The six questions — and what the answers reveal
1. Who actually makes the cabinets?
Most national chains don’t manufacture. They buy cabinets from a central European or Asian supplier and brand them. That’s not inherently bad — some of those factories are excellent — but it changes who’s accountable when something’s wrong in year six, and it usually means flat-pack construction rather than rigid pre-built carcasses.
At Deelux, every carcass is built in our own factory in Winsford, Cheshire, by a team led personally by Andy Jervis. Rigid pre-built, not flat-pack. Manufactured-to-order, not held in stock.
2. Who designs the kitchen?
In most national-chain showrooms, the designer is on commission — a percentage of the sale price. That creates a structural incentive to upsell ranges, add appliances and steer you toward higher-margin options regardless of whether they suit your space or budget.
Deelux designers (including Jenny Jervis, our design director) are salaried. There’s no commission on the sale, so the design decisions are about your space — not about the designer’s monthly target.
3. Who fits the kitchen?
Most national chains sub-contract installation to local fitters. The fitter is genuinely local to Cheshire, which is good — but they’re not employed by the chain, they’re booked week-to-week. Their work is usually excellent when they’re good, and variable when they’re not, because the chain doesn’t manage them day-to-day.
Deelux installation is in-house. Our fitting team is employed by Deelux, works across Cheshire, south Merseyside and north Shropshire, and works to the same standard on every kitchen. If something needs putting right after handover, it’s the same team.
