INTERVIEW WITH BUSHBOARD Q&A
Matt: What’s the commercial thinking behind introducing a tiered range structure? Emma-Louise: The tiered structure is really about commercial clarity and helping customers navigate choice more easily. We’ve created three clearly defined specifications, Sleek, Modern and Classic, each with a distinct role and price position.
Sleek sits at the top of the range with a 22mm square edge and appeals to customers drawn to quartz and premium surfaces. Modern is the core offer, using a standard 38mm square edge and providing versatility across styles and budgets. Classic completes the structure, aimed at more traditional or value focused projects and elevated through the R3 profile.
This creates a clear good better best journey that supports conversion, margin and confidence in the showroom.
Matt: How does Omega reflect the wider move towards curated, mix and match laminate ranges? Emma-Louise: There has been a clear shift towards curated laminate ranges that prioritise flexibility over sheer volume of choice. Rather than overwhelming customers, the focus is now on carefully selected decors that work across multiple settings and styles.
This reflects how consumers shop today. They want guidance and reassurance that their choices will result in a cohesive, emotionally engaging space. A considered range allows for personalisation without complexity, giving customers freedom within a framework that has been designed to work.
Matt: Why is authentic material realism becoming so important in mid market kitchen design? Emma-Louise: Consumers are far more design aware and confident than they once were, largely driven by social media, trends and interior led content. They want the kitchens they see online or in magazines, but at a price point that feels accessible.
As a result, material realism is no longer optional. Even in the mid market, customers expect texture, depth and authenticity that feels credible. Our role is to make the desirable more affordable by focusing on décor realism and finish quality, so products stand up to closer inspection and feel believable in real kitchens.
Matt: How is Bushboard approaching sustainability? Emma-Louise: Sustainability is an ongoing focus for Bushboard and one that we approach in a practical, responsible way. This includes continued investment in reducing waste, improving efficiency and responsibly sourcing materials, supported by UK based manufacturing which allows greater control over standards and impact.
Longevity also plays an important role. Designing timeless, durable products that remain relevant for longer helps reduce
unnecessary replacement. Overall, sustainability is about steady progress and embedding responsible decision making into how the business operates.
Matt: What else can we expect from Bushboard this year? Emma-Louise: For the remainder of the year, the focus is firmly on growing Omega and Options
and ensuring both ranges perform strongly in market. Supporting our customers remains central, listening closely to feedback and providing the tools and clarity needed to sell with confidence.
At the same time, we’re already planning our 2027 updates, staying close to evolving trends and customer needs. It’s very much about balancing delivery today with preparation for the future.
BKU MAY 2026 7
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