
Chief Executive Officer’s review continued
Q
Markets have been challenging.
What are your assumptions for the UK
kitchen market in 2026?
A
For 2026, our planning assumption is that the overall
size of the UK kitchen market will be level year on year,
following several of decline. We are well prepared for
the challenges and opportunities ahead, and our customers,
who are typically self-employed, are highly adept at winning
business in all market conditions. Delivered by our highly
entrepreneurial and well incentivised depot teams, I believe
that our service orientated, trade only, in-stock, local model
is the right one to deliver sustainable market share gains.
Our model is hard to replicate and difficult to compete with,
and we have initiatives in place to make it more so. In 2025,
we believe the value of our principal UK markets totalled
some £11 billion, versus our UK sales of £2.3 billion. So we
have lots of growth opportunities to go after.
Q
How are your strategic initiatives
supporting long-term development?
Looking at the UK depot network how is
your depot rollout and refurbishment
programme progressing?
A
High service levels, local proximity and immediate
availability remain very important to our customers
and we continue to see profitable opportunities to
open depots, with line of sight to around 1,000 in the UK.
In 2025, we opened 23 UK depots, including 18 in the final
two periods.
We expect to open around 25 more in 2026. The updated
depot format strengthens productivity, space utilisation
and the working environment. Last year we completed 60
revamps including 9 relocations, taking the total to 401.
This year we plan to convert another 45 depots and by
year-end will have around 77% of UK depots trading in the
updated format. So we are making good progress.
Q
How is product innovation
contributing to your performance?
And what is included in your kitchen
ranges for 2026?
A
Investment in product, service and availability helps
us develop long-term customer relationships and build
competitive advantage. Sales of new product
introduced in 2025 and the prior two years represented
around 29% of UK product sales.
Q
How are solid surface worktops
contributing to growth?
A
Solid surface worktops present significant
opportunities, supported by our in-house
manufacturing capacity — among the largest in the
UK — enabling rapid template-to-fit times. Our offering in this
category is underpinned by our in-house manufacturing
capacity, which is amongst the largest in the UK, helping us
offer rapid template to fit times.
In recent years we have increased the number of decors we
offer for this service and for this year we have introduced
clearer and simpler ranging and more delineated pricing to
demonstrate the value we offer at all price points. Ahead of
peak trading this year, our total offering will comprise a similar
number of options to last year with increased space available
to display worktops in more of our depots.
Q
Of course, Howdens also importantly
supplies trade customers with joinery
products for their everyday needs.
How are these categories developing?
A
Yes, joinery is important to our trade customers and
presents a significant long-term growth opportunity.
For example, take appliances; our Lamona brand is one
of the leading integrated appliance brands in the UK, and for
this year we have completed a major refresh of the brand’s
offering. We have modified the design and lowered the prices
of a suite of high-volume products, without compromising
these products functionality. Elsewhere we have updated the
design and specification of a number of higher priced
products including washing machines, fridge freezers
and cookers.
Launched in 2023, our own label flooring brand, ‘Oake and
Gray’, now represents a substantial proportion of category
sales. Having introduced water resistant laminates last
year, new product for this year includes sustainably sourced
engineered wood flooring with mass market leading standing
water resistance. In ironmongery, we launched our own label
brand ‘Fuller and Forge’ last year. It features door furniture
in a variety of designs, finishes and styles and significantly
improves our offering in a category where we are under-
represented. Fuller & Forge product has landed well and for
this year we have new finishes and designs and will be adding
new sub – categories.
As well as being substantial businesses, doors and joinery are
key footfall building products for us. Last year we added more
colour and bolder styles at all price points to our door line-up
and new product this year includes a new premium range of
Howden branded solid engineered doors. In joinery we will
continue to develop the sub-category extensions into wall
panelling, stair parts and loft spaces initiated in 2025.
Value for money is a consistent feature of purchasing
decisions and we are committed to offering market-leading,
easy-to-fit, fairly priced product. With household budget
pressures, price featured prominently in 2025 and is expected
to do so again this year.
