A direct cremations business has tripled the number of families it is supporting during its first quarter of trading after launching earlier this year.
We are Direct Cremations was established in January as a fully online business following the Lymn Rose family’s acquisition of Hammerwich Crematorium.
The Burntwood company said demand has grown steadily despite entering a market dominated by major national operators with significantly larger marketing budgets.
It now expects to double the number of direct cremations it carries out each week over the next 12 months.
A direct cremation involves the collection, care and cremation of the deceased without a formal funeral service or ceremony, allowing families to arrange a memorial or celebration of life separately.
General manager Andy Johnson said: “We have been really humbled by the response to our services since launching in January, especially in the context of a very competitive marketplace where big national operators have dominated to date. From the start, we were committed to offering direct cremations with a difference.
“We believe what sets us apart from the national providers is our established position in the funeral sector, given we are owned by a family business with decades of funeral expertise. We know that a direct cremation bought or arranged online is chosen for specific reasons, which can often be to do with cost, but we firmly believe that does not need to mean a lesser customer service experience.
“In the last five months, we’ve had a steady increase in bookings and enquiries from across the region and seen thousands of visitors to our website. We know more people than ever are searching for direct cremations online and that there is a real want for a local, trusted operator which guarantees the cremation will take place locally.”
The company said the rise in demand reflects changing consumer preferences as well as affordability, with more families opting for simpler funeral arrangements.
Andy added: “We know from the conversations we are having with people on a daily basis that it is not just cost driving a rise in interest but a genuine shift in mindset for simplicity, flexibility and a want to do things differently to the generations before.”
