What Easylife Kitchens does

Easylife Kitchens, incorporated in 1992 and headquartered in Johannesburg, South Africa, designs, manufactures, and installs custom kitchen cabinets, built-in cupboards, bathroom vanities, entertainment units, studies, bars, and living space solutions for the Southern African market. The company operates two advanced manufacturing facilities totaling 6,400m² in Randburg (Gauteng, 3,800m²) and Bellville South (Cape Town, 2,600m²), equipped with CNC machines, hot-melt edge banding technology, and A-grade board processing capabilities. Its product portfolio centers on two flagship exclusive ranges: the Evolution Range (a 2024 launch featuring 6-tier drawer systems, 330mm wall units, and handle-less design) and the EGGER Exclusive Collection (a 2026 launch with European premium finishes including PerfectSense Feelwood, Premium Gloss, and anti-bacterial surfaces). Hardware and components are sourced from a curated trade partner ecosystem including Blum (20-year lifetime guarantee), Bosch, Franke, Hansgrohe, Miele, Siemens, Smeg, Gaggenau, Caesarstone, Dekton, and Silestone.

The company operates a franchise distribution model with over 40-45 owner-operated showrooms across South Africa, Namibia, Lesotho, and Tanzania, supported by an export projects channel serving 20+ African and European countries. Revenue is generated primarily through one-time kitchen and cabinetry project sales (quote-based, with project investment ranges of R150k-R500k+), supplemented by franchise fees, a R1,000 design consultation fee (credited upon purchase), and export project contracts. The customer base is structurally diversified across individual homeowners (primary segment), corporate property developers, and international export clients. Marketing is multi-channel: showroom experience, digital showroom, style quiz, project calculator, social media (Facebook, Instagram, X), email newsletter, and content marketing. Easylife Kitchens is a member of the Kitchen Specialists Association (KSA) and the Franchise Association of South Africa (FASA), provides a 2-year product and workmanship guarantee, and employs 251-500 staff under Managing Director Philip Kirby.

Name

Easylife Kitchens

Legal name

EASYLIFE KITCHENS

Website

https://easylifekitchens.co.za

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Custom Kitchen Cabinetry and Manufacturing

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (337110), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Wood Household Furniture, (No Upholstered) (2511), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510)

akta.pro primary industry

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)

akta.pro secondary industries

Kitchen Island & Custom Storage Solutions (HSAPAAAH), Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)

Keywords

• Custom kitchen cabinets
• Kitchen manufacturing
• Kitchen design services
• Built-in cupboards
• Kitchen installation

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Kitchen and Cabinetry Sales: One-time sale of custom kitchen cabinets, built-in cupboards, bathroom vanities, bars, studies, and living space solutions. Sales include design consultation, manufacturing, and professional installation by company installers.
2. Franchise Operations: Franchise opportunities available for showroom operators. Franchisees benefit from established brand, manufacturing support, and national marketing.
3. Export Projects: Kitchen design and installation services for international clients in over 20 African and European countries.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

Easylife Kitchens designs, manufactures, and installs custom kitchen cabinets, built-in cupboards, bathroom vanities, entertainment units, studies, bars, kitchen islands, and living space solutions. Products are sold through over 45 owner-operated franchise showrooms across Southern Africa, supported by in-house manufacturing at two factories (3,800m² in Randburg and 2,600m² in Bellville South) and professional installation services. The portfolio centers on two exclusive ranges: the Evolution Range and the EGGER Collection.

Product overview

Easylife Kitchens is a premium kitchen manufacturing and design company offering custom kitchen cabinets, built-in cupboards, and living space solutions. The product portfolio centers on two exclusive ranges: the Evolution Range (modern European-inspired designs with space-saving features like a 6-tier drawer system and 330mm wall units) and the EGGER Collection (premium imported finishes with anti-bacterial properties). Core offerings include kitchens, bedrooms (built-in cupboards), bathroom vanities, entertainment units, studies, bars, and living spaces. Services encompass design consultation with computer-aided design technology, professional installation, and a digital showroom for material visualization. The company operates over 45 showrooms across Southern Africa with manufacturing facilities in Johannesburg (3,800m²) and Cape Town (2,600m²). A network of 24+ trade partners provides premium hardware (Blum, Roco, Raiel), appliances (Bosch, Miele, Smeg, Siemens, Gaggenau), and surfaces (Caesarstone, Dekton, Silestone, EeziQuartz, Infinity, Sonae Arauco).