Our 2026 NPI brings more colours, styles and finishes to
more budgets, especially at entry and mid-level. We are
also innovating in long-established categories and adding
colours and styles to fitted bedrooms. Efficient portfolio
management is crucial. Our rigid cabinet platform is shared
across all families, enabling cost effective range expansion.
Enhancements to stock management and replenishment,
including the XDC network, support best availability at lower
cost. More efficient testing enables us to bring more proven
new styles to market more quickly.
Excluding paint to order, we have 24 new kitchens confirmed
for 2026, with the full offer organised into 11 families. We have
15 new kitchens for these families in 2026. At entry level: five
new kitchens including Greenwich and Whitney in Porcelain
and Allendale in Reed Green. At mid-level we have six new
colours added to Frome and new emerging tones added to
Clerkenwell and Halesworth.
Q
You have expanded into higher-
priced kitchen ranges more recently.
Why are you doing this and how are
you developing the range here?
A
Entry and mid-level kitchens remain the core source of
our rigid cabinet volumes and kitchen invoice value.
But yes, you are right, we have upscaled our higher
priced kitchen portfolio in recent years utilising Howden’s
scale, supply and manufacturing capabilities to offer the
bespoke look most associated with the high street
independents at competitive prices. Our offering now
comprises four families, including three shaker style
timberfamilies which are collectively marketed as
‘ClassicTimber Kitchens’.
In 2025 our Classic Timber Kitchen families performed
particularly well, with the paint to order options growing in
popularity. The number of our Chilcomb and Elmbridge kitchens
sold in the paint to order colours, which are priced at a premium
to the stock colours, increased significantly in 2025.
This year we are refreshing our paint to order palette with
four new colours with two of the leading paint to colours,
becoming Chilcomb and Elmbridge stocked colours.
Last year we extended the reach of our timber offering with
the launch of a new family, Ilfracombe, an in-frame timber
kitchen of classic design. Positioned above our Chilcomb and
Elmbridge families, Ilfracombe is exclusively available in 24
paint to order colours.
Q
Fitted bedrooms were introduced
more recently as an incremental
opportunity to supply trade customers.
How is that going?
A
Yes, we think they represent a growing source of
incremental sales and profit, and help us foster
customer relationships. Installing fitted bedrooms
suits the skills of customers who fit kitchens and last year a
substantial proportion of total bedroom sales represented
purchases either by new customers or by customers who had
bought from us relatively infrequently.
We develop our bedroom ranges in-house, utilising our
existing design and supply infrastructure and they have a
high cabinetry content, which matches our manufacturing
capabilities. Our 2025 offering comprised bedrooms in five
leading family designs drawn from our kitchen portfolio,
including a new family Clerkenwell, launched during the year.
This year, we will continue to target entry and mid-price points,
with five new bedrooms, including new colours for Bridgemere
and Halesworth.
Q
Given you are a depot-led business
predominantly, why is digital important
to the business and what areas are you
looking to develop?
A
We use digital to reinforce our model of strong local
relationships between depots and their customers by
raising brand awareness, supporting the business
model with new services and ways to trade with us, and to
deliver productivity benefits and more leads for our depot
teams and our customers.
Usage of our on-line account facilities, which provide
efficiencies and benefits for customers and depots alike,
has continued to increase. New registrations totalled some
59,000 and around 61% of customers had an on-line account
at the year-end. Total users viewing our trade platform
increased by 45%, with around 80% of users regularly looking
at their individual and confidential prices. Customers with an
on-line account have on average continued to trade with us
more frequently and spent more than non-users.
We generated high levels of engagement with our web
platform and grew our social media presence, which also
stimulates interest in viewing our products and services
on-line and site visits totalled some 24 million in the year.
Amongst kitchen specialists, we continued to have the
highest number of fitted kitchen site visits in the UK, and the
time spent viewing pages and the number of sessions were
at consistently high levels. Across the leading social media
channels, our follower base at around 721,000 was up 18%,
with around 6.8 million engagements a month.
Financial Statements
Additional Information Governance
23
Howden Joinery Group Plc
Annual Report & Accounts 2025
22
Howden Joinery Group Plc
Annual Report & Accounts 2025
Strategic Report
Strategic Report
Strategic Report Strategic ReportPage Title Page Title