Cellar Maison
Cellar Maison is a London-based, founder-led specialist designing and installing bespoke wine cellars, wine rooms, and wine walls for ultra-high-net-worth homeowners and luxury hospitality venues across the UK and Europe, with proprietary climate control engineering and a modular Configurable Wine Rack product line.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Cellar Maison does
Cellar Maison is a London-based, privately held specialist designer and installer of bespoke wine cellars, wine rooms, and wine walls, founded in 2012 by Andrew Speer. The company serves ultra-high-net-worth residential clients and the luxury hospitality sector — including named projects at Shangri-La The Shard, Heckfield Place, Carlton Club, and M18 Restaurant — alongside a Trade Programme for architects and interior designers such as Studio Indigo, Taylor Howes, and Kelly Hoppen. Its core capability combines in-house climate control engineering (proprietary custom wine wall evaporators, split air/water cooled systems, ducted systems, and touch-screen controllers with smartphone and home-automation integration) with bespoke joinery and full project management from cellar excavation through to finishing. Configurable Wine Rack products (DISPLAY, LINEAR, and FEATURE Series) are sold directly through an online shop at unit prices from £158 to £5,984.
The business operates a sales-led, project-based revenue model: bespoke wine rooms, cellars, and wine walls are quote-driven with bespoke project values typically spanning tens to hundreds of thousands of pounds, supported by design consultation, installation, and premium aftercare services. Configurable Series sales provide a standardised, lower-ticket entry point that funnels customers toward full bespoke work, while the Trade Programme generates specification-led demand from design professionals. Geographic reach is centred on the UK with completed projects in France, Switzerland, Belgium, Germany, and New Zealand. The company won the UKBEA British Business Excellence Award in 2025 for innovation and customer service, and operates without disclosed external funding as a founder-led, profitable niche specialist.
Cellar Maison firmographics
Firmographics- Name
- Cellar Maison
- Legal name
- Cellar Maison
- Website
- https://cellarmaison.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cellar Maison is a London-based, founder-led specialist designing and installing bespoke wine cellars, wine rooms, and wine walls for ultra-high-net-worth homeowners and luxury hospitality venues across the UK and Europe, with proprietary climate control engineering and a modular Configurable Wine Rack product line.
- Ownership category
- akta.pro rank
Cellar Maison industry classification
Industry- Product category
- Custom Wine Cellar Design and Installation
- NAICS
- Interior Design Services (541410)
- SIC
- Retail-Furniture Stores (5712), Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Basement Kitchenette, Wet Bar & Plumbing Build-Out (HSAPACAG)
Keywords
Where Cellar Maison is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Cellar Maison business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Bespoke Wine Rooms, Cellars & Wine Walls: Full end-to-end design, manufacture, and installation of bespoke wine rooms, walk-in cellars, and custom wine walls. Projects range from residential under-stair conversions to large-scale wine rooms with capacities of 500 to 10,000+ bottles. Pricing is bespoke and quote-driven based on scope, materials, and complexity.
- Configurable Wine Rack Series (DISPLAY, LINEAR, FEATURE): Pre-configured modular wine rack systems offered at standardised price points. Available for direct purchase through the Cellar Maison online shop. Covers DISPLAY Series (cradle, stepped, neck-out, label-out shelving), LINEAR Series (horizontal and angled bottle storage), and FEATURE Series wall panels. Product prices range from approximately £158 to £5,984 per unit or set.
- Professional Services (Design, Installation & Aftercare): Design consultation, project management, installation, and premium aftercare and maintenance services bundled with bespoke projects. A structured project management system ensures delivery on time and on budget.
- Hospitality Wine Cellar Solutions: Commercial wine cellar, room, and wall installations for restaurants, hotels, private members clubs, and wine merchants. Includes front-of-house feature installations and back-of-house storage solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Configurable Wine Racks — FEATURE Series Wall Panels |
| Unit Pricing | Pay-as-you-go | Configurable Wine Racks — DISPLAY Series |
| Unit Pricing | Pay-as-you-go | Configurable Wine Racks — LINEAR Series Sets |
| Other | Multi-year contract | Bespoke Wine Rooms, Cellars & Wine Walls |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Cellar Maison product offering
Product offeringCore offering
Cellar Maison designs, manufactures, and installs bespoke wine rooms, walk-in cellars, and custom wine walls for ultra-high-net-worth residential clients and luxury hospitality venues, supported by in-house engineered climate control systems. It complements these bespoke projects with a Configurable Wine Rack Series (LINEAR, DISPLAY, FEATURE) sold via its own online shop for modular installations. End-to-end services include design consultation, project management, installation, and premium aftercare.
