Celebrity designer and TV presenter Laurence Llewelyn-Bowen has announced the launch of his first ever range of kitchens.
Llewelyn-Bowen has teamed up with Exeter-based manufacturer KCM Kitchens for the launch of the Quintessential Kitchens by Laurence Llewelyn-Bowen range.
Aimed specifically at independent retail studios, the mid-market collection offers four designs: Albany (pictured right), Cashmere, Kitchen Disco, Cuisine (pictured bottom left). Each design has its own design identity with distinct details from the hardware to the door colours and textures and the worktop choices, which the brand says, “allows designers and consumers to craft an individual kitchen design story”.
Commenting on the inspiration behind his kitchens designs and his objectives for the launch Laurence Llewelyn-Bowen said: “My concept is to create four distinct design identities from which the independent kitchen retailer can thoroughly tailor a bespoke-like kitchen to give their customer a space that looks and feels couture but at an enticingly Prét â Porter price point.
“The Quintessential concept very much challenges the ethos that kitchens should be repetitive, neutral, and ultimately uninspiring spaces. By thinking outside the ubiquitous grey box of kitchen design, I’m reflecting the new confidence and exuberance homeowners are showing in the way they create interiors, which they insist should reflect their own particular personality.
“From the outset, I knew that the perfect way to introduce the Quintessential concept to the customer was through a highly successful and extremely energetic partnership with independent kitchen retailers. The big-name chains simply don’t have the knowledge, respect, or design credibility to work with me to give the customer the kitchen they’ve always dreamed of. As you know, it’s all about relationships.”
KCM Kitchens – which also retails through its own Kettle Co showrooms – is looking to secure partnerships with 20 independent retailers across the UK with the aim of the retail launch to take place in Q4 of this year.
Speaking exclusively to kbbreview about the launch, KCM Kitchens MD and founder, Dale Williams, said: “I was not only impressed with Laurence Llewelyn-Bowen’s passion for design but his desire to support independent retailers and to give them something different in a competitive market. Because Laurence is so behind it, I really think this project could really bring something completely new to retailers and the industry.
“We understand the need for geographic exclusivity, and we want solid partners who will really get behind the brand so we’re initially looking for around 20 retailers nationwide, with 40 as the limit. We want to be able to support the partners but another reason for keeping the number of retailers relatively low is that Laurence is keen to host demonstrations at each of the partner showrooms. He wants to build a connection with the retailers himself – he’s passionate about supporting small, local businesses.
“As far as production is concerned, everything will be made-to-order but we have the capacity to grow two or three-fold as the Laurence Llewelyn-Bowen brand grows.”
The launch of Quintessential Kitchens by Laurence Llewelyn-Bowen will be backed up by a consumer-facing website, through which KCM will gather enquiries from consumers and pass those onto its nearest independent retailer.
