Analysis // Charging for design
Model three // Detailed design fees However, whilst asking retailers about charging for design, it quickly emerged that there are a few other options than simply charging on a one-off basis or taking a deposit. Another prominent model (which is a bit similar to how Julian Stammers operates) involves offering a “free” basic design, which can then be filled out with more details when a client agrees to go ahead. Essentially, this gives prospective clients the reassurance of an early draft of their new
kitchen or bathroom, but still protects the studio as the plans aren’t measured or detailed enough for a different studio to complete the work instead. Acknowledging that this means he doesn’t technically charge for design, Andy Slaven from
ELS Bathrooms says: “The first plans sent out are basic with no sizes or information. They then come back into the showroom to go over design, choose door colours and styles. We then do a quote and if they’re happy to proceed, a more detailed design gets produced for them.” Discussing why, Slaven explained: “I would say quite a few clients take your design and go
elsewhere for quotes. That’s one of the main reasons when doing any first quote after survey that there are no descriptions of product sizes or things like that. If they’re happy with your ballpark figure quote, they then get a more detailed quote. It’s served me well for 11 years.” Another retailer using a similar model is Studio 35 in York, with Rob Thorpe adding: “Charging
for design was discussed internally for a long time but never implemented as nobody else charged and we wanted to ensure we were considered for as many projects as possible. The final straw was when a particular client went through 14 revisions to his design before telling us he wasn’t proceeding due to the price... “After that point we made the decision to offer the first design free which still allows our team an opportunity to impress a client with our design service and provide a detailed quote, so they have an idea of potential project costs. Then, we charge a one off £300 which is deductible from any future order. “This works really well for us and ensures we are never going beyond the initial design without getting some form of commitment,” Thorpe explains. “This has saved us many hours and given us confidence that time spent on multiple options is well spent.”
View from the other side
Despite most of our retail contributors saying they either currently charged for design (or at least would like to), a few studio owners still say it’s not a model they’re interested in. Pointing out the elephant in the room, Julie Stevens, from Hale & Murray says: “When you
have the likes of Wren and Howdens giving out plans for free, I don’t think you can charge.” She also acknowledged that her studio has tried charging for design in the past, but it
tended to result in clients going elsewhere. Gary Walmsley, managing director at Designer Walls & More, also agrees, but adds that this issue has more to do with a showroom’s location (as well as it neighbours) than anything else. “A large market town, such as Bolton, is surrounded by large sheds, hybrid plumbers merchants, and many others who can create drawings. Hybrid plumbers merchants typically have access to most brands and they discount heavily, and they have the ear of a lot of plumbers and fitters... “I opted out of charging for design for financial sanity,” he concludes. “Yes, I believe design
work should be chargable – after all, it’s a service – but its purely geographical in my mind as to where you could charge.” Finally, Tina Riley, managing director at Modern Homes, says a lot of her business comes
from repeat customers, and admits to feeling slightly uncomfortable charging loyal, returning clients. And considering that a major reason people say they charge for design in the first place is to establish a barrier of trust, she does actually make quite a valid point. Mentioning how most of her clients are existing friends of the studio, Riley says: “We have either done their kitchen numerous years ago, or have done their bathrooms so they are back for more work. We would have to have some sort of two tier system which would be hard to accommodate, so I really don’t think its right to charge an existing client.” Furthermore, Riley says: “By making sure that when we get to the design stage of the process with a new potential client we have already made sure they have been into the showroom , we have had various discussions about things like budgets, and this makes sure that we are not either wasting their time our ours!”
kbbr
When you have the likes of Wren and Howdens giving out plans for free, I don’t think you can charge
" Julie Stevens
28
kbbreview
May 2026
iStock.com/Man_Half-tube
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