Interview: Paul Wheeler of Kitchen Lifestyles – What drives success in kitchen retail today

In a climate of rising costs and market uncertainty, Kitchen Lifestyles has built a resilient retail business focused on cost control, operational efficiency, and the strategic benefits of buying group MHK. Tim Wallace talks to partner Paul Wheeler to hear how it’s working.

Kitchen retail is at a crossroads and for independent retailers, the message is clear: adapt fast or risk going under. With showrooms near Four Marks in Hampshire and in Ferndown, Dorset, Paul Wheeler, partner of Kitchen Lifestyles, is steering a steady course through the turbulence. Until 2 years ago, he was sales director for the UK division of MHK, which has not only given him a great insight into independent kitchen retail but allowed him to cherry pick the buying group’s key benefits.

“I was in the position to see lots of different retail business models, and to see the bits that worked and were useful and which didn’t,” he explains. “I harvested all of those little bits and tried to build them into a format for a kitchen showroom. I was lucky that Marcel Crezee, founder of MHK's UK division, gave me a lot of autonomy. He was a great mentor. But the business was taking a bit of a different course, and I'd done 6 years in the role. I'd always had a passion for retail and I’d got a great opportunity here to go and practice what I preach.”

By focusing on targeted marketing, high-quality customer service, and being part of a larger buying group, Wheeler believes he’s capitalised on opportunities many others miss out on. MHK has allowed him to access the buying power and operational support of a larger network, while still maintaining independence.

“Many retailers shy away from buying groups,” says Wheeler. “There’s a misconception that you lose control over your business or product offering, but that’s simply not the case. We are still running our business exactly how we want, but we’ve gained huge advantages in terms of cost savings, supplier access, and – most importantly – cash flow management. I wanted more autonomy and was in the fortunate position of seeing lots of different retailer’s business models and seeing the bits that were useful and that worked.”

One of the biggest advantages of partnering with MHK has been the ability to operate on 30-day credit terms – an essential lifeline for small businesses. Instead of paying upfront for the kitchen units they order, Kitchen Lifestyles can wait up to 30 days before settling the bill, freeing up critical cash flow to fund other parts of the business.

“We’ve got a little bit of a cushion to breathe,” Wheeler explains. “This flexibility allows us to focus on the sales side without constantly worrying about how we’re going to fund the next kitchen order.”

This partnership has also helped streamline the supply chain, with the centralised invoicing system taking much of the administrative burden off the retailer’s shoulders. The overhead of manually processing dozens of invoices across multiple suppliers – sometimes in different currencies – is now a thing of the past, as MHK’s systems handle it all in the background.

Wheeler’s approach – pragmatic, focused, and customer-first – offers a valuable blueprint for retailers navigating today’s unpredictable market. Through a mix of operational discipline and smart partnerships, Wheeler has positioned Kitchen Lifestyles not just to survive, but to prosper.

The retail environment is tougher than ever. SMEs in the kitchen industry are struggling with cash flow, inconsistent sales cycles, and the increasing pressure of rising overheads. Many have to deal with the stark reality of slower-moving money, which makes it harder to manage day-to-day operations.

“The best chance of survival is to be either very big or very small," Wheeler says. "If you’re caught in the middle, it’s a real battle. You need to have either the scale to absorb the ups and downs or the agility to pivot when needed."

In times like these, customers want to feel confident in their purchasing decisions, and Kitchen Lifestyles has used this to its advantage. Rather than trying to appeal to everyone, the retailer has focused its efforts on German-style kitchens, a rarity in the areas where they do business.

“People want something a little different now, especially when it comes to their homes,” Wheeler says. “We offer Ballerina, KH Möbel and Nobilia. German kitchens have a reputation for being sleek, efficient, and long-lasting. That marketing message resonates with the right customers.”

Kitchen Lifestyles’ use of online marketing is especially effective. Despite the challenges presented by changing consumer behaviours, the company has continued to invest in its digital presence, primarily through Google Ads and Facebook marketing, while also focusing heavily on collecting Google Reviews.

"Customers do their research online first," says Wheeler. "When they come into the showroom, they are often already pretty well informed about what they want. Our job is just to provide them with the experience that convinces them we are the best choice."

While Kitchen Lifestyles remains an independent business, it is not closed off to new opportunities either. The company is actively looking at strategic partnerships and franchise models to expand its footprint.

“We have a model that works, and we’ve been approached by a few people who are interested in opening locations under the Kitchen Lifestyles brand,” Wheeler reveals. “If the right opportunity comes along, we would look at expanding under a loose franchise system. We’ve got the infrastructure in place, and we can provide the expertise – what’s needed is someone who is passionate about the product and the customer experience.”

While many kitchen retailers fill their showrooms with as many displays as they can fit, Kitchen Lifestyles takes the opposite approach. The company’s showrooms are intentionally curated, with a few high-impact displays that show off premium products, as well as more affordable options in the back to give customers variety without overwhelming them.

“We don’t want our customers to feel lost,” explains Wheeler. “Instead of filling the space with too many designs, we’ve created dramatic displays that showcase the possibilities of the kitchen, without drowning the customer in choice. And then we give them the tools to find their perfect fit.”

In an age where consumers are increasingly drawn to aesthetically pleasing, well-designed spaces, this approach has proved successful. The showrooms remain uncluttered and welcoming, while still giving customers the sense of the high-end quality they expect from a company that specialises in German kitchens.

With a solid foundation and a clear business strategy, Wheeler is confident the company will continue to thrive. The recipe for success is simple: keep costs under control, focus on high-quality products, and never stop evolving.

“The economy may be unpredictable, but if we keep our eye on the ball, stay nimble, and remain committed to providing exceptional customer service, we’ll be in a strong position no matter what happens in the future,” Wheeler concludes, before reflecting on the best piece of business advice he’s ever received: “Do what makes you happy,” he says. “When you enjoy what you do, the hard work becomes easier. It’s not about chasing money or success for its own sake; it’s about finding satisfaction in the day-to-day work.”

For SMEs facing today’s challenges, his advice is straightforward but vital: “Keep a tight hold on your overheads. Focus on your costs and make sure you're not overspending. Control what you can. The external environment may be unpredictable, but if your internal operations are efficient, you'll have the best shot at weathering any storm.”