With production in Ireland, James says, it also gives them great control and flexibility. “Because everything’s done here, if someone wants to try something different we can go out and do a test in the workshop.”
Keeping the business online-only, with no physical showroom allows them to keep costs down, and also means they can serve the entire country equally. “We’ve people from Donegal, Kerry, all over Ireland emailing us. Whereas if we had a showroom in Dublin it just would have been people in the local area. We can reach far beyond where our workshop is and where our offices based by doing online,” James explains.
“Kitchen businesses in Ireland are pretty traditional in the sense that they have a showroom and the workshop out the back. Now everything is moving online: my generation and certainly the ones following on are a lot more comfortable with buying products online.” “Ikea kitchens are incredible value,” James says, “but the problem is that everyone’s kitchen looks the same. This is a way to modify them in order to make it your own. Kitchens have become such a statement in people’s houses now, they’ve moved from being a functional room to now being a main focus of a home.”
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