Interview: Rotpunkt’s Matt Phillips – ‘KBB Birmingham will show what sets us apart’

KBB Birmingham 2026 will see German furniture manufacturer Rotpunkt unveil new kitchen innovations, showcase its whole-home and bathroom solutions, and further expand its UK retail network. Head of UK operations Matt Phillips tells Tim Wallace how the brand is helping retailers in a challenging market.

As the KBB industry prepares to gather once again at the NEC this March, there is a palpable sense that the show matters more than ever. For manufacturers and retailers alike, the past 2 years have been defined by uncertainty, fluctuating demand and changing consumer behaviour. Yet amid the challenges, there are also signs of resilience. For some brands, there’s even a sense of cautious optimism.

German furniture manufacturer Rotpunkt is a good example. The company is using the 2026 show not only to showcase new products and innovations, but to reinforce a wider message: long-term commitment to the UK market, a growing retail network, and a proposition that extends well beyond the kitchen.

For Rotpunkt, KBB Birmingham remains the most important trade event in the UK calendar. “It’s the show where everyone comes together,” says Matt Phillips, head of UK operations. “Every 2 years, it’s the opportunity to showcase where the product has moved to, how it’s developed, and how our retailers can continue to be successful.”

The brand has exhibited at every show since 2014 and will once again occupy stand Q90. It’s a detail Phillips says helps visitors remember and reconnect with the brand over time. “This will be our fifth show over the last 10 years,” he explains. “That continuity really matters.”

Family values
Founded in the 1930s, Rotpunkt is a third-generation, family-owned German manufacturer with a long heritage in furniture production. While the brand was initially supplied to the UK via a distributor, a key milestone came in March 2012 when it began trading directly with its UK customer base.

Today, the company positions itself firmly in the mid-to-premium sector, offering German-engineered furniture that balances quality, flexibility and design breadth. Crucially, Phillips is keen to stress that Rotpunkt should not be seen as a kitchen-only supplier.

“Our furniture allows us to offer full home solutions, from kitchens and utility rooms through to dressing rooms, bathrooms, media rooms and social spaces,” he explains. “The product has evolved substantially over the years, and we can now cover most rooms in the home.”

That evolution has become a central part of Rotpunkt’s UK strategy and a key differentiator. Retail partnerships remain central to Rotpunkt’s growth ambitions. The brand currently works with just over 100 UK retailers, all of whom display the product, and Phillips insists expansion is about quality rather than quantity.

“We’ve never been a brand that floods the market,” he says. “We prefer to give our customers protected territories and exclusivity. It’s about having the right partner in the right area, rather than simply chasing numbers.”

That approach extends to expectations for the event. While Rotpunkt does not set rigid targets, Phillips says that securing around 15 new retail partners in the right locations and aligned with the brand would constitute a successful show.

The show also plays a vital role in supporting those conversations. “For potential new customers who might not have the opportunity to travel to Germany or visit a showroom, it’s the perfect opportunity to touch and feel the product,” Phillips explains. “Our global managing director and export director will be on the stand, so retailers can speak directly to the wider team and really understand the value we bring to their business.”

Exhibiting is not a token gesture for Rotpunkt. Phillips is candid about the scale of the investment involved, even if precise figures remain confidential.

“When you break it down, it’s substantial,” he says. “There’s the stand space, sponsorship of one of the entrances, product costs, installation, appliances, dressing, accommodation for the UK and German teams, logistics, storage, breakdown… It’s a 4-day build-up and a 2-day breakdown, on top of months of planning.”

Beyond the show itself, Rotpunkt continues to invest heavily in the UK market through dealer trips to Germany and ongoing support, while at group level the business last year completed a €50m factory expansion covering manufacturing, warehousing and processes.

“When retailers look at who to partner with, they want to see commitment,” Phillips says. “Investment like this is a big stake in the ground. It shows intent.”

Point of difference
With German, Italian and UK manufacturers all vying for attention, differentiation has never been more important. Phillips is realistic about the competitive landscape, and clear that Rotpunkt does not see its rivals solely as other German brands.

“Competition comes from everywhere,” he says. “Whether you’re an English manufacturer or an Italian supplier, everyone has had to adapt in a tough market. It’s about how you bring your offering together.”

Where Rotpunkt believes it stands apart is in the breadth and depth of its portfolio, much of which is available as standard. This includes a wide range of cabinet heights and widths, one-piece doors, extensive colour options including NCS and RAL, and technical solutions designed to support modern appliance trends.

“We’ve had cabinet widths to suit 750mm-wide appliances in our range for over two years,” Phillips notes. “That gives our retailers more flexibility in design and allows them to offer solutions that genuinely suit how people live.”

Stylistically, the brand has also broadened its appeal. Once best known in the UK for handleless, modern kitchens, Rotpunkt now offers everything from traditional and skinny shaker designs to ribbed doors, wood finishes, lacquered surfaces and anti-fingerprint Fenix.

“We’ll be showing all the new products launched at our Hausmesse in Germany last September,” Phillips explains, “but also how those products work across the home, not just in the kitchen.”

For Phillips, the show environment offers something no brochure or sales meeting can replicate. “There’s a real buzz from physically showing the product,” he says. “You can demonstrate what makes us different, with competitors just across the aisle.”

Resilience
There is no denying that the KBB market has been under pressure. Phillips acknowledges the impact of rising costs, political uncertainty and shifting consumer confidence, while stopping short of overt political commentary.

“What businesses need is stability,” he says. “When policies change frequently, it’s hard to plan. Consumers need confidence in their income, in interest rates, in the housing market, before they commit to major purchases.”

That said, Phillips believes there are reasons for optimism. Interest rates have already begun to ease, with further cuts anticipated, and early signs of renewed activity in the housing market could have a positive knock-on effect for home improvement.

“Our sector is resilient,” he says. “There may be fewer kitchens being sold, but the projects that do go ahead are often higher in value. We’ve seen that reflected in our own performance.”

“It’s been a challenging couple of years for the industry, but we actually showed growth last year,” Phillips says. “I think that comes down to the versatility of the product and the way our retailers are using it, not just in kitchens but across the home. Looking ahead, I’d like to see growth again this year, and I think that’s very achievable.”

Positive signs 
Phillips expects strong attendance at the show itself. “From what we’re hearing, pre-registered visitor numbers are up on last time, which is a great sign. In this market, we need that feel-good factor,” he says. “The show brings people together, allows them to see what’s new, and gives everyone a bit of confidence and momentum.”

As Rotpunkt prepares to open its stand, the focus is firmly on investment, innovation and long-term commitment. With its retail network continuing to grow, its product offer broadening and significant investment flowing into the UK market, KBB Birmingham represents a statement of intent and a platform for building confidence well beyond the show itself.