DIY Kitchens
- Company typePrivate
- Founded1982
- HeadquartersPontefract, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
DIY Kitchens firmographics
Firmographics- Name
- DIY Kitchens
- Legal name
- Ultima Furniture Systems Ltd
- Website
- https://diy-kitchens.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
DIY Kitchens industry classification
Industry- Product category
- Fitted Kitchen Manufacturing
- NAICS
- Wood Kitchen Cabinet and Countertop Manufacturing (337110), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)
- SIC
- Wood Household Furniture, (No Upholstered) (2511)
- akta.pro primary industry
- Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)
- akta.pro secondary industry
- Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms (CRAIAFAF)
Keywords
Where DIY Kitchens is headquartered
LocationHeadquarters
- HQ city
- Pontefract
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
DIY Kitchens business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Kitchen units and components sales: Direct-to-consumer sales of complete kitchens, kitchen units, doors, appliances, sinks, taps, worktops, handles, and accessories through online platform. Customers design and purchase complete kitchen solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete kitchen packages starting from £1,427.11 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
DIY Kitchens product offering
Product offeringCore offering
DIY Kitchens manufactures and supplies made-to-measure fitted kitchens, kitchen units, doors, worktops, appliances, sinks, taps, and accessories directly to consumers through its online platform and showrooms. Operating from 16 manufacturing facilities across Yorkshire with over 650,000 sq ft of production capacity, the company offers 200+ kitchen styles and 900 colour-coordinated units.
Product overview
DIY Kitchens is the world's #1 online kitchen retailer offering a direct-to-consumer e-commerce platform for complete kitchens and components. The company operates a single unified online store supplemented by showrooms in West Yorkshire and Oxford. The product portfolio centers on complete kitchen packages and individual components: kitchen units (base, wall, corner, tall units), kitchen doors, appliances (cooking, laundry, refrigeration, dishwashers), worktops (laminate, solid wood, granite, quartz, ceramic), sinks and taps, handles, and accessories. DIY Kitchens manufactures its own Innova-brand cupboards across 16 facilities in Yorkshire. The company also offers value-added services including a free Online Kitchen Planner, a paid Expert Planning Service (£29.99), free sample delivery, and physical showroom experiences. The offering is positioned as a direct-from-manufacturer model cutting out showroom costs to deliver savings versus high street retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Fitted Kitchens
Companies that use DIY Kitchens
Customer profileSegments1 record
Ideal customer profiles1 record
DIY Kitchens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DIY Kitchens partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- BlumcoreKitchen hardware supplier providing soft-close hinges and door mechanisms for kitchen units. Featured as a key partner on the DIY Kitchens website.
- KessebohmercoreKitchen hardware manufacturer providing storage solutions and fittings. Listed as a key partner on the DIY Kitchens website.
- AEGcoreAppliance brand supplying kitchen appliances such as ovens, hobs, and extractors. Featured as a partner brand on DIY Kitchens website.
- DektoncoreWorktop material supplier providing Dekton solid surface worktops. Listed as a key partner on the DIY Kitchens website.
- CDAcoreAppliance brand supplying kitchen appliances. Listed as a partner on DIY Kitchens website.
- InnovacoreKitchen cupboard and furniture component brand. Listed as a key partner on DIY Kitchens website, providing Innova kitchen cupboards.
- SilestonecoreWorktop material supplier providing Silestone quartz worktops. Listed as a key partner on the DIY Kitchens website.
- DuropalcoreWorktop and surface material supplier. Listed as a key partner on the DIY Kitchens website.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
DIY Kitchens competitors and assessment
Company assessmentDirect peers
- Wren Kitchens: UK's largest dedicated kitchen retailer with showroom network and configurator-led online sales. Closest direct competitor to DIY Kitchens' D2C kitchen model, competing on style breadth, price transparency, and online planning tools.
