Speaking at the launch of Brookmans by Smallbone, CEO of furnishing and design store Heal’s Hamish Mansbridge said he wanted to include kitchens as part of its offer when he joined the company.

Left to right Ideation director of Smallbone Iain O’Mahony and CEO of Heal’s Hamish Mansbridge

He said: “One of the first things I said when I arrived in 2015 was ‘we really need some kitchens’.

“Sadly there were a lot of other things that needed to be done before we could get around to doing kitchens. Heal’s was not in the greatest state at that point and I’m delighted we have been able to turn things around and make it what is is today.”

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The retailer started its journey into kitchens in June 2019 and by July 15 it had signed a deal with Lux Group Holdings, manufacturer of Mark Wilkinson Furniture, Smallbone of Devizes and McCarron & Co.

Mansbridge continued: “Brookmans design didn’t exist and we didn’t even know what the kitchens would look like. I just knew I wanted Smallbone.”

He continued: “If you look up luxury kitchens, designer kitchens, posh kitchens on Google, Smallbone always comes out at the top and I think the brand values that Smallbone lives by are very similar to the ones that Heal’s does. The fit feels very natural.”

Mansbridge added:”To have a partnership with Smallbone, but with a new brand [sold] exclusively here, is very exciting.

“The space looks magnificent. Our customers have been overwhelming positive… and, frankly, I can’t wait to start counting the pennies.”

Celebrity chef and cookbook author Gizzi Erskine at the official launch

The Brookmans by Smallbone kitchen collection is now available exclusively through Heal’s and occupies a 1,500sqft space, which was created in six weeks.

It includes two kitchen collections K1, a classic contemporary take on Georgian painted furniture, and K2 which has a retro vibe influenced by 1960s and 1970s design.

K2 kitchen has a vintage feel and is based on design from 1960s and 1970s

The collections are complemented by fitted wardrobes, freestanding furniture, vanity units, tables and benches.

Having invested in new machinery to create a more “efficient, economical and streamlined process”, it has allowed the Lux Group to offer Brookmans at a lower price point to its sister brands.

Ideation director of Lux Group Holdings Iain O’Mahony said: “The materials we use are a tier down [from Mark Wilkinson and Smallbone] but they are still honourable materials.”

The company uses 19mm thick MFC for the carcases in a Washed Ash Veneer with Ash also used for the drawer boxes, while the doors are spray painted MDF.

“We are evoking ‘craft’ but try to do it in a manner that allows us to come in at a price point of between £20,000 and £40,000. I would say that is our sweet spot.”

Iain O’Mahony added: “For us, it’s a wonderful association to be in Heal’s.”