Reform Design

What Reform Design does

Reform Design and Build Ltd is a privately held, founder-operated residential construction and renovation company based in Hertford, United Kingdom, serving homeowners across London and the surrounding Hertfordshire region. Founded in 2013 by Michael Kierstenson, who brings over 20 years of building industry experience, the company offers a full-service design-and-build proposition covering loft extensions, house extensions, garden rooms, kitchens, bathrooms, bedrooms, interiors, external works, and complete refurbishments. Each project is delivered as a single engagement spanning initial planning, design (including 3D rendering for kitchens and bathrooms), supply, and installation, eliminating the need for homeowners to coordinate multiple contractors.

The business operates through a direct sales model with no disclosed pricing, offering free initial consultations and quote-based project pricing. Marketing is portfolio-driven, centered on the company website and a presence across Facebook, Pinterest, Twitter, LinkedIn, and Google Plus, showcasing completed projects organized by category and location. The company is registered as a private limited company in England, is bootstrapped with no external institutional investment, and has no disclosed headcount or revenue. Its competitive positioning rests on owner-led project oversight, a localized reputation built over more than a decade, and partnerships with specialist suppliers (Rock and Bone, AXOR, Crosswater, RACO) and interior designers (Thornton Allan Interiors) to deliver bespoke residential work in its service area.

Name

Reform Design

Legal name

Reform Design and Build Ltd

Website

https://reform-design.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Reform Design and Build Ltd is a Hertford-based, founder-led residential construction company delivering design-and-build services including loft extensions, kitchens, bathrooms, and renovations to homeowners in London and Hertfordshire.

Ownership category

akta.pro rank

Product category

Residential Construction & Renovation

NAICS

Residential Remodelers (236118), Residential Building Construction (23611)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Residential Design-Build & Renovation-Integrated Builders (IMAFABAE)

akta.pro secondary industries

Structural Expansion (Foundation, Framing & Load-Bearing Modifications) (HSAPADAN), Architectural Reconfiguration & Structural Alterations (HSAPAEAB), Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC)

Keywords

• Residential construction services
• Home renovation services
• Loft conversions
• Kitchen installation
• House extensions

Headquarters

HQ city

Hertford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Construction and Installation Services: Project-based revenue from residential construction, extensions, loft conversions, and full renovation services. The company provides end-to-end service from initial planning and design through to supply and installation of kitchens, bathrooms, bedrooms, and other home improvements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Reform Design and Build Ltd provides end-to-end residential construction and renovation services for homeowners in London and Hertfordshire. The company delivers a full design service from initial planning through to supply and installation, covering loft extensions, house extensions, kitchens, bathrooms, bedrooms, garden rooms, and full property refurbishments. Each project is owner-led by founder Michael Kierstenson with over 20 years of building industry experience.

Product overview

Reform Design & Build Ltd is a UK-based construction and renovation company offering a comprehensive range of residential building services. The company operates as a single unified service offering rather than a platform-plus-modules architecture. Core services include Loft Extensions, Kitchens (supply and installation), Bedrooms (bespoke fitted), Bathrooms, Garden Rooms, House Extensions (rear, loft, garage), Renovation and Refurbishment, Interiors, External Works, Planning & Design (with 3D rendering), and Mobile Home Services. The company provides full-service offerings from initial planning through to supply and installation, serving the London and Hertfordshire areas. Projects span from single-room renovations (kitchens, bathrooms) to complete house extensions and new garden room constructions.

Differentiator

Problem solved

Functional benefit

Products and services

• Loft Extension Complete loft conversion and extension services including design, planning, and installation for residential properties.
• Kitchens Supply and installation of kitchens to suit various budgets, including contemporary, traditional, and bespoke handmade kitchen designs.
• Bedrooms Bespoke fitted bedrooms available in a large range of styles.
• Renovation and Refurbishment Bespoke service for all aspects of renovation and refurbishment of residential properties.
• Garden Room Construction of garden rooms as standalone structures for residential outdoor spaces.
• Bathrooms Bathroom renovation and installation services including en suites, wet rooms, and bathroom refurbishments.
• House Extensions Various extension services including rear extensions, loft extensions, and garage extensions for residential properties.
• Interiors Interior renovation services including living areas, reception rooms, and bar areas.
• External Works External construction and installation services including Juliet balconies and external renovations.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Rock and BoneminorStrategic or Co-development PartnerRock and Bone manufactured the bespoke handmade kitchen for the Bespoke Curves project in Muswell Hill. The kitchen manufacturer worked alongside interior designer Thornton Allan Interiors.
• Thornton Allan InteriorsminorStrategic or Co-development PartnerInterior design firm that worked alongside Reform Design on the Bespoke Curves project in Muswell Hill, designing the interior of the property while Reform Design handled construction and installation.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Anglian Home Improvements: Large UK home improvements company covering windows, doors, conservatories, and home extensions with national installation coverage. Comparable to Reform's extension/renovation offering but at significantly greater scale and broader product breadth.
• Everest Home Improvements: Established UK home improvements brand covering double glazing, conservatories, and home improvements with regional installation teams. Comparable to Reform in the broader home-improvement category but operates nationally across multiple product lines.
• Wren Kitchens: UK's largest kitchen retailer with end-to-end design, supply, and installation services across hundreds of showrooms. Comparable to Reform's kitchen supply-and-install offering but operates as a mass-market national incumbent rather than a bespoke local specialist.

Others

• Travis Perkins: UK's largest builders' merchant supplying timber, bricks, and building materials to trade and construction professionals. Functions as a supplier to firms like Reform rather than a competitor, but is an ecosystem participant in UK residential construction.
• Velux: Global manufacturer of roof windows and skylights widely used in UK loft conversions and extensions. Comparable to Reform as an enabling supplier in the loft conversion/extension supply chain rather than a direct competitor.

Direct peers

• Build Team: London-based residential design-build firm specialising in extensions, loft conversions, and full home renovations with in-house architectural and construction teams. Directly comparable to Reform - same design-build model, same product categories, same geographic focus on London homeowners.
• Hammonds Fitted Furniture: UK fitted bedroom and home office furniture manufacturer and installer with design and full installation service. Directly comparable to Reform's bedroom installation service line and operates a similar design-supply-install model.
• Loft Conversions London (Loftcon): London-based specialist loft conversion company providing design, planning, and build services for residential homeowners. Directly comparable to Reform's core loft extension service line within the same London geography.
• Howdens Joinery: UK-based supplier and fitter of kitchens, bedrooms, and joinery products serving trade customers and homeowners through a depot network. Comparable to Reform because both supply and install fitted kitchens/bedrooms, though Howdens operates at vastly larger scale via a depot model.

Regional players

• Wickes: UK home improvement retailer offering kitchens, bathrooms, and building supplies with installation services. Adjacent to Reform's offering; competes more in DIY and self-build segments and operates primarily through retail outlets rather than full project delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sharer.php
• LinkedInlinkedin.com/company/reform-design
• Pinterestpinterest.com/pin/create/button/?url=https://www.reform-design.co.uk

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 Reform Design