How have your first few months in the role been?

I’ve got to say, it’s been a really exciting journey. I spent the first few months listening to our team and clients, and travelling around the UK, visiting all our showrooms, spending time in the factory and also in clients’ homes. What stood out to me immediately was the expertise of the team. There’s a real depth of knowledge across the business and a genuine level of care in how every project is approached. From our showroom designers through to our wider support teams, there’s a shared commitment to delivering an exceptional client experience, and that’s something you simply can’t manufacture.

Coming in from outside the company, what struck you most?

The culture here is really strong and built around that commitment to quality and elevating the client experience at every stage. I was also struck by the emotional connection clients have with the brand – something I haven’t encountered at this level before. We’re designing spaces that sit at the heart of their homes, and that brings a level of trust and responsibility that the team takes very seriously. 

Where does the brand sit in the premium kitchen market compared to the likes of its direct competitors? What sets it apart?

Tom Howley sits firmly at the premium end of the kitchen market, and that position is driven first and foremost by our design expertise. We recruit, train and retain the best in the industry – and having Tom himself still in the business is testament to that. The bespoke nature of what we do means we have the flexibility to deliver what our customers want. None of it is outsourced, or off the shelf standard cabinetry. Every kitchen is hand crafted at our facilities in Glossop, so we can deliver exactly what our customers need.

What are your priorities over the next 18 months? 

It’s very much centred around enhancing the client experience and customer journey, as well as expanding our reach in a considered way. We think there are some real “white space” opportunities for us in terms of our geographical presence, where there’s probably strong demand but where we don’t yet have a physical presence. We’re thinking creatively around how do we serve those clients in areas beyond the immediate reach of our showrooms, and so we’re looking to pilot a new remote design service soon, and we’ve just finished recruitment into those roles. I think it’s got the potential to totally flip the traditional showroom model on its head. I see the future model as being more hybrid, and we really do need to determine what the showroom of tomorrow looks like. 

The market’s been in a state of uncertainty for a few years, but Tom Howley’s growth clearly appears to have defied that. Why do you think that is?

The business has a real focus on research and development and continuously evolving product development to ensure we’re seen as leaders in the market. It’s about anticipating how clients might cook, host, work and spend time at home – and designing kitchens that make their lives easier. Also, I’ve got to credit our people: not only do we execute exceptionally designed, hand-crafted kitchens, but without our people – the culture and customer-first mindset – we wouldn’t be where we are today.

Where do you see your biggest opportunities for growth right now?

A significant opportunity is our services beyond kitchens – other rooms in the home, particularly bedrooms and ancillary spaces. Clients increasingly want a cohesive design language throughout their whole home, and they trust us to deliver that. We also see great potential in strengthening our engagement at a local level. While we’re a national brand, our showrooms are a big part of their local communities. This is a real focus for us this year. One great example is the design festival our team organised at Tunbridge Wells last month, where we worked in partnership with 18 other businesses to bring the community together to drive high street footfall.

What things do you think kitchen businesses will need to get better at over the next few years?

Client experience is only getting more and more important. In our recent client research, one of the most interesting findings was that many premium brands are increasingly blending into one in the eyes of the consumer. When differentiation isn’t clear, the market can quickly become price-led, which isn’t where a premium brand should be competing. We also need to be on the front foot with technology and AI. Without a doubt, AI will reshape our lives like nothing we have ever seen before. It’s the next industrial revolution. For those that move fastest adapt and this will bring breakout opportunities. Those that sit on the sidelines, watching, waiting and observing will simply fall out of the race…

Finally, what’s next for you and Tom Howley as a business? 

Our focus is on building on the strong foundations already in place and continuing to elevate the Tom Howley experience. That means investing in our people, expanding our reach and continuing to evolve our offering to meet client needs. Innovation will play a key role in that. We’re continuing to invest heavily in product development, technology, materials and finishes to ensure our design offering evolves alongside how our clients want to live. Most importantly, we’ll remain focused on what’s always made the brand successful: exceptional design, outstanding quality, and a deeply personal client experience.