Words: Joe Kardani

When considering a new showroom, our primary focus was location. We strongly believe that market positioning, combined with the type of product offered, can significantly influence the long-term success of a business. 

A showroom should not simply exist within a space; it should feel intrinsically connected to its surroundings and the people who live there.

For us, Belsize Park and the surrounding areas present a particularly high concentration of our ideal customer base. The architectural character of the area, alongside the discerning nature of its residents, aligns naturally with our approach to design and craftsmanship. 

In addition, it was important to ensure convenient access, with strong transport links and parking options, allowing clients to visit the showroom easily. This was very hard to achieve as we had to wait a long time for the right premises to become available. 

Once we identified the right premises, careful thought was given to how the space would function on a day-to-day basis. Drawing on insights gained from our existing showroom, we focused on creating a natural flow throughout the environment. Particular attention was paid to the design of meeting areas, ensuring they are both comfortable and highly practical. These spaces are designed to support detailed presentations, collaborative discussions, and easy access to samples, drawings, and technical information.

As we did all of the renovation works to the space ourselves we did experience a lot of delays as we had to keep our customers work on schedule as well as moving the showroom along. 

Our aim was to showcase a carefully curated range of styles within the new showroom, allowing each studio to express its own personality while maintaining a consistent standard of exceptional craftsmanship and quality. 

It was important for us to demonstrate the breadth of detailing we are able to achieve, as well as the versatility of our joinery. 

While kitchens remain a core element of our work, we also design and manufacture wardrobes, TV units, and a wide range of bespoke furniture, enabling clients to see how our expertise extends throughout the home.

Working across multiple styles allows us, as a truly bespoke manufacturer, to create designs that are not only distinctive but also highly functional.Equally important was the selection of appliance partners. We chose manufacturers whose products and values complement our own, as the right brands play a crucial role in reinforcing the positioning and perception of our business.

Beyond the physical space, one of our key objectives is to become an active and valued part of the local community. By hosting events, as we do at our Muswell Hill showroom, we are able to engage directly with local residents, invite people into the space in a relaxed and welcoming way, and create meaningful connections. These events generate conversation, raise awareness, and encourage new visitors to experience the showroom firsthand.

Ultimately, we believe that selling kitchens is about far more than the product itself. It’s about the overall experience. The people, the process, and the environment must work in harmony to create a cohesive and reassuring journey, leaving clients confident that they are working with a team who understands their needs and can be trusted to deliver exceptional results.