Interview: ‘Every family dinner is a board meeting’ – Alex Everett on Naked Kitchens’ next chapter

With a reputation built on transparency and true bespoke design, Naked Kitchens has enjoyed rapid growth under CEO Alex Everett. He tells Tim Wallace how family values, in-house craftsmanship and carefully managed expansion are shaping the company's future.

There aren’t many kitchen businesses where the factory floor sits inside 2 enormous former World War II aircraft hangars. Nor are there many where a 26-year-old is leading a family company through one of the fastest periods of growth in its history. But having grown up around Naked Kitchens, the firm founded by his parents Jamie and Jayne, CEO Alex Everett has spent years immersed in every aspect of the operation, from manufacturing and design through to customer expectations and market challenges.

With his father now focused on a new venture, Alex has stepped into the role of CEO, overseeing a business that has more than doubled in size over the past 3 years. In June, Naked Kitchens opened a new showroom in Cambridge, adding to its Chelsea store, which launched in October 2025. The company has also expanded into whole-home cabinetry while continuing to invest in its Norfolk manufacturing and retail base.

But despite that growth, Alex's approach remains rooted in the principles that have defined the company since the beginning: craftsmanship, transparency and doing things differently. And although he's now leading the operation, his parents are still on hand to guide him.

“Every family dinner is effectively a board meeting,” he smiles. “Whether it’s family holidays or dinners, we’re constantly talking about what’s next for the business.”

The story began around 20 years ago, when Jamie and Jayne Everett moved to Norfolk and set out to create the kitchen they wanted for their family home. They needed something practical but with a designer edge. When they couldn’t find a product that delivered both, they decided to make their own.

What started with oak worktops, chopping blocks and tables developed into Norfolk Oak, before the launch of Naked Kitchens in 2014. The move marked a major investment in manufacturing capability, with the business beginning to design and produce its own bespoke kitchens on the former site of RAF West Raynham.

The Naked Kitchens branding reflects the company's philosophy, rather than any commitment to workplace naturism: "The reason behind it is we have nothing to hide," explains Alex. "We are completely transparent and honest with what we do and how we do it. Especially when it comes to pricing and the scope of projects, everything is fully transparent." 

And unlike many companies that rely on promotional periods, Naked Kitchens has chosen a different approach. “We never do sale periods or discount periods,” he insists. “It’s the one price that we hold ourselves to, and that’s consistent for everyone. It’s about being genuine. What you see is what you get.”

Growth drive
The scale of the company's recent growth is significant, particularly against the backdrop of a challenging market. The firm has recorded double-digit growth year-on-year, increasing turnover by 40% in 2022/23, followed by a further 56% rise the following year and 28% growth last year. For Alex, however, growth is only meaningful if the wider operation is strong enough to support it.

“We’ve definitely been in expansion mode,” he says. “But we never want to grow too quickly without having the right foundations set.”

That approach has led to continued investment in manufacturing, technology and systems, ensuring the company can increase capacity without compromising the bespoke nature of its offer. “Everyone works directly for us,” Alex reiterates. “Being able to own and control the whole process has been pivotal in delivering that consistency as the brand grows.”

The opening of the Cambridge showroom is the latest stage in that expansion. The location was chosen because the business already had strong links in the area through architects, designers and private clients. Many customers were already travelling to Norfolk or London to experience the brand. “We want to make the barrier as low as possible for someone who has heard about the Naked brand to come in and explore,” says Alex.

The showroom also reflects a wider shift in the business towards whole-home design. Through Naked Designs, the company now creates bedrooms, dressing rooms, studies, utilities and other areas of the home, while Naked Studio offers made-to-order freestanding furniture. Alex says the move has been driven by customer demand rather than a desire to simply expand the range.

“The first point is: does it benefit the customer? If the answer is no, then we need to question why we’re doing it,” he says. “We could be very happy and comfortable with our growth solely on kitchens. It is about offering more to our existing customer base.”

True bespoke
For Alex, one of the firm’s biggest advantages is its definition of bespoke. He believes the term has become too commonplace. “Bespoke is probably one of the most overused terms in our industry,” he says. “For us, it means we don’t limit our clients. They can really drive the process with us, from the design through to what we are capable of manufacturing.”

That can include everything from door styles and finishes to internal configurations, engraved drawer boxes and individual design details.

The company’s unconventional Norfolk location plays an important role in maintaining that approach. The Everetts made the move after outgrowing their previous workshop, purchasing 2 buildings and the surrounding land. Today, the operation covers around 150,000sq ft and provides significant room for expansion. 

The history of the site has also become part of the company’s identity. “Being on an RAF base has allowed us to think differently,” says Alex. “That differentiation is true in our branding, our marketing and how we approach things. It has definitely influenced us.”

Alex acknowledges that the current market remains challenging. As is well documented, customers are taking longer to commit, with rising build costs and wider economic uncertainty affecting confidence. However, he believes businesses with a clear identity, strong manufacturing capability and genuine customer relationships will continue to stand apart.

It’s also why physical showrooms remain important. While digital tools continue to evolve, Alex believes customers buying a bespoke kitchen still need to experience the product first-hand. “You can see something online, but coming in, feeling the drawer boxes, seeing how they work, looking at the finishes and meeting the designers is a completely different experience,” he says.

The long-term ambition is considerable, with further showroom expansion planned and opportunities overseas, particularly in the US, where British craftsmanship and design are highly regarded.

Yet the fundamentals remain unchanged. “It has been a highly accelerated growth curve, but it has also been very sustainable growth,” Alex says. “I think we’ve got that balance right.”

For a company born from one family’s determination to create the kitchen they couldn’t find, the next chapter belongs to a new generation. But the ambition has never changed. Around the family table, the conversation is still about the same thing it has always been: building something better.