Differentiator

Problem solved

Functional benefit

Brands

• Evolution Range: An exclusive range developed by Easylife Kitchens introducing stylish, state-of-the-art kitchen designs based on European trends and latest kitchen design technology. Features space-saving benefits, six-tier drawer systems, and handle-less design options.
• EGGER Collection

Products and services

• Kitchens Custom-designed ready-to-assemble kitchen cabinets and modular built-in cupboards manufactured to customer specifications. Includes design consultation, in-house manufacturing, and professional installation for residential homeowners.
• Bedrooms (Built-in Cupboards) Custom-built cupboard solutions for bedroom storage including wardrobes and fitted storage systems, designed and installed to complement the company's kitchen offerings.
• Bathroom Vanities Custom bathroom cabinetry solutions including vanity units designed to customer specifications.
• Entertainment Units Custom cabinetry solutions for entertainment areas including TV cabinets and storage units designed to integrate with living-space aesthetics.
• Studies / Home Offices Custom cabinetry solutions for home office and study spaces including built-in bookshelves, desks, and storage systems.
• Bars Custom bar cabinetry solutions designed for residential entertainment spaces.
• Kitchen Islands Custom kitchen island designs providing additional workspace, storage, and social gathering points for kitchen layouts.
• Living Spaces Comprehensive custom living space cabinetry solutions extending beyond kitchens to create cohesive home interiors.
• Evolution Range Exclusive kitchen range developed by Easylife Kitchens featuring modern European-inspired designs with space-saving benefits. Includes 6-tier drawer system (50% more drawer space), handle-less design capability, 330mm wall unit depth, 80mm plinth, and improved ventilation.
• EGGER Exclusive Collection Exclusive range of premium finishes available only at Easylife Kitchens, featuring PerfectSense Feelwood Nature Matt, PerfectSense Premium Gloss, PerfectSense Omnipore Matt, and Linen Textile surfaces. E1-rated with anti-bacterial properties.
• Design Consultation Service Professional design consultation using state-of-the-art computer-aided design technology. Includes R1,000 consultation fee (credited upon acceptance of quotation) covering consultations and site visits to finalise quotation.
• Franchise Opportunities Franchise programme enabling entrepreneurs to operate Easylife Kitchens owner-operated showrooms with brand support, manufacturing supply, and national marketing.
• Export Projects Kitchen design and installation services for international clients in over 20 African and European countries including Mozambique, Angola, Zambia, Ghana, Rwanda, and European nations.

Quantifiable outcome

• Evolution Range provides 50% more drawer space through 6-tier drawer system
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

28 partnerships are on record, tiered flagship and core.

• EGGERflagshipStrategic or Co-development Partner · 1 June 2026Exclusive partnership for EGGER Collection - premium European-inspired finishes exclusively available at Easylife Kitchens. Includes PerfectSense Feelwood, Premium Gloss, Omnipore Matt, and Linen Textile surfaces with E1-rated anti-bacterial properties.
• BlumcoreTechnology or IntegrationInternational leader in innovative kitchen hardware with 60+ years of expertise. Provides TANDEMBOX and AVENTOS systems including soft-closing mechanisms, lift systems, and drawer runners. Blum components carry a 20-year lifetime guarantee.
• BoschcoreTechnology or IntegrationGlobal leader in home appliance technology for over a century. Provides ovens, energy-efficient dishwashers, induction cooktops with Home Connect technology for smart living.
• FrankecoreTechnology or IntegrationLeading brand in kitchen sinks, taps, hoods, and accessories. Provides sleek stainless-steel sinks and sophisticated tap designs for functional luxury.
• HansgrohecoreTechnology or IntegrationGerman engineering specialist in premium kitchen and bathroom fittings with 120+ years history. Provides EcoSmart and AirPower technologies for water efficiency, pull-out spray mixers, and Select technology.
• MielecoreTechnology or IntegrationGlobally recognized brand with 120+ years of innovation, quality, and precision engineering. Provides premium ovens, cooktops, refrigeration, and dishwashers.
• SiemenscoreTechnology or IntegrationGlobal leader in kitchen technology offering smart appliances with Home Connect for remote control. Provides energy-efficient ovens, cooktops, dishwashers, and refrigerators.
• SmegcoreTechnology or IntegrationRenowned worldwide brand combining stylish design with top-notch functionality. Provides ovens, fridges, dishwashers, and cooktops with Italian craftsmanship.
• GaggenaucoreTechnology or IntegrationBrand synonymous with precision engineering and sophisticated design for over 300 years. Provides professional-grade ovens, cooktops, refrigeration, and ventilation systems.
• CaesarstonecoreTechnology or IntegrationLeader in engineered stone surfaces. Provides durable quartz surfaces resistant to stains, scratches, and heat with wide range of colours and finishes.
• DektoncoreTechnology or IntegrationPremium surface brand by Cosentino using blend of glass, porcelain, and quartz. Provides exceptionally strong worktops resistant to scratches, heat, and UV rays.
• SilestonecoreTechnology or IntegrationInnovative and eco-friendly quartz surfaces from Cosentino. Provides non-porous surfaces resistant to stains and scratches with hygiene benefits.
• EeziQuartzcoreTechnology or IntegrationPremium quartz surface supplier. Provides engineered stone surfaces for countertops and vanities resistant to scratches, stains, and heat.
• LifestonecoreTechnology or IntegrationRenowned for exceptional engineered stone surfaces providing elegant and durable countertops. Offers wide variety of colours and textures.
• Infinity SurfacescoreTechnology or IntegrationProvider of exceptional worktops including quartz, granite, and sintered stone. Delivers custom worktops for tailored kitchen solutions.
• PG BisoncoreTechnology or IntegrationLeading manufacturer of decorative wood-based panel products in South Africa for over a century. Provides Melawood, SupaWood, and Formica LifeSeal Worktops.
• Sonae AraucocoreTechnology or IntegrationOne of world's largest wood-based panel producers. Provides Innovus Decorative Products including melamine boards, laminates, and compact panels with sustainable manufacturing.
• NiemanncoreTechnology or IntegrationTrusted supplier of high-end decorative panels. Provides high-gloss, super-matte, and textured panels for contemporary kitchen spaces.
• SenoSAcoreTechnology or IntegrationLeader in innovative surface materials providing decorative melamine-faced boards, acrylics, and laminates with European-inspired design.
• FinelinecoreTechnology or IntegrationTrusted name in design and supply of premium solutions for modern interiors. Provides superior-quality laminates, board materials, and surface finishes.
• RaielcoreTechnology or IntegrationRenowned brand with 25+ years experience in premium handles and accessories. Provides stylish and functional hardware solutions from sleek minimalist to classic designs.
• RococoreTechnology or IntegrationRenowned name in furniture fittings and architectural hardware. Provides sleek handles, sophisticated hinges, drawer systems, and storage solutions.
• InnoxacoreTechnology or IntegrationItalian manufacturer of premium kitchen storage solutions. Provides wire accessories, pull-out storage systems, and soft-close mechanisms.
• La GermaniacoreTechnology or IntegrationSpecialist in high-quality storage systems for modern living. Provides pull-out pantry systems, internal organizers, custom shelving, and wardrobe solutions.
• Vogue DoorscoreTechnology or IntegrationLeading supplier of premium cabinet doors offering high-end custom-designed doors in modern, classic, and bespoke designs with variety of finishes.
• VolpatocoreTechnology or IntegrationItalian manufacturer of high-quality kitchen components. Provides profiles, panels, and functional components meeting highest European quality standards.
• Kitchen Specialists Association (KSA)coreOthersNational association representing reputable kitchen manufacturers. Members must adhere to strict code of ethics, provide references, demonstrate 3+ years trading experience, and be fully compliant with South African law.
• Franchise Association of South Africa (FASA)coreOthersFranchise Association membership demonstrating commitment to ethical franchise operations and standards.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Howdens Joinery: UK-based kitchen manufacturer and trade-only depot operator with a depot network selling to local installers. Highly comparable to Easylife's franchise-driven distribution of manufactured kitchen cabinetry, though operating at significantly larger scale and in the UK/Ireland.
• Magnet Joinery: UK kitchen manufacturer and retailer with showrooms offering design, manufacture, and installation services. Comparable to Easylife in product category (kitchen cabinetry), showroom-led GTM, and design-consultation-led customer journey.
• Wren Kitchens: UK vertically integrated kitchen manufacturer and retailer operating 100+ showrooms with in-house design, manufacturing, and installation. Comparable to Easylife's vertically integrated design-manufacture-install model, though Wren is direct-to-consumer rather than franchise-based.

