When people outside the industry ask what I do I say….

Depending on what company I’m in I tend to say I run a mid-to-high-end kitchen design and installation company and that I’m creative director of a furniture manufacturer. Occasionally I’ll throw in that I’m award winning, but to friends, family and some clients, I’m affectionately known as Dan… Dan the kitchen man.

If I was in charge of this industry I would…..

Make it mandatory to charge for our design services. I think we are, in the main, ‘used’ by the general public without much thought. If we all charged for our design service, then maybe the end user would think more carefully about the process. I feel that this would help give more credibility to the industry. but I do think there should be a recognised body that certifies designers with a qualification. Whether that’s a degree course or a basic training programme.

What I love most about my job is…

The variety in every project that I undertake. Whether it be a grade listed home or a new build, I particularly like producing designs that think outside the box. I love creating designs that have geometric elements, especially curves.

The thing people might not know about me is…

That I’m an avid landscape photographer. I’m often found on a beach on the south coast photographing old shipwrecks or detritus with a long exposure and turning them into fine art prints. Some have even found their way onto a couple of my client’s walls.  

The industry person I most admire is…

He’ll hate me for this, but I have a lot of admiration for Keith Myers from The Myers Touch. He’s built a formula for working with clients and his understanding of spatial awareness is pretty exceptional. I’ve judged with him at the KBSA awards for a couple of years now and he sees things in design that others just don’t. People could learn a lot from Keith and he’s such a personable chap. 

I wish this industry would talk less about…

The doom and gloom of the economy. The last six years have felt like nothing but bad news. Thankfully 2025 has felt much more buoyant and hopefully the doom mongering will diminish…

My biggest professional inspiration is…

It has to be Shea and Syd McGee from Studio McGee in the US. In just over 10 years they have built a multi-million dollar home renovation business which is exceptionally refined and has a very specific look across all their projects. I know they are all the way over the pond but I have already had a few clients want the ‘Studio McGee’ look in their kitchens. Their appeal is infectious and beautifully curated.   

My proudest professional achievement is….

There’s a few and they’re all winning awards and getting the recognition for all the hard work that has gone into a certain project. This industry has some outstanding designers in it so to win an award when up against others that are industry leading designers is definitely my proudest achievement. 

One professional mistake I’ve learned from is…

Don’t baffle clients with technical details, they generally aren’t interested in the technicalities of how their kitchen or appliance is made. They just want the best and most functional design at the right price without you bombarding them with detail.

I dance in my kitchen to…

90’s Dance music. Before I joined the kitchen industry I was DJ’ing in a nightclub at the age of 19. I still have most of my vinyl record collection but no longer have any turntables to play them on. Thank goodness for Spotify!

The song I always sing in the shower is…

I’m actually a bath kinda guy. I love to lie there and relax until my fingers have gone all wrinkled and I like the quiet so rarely sing but if I’m pushed, my tune of choice would be Hotel California by the Eagles. ‘On a dark desert highway, cool wind in my hair…’

Dan Stronge was the winner of the Kitchen Designer of the Year: project cost £30,000-£50,000 category at the kbbreview Retail & Design Awards 2025