Although Paul Wheeler was already operating successfully in the kitchen industry, he was amazed at the impact the In-toto brand name created. 'In the past I’ve worked in a retail environment and have fitted kitchens, but I have never been so busy', he says. 'My wife works alongside me and we’re absolutely rushed off our feet – our business has really taken off!'
Established reputation and brand profile
He explains, 'I wouldn’t have considered risking setting up a studio under my own name, despite my previous experience. The attraction of the independent studio to customers is the individually designed kitchen, the high quality products and personal service; but without an established reputation or brand profile you would really struggle to compete. People do succeed, but it can take years.'
Paul opened his extensive Ealing showroom in February 2006. In his first few months he installed 24 kitchens and quickly realised that he needed some more help to handle the growing numbers of enquiries each week. 'I’ve been fortunate in recruiting a strong team, including another designer and an administrator, as well as extra support to cope with the high weekend traffic,' he says.
Designer kitchens at affordable prices
The average value of Paul’s kitchens is around £14,500 installed. 'We fill a gap between the high volume, low value market and top end bespoke kitchens,' he states. 'We attract customers who want the look of an expensive kitchen, but don’t want to pay a fortune, as well as customers that want something more individual than a standard range kitchen. We can provide a highly professional service and a designer kitchen at an affordable price, and so reap the benefits from both sides.'
He puts his success down to a stunning showroom in an excellent location, a high quality and stylish product range, as well as the personal rapport that he and his team build with their customers.
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