Q&A INTERVIEW WITH BUSHBOARD Emma-Louise Braham
Emma-Louise Braham, Bushboard
BKU’s Matt Broughton spoke with Emma-Louise Braham, product lead at Bushboard.
Matt: How was 2025 for Bushboard? Emma-Louise: 2025 was very deliberately focused on building the foundations for what the business is delivering now. It was less about visible activity and more about ensuring Bushboard was strategically, operationally and creatively ready for the next phase.
That said, the launch of Nuance, our wall panel range, was an important milestone. While it sits outside my direct product remit, it clearly demonstrated continued innovation across the wider group and reinforced Bushboard’s capability beyond worktops.
From a worktops perspective, the year was about preparation. We focused on refining strategy, developing and validating new ranges, listening closely to customers and aligning everything behind the scenes. That groundwork underpins the launch of Omega in January and Options in March 2026, with their full impact still to be realised given the early stage of both launches.
Matt: Is there an overarching goal driving your activity this year? Emma-Louise: Yes, the overarching goal is growth in what remains a flat and challenging market. When conditions are tough, clarity becomes even more important, and that has been central to our approach. The launches this year, alongside the wider brand refresh, were driven by a desire to create clearer, more consistent offers that are easier to understand and easier to buy. We wanted every range to have a clear role and a clear audience. Omega has been designed specifically for the retail market, supporting a more inspirational, consumer led buying journey. Options, by contrast, has been developed for trade and contract customers, where clarity, availability and specification led purchasing are key priorities.
Matt: What were you focused on for Q1 of 2026? Emma-Louise: Q1 has really been about execution and setting our new ranges up for long
term success. With Omega launching in January and Options following in March, the priority was ensuring that both pivotal launches were delivered on time and in full. A lot of emphasis has gone into getting the fundamentals right. This includes décor selection, clear propositions and the right routes to market. Alongside this, Q1 has been about aligning teams internally and supporting customers, helping to create consistency, confidence and momentum as the ranges establish themselves.
Matt: You’ve led the redevelopment of Omega. What was the thinking behind that process? Emma-Louise: Leading the redevelopment of Omega has genuinely been a passion project. It is a range with strong heritage, so the challenge was always about respecting that history while making sure it remains relevant.
A major focus was mixability and longevity, particularly in response to warmer kitchen trends. We wanted to ensure that whatever combination customers choose, it feels considered, cohesive and enduring.
At the same time, we wanted to elevate Omega visually, giving it a more premium feel without losing accessibility. Creating a distinct identity within the wider Bushboard portfolio was also key, particularly as our dedicated retail offer. Overall, the redevelopment has been about thoughtful evolution rather than radical change.
Matt: How will Omega help retailers improve their showroom displays? Emma-Louise: Omega was designed with the showroom environment very much in mind. The improved mixability of the range makes it easier for retailers to create displays that feel cohesive rather than cluttered, while still offering genuine variety.
The warmer, more premium decors add depth and impact in a physical showroom setting, helping the product feel aspirational and supporting a more emotional buying decision. Combined with a clearer and more confident brand identity, the range becomes easier to shop, easier to explain and easier for customers to connect with.
6 BKU MAY 2026
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