Fresh from opening the revamped showroom in Wimbledon, director Rob Burnett of Kitchens by Holloways tells Amelia Thorpe how the brand has developed and what makes the bespoke kitchen maker stand out.
As Rob Burnett, co-founder and director of Kitchens by Holloways, unveils the refurbishment of the Wimbledon showroom, he says: "It is the first time we’ve updated since 2018 and important to stay ahead of the curve."
Known for premium, bespoke designs, Kitchens by Holloways was founded in 2005 and is owned and run by Burnett with Sarah Nelson and Mark Holloway (who runs sister company, interiors retailer Holloways of Ludlow). There are now 4 showrooms in London, and kitchens are made in the company’s own workshop in Shrewsbury. "We have an amazing workshop and are known for producing one-off, utterly bespoke kitchens – architects and designers know we are really good at doing that," says Burnett, who is about to head off on a site visit for a "huge kitchen in a huge space" including a 6m-long island. "We fully erect each kitchen in our workshop to make sure it works, before it goes to site." The company also offers ranges, including Broseley trimmed in brass, the more traditional Ludlow and Mortimer, which has linoleum fronts on a ply base.
Another reason for the refresh of the Wimbledon showroom is the new display of Buster + Punch’s modular freestanding contemporary kitchen which sits within a metal frame. "We really like the unique concept and wanted to show it, as it can’t be seen anywhere else except Buster + Punch’s showroom in Shoreditch," he explains.
The showroom, which is in the basement of a Holloways of Ludlow shop, features 3 displays and now also includes a small design studio – to support another distinctive aspect of the Kitchens by Holloways business. "We have always had a construction side to the company, taking on the build for those wanting to rip the back off their houses and add an extension," explains Burnett. "We offer a full turnkey service in terms of design, build and installation."
Five years ago, sales were about one-third build projects, the rest dry fit kitchens. "Now about 50% involve the build," says Burnett. "The building side of our business has really grown, probably by word of mouth and because more people find it easier to deal with one company, rather than several, in getting their project completed." The focus on larger kitchens for architects and designers and the complete build projects is fuelling growth – annual turnover, he says, is now £6million. "Fewer, but larger, projects mean less time managing the chaos of multiple sites," he notes.
While the trend for large, open plan kitchen-dining-living spaces may be driving kitchen extensions, Burnett says that this means they often become involved in whole house projects. "If steels are going into the ceiling, that may mean disruption to the floor above, so clients often say they’ve been meaning to do the main bedroom and add an en suite, so we take that on – and often become involved in rejigging the entire ground floor layout as well, dealing with everything from putting in planning applications to heating, lighting and flooring."
"My background is in construction," continues Burnett. "I’ve always believed that the first thing you’ve got to do to get a great kitchen is get a great space." But he does agree that the build comes with a degree of responsibility that a dry fit kitchen does not. "When you are in charge of everything, you have control and can ensure that the project goes smoothly, but it is a double-edged sword – precisely because you are responsible for everything."
And what’s next? "We’ve probably gone as far as we can in terms of word-of-mouth recommendation, so now we are investing in more marketing, including PR and videos on Instagram, to grow further," he says.
