail price. It is a fact that no other person or company has gone to these lengths to produce a quality kitchen for the raw material cost of a tree seed - and then pass the saving on to the customer. Is it therefore any wonder that the industry hates him so much?
So, from the seeds of a tree, a kitchen can be produced and delivered to the customer without the need for any other company adding their costs to the retail price.
It is a fact that no other person or company has gone to these lengths to produce a quality kitchen for the raw material cost of a tree seed - and then pass the saving on to the customer. Is it therefore any wonder that the industry hates him so much?
Vance Miller has a 200 strong team of internet marketers.
Would you like it if Vance was in your industry selling the same product as you to your customers for a third of the price that you're charging and even for half the price that you were paying? I don't think so.
Add to this the fact that Vance Miller spends very little money on himself. When in the UK, he lives with his children in a small lodge house in a Lancashire cemetery. When in China he and his family live in an apartment above his factory. He drives a six year old Honda CRV, behind which he tows the small caravan that he takes his breaks and holidays. Ultimately, one very big problem for the industry is Vance Miller's lack of greed. With no grasping shareholders to satisfy and a simple, low cost lifestyle, Vance sells for very little profit and almost all of that gets re-invested in his factories.
So what about wining and dining and mixing with the important, influential 'high-flyers'?
"No," says Vance "I live for my family and my work. I don't do pubs, I don't do clubs. I don't want to rub shoulders with the movers and shakers or the 'upper crust'. I have my friends and they are all down-to- earth working class folk. I don't drink and I don't smoke. I go to the gym every night or every morning. I like my life the way it is, thank you."
One of the gatherings that
Vance Miller does not attend
I asked Vance, "Why do you put so much time and effort into your job? What do you get out of it if it isn't money?"
"I like it. I I love to explore and find new things and new places. I don't understand how others in the industry can be happy just buying an oven from the wholesaler. I would need to know where the factory was, then I would need to find out how that oven could be improved. I would want to put my own handle on it or somehow just make it better, yet at the same time just keeping the cost down. When I buy a product like an oven I always take it to pieces and then work out how each component could be made better and cheaper. It's weird, I supppose, but it's one of my hobbies. It's what I do. I only have three Interests; my family, my work and the gym.
Vance Miller really is a remarkable person. He seems to have struck exactly the right balance in enjoying his work and the simple things in life. He isn't someone you can understand easily until you've met him in person and it seems that as long as he continues to sell cheap kitchens he will always be hated in the industry.
Does he care? I don't think so.
Vance Miller likes to spend his spare time time playing with his children