Howdens

What Howdens does

Howdens (Howden Joinery Group PLC, LSE: HW.) is the UK's largest trade-only kitchen and joinery supplier, operating a depot-led distribution model with over 850 depots across the UK, Republic of Ireland, France, and Belgium. The company serves registered trade customers — primarily builders, kitchen fitters, and contractors — who purchase fitted kitchens, fitted bedrooms, and joinery and hardware products for supply-and-fit projects to end consumers. Customer relationships are gated by trade account status, which unlocks exclusive trade pricing, free survey and design appointments, and same-day stock collection from local depots.

The core product range spans kitchen cabinetry, doors, worktops (quartz, solid wood, laminate), appliances, sinks and taps, storage and fittings, fitted bedrooms, and a broad joinery and hardware assortment (doors, flooring, stairs, ironmongery, fixings, tools). The technology layer is a standard e-commerce and 3D visualisation stack — Kitchen Visualiser, Bedroom Visualiser, Kitchen Style Finder, and an online trade ordering platform supporting 'Checkout' project orders and 'Buy it Now' same-day purchases. There is no disclosed AI/ML capability, API platform, or mobile app in the input. Supporting services include free design appointments with 3D plans, the Howdens Expo showroom experience, and the Business Builder trade resource hub.

Revenue is generated almost entirely through one-time product sales settled via trade accounts at depot collection, with prices excluding VAT and unavailable to the public. The acquisition of DIY Kitchens in June 2026 (£390M, £136M of acquired revenue in 2025) added a parallel, online-only, non-trade consumer channel operating as a separate brand. Howdens is a publicly listed, profitable, mature operator whose strategic posture is dominated by depot density, trade-channel lock-in, and disciplined international replication of the UK depot model, with the DIY Kitchens deal marking a deliberate but contained move into the direct-to-consumer segment.

Name

Howdens

Legal name

Howden Joinery Limited

Website

https://howdens.com

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Howdens is the UK's largest trade-only kitchen and joinery supplier, serving builders, kitchen fitters, and contractors through 850+ depots across the UK, Ireland, France, and Belgium with fitted kitchens, bedrooms, and hardware on a stock-and-collect model.

Ownership category

akta.pro rank

Product category

Trade Kitchen and Joinery Supply

NAICS

Hardware Merchant Wholesalers (423710), Building Material and Supplies Dealers (4441)

SIC

Wholesale-Furniture & Home Furnishings (5020), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

akta.pro secondary industry

Electrical, Plumbing & HVAC Trade Supply Marketplaces (CRAFAHAC)

Keywords

• Trade kitchen supply
• Fitted kitchens
• Kitchen joinery
• Trade hardware
• Depot distribution

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Kitchen and Bedroom Product Sales: Howdens generates revenue primarily through the sale of fitted kitchens, bedrooms, and joinery products to trade customers. Products include cabinets, doors, worktops, appliances, storage solutions, and hardware. The company operates on a trade-only model where products are supplied and fitted by registered trade professionals.
2. Trade Account Terms: Revenue is settled through trade accounts, where registered trade customers can submit orders online and have their accounts charged at the point of collection in depot. Payment can also be made upfront via debit/credit card.
3. Online Purchasing: Online sales to trade customers with collection from depots. Prices exclude VAT. Online purchasing is available only to registered trade account holders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Howdens supplies fitted kitchens, fitted bedrooms, joinery products, and hardware exclusively to registered trade customers (builders, kitchen fitters, and contractors) through a network of over 850 depots across the UK, Ireland, France, and Belgium. The depot-based model offers trade-exclusive pricing, free survey and design services, depot stock availability, and a complementary online ordering and 3D design tool suite.

Product overview

Howdens is the UK's number one trade kitchen supplier, operating a trade-only business model where it supplies kitchens, bedrooms, and joinery products exclusively through registered trade customers who design, supply, and fit the products for end consumers. The company operates over 850 depots nationwide. Its core product portfolio consists of fitted kitchens (including cabinetry, doors, worktops, appliances, sinks, taps, storage solutions, and fittings), fitted bedrooms, and joinery products (doors, floors, stairs, hardware). The product line spans multiple named kitchen ranges (Greenwich, Clerkenwell, Halesworth, Bridgemere, Winterton, Ilfracombe, Hockley, and others) available in various colours and door styles. Howdens also offers promotional 'Rooster Deals' packages and acquired online kitchen operator DIY Kitchens in 2026. Supporting services include free design appointments, the Howdens Expo showroom experience, and the Business Builder resource hub for trade customers. The company has also recently expanded into fitted bedrooms and operates internationally in France and Belgium.

Differentiator

Problem solved

Functional benefit

Brands

• Rooster Deals: Promotional brand featuring discounted kitchen, bedroom, door, and worktop deals

