The Nobilia-backed kitchen retail concept KUBE has now launched in the UK with a flagship Chester showroom, promising to “disrupt the kitchen market” by doing away with promotion cycles and discount-led selling.
KUBE’s core proposition is underpinned by German kitchen brand Nobilia, which also owns retail franchise giant Kutchenhaus. KUBE says this allows it to harness precision German production and established supply chains to offer a “market-unique” offering of high-end quality and low-end prices.
The retail brand’s business model hinges on a fixed “all this for…” pricing structure, which it describes on its website as “quality kitchens at WTF prices”. This means every price listed includes the total for cabinets, appliances, worktops, a sink and tap, which is a deliberate choice which it says will eliminate promotion cycles and discount-led selling.
In addition, KUBE says it is offering finance options across its entire range instead of selected lines (which it accuses some of its competitors of doing), as well as offering consumers with sustainability schemes to rehome and recycle their old kitchens.
As part of its UK rollout, KUBE was also a prominent feature of Nobilia’s stand at this year’s kbb Birmingham show.
Aside from just kitchens, KUBE says it is also seeking to expand its offering to include fitted bedrooms, bathrooms, and living furniture, aiming to position itself as a “whole-home storage and interiors destination”.
The KUBE model has officially launched with the opening of its flagship Chester showroom, which is located on Hartford way and managed by Ben Thomas. Designed as a scalable retail format which can be rolled out to other locations in the future, the space features a curated range of contemporary kitchen displays focused on modular design.
“KUBE is here to reimagine the UK kitchen market,” explained KUBE and Nobilia UK’s head of brand marketing, Kate Duckworth. She continued: “We make buying kitchens easy, transparent and affordable while creating new opportunities and generating UK jobs as we grow. Our model has been designed as an antidote to complex pricing and fragmented supply chains. We asked ourselves – what if buying a quality kitchen at a great price could be straightforward?”
“KUBE is our answer. With the support of Nobilia, we’re able to manufacture products that exceed quality expectations and yet undercut price expectations. To the consumer, it’s the ultimate kitchen hack, but to us, it’s a long-term, sustainable model. Our intent is that through this first Chester showroom, and our growing online presence, customers will quickly realise what strong retail proposition we have.”
Discussing the Chester store’s opening on LinkedIn, Stuart Slocombe, head of new concepts for Nobilia UK, added: “We are thrilled to go public with our very first KUBE store! We have created a super new concept with some wonderful in-store digital experiences! KUBE is here to offer high quality German kitchens at unbelievable prices. Backed by Europe’s biggest manufacturer Nobilia we have a customer proposition which is unique to the UK. We are already selling kitchens and a huge thank you to those customers that have entrusted us with your projects, we are super proud to help you.”
According to KUBE, the flagship store launch represents only the first step of its growth strategy in the UK, with the kitchen retailer saying it is planning for further locations as the brand establishes itself in the market.
Slocombe also added that KUBE’s second UK store was already in the planning stages.