Product overview
Cellar Maison offers a portfolio of bespoke and configurable wine storage solutions. The core offering consists of custom Wine Rooms & Cellars (walk-in climate-controlled spaces for 500-10,000+ bottles) and Wine Walls & Cabinets (temperature-controlled display walls). Supporting the bespoke offerings is a Configurable range comprising three modular product lines: LINEAR Series (high-capacity metal shelving), DISPLAY Series (versatile slim shelving), and FEATURE Series (wall-mounted panel systems). Add-on capabilities include specialist Cellar Conditioning Options (climate control with home automation connectivity) and Hospitality Wine Cellar Solutions for commercial venues. A Design Planner Tool and downloadable Buyers Guide support the sales process.
Differentiator
Problem solved
Functional benefit
Brands
- LINEAR Series: Configurable wine rack system featuring high-capacity horizontal shelving and angled bottle display options with matte black powder-coated finish.
- DISPLAY Series
- FEATURE Series
Products and services
- Wine Rooms & Cellars Bespoke walk-in climate-controlled wine rooms designed for safe storage and cellaring of wine collections, typically suited for capacities from 500 to 10,000+ bottles. Installable above or below ground and targeted at ultra-high-net-worth residential clients and luxury hospitality venues.
- Wine Walls & Cabinets Custom-designed wine storage walls that function as both temperature-controlled storage and aesthetic display features, designed for entertaining areas. Maximise wine capacity while minimising space requirements and are targeted at UHNW residences and hospitality venues.
- FEATURE Series Wine Panels Wall-mounted 60cm x 70cm panel system using matte black powder-coated aluminium pegs to create custom wine bottle feature walls. Configurations support 'neck-out' (25 bottles per panel) or 'label-out' (12 bottles per panel) display, with publicly listed unit prices ranging from £158.35 to £417.00 per panel.
- DISPLAY Series Wine Racks Versatile wine rack system with slim, durable matte black shelving suitable for contemporary and traditional spaces, offering 'neck-out' maximum storage or 'label-out' display options with height-adjustable, fully configurable layouts. Individual components are publicly priced from £692 (Cradle) to £5,815 (Offset Four).
- LINEAR Series Wine Racks Configurable metal wine rack system featuring high bottle capacity with efficient horizontal shelving, matte black powder-coated finish, and an optional label-out display. Includes ceiling or wall-mountable fixing; bundled sets are publicly priced from £1,540 (Single Set 420) to £5,984 (Triple Set).
- Cellar Conditioning Systems Specialist climate control engineering including split-type air and water-cooled systems, ducted systems, room-vented stand-alone systems, and custom wine wall evaporators. Includes humidity control, touch-screen controllers, remote smartphone monitoring, and home automation connectivity, backed by a 5-year parts and labour warranty.
- Hospitality Wine Cellar Solutions Commercial wine storage solutions for restaurants, wine bars, hotels, private members clubs, luxury yachts, and wine merchants. Includes front-of-house feature displays and back-of-house storage with cellar management systems, targeted at luxury hospitality venues.
Quantifiable outcome
- Wine rooms are generally suited for collections of 500 to 10,000+ bottles, with individual bespoke projects delivering capacities of 3,000–3,500 bottles.
- +2 more outcomes
Companies that use Cellar Maison
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Cellar Maison technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Cellar Maison partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered key reference client, flagship reference project, notable reference client, core trade partner and notable trade partner.
- M18 Restaurant, Londonkey reference clientCellar Maison designed and installed 2 wine walls for M18 Restaurant, a commercial hospitality venue. The installation serves as a unique design feature and focal point for restaurant guests.
- Shangri-La Hotel, The Shard, Londonflagship reference projectDesign-only project for Shangri-La Hotel at The Shard, London. Cellar Maison designed a wine wall wrapping around a lift shaft and extending to a Champagne bar, combining bronze, glass, leather, and granite.
- Heckfield Place, Hampshirekey reference clientRustic 'cave à vin' style wine cellar installation for Heckfield Place, a distinguished 5-star hotel and restaurant in Hampshire. Guests are invited to select their fine wine of choice from the cellar.
- Carlton Club, St James's, Londonnotable reference clientWine cellar installation for the Carlton Club, a historical and highly regarded private members club located in St James's, London.
- Studio Indigocore trade partnerListed as a firm Cellar Maison works with, suggesting ongoing collaborative project specifications between the interior design studio and Cellar Maison's wine storage solutions.
- King & Drurycore trade partnerInterior design firm that Cellar Maison collaborates with on luxury residential wine cellar and wine wall projects.
- Gardiner & The Architectscore trade partnerArchitectural practice working alongside Cellar Maison on wine storage integration within high-end residential and commercial projects.
- Galliard Homenotable trade partnerListed as a firm Cellar Maison works with, indicating collaborative interior design and wine storage specification relationships.
