Keller Kitchens, Cardiff – retailer interview

Tim Spann, UK National Sales Manager at Keller Kitchens chats to Sharon John, Director of Keller Kitchens, Cardiff

Keller Kitchens is rightly proud of company’s successful dealer network in the UK so we thought it would be a good idea to have a chat with Sharon John from the exclusive Keller Kitchens Cardiff to find out how the partnership works so well today. It is, after all, they are one of the longest serving Keller dealer in the UK – 30 years and counting!

Tim Spann, Keller’s UK national sales manager, tells the story.

How long have you been a Keller Cardiff retailer?

Around 30 years now give or take!

Do you stock Keller exclusively?

We only sell Keller Kitchen furniture, yes.


We have various good reasons!

The high-quality rigid kitchens come directly from Holland so we are close to the whole process, and the people, and can manage customers’ questions about how, where and when! Also, the kitchens are carbon neutral which is a hot topic today.

Handleless kitchens are especially popular and Keller offers outstanding designs for this streamlined, modern style. We can also specify special-sized units to meet very particular needs.  Keller really does span the price points so there is something for everyone. There is also a great selection of finishes, styles and sizes – and, of course, we all know that Keller offers 1950 NCS paint colours.

From satisfied customers, most of the business is now generated from recommendations, with many customers coming back for second and third kitchens when moving house!

What are popular products/ranges amongst your customers?

Pantry type or larder units are becoming very popular right now while the handleless range has always been our best seller as I said. People now seem to becoming bolder in colour choices and choosing kitchens with handles.

As a business, how have you adapted over the past 12 months?

Word of mouth is really important to us as it boosts customers’ confidence in their decision making. We know customers will trust us if their friends do! It’s all about personal service really. Seeing customers by “appointment only” has also helped; we can talk with time and, of course, we make sure that they feel safe.  When we haven’t been open to customers, we’ve used the time to plan and communicate our ideas through emails and telephone calls.

Have you found customer demands have changed at all since the pandemic?

Customers have had more time to research their projects so they are better informed about products, more knowledgeable about appliances and more aware of their ‘likes and dislikes’. This makes for challenging interactions occasionally as not all realise the safety parameters in planning their ‘dream space’!

Do customers want to come instore now?

In our experience, yes they do! Customers still feel it important to touch and open units in our store, and colour doesn’t always translate exactly in print or in CAD designs so holding the samples and checking how different light affects colour is so important.

Our personality shines through on meeting new customers and often will win a sale as the expertise given proves they are in safe hands!

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