kbbreview’s Adopted Retailer feature is sponsored by Alku

When Amanda Raine and her husband Tom launched The Leamington Kitchen Company, their mission was about more than designing high-end interiors, it was about crafting a brand experience customers could genuinely buy into.

And in a challenging market, that clarity of vision certainly seems to be paying off.

“We couldn’t be prouder of the brand and business we’ve created,” Raine says. “We’ve stuck to what we set out to do, and that consistency is what’s bringing people through the door.”

After taking home the New Kitchen Retailer of the Year title at the kbbreview Retail & Design Awards in Blackpool in April, the business has gained both profile and momentum. But Raine is under no illusions – that success is really down to the careful groundwork in branding and marketing that’s given The Leamington Kitchen Company its strong local presence in the area.

With a professional background in marketing, Raine came into the kitchen industry with a clear vision and plan. But even with years of experience in larger corporate settings, she admits running a small independent has taught her valuable lessons.

“The biggest shift has been how we approach local marketing,” she explains. “In the past, I’d done regional campaigns for big brands, but nothing like the hyper-targeted, grassroots activity we’re doing now.”

That means forging genuine connections in the community. The team hosts events like candle-making workshops and demonstrations from local food artisans. These evenings are relaxed and fun, with customers, interior designers and neighbours gathering around kitchen islands for wine and good conversation.

“It’s not about selling, it’s about getting people through the door, breaking down the barrier of a showroom,” says Raine. “We don’t make money on the events – we sell tickets just to confirm numbers – but it creates a space where people feel comfortable and welcome.”

They’ve also stepped into local sponsorship, including awards for local food and drink businesses, and are present in community print media. “It’s wonderfully old-school,” she laughs. “But it works. When we get our name out locally, the leads that come in are really strong – it’s not about people shopping around anymore, they’re coming in because they know who we are.”

Authenticity

The business may lean into traditional methods, but Raine hasn’t abandoned digital either. Instagram is a carefully curated part of the mix and believes it’s less about frequency of activity than it is about quality.

“I’m not into the idea of posting for the sake of it,” she says. “Our content has to be aesthetically strong and aligned with what we’re trying to say. We’re really focused on real photography of our finished projects rather than CGI. 

“There’s too much bad AI content out there, and customers are getting savvy to it.”

This authenticity also influences the sales process. “We don’t do offers or discounts. Our pricing is consistent, and we make that clear. We’re not trying to play games – people trust that.”

As with any new venture, the early days of the business came with some nervousness that, perhaps, diluted the brand vision. “At the start, you’re so worried about not losing a sale that you try to be everything to everyone,” Raine admits. “But over time, we’ve gained the confidence to say, ‘This is what we do. If it’s not what you’re looking for, that’s okay.’”

That clarity has led to bold decisions – including dropping a contemporary display from their showroom in favour of continuing the shaker-style of the rest of the business.

“It’s what our customers are coming in for, and we’ve got to stay true to ourselves,” she says. “We’re not trying to win every job, just the right ones.”

And it’s not just clients who are buying into the brand, suppliers are starting to take notice, too. “We’ve had people approach us to work together, which is such a nice position to be in.” 

For Raine, branding isn’t just about visuals or messaging, it’s embedded in every part of the business, from staffing to product choices. “We’ve got our brand values documented. It’s about being small, local, and offering a highly personal experience,” she says. “It’s me and Tom with you from start to finish. That’s a big part of our appeal.”

Brand momentum

Looking ahead, they’re taking inspiration from brands where kitchens combine with lifestyle and broader interiors. The team is already collaborating with a local candle maker to create a signature scent – a direct response to customers’ comments about how nice the showroom smells.

“We’re also looking at cookshop products like Le Creuset,” says Raine. “It’s about making the showroom more than just a place to buy a kitchen and creating a destination with retail elements to support the brand.”

So, as their time as a kbbreview Adopted Retailer draws to a close, what’s next for The Leamington Kitchen Company?

“In a year’s time, we’d love to be in a position to look at a second site,” Raine reveals. “But more immediately, we want to steady out the order book and be firing on all cylinders with a growing team. We’re recruiting now, which is a big milestone, it’s been just the two of us up until now and bringing in extra support is a significant step.”

The goal is unquestionably to keep building momentum in the all-important brand, even in a market that remains uncertain.

“It’s a tough climate,” she acknowledges. “But I genuinely believe the value of independent retail with its authenticity and service is only going to increase.”

And with a brand that’s clearly resonating with both customers and peers, The Leamington Kitchen Company looks well placed to ride that wave.

This article is sponsored content.