The kbbreview Interview // Susie Townsend
of the showroom was working hard. We also looked at how we present product. It’s not just about cabinetry. It’s about helping clients make informed choices across the whole project, which in turn drives better outcomes and higher value.
In a busy premium market, where is the differentiation for Harvey Jones? The obvious word people use is bespoke, but that means different things depending on who you ask. For us, it’s genuine. Yes, there’s a framework in the showroom, but our designers and craftsmen can work around the quirks of a home or a client’s vision. If someone has a beam, an awkward layout or a very specific taste, we can work with that. Our designers can sit down with a client and create something that fits their dream, not just adapt a standard template. Not every client needs that flexibility, but the fact that we can offer it is important. And beyond that, the real differentiation is the experience. Bespoke isn’t just about the product; it’s about whether a client feels the process has been tailored to them.
Surely your direct competitors would give a very similar answer? I’m not sure they would, if I’m honest. I think you’d hear similar conversations around things like colour or worktops, because that’s fairly standard across the sector. But where I see the real difference is when a client brings something more complex to the table like a quirk in the space, or a very specific design idea. If you went in and said, ‘you’ve got to get me around this, this is the quirk in my house,’ I think in some cases they would send you away or steer you back towards something more standard. Whereas our designers will sit down with you, work through it properly and find a way to deliver exactly what you want. We’ve got the craftsmanship behind us to make that happen, and that’s where I think the real differentiation lies.
How do you approach sales skills in that environment? It’s very different to traditional retail. The best designers can design and sell, but they don’t see themselves as salespeople in the conventional sense. They sell because they are good at what they do. We do train in sales, but it’s focused on rapport, understanding the client and managing the journey. If you reach the end of the process and the client doesn’t convert, it usually means something has gone wrong earlier. So we focus on asking the right questions, listening properly and building trust. It’s still retail, but it’s a much more consultative and relationship-driven approach.
What are the key operational challenges beyond the showroom? Installation and the full client journey are critical. We have some excellent installers, but we’re still on a journey to ensure consistency across the board. Not everyone is right for the brand, and that matters because the client experience doesn’t end in the showroom. If the design and sales experience are strong but the installation isn’t, then you’ve failed. So we’re working to bring that part of the business up to the same standard. More broadly, there are industry challenges around skills and recruitment. We need to bring through the next generation of craftsmen. That’s something I feel strongly about, and I think businesses like ours have a responsibility to support that.
Looking ahead, what does success look like in two years’ time? We'll have moved from stabilisation into profitability and growth. We’ll have a stronger infrastructure that supports that growth and allows us to scale in the right way. Our showroom estate will be more optimised. I don’t think we’ll be over 30, but it’s not about the number. It’s about having the right showrooms in the right locations, delivering the right experience. And in terms of brand, we’ll be much clearer. When I joined, we talked premium but didn’t always deliver it consistently. Now that alignment is improving, and in two years it should be unmistakable. What gives me confidence is our people and our culture. Our best designers are being approached constantly, but they're choosing to stay and develop with us. That tells me we are on the right path. It’s a complex and challenging business, but it’s also exciting. And that balance is what drives everything forward.
kbbr
It’s a complex business, and it’s challenging, but it’s also
exciting...that balance is what drives everything forward
" kbbr May 2026 kbbreview 23
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