KITCHEN RANGES & COMPONENTS Jonny Orr
Building the right partnerships for long-term growth
BKU Editor Matt Broughton speaks with Jonny Orr, Co-Owner at Daniel George Kitchens, about a busy start to 2026, award-winning success at KBB Birmingham, and the company’s focus on partnering with independent retailers and designers.
he first quarter of 2026 has been a busy and encouraging period for Daniel George Kitchens, with KBB Birmingham proving to be a major highlight for the business.
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“The first quarter was busy, with the KBB Show right in the middle of it,” Jonny says. “We are slightly up on last year’s quarter turnover, so it’s been a positive start.” Returning to KBB after missing the previous edition made this year’s event especially significant. “We felt that the Daniel George Kitchens brand was really appreciated,” he explains. “We had a 9 x 3.5 metre stand, and we won Best Stand for the smaller stand category, so that was great.” For those less familiar with the company, Jonny describes Daniel George Kitchens as a manufacturer focused on handcrafted, ready-to-fit bespoke furniture. “The aim is to give our trade clients a traditional kitchen of the highest quality with strong USPs that allow them to compete with the highest-end kitchen brands.” At KBB, the business showcased its Kensington kitchen range, including standout bespoke features
designed to demonstrate its craftsmanship and flexibility. “We took our Kensington Kitchen Range to the show, with our unique internal curved larder and a walk-in pantry,” Jonny explains. The response exceeded expectations. “The reception was amazing,” he says. “We had lots of great comments, with people wanting our trade brochure and asking plenty of questions. Some have already booked to come across and visit the factory and trade showroom in Northern Ireland.” While Daniel George Kitchens is a newer brand name, the company itself has a long-established background in the trade. “We’ve been working with trade partners for 15 years now as Inspired Furniture,” Jonny says. “We developed the Daniel George brand and have been retailing that successfully in Northern Ireland.”
The next phase is centred on growing that brand alongside carefully selected retail and design partners. “We want to grow the business with kitchen retailers, designers and interior architects who want to partner with us,” he explains. A major strength of the business lies in its bespoke capabilities and flexibility. “We are truly
bespoke, allowing for variations in sizes, and we specialise in curves and unique cabinetry,” Jonny says. “We have various door styles, timbers, carcass colours and a large selection of stains for oak doors, including matching dovetail drawers.” Being a smaller manufacturer also gives the business agility. “Because we are a small-to-medium business, we can react quickly to changes in styles and design,” he says. “That allows our clients to keep up with trends.” Support for trade partners is another area Jonny is keen to emphasise. “We go to a lot of effort to work with kitchen designers to create production sheets from their plans that are clear and easy to check off and give to fitting teams,” he explains.
When discussing the type of retailers the company wants to work with, Jonny is very clear that the focus is firmly on quality over quantity. “The perfect partners for us are independent retailers and designers that design and fit the furniture,” he says. “We’re looking for partners that want to develop the Daniel George brand with us.” That collaborative approach extends beyond manufacturing. “Because we retail ourselves in Northern Ireland, we have a lot of selling experience, strong imagery and social media that will help drive clients to our partners throughout the UK,” Jonny adds. “We also provide expertise in selling our products.”
Digital presence is playing an increasing role too, with the brand continuing to build awareness directly with consumers. “We now have more than 11,000 Instagram followers and growing, which is helping get the name out there to end customers,” he says.
Looking ahead, the rest of 2026 will focus on strengthening partnerships and increasing showroom presence. “We are in talks with a number of current and new retailers who will be partnering with us to install eye-catching displays and collaborate on the Daniel George brand,” Jonny says.
Despite the growth ambitions, the company remains selective about its strategy. “We are not looking for masses of retailers,” he concludes. “We are looking for the right ones that we can grow with. We provide free training at our showroom in Northern Ireland so partners can understand our USPs and how we sell locally.”
40 BKU JUNE 2026
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