EXCLUSIVE: Lux Group launches Brookmans by Smallbone exclusively at Heal’s

Lux Group Holdings, the parent company of Smallbone of Devizes, Mark Wilkinson Furniture and McCarron & Co is to launch a new kitchen and furniture brand, Brookmans by Smallbone, exclusively at furniture and furnishings chain Heal’s flagship Tottenham Court Road store this autumn.

The in-store concession area will be on the first floor of the Tottenham Court Road store and will open on November 1. It will showcase two collections from the new brand. The collections will reflect a contemporary urban lifestyle aimed at end users as well as trade professionals, interior designers, architects and property developers.

Brookmans is a British design-led kitchen and furniture brand that offers handcrafted, artisanal freestanding and fitted furniture, priced from £25,000 to £40,000 – all made at its Wiltshire factory. Lux Group said that investment in new machinery has allowed it to market Brookmans at a lower price point to ensure a secure place in its sector.

Commenting on the move, Iain O’Mahony, ideation director at Lux Group Holdings, said: “Brookmans by Smallbone is an exciting addition to our portfolio of luxury kitchens and furniture brands. This collection represents our optimism about the future of British manufacturing. We are confident that great design combined with up-to-the-minute manufacturing techniques will prove that it is possible to make kitchens and furniture here in the UK economically that are also environmentally conscious.”

Heal’s chief executive Hamish Mansbridge added: “We are excited to be working with the team at Smallbone of Devizes to launch Brookmans by Smallbone, exclusively at Heal’s. Smallbone is known for its unwavering dedication to quality and craftsmanship, which sits perfectly with our own promise to bring only the very best branded and in-house designs into the homes of our customers.

You might also like:   PROFILE: McCarron and Co

“This new collaboration is the perfect fit for Heal’s and is in part a response to feedback requesting a kitchen partner, offering customers a unique and compelling service with the UK’s best bespoke kitchen brand. The 1,500sq ft space will be located on the first floor at the heart of our iconic Tottenham Court Road flagship store.”

The collections on show will be called K1 and K2. K1 is described as a classic contemporary take on the more traditional Georgian painted fitted furniture of period homes, reinterpreted for the modern day and featuring fitted and freestanding elements that can be used together to create unique interpretations.

The K2 collection is said to have a vintage feel and unique proportions influenced by 1960s and 1970s design, updated using light-grained ash, a native hardwood to the UK with minimal handles, clean lines and optional paint finishes.

Appliances from Miele, Siemens and Rangemaster will be available through the concession to complement Brookmans designs.

The two kitchen collections are complemented with fitted wardrobes, freestanding furniture, vanity units, tables and benches. Lux Group says that the ranges will added to every season.

Lux Group Holdings is the new name for SMWF Ltd, the company formed in November 2018 to buy the business assets of former Smallbone of Devizes and Mark Wilkinson owner Canburg in a pre-pack deal.

Have something to say? Email the editor