- Taylor Howescore trade partnerPrestigious interior design studio that collaborates with Cellar Maison on luxury residential wine storage projects.
- Kelly Hoppennotable trade partnerRenowned interior designer with whom Cellar Maison has worked on bespoke wine storage integration in luxury residential interiors.
- Soho Housenotable reference clientListed as a partner/organisation Cellar Maison works with, indicating project involvement with Soho House group's hospitality venues.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Cellar Maison competitors and assessment
Company assessmentBroad incumbents
- Wine Enthusiast: US-based wine lifestyle retailer and storage solutions provider offering wine cabinets, racks, and cellar cooling units. A broader incumbent serving enthusiast and prosumer buyers with off-the-shelf alternatives to Cellar Maison's configurable modular range.
- Dometic: Global mobile and premium refrigeration company with a wine cabinet and cellar cooling product line. Broad incumbent offering off-the-shelf climate-controlled wine storage solutions that overlap with Cellar Maison's configurable and conditioning categories, particularly in hospitality and marine applications.
- Liebherr: Global premium appliance manufacturer offering a wide range of freestanding and integrated wine cabinets with climate control. A broad incumbent in luxury wine storage whose off-the-shelf products increasingly compete with modular offerings, while custom cellar work remains Cellar Maison's stronghold.
- Sub-Zero Group: US-headquartered premium refrigeration group including Sub-Zero and Wolf brands with integrated wine storage units. Broad incumbent in luxury kitchen and cellar cooling that overlaps with Cellar Maison's climate-conditioning capabilities at the high end of residential specification.
Others
- Wine Guardian: Specialist manufacturer of wine cellar refrigeration and humidity control systems. Functions as a supplier/adjacent player whose climate-control units compete with Cellar Maison's proprietary in-house engineered evaporators and conditioning systems in the cellar cooling category.
Direct peers
- Vinea: UK bespoke wine cellar designer and installer targeting residential and commercial clients. Comparable in scale and service model to Cellar Maison's bespoke tier, including climate-controlled rooms, walls, and custom joinery.
- Eurocave: French-origin premium wine cabinet and cellar specialist offering both freestanding units and bespoke cellars across Europe. Closest direct competitor to Cellar Maison in the luxury wine storage category, serving overlapping UHNW residential and hospitality customers with comparable climate-controlled solutions.
- Mullally Wine Cellar Design: London-based bespoke wine cellar designer and installer. Competes with Cellar Maison for high-end residential cellar commissions in London and the South East with a similarly design-led, custom-build approach.
- Cave Co: UK-based bespoke wine cellar design and installation specialist serving residential and hospitality clients. Operates in the same London/Home Counties market as Cellar Maison with a comparable bespoke-plus-configurable offering and climate-control engineering focus.
- Octogo: UK-based custom wine cellar design and installation company serving UHNW residential and hospitality customers. Direct competitor for bespoke cellar projects with overlapping climate engineering and joinery capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Cellar Maison social profiles
Digital presenceCellar Maison financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cellar Maison leadership team
Management profileNumber of profiles
Profiles1 record
Cellar Maison funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cellar Maison 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 Cellar Maison
What does Cellar Maison do?
Cellar Maison designs, manufactures, and installs bespoke wine rooms, walk-in cellars, and custom wine walls for ultra-high-net-worth residential clients and luxury hospitality venues, supported by in-house engineered climate control systems. It complements these bespoke projects with a Configurable Wine Rack Series (LINEAR, DISPLAY, FEATURE) sold via its own online shop for modular installations. End-to-end services include design consultation, project management, installation, and premium aftercare.
Is Cellar Maison a public or private company?
Cellar Maison is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cellar Maison founded?
Cellar Maison was founded in 2012. It employs 1 to 10 people.
Where is Cellar Maison based?
Cellar Maison is headquartered in London, United Kingdom, in the Europe region.
How does Cellar Maison make money?
Four revenue lines are on record. Bespoke Wine Rooms, Cellars & Wine Walls are the primary driver. The others are configurable Wine Rack Series (DISPLAY, LINEAR, FEATURE), professional Services (Design, Installation & Aftercare) and hospitality Wine Cellar Solutions.
Who are Cellar Maison's main competitors?
Broad incumbents on record are Wine Enthusiast, Dometic, Liebherr and Sub-Zero Group. Wine Guardian is listed as an others. Direct peers are Vinea, Eurocave, Mullally Wine Cellar Design, Cave Co and Octogo.
Does Cellar Maison have an API?
No public API is recorded for Cellar Maison.
What industry is Cellar Maison in?
Cellar Maison's product category is Custom Wine Cellar Design and Installation. Its primary akta.pro industry code is HSAPACAG, Basement Kitchenette, Wet Bar & Plumbing Build-Out. Its NAICS code is 541410 and its SIC code is 5712.