KITCHENS
OBSIDIAN REDEFINES THE SHOWROOM EXPERIENCE
Obsidian has evolved further into a destination for design-led, high-end bespoke kitchens and bathrooms. Fiona Russell Horne went to Cheltenham to see it.
O 20
bsidian, the Cheltenham bathroom and kitchen showroom business that’s part of the 172- year old family-run merchants
George Bence Group, has set its sights high. According to managing director Paul Bence, the idea behind Obsidian was to create some- thing different, a design-led, experience-driven destination appealing to retail customers, interiors specialists, and professional developers.
“We wanted to offer something beyond the typical merchant showroom,” he says. “That
meant finding people with the right skillsets, individuals who understand design, sales, and the retail mindset. When you bring in the right team, they know how to upsell and deliver a service that matches customer expectations at this level.”
Though situated next door to the Bences builders’ merchant branch, which also sells kitchens and bathrooms, Obsidian operates as a clearly separate business.
“One size doesn’t fit all,” says Bence. “At the Bences branch, the split between trade and retail is roughly 80/20. At Obsidian, it’s
the other way around - 20/80. Each has its own audience and purpose, and that’s what makes the model work.”
This distinction allows Obsidian to focus purely on premium, design-led retail, while Bences continues to serve the professional trade market.
In 2024, the Obsidian showroom underwent a major redevelopment, led by newly appointed creative director, Alison Evans. The revamp focused on strengthening the showroom’s luxury positioning and expanding its bespoke design offering.
www.buildersmerchantsjournal.net November 2025
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