Zulufish

What Zulufish does

Zulufish is a London-based, founder-owned design and build firm established in 2005 by Felix Milns, operating in the prime and super-prime residential sector of West London and surrounding boroughs. The firm offers five integrated service lines: architectural design, interior design, design and build, construction, and bespoke joinery (the latter delivered through its sister company HUX London, established 2017, which operates an 8,000 sqft workshop near High Wycombe). Zulufish targets high-net-worth private homeowners, heritage property owners (Grade I, II*, and II listed), and property developers, with documented projects spanning townhouses, Victorian and Edwardian terraces, modernist homes, new builds, and select commercial fit-outs in districts such as Kensington, Chelsea, Hampstead, Chiswick, and St John's Wood.

The firm's operational model is built on a RIBA-based staged design methodology with transparent fixed fees, and integrates architectural, interior design, and construction capability under a single point of responsibility. Its construction project management software provides clients real-time visibility into progress, finances, and approvals via desktop and smartphone. Zulufish holds RIBA and BIID professional memberships and is pursuing ISO 9001 certification, alongside Safe Contractor, NICEIC, and Gas Safe accreditations. The senior team includes Head of Architecture Jehane Abdelnour (Columbia University, 20+ years international experience) and Head of Interior Design Caroline Milns (25+ years, ex-John Lewis and Helen Green).

Commercially, Zulufish earns revenue primarily through professional services fees tied to project value: architectural design on fixed-fee stages, interior design on fixed fee or £150/hour basis with a 20% procurement margin, and construction/build services for projects ranging £100k to £5m+. The go-to-market is consultative and relationship-driven, relying on referrals, repeat business, the Zulufish Journal blog, Instagram/Houzz/Pinterest presence, press coverage in Elle Decoration and House Beautiful, and inbound enquiries via the website. The firm reports a 97%+ planning application success rate and has been consistently recognized by SBID Awards, UK Property Awards, LUXlife Leaders in Luxury, and Houzz Best Of Design and Customer Service across multiple consecutive years (2019-2025). Geographic reach is primarily London and South East England, with documented activity in Croatia.

Name

Zulufish

Legal name

Zulufish

Website

https://zulufish.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Zulufish is a London-based, founder-owned design and build firm established in 2005 serving high-net-worth homeowners and property developers in the prime residential sector. It offers integrated architectural design, interior design, construction, and bespoke joinery services across London's most prestigious boroughs.

Ownership category

akta.pro rank

Product category

Luxury Residential Design & Build

NAICS

Professional, Scientific, and Technical Services (541), Other Specialized Design Services (54149)

akta.pro primary industry

Commercial General Contracting (New Build) (IMAFAAAA)

Keywords

• Luxury residential design
• Architectural design services
• Interior design consultancy
• Design and build
• Bespoke joinery services

Headquarters

HQ city

London, Zulufish

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Architectural Design Services: Fixed-fee architectural design services across three stages: Measured Survey, Design Phase 1 (Concept Development & Planning), and Design Phase 2 (Detailed Design/Construction Drawings). Pricing is transparent with clear deliverables rather than ambiguous percentage-based models. As part of Design & Build engagement, subsequent project management fees are covered within the build price.
2. Construction & Build Services: Full spectrum building and construction services ranging from £250k to £5m+ per project, encompassing basement conversions, house extensions, whole-home refurbishments, and high-end fit-outs. Construction projects are design-led with quality and individuality as focal points, delivered by in-house project managers and a trusted network of specialist trades.
3. Interior Design Services: Full interior design service on a fixed fee basis with a fixed procurement margin (purchasing fee) of 20%. Also available on an hourly rate basis at £150/hour. Services include full interior design & implementation, partial design/advisory, FF&E-only packages, and design & build integration.
4. Bespoke Joinery (via HUX London): Bespoke joinery and intelligent storage solutions manufactured in their own workshop since 2012. HUX London, a separate sister company established in 2017, focuses exclusively on custom-made kitchens and joinery. All joinery is made-to-order in their purpose-built workshop near High Wycombe, designed and manufactured to exact specifications.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Zulufish is an integrated design and build firm delivering architectural design, interior design, construction, and bespoke joinery services for high-end residential properties in London's prime and super-prime residential sector. Founded in 2005, the firm operates a single-point responsibility model from concept through completion, with all capabilities delivered in-house or via trusted specialist trades. Services are offered both individually and as a fully integrated design-and-build package following a RIBA-based staged methodology with transparent fixed fees.

Product overview

Zulufish is a multi-award-winning interior design consultancy, architectural practice, and design & build specialist based in West London, founded in 2005. The company offers five core integrated service lines: Architectural Design Services, Interior Design Services, Design & Build Services, Construction Services, and Bespoke Joinery (delivered through sister company HUX London). These services are offered both independently and as a unified concept-to-completion package, enabling clients to engage Zulufish for single services or the full design, architectural, construction, and joinery package. The company specializes in residential projects (townhouses, villas, period properties, new builds) and select commercial projects, with particular expertise in heritage and listed buildings.