Broad incumbents

• IKEA: Global home furnishings retailer with growing kitchen cabinetry offering through METOD system and design-planning services. A broad incumbent in the kitchen category with overlapping showroom-and-design model, but operating as a mass-market, self-assembly proposition rather than bespoke custom manufacturing.
• Leroy Merlin: Global home improvement and kitchen retailer (part of ADEO Group) with growing African presence, including South Africa. A broad incumbent overlapping with Easylife in kitchen design and installation services, though operating a much larger, multi-category home improvement format.
• Nobia: European kitchen manufacturer operating multiple brands (e.g., Magnet, HTH, Marbodal) with a focus on design-led kitchen cabinetry. A broad incumbent manufacturer comparable to Easylife's in-house cabinet production, though serving European rather than African markets.

Regional players

• Italtile: JSE-listed South African retailer of tiles, bath, and related home finishing products with a national showroom footprint. A regional South African peer sharing showroom-driven home improvement retail, though focused on tiles and sanitaryware rather than bespoke kitchen cabinetry manufacturing.
• Builders Warehouse: South African building materials and home improvement retailer (part of the ITALTILE group of companies in part, operating under Massbuild) with showrooms selling kitchens among other categories. Regional home improvement competitor overlapping with Easylife in kitchen retail though at a broader, multi-category format.
• CTM (Ceramic Tile Market): South African tile and bathroom retailer with national showroom footprint. A regional peer operating in adjacent home improvement categories with similar showroom-driven retail, though not primarily a kitchen cabinetry manufacturer.

Others

• PG Bison: Leading South African manufacturer of decorative wood-based panel products (Melawood, SupaWood, Formica LifeSeal Worktops) that is a key input supplier to Easylife. An ecosystem participant / supplier rather than direct competitor, but its product roadmap directly influences Easylife's material costs and design options.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/easylifekitchen
• Facebookfacebook.com/EasylifeKitchens
• Instagraminstagram.com/easylife_kitchens
• LinkedInlinkedin.com/company/easylife-kitchens

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Easylife Kitchens