Interview: Tom Howley reveals the brand's first contemporary kitchen range

As classic kitchen specialist Tom Howley unveils its brand-new contemporary range Malone, creative design director Tom Howley tells Amelia Thorpe why the launch is a bold but considered move.

With 20 showrooms and an annual turnover of £50million, Tom Howley occupies a leading position in the premium kitchen sector. Known for its traditional 5-piece Shaker-style doors, the Glossop-based manufacturer is now launching its first foray into the contemporary market with the unveiling of a new collection, Malone. "It is a slab door with a cock-beaded frame and integrated edge-pull handles without visible fixings for a modern, clean-lined feel," says creative design director Tom Howley.

Malone arrives 5 years after the introduction of its most recent collection Kavanagh and responds to growing demand.

"Over the last 25 years, we’ve introduced 6 styles of furniture, all of which continue to sell well," says Howley. "But from time to time, we’d have clients saying that while they loved our handcrafted, bespoke quality, they wanted a simpler, more modern style which was easier to clean." With those requests increasing – and sister brand Neville Johnson enjoying success with its Continental flat door range – the company commissioned some market research to understand how the AB socioeconomic group would receive its new contemporary range. Respondents were presented with a rendered visual of the new Malone range and an image of a classic Tom Howley Shaker kitchen.

The YouGov survey of 1,000 AB females aged 40 - 55+ revealed that 1 in 5 preferred the contemporary range. While traditional design remains dominant within the customer base, the findings highlight growth potential within the current target audience. "As we are doing £50million a year, that suggests that there’s a potential £12.5million worth of new business to be had," notes Howley. The survey also found that 82% favour modern or eclectic interiors, 61% live in 20^th century homes and 73% believe a luxury brand should offer contemporary kitchens.

Available in a choice of 26 ‘standard’ colours – including the new Hazelwood and Sumac – with handles in burnished brass or polished nickel, Malone takes its name from an Irish surname, chosen to reflect Tom Howley’s personal heritage. Signature pieces include linear canopies, glazed dressers and floating shelves. Layouts – overseen by Howley – are simpler. Worktops are typically chunkier (50mm), with symmetrical drawers and high line cupboards creating a more clean-lined, minimal aesthetic – rather than Belfast sinks, baker’s tables and range cookers. Optional reeded or plain glass panels in the cabinetry allow further personalisation.

Already installed in the newly renovated Chelsea showroom, Malone will roll out across the brand’s network as part of its rolling upgrade programme. The door style will also find extend to media wall and bedroom designs, which – together with walk-in pantries and boot rooms – have been growth areas for the company in recent years.

"I’ve not seen a slab door in a cock-beaded frame offered as a full in-frame collection anywhere else," continues Howley. "We want to attract a different customer – someone who might be considering SieMatic or Poggenpohl and wouldn’t have looked at us before. Malone is something special, and it will turn heads."