If you are planning a kitchen in a London home, you have three main routes: a trade supplier like Howdens, a retail chain like Wren or Magnet, or a bespoke kitchen company. The price difference between them can be enormous — but so is what you get. This is our honest comparison.
The Three Routes Explained
Howdens — Trade Only
Howdens sells exclusively to the trade (builders, kitchen fitters). You cannot buy directly — your builder or fitter buys from Howdens and marks up the price to you. The cabinets are rigid-construction (better than flat-pack), the range is wide, and quality at the mid-to-upper level is genuinely solid. However, you have no control over what your fitter pays, and markups of 30–60% are common. You also have limited finish and size options.
Wren Kitchens
Wren is a retail chain with showrooms across the UK. You design in-store with a consultant, choose from their range, and either arrange your own fitter or use their installer network. Quality ranges from adequate to good. Their prices are frequently discounted in "sales" — be aware that the "before" price is often inflated. Lead times run 6–10 weeks typically.
Bespoke Kitchen Company
A bespoke kitchen is designed specifically for your space, with no standard sizing constraints. Every cabinet is made to the millimetre. Materials, finishes, internal configurations and hardware are all your choice. The result is a kitchen that fits the architecture of your home — not one that has been adapted to fit it.
In a London home — especially a period property with irregular walls, alcoves and non-standard ceiling heights — standard sizing often means compromise. Bespoke does not.
Honest Cost Comparison for London
| Factor | Howdens | Wren | Bespoke (Doorz) |
|---|---|---|---|
| Starting cost (average London kitchen) | £2,400–£5,400 all-in | £2,700–£6,600 all-in | £4,200–£10,500 all-in |
| Price transparency | ✗ Hidden markup | ✗ Inflated "sale" prices | ✓ Trade invoice shown |
| Custom sizing | ✗ Standard sizes only | ✗ Standard sizes only | ✓ Any size, any room |
| Material choice | ✗ Limited range | ✗ Range only | ✓ Any material |
| Period home compatibility | ✗ Compromises needed | ✗ Compromises needed | ✓ Designed around your home |
| Installation quality control | ✗ Your fitter's responsibility | ✗ Variable | ✓ Our team, our responsibility |
| Resale value added | Good | Good | ✓ Excellent |
Which Is Right for Your London Home?
The honest answer depends on your home and your priorities:
- New build or regular-dimension kitchen: Howdens via a good fitter gives solid value.
- Budget-conscious renovation: Wren at sale pricing with your own fitter can work well.
- Period property, high-value home, or irregular space: Bespoke is the only route that delivers properly.
- Central London property worth £240k+: A kitchen that doesn't match the property's quality will reduce its appeal. Bespoke is the right investment.
Doorz London offers bespoke kitchens for Central London homes from £4,200 fully fitted. Free design consultation, fixed price, trade invoice transparency.
See Our Kitchen Service →