Krantz Designs creative director Maria-Elianna Constantinou tells Amelia Thorpe why she believes there's growth ahead for the company, and how they are driving the business in a fresh direction.
In the year that bespoke kitchen retailer Krantz Designs celebrates its 20th anniversary, creative director Maria-Elianna Constantinou reveals that there are big plans ahead. "It’s an exciting time, with lots happening – and now that we have the infrastructure in place, we are expecting accelerated growth," she says.
The story begins in 2004 when MD Jamie Krantz (pictured above with Constantinou) founded the business in Nottinghamshire, following his passion for woodwork. Subsequently moving the company into a barn in Lincolnshire, Krantz opened the first showroom in the heart of Lincoln 8 years ago, which is also when Constantinou joined the operation as a junior designer after graduating with a degree in architecture. "Over the years, we’ve gone from strength to strength," says Constantinou, who now heads a design team of 10 and runs the sales and marketing activities.
Situated in the historic Bailgate area of Lincoln, close to the cathedral, the showroom (and design office a short walk away) remain the heart of the business. "Two-and-a-half years ago, we set up our own workshop, which was quite a big decision," she explains. "First we set up our own small remedials workshop, before deciding to build our own cabinets, which gave us complete control of customer service." Taking on a unit in Lincoln Enterprise Park, about 20 minutes from the showroom, the need for additional capacity has grown. In August, the company will move manufacturing into its owned 11,000sq ft purpose-built workshop on the Park.
"Last year's turnover was £4.4m and this year the projected figures are £7.5m," continues Constantinou, who now co-owns the business with Jamie Krantz. "Over the last 3 years, we have been growing steadily and now – with all manufacturing in house – we feel that we have a solid foundation to grow even faster."
"We are driving the business towards full-house remodels, not just kitchens," she says. "The big shift came when clients started to say that they wanted our help with other rooms in the house, as they built their confidence in seeing what we were able to do in creating kitchens." The company will take on boot rooms, utilities, bedrooms, studies and more.
The company specialises in "traditional British cabinetry with classic design, given a contemporary twist", as Constantinou describes it. There is an emphasis on luxury (kitchen prices start from £85,000 plus VAT and appliances) and innovative design, with a layering of elegant materials and features, such as wine walls, champagne troughs and personalised engraved labels on drawers. "Our clients are looking for one-of-a-kind design with showstopping features," she says. "So many kitchen companies claim to be bespoke, but if you look at their portfolios, every kitchen is similar." This may be one of the reasons that now only 20% of projects are local, with 80% spread across the UK.
Next, we can expect the launch of a ‘small and exclusive’ freestanding furniture collection, including dining tables and other bespoke pieces, and possibly the opening of a second showroom in the next couple of years, perhaps in London or Surrey. "Plans aren’t confirmed yet, but what is certain is that we will be focussing on increasing our efficiency and profitability as we move into our new workshop and reap the rewards of our investment," concludes Constantinou.