Differentiator

Problem solved

Functional benefit

Brands

• HUX: Market-leading joinery specialist that creates bespoke kitchens, cabinetry, internal doors and furniture for private clients and design professionals. Operates from an 8000sqft workshop near Heathrow.

Products and services

• Architectural Design Services Full architectural design service from initial feasibility studies and planning applications through to technical design and detailed construction drawings. Covers residential extensions, period home reconfigurations, loft and basement conversions, contemporary new-build design, and sustainable design solutions, delivered via a RIBA-based staged approach with fixed fees.
• Interior Design Services Tailored interior design service offering full interior design and implementation, partial design/advisory, FF&E-only packages, and design & build integration. Delivered by Head of Interior Design Caroline Milns on a fixed fee basis with a 20% procurement margin, or hourly at £150/hour.
• Design & Build Services Integrated design and build service taking responsibility for both design and construction from concept to completion. Combines architectural design, interior design, construction management, and bespoke joinery integration. Projects typically range from £100k-£2m+ for residential refurbishments to £250k-£5m+ for comprehensive builds, delivered via a RIBA-based staged approach with fixed fees.
• Construction Services Comprehensive building and construction services covering basement conversions, house extensions, whole-home refurbishments, and high-end fit-outs. Includes professional project management with specialist construction project management software providing daily logs, progress pictures, and dynamically updated drawings accessible to clients via desktop or smartphone app.
• Bespoke Joinery Custom-made cabinetry and intelligent storage solutions manufactured in-house. Sister company HUX London produces bespoke kitchens, cabinetry, internal doors, and furniture. All items designed and manufactured to exact specifications in a purpose-built 8,000 sq ft workshop near High Wycombe.

Quantifiable outcome

• Over 97% planning application success rate across hundreds of complex London schemes
• +2 more outcomes

Named customers5 records

Segments3 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

Three partnerships are on record, tiered core and minor.

• HUX LondoncoreStrategic or Co-development PartnerHUX London is a separate sister company of Zulufish, established in 2017 to focus exclusively on custom-made kitchens and joinery. Zulufish runs its own dedicated state-of-the-art 8,000sqft workshop near High Wycombe where all joinery is designed and manufactured to exact specifications. HUX has become a market-leading joinery specialist creating bespoke kitchens, cabinetry, internal doors and furniture for discerning private clients and design professionals. Zulufish's interiors and architectural background combined with HUX's manufacturing expertise enables integration of cutting-edge technologies and finishes. The relationship is fully integrated, with HUX joinery featured prominently across all Zulufish project portfolios.
• Hide & SeekminorStrategic or Co-development PartnerHide & Seek is referenced as a collaborator on the Edwardian West London Home project. While not explicitly detailed, the partnership appears to be a design collaboration for this specific project.
• Aoba LandscapesminorStrategic or Co-development PartnerAoba Landscapes designed the garden for the West London Townhouse project, working in collaboration with Zulufish on this specific residential design and build project.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Foster + Partners: Global architecture incumbent with a small but visible prime residential practice in London. Overlaps with Zulufish in high-end residential architecture but operates at vastly larger scale and broader portfolio.
• Pollard Thomas Edwards: Large London architectural practice with established residential, heritage and conservation portfolio including listed building work. Comparable on heritage planning expertise but with much wider project mix and scale.

Direct peers

• Studio Indigo: London architecture and interior design practice with strong prime residential portfolio. Comparable in heritage planning expertise, integrated design capability and prime London focus.
• Laura Hammett: Boutique London luxury interior design studio serving UHNW private clients and developers. Comparable in client segment, project scale and award-driven positioning.
• Shalini Misra: Luxury interior design and architecture studio in London focused on prime residential and super-prime refurbishments. Directly comparable client base and project scale.
• Oliver Burns: London-based luxury residential interior design and architecture studio serving UHNW private clients and developers in prime postcodes. Directly comparable in client segment, design-led positioning and integrated architecture/interior capability.
• Taylor Howes: Award-winning luxury London interior design practice serving private residential and developer clients. Comparable in HNW client base, prime London focus, and multi-disciplinary interior architecture.
• McVitty Interior Consultants: London-based luxury interior design consultancy with heritage and prime residential specialism. Direct comparable in client base, interior design delivery and heritage planning experience.
• Ensoul: London luxury interior design studio specialising in prime residential refurbishments and new builds. Similar client segment, design-led approach, and integrated architecture/interior offering.
• Helen Green: Established luxury London interior design practice working on prime residential and select commercial projects. Comparable in HNW clientele, multi-award positioning, and full-service interior design delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zulufish
• Facebookfacebook.com/zulufishuk
• Instagraminstagram.com/zulufishuk
• Pinterestpinterest.co.uk/zulufish
• LinkedInlinkedin.com/company/zulufish

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

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 Zulufish