Keller Kitchens Q&A | Retail expansion plans

National sales manager of Keller Kitchens Tim Spann says the company is celebrating 40 years in the UK and has plans to expand its showroom network

13 Feb, 23

National sales manager of Keller Kitchens Tim Spann says the company is celebrating 40 years in the UK and has plans to expand its showroom network

Keller Kitchens Q&A |

Q: How is business in the UK?

A: Business is strong and very healthy in the UK for us, as with our other international markets and the business as a whole.

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Demand for our products has exceeded expectations over the last two years.

For the UK alone, we are entering our fourth consecutive year of growth after a change in strategy and focus.

Q: What is the current size of your kitchen showroom network and how many retailers are you hoping to add and by when?

Currently, we have network of 65 partners in the UK. We aim to take that to around 90 over the next two years.

The emphasis is on finding good quality partners that embrace our strategy and vision.

Working with the right partners in close collaboration will enable us to grow in true partnership.

Q: What areas of the country are you looking to set up Keller Kitchens showrooms?

A: We have openings for good retailers in most parts of the UK with the initial priorities being the South-East and the Midlands.

We work to ensure sales areas don’t overlap so that each retailer has the very best opportunity to grow their business.

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Q: What can you offer retailers in terms of supply, display terms, marketing and training support?

We offer retailers a unique proposition of the track record of a business known for being a market leader for sustainability; with a huge range of products to cover most realistic budget segments and a reputation for delivering on our promises.

Retailers can benefit from attractive display packages to help finance their investment in displays. Our partnerships are underpinned by product training and a good package of marketing support and materials; plus, a unique margin opportunity.

Q: What are you looking for in return?

A: We look for commitment, endeavour, and differentiation – from partners that can share our vision, and embrace and harness a truly unique proposition enabling us to grow together.

Q: What are your plans/strategy for the business going forward?

Making beautiful kitchens attainable by the most sustainable means possible is at the heart of our master plan. We also look forward to continuing our path of steady expansion.

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 Q: What is your starting point in the UK?

We are coming from a strong base in the UK. 2023 will be our 40th year of supplying kitchens into this important market.

We have been manufacturing Keller kitchens for 88 years, operating within a group that has been around for 125 years in The Netherlands.

We have solid foundations and a product range offering second-to[1]none in terms of range and scope to meet the needs of most market segments.

 Q: What is the biggest opportunity for Keller Kitchens this year?

The opportunity to maximise on our advantage of early Corporate Social Responsiblity (CSR) adopter status, enabling us to maintain our position as leaders in the field of sustainability, is key.

We are feeding the gap in the market for kitchens produced by a true carbon neutral manufacturer, backed by a continual programme of investment and improvement.

Q: What is the biggest challenge for Keller Kitchens this year?

A: We need to find more of the right partners that can buy into the principles of true differentiation. We are not looking for sheep.

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Q: What advice would you give to kitchen retailers in the current climate?

A: Dare to be different and stand out in a crowded market! Offer true differentiation and don’t sit back waiting for consumers to walk through the door.

It is clear the overall demand for kitchens via the retail channel may fall in 2023, in some areas of the market. But by being different there will always be market share to win.

Know your product, understand your target market for that product and address the right segments.

Don’t buy sales and keep a rein on the costs you can control. Keller is well known for offering the widest range of colours (2,050 NCS) and finishes in the kitchen furniture market – along with a vast range of cabinet and accessory options.