Products and services

• Fitted Kitchens Complete fitted kitchen solutions including cabinetry, doors, and accessories, sold exclusively through trade customers who supply and fit the kitchens for end consumers.
• Kitchen Cabinets Base units, wall units, tower cabinets, larder cabinets, and dresser cabinets available in various sizes, constructions (flat pack and ready assembled), and styles (handleless and standard).
• Worktops Kitchen work surfaces including Quartz Worktops, Solid Wood Worktops, and Laminate Worktops, along with accessories like backboards, upstands, breakfast bars, and splashbacks.
• Kitchen Appliances Kitchen appliances including cooking (ovens, hobs, cooker hoods, microwaves, cookers, warming drawers), laundry (washing machines, tumble dryers, washer dryers), refrigeration (fridge freezers, fridges, freezers, wine coolers), dishwashers, and coffee machines.
• Kitchen Storage Storage solutions including cutlery trays, kitchen cabinet storage (pull-out storage, baskets, carousel), shelves, storage drawers, and kitchen bins.
• Kitchen Sinks and Taps Kitchen sinks, taps, sink and tap packs, and accessories for kitchen water fixtures.
• Kitchen Fittings Cabinet fittings, cornice and pelmets, posts, kitchen accessories, corner protectors, panels, plinths, profiles, and wine racks.
• Kitchen Doors Replacement and new kitchen cabinet doors available in various styles including J-Pull, Shaker, and Slab.
• Fitted Bedrooms Complete fitted bedroom solutions including cabinetry, storage, and sliding wardrobe doors, with ranges including Bridgemere, Clerkenwell, Greenwich, Halesworth, Winterton, and Hockley.
• Joinery Products Doors, floors (flooring, underlay, damp proofing, flooring trims), skirting boards, architrave, loft hatches and boards, stairs and parts (stair rails, spindles, newel posts, newel caps, staircases, stair panels, stair fixings), and door fittings.
• Hardware Screws and ironmongery including handles (door handles, cabinet handles), door furniture (door closers, locks, bolts, latches, stops, seals, fire exit hardware), hinges (door hinges, cabinet hinges), fixtures and fittings (brackets, drawer runners, catches, hooks, sliding door kits, wardrobe fittings), fixings, tools (power tools, ladders, safety/workwear, hand tools, woodworking tools, levels/measuring, tool storage), sealants and adhesives, lighting and electrical, woodcare, cleaning and decorating, and plumbing.
• Rooster Deals Promotional product line featuring discounted kitchen packages, doors, bedroom packages, and worktops under the Rooster brand.
• Design Services Free design appointment service where Howdens planners measure up and create 3D plans for customers, with refinement until satisfaction.
• Howdens Expo Showrooms Showroom experience for kitchen and bedroom inspiration and expert advice to help consumers and trade professionals visualise products.
• DIY Kitchens (Online Non-Trade Channel) Online kitchen operator serving non-trade end consumers; operates as a separate, online-only business providing direct-to-consumer kitchen purchasing.

Quantifiable outcome

• 4.5 out of 5 stars on Trustpilot based on 81,275 reviews
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• DIY KitchenscoreStrategic or Co-development Partner · 1 June 2026Howdens completed a £390 million acquisition of online kitchen operator DIY Kitchens in June 2026. DIY Kitchens generated revenue of £136 million in 2025. The acquisition provides Howdens with an additional route to market and expands its accessible customer base in the UK by adding an online, non-trade customer channel distinct from Howdens' larger trade-only model. DIY Kitchens will continue operating as a separate, online-only, non-trade customer business.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wickes: UK-listed home improvement retailer serving both trade professionals and DIY consumers with kitchens, joinery, and building materials through a branch network. Highly comparable to Howdens in product mix (kitchens, bedrooms, timber) and trade-oriented customer base, though Wickes operates a hybrid trade/DIY model rather than trade-only.
• Travis Perkins: UK's largest merchant of building materials, serving trade professionals across timber, plumbing, heating, and kitchens via a national branch network. Closely comparable depot-led B2B trade distribution model to Howdens, overlapping in kitchens, joinery, and hardware categories.
• Toolstation: UK and European trade supplier of tools, hardware, and building products with a branch network serving tradespeople. Comparable B2B trade-counter distribution model with strong overlap on the hardware and fixings ranges sold by Howdens.
• Magnet Trade: UK kitchen and bedroom retailer with a dedicated trade arm serving installers and builders. Direct competitor in trade-supplied fitted kitchens with showrooms and design services, comparable in target customer and product category.
• Wren Kitchens: UK-based fitted kitchen retailer with extensive showroom presence, selling direct to consumers via in-home design appointments. Comparable in fitted kitchens category and design-led sales model, though Wren operates a consumer-direct rather than trade-only proposition.
• Screwfix: UK trade-focused retailer of tools, hardware, and building supplies owned by Kingfisher. Comparable in targeting trade professionals with a dense branch network and click-and-collect model, though focused more on hardware/tools than fitted kitchens.

Broad incumbents

• Saint-Gobain: Global building materials group with distribution brands serving construction professionals. Comparable in supplying trade customers across multiple building product categories, though at a much broader product and geographic scope than Howdens.
• IKEA: Global home furnishings retailer with a substantial kitchens category sold direct to consumers through design and installation services. Adjacent competitor in fitted kitchens but competes through mass-market DIY consumer channels rather than trade supply.
• B&Q: UK's largest home improvement retailer (Kingfisher subsidiary) selling kitchens, bathrooms, and building supplies to DIY consumers and trades. Overlaps with Howdens on kitchens and joinery but serves end-consumers directly via large-format retail rather than the trade-depot model.
• Ferguson: US-headquartered distributor of plumbing, heating, and building products primarily serving professional contractors through a branch network. Comparable in trade-focused distribution scale and B2B branch-led model, though product mix skews more to plumbing/HVAC than kitchens.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/howdens
• Facebookfacebook.com/howdensofficial
• Instagraminstagram.com/howdensjoinery/?hl=en
• Pinterestpinterest.co.uk/howdenskitchensandjoinery
• TikToktiktok.com/@howdensjoinery
• Xx.com/HowdensJoinery
• LinkedInlinkedin.com/company/howdens-joinery-brunswick

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Howdens