- Benchmarx Kitchens: Saint-Gobain-owned UK trade kitchen retailer supplying kitchens to builders and trades. Comparable product (kitchen units, worktops, appliances) and channel (kitchen showroom/showroom-light) with strong builder relationships.
- Magnet Kitchens: Long-established UK kitchen retailer with nationwide showroom network spanning trade and retail customers. Comparable product breadth across styles, finishes, and price tiers and comparable digital configurator tooling.
- Kutchenhaus: Mid-market UK kitchen retailer offering made-to-measure kitchens through showrooms and online. Direct overlap in modular kitchen unit range, online configurator, and price-led positioning.
Broad incumbents
- Homebase: UK home-improvement retailer with kitchen showrooms and online kitchen configurator. Competes head-to-head in the value-to-mid kitchen segment with comparable small-kitchen and full-fit offerings.
- Wickes: UK home-improvement retailer (FTSE-listed) with kitchens, joinery, and installation services as a core category. Overlaps on DIY kitchen supply and online configurator strategy, though kitchens are one of several categories.
- Howdens Joinery Group: Parent company of DIY Kitchens since June 2026 and the UK's leading trade-only kitchen and joinery supplier through 800+ depots. Directly comparable in kitchen cabinetry range and Yorkshire manufacturing heritage, but serves trade customers rather than retail consumers.
- IKEA UK: Global affordable modular kitchen retailer with strong UK presence and a planning-led online configurator. Comparable on D2C kitchen configurator and value positioning, though IKEA's flat-pack model differs from DIY Kitchens' assembled units.
- Howarth Timber & Building Supplies / B&Q (Kingfisher): B&Q, owned by Kingfisher, is the UK's largest home-improvement retailer and offers a wide kitchen and appliance range through hundreds of stores and online. Comparable in kitchen unit breadth and D2C/click-and-collect delivery model, although positioned as general DIY rather than kitchen specialist.
Regional players
- JTP (John Thomas Partnership) / In-toto Kitchens: UK mid-market kitchen retailer with a regional showroom network and online configurator. Comparable D2C kitchen configurator model and price tier to DIY Kitchens, though smaller national scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
DIY Kitchens social profiles
Digital presenceDIY Kitchens financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIY Kitchens leadership team
Management profileNumber of profiles
DIY Kitchens funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIY Kitchens M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DIY Kitchens
What does DIY Kitchens do?
DIY Kitchens manufactures and supplies made-to-measure fitted kitchens, kitchen units, doors, worktops, appliances, sinks, taps, and accessories directly to consumers through its online platform and showrooms. Operating from 16 manufacturing facilities across Yorkshire with over 650,000 sq ft of production capacity, the company offers 200+ kitchen styles and 900 colour-coordinated units.
Is DIY Kitchens a public or private company?
DIY Kitchens is a private company. It is classified as corporate owned and is currently operating.
When was DIY Kitchens founded?
DIY Kitchens was founded in 1982. It employs 251 to 500 people.
Where is DIY Kitchens based?
DIY Kitchens is headquartered in Pontefract, United Kingdom, in the Europe region.
How does DIY Kitchens make money?
One revenue line is on record: kitchen units and components sales.
Who are DIY Kitchens's main competitors?
Direct peers on record are Wren Kitchens, Benchmarx Kitchens, Magnet Kitchens and Kutchenhaus. Broad incumbents are Homebase, Wickes, Howdens Joinery Group, IKEA UK and Howarth Timber & Building Supplies / B&Q (Kingfisher). JTP (John Thomas Partnership) / In-toto Kitchens is listed as a regional player.
Does DIY Kitchens have an API?
No public API is recorded for DIY Kitchens.
What industry is DIY Kitchens in?
DIY Kitchens's product category is Fitted Kitchen Manufacturing. Its primary akta.pro industry code is CRAIAFAA, Kitchen Cabinets & Custom Millwork Showrooms, with a secondary code of CRAIAFAF, Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms. Its NAICS code is 337110 and its SIC code is 2511.