The kitchen market remains tough in 2026, but Howard Bogod says D R Kitchen Appliances has maintained its sales and increased its market share.

“It’s a tough environment out there,” says Bogod, co-owner of the UK distributor for Elica. 

“The kitchen is one of the biggest purchases people make after a house or maybe a car. So when consumers feel nervous, it’s the big-ticket items they cut back on first.”

However, he points to new research from market intelligence company Mintel suggesting 27% of homeowners are more likely to invest in home improvements this year, with kitchen projects reportedly up by around 20%. 

Bogod believes the cost of moving is likely helping drive this ‘stay and upgrade’ mentality, particularly in London and other expensive areas.

“If you’re in a £1 million home and want to move to a £1.25 million one, that extra £250,000 is only part of the picture – you could easily be looking at around £100,000 in stamp duty and fees that just disappears.”

That’s a big part of why “stay and upgrade” is becoming the default choice for many homeowners: once you factor in the sheer scale of transaction costs, investing in a better kitchen often makes far more sense than moving.

Bogod believes independent retailers have a unique opportunity. “Specialist retailers should bring their specialist knowledge to bear, rather than defaulting to the easy option, because it’s that expertise that truly sets them apart from non‑specialists,” he says.

Extraction disappears

That specialist approach is particularly relevant to extraction, as open-plan living continues to influence kitchen design. “Nowadays, increasingly, extractors are hidden,” says Bogod. “We’re seeing more and more continuous open-plan living spaces with zones, and the appliances want to be as discreet as possible.”

He points to ceiling hoods, venting hobs and downdrafts as key areas, alongside a growing range of built-in hoods including 90cm and 120cm models. Matt finishes are also becoming more prominent, helping appliances blend with cabinetry.

Elica has entered the oven market with a range of designs, headed by LHOV – the ultra-discrete combined hob, steam, conventional oven and full extractor.

For 2027, Elica will continue developing energy efficiency, grease filtration, connectivity and matt finishes, while adding slimmer venting hobs that allow easier installation and often an extra cutlery drawer. Bogod says the strategy is simple, “continuous broadening of the range and continuous improvement”.

Aftercare will also remain part of that proposition. D R Kitchen Appliances has six area managers, a longstanding office team and its own service operation. Bogod says its first-time fix rate is “way over 90%”, typically reaching 95-98%.

Being the specialist supplier that retailers say they “just like working with” is, for Bogod, the clearest measure of whether Elica is getting things right.