Flying the flag for UK kitchens

Michael Marriott, CEO of Waterline Distribution, shares the benefits of buying British and explains why more developers are sourcing kitchens from UK-based companies. 

As trade wars took hold earlier this year, UK consumers became more committed to buying British. According to Barclays Consumer Spend Research, carried out by Opinium Research in March and April 2025,71% of consumers reported that they were keen to support UK businesses by buying products that have been made in Britain. It’s a trend that developers are increasingly embracing too, as the benefits of buying British become ever more apparent.  

Developers, both large and small, want a streamlined way to source kitchen products efficiently, and buying from British companies can help to speed up the delivery process considerably. Waterline Distribution, which became part of the family-owned Crown Imperial Group in 2011, is the UK’s largest kitchen furniture, appliances, sinks, taps and ancillary kitchen products supplier.  

We have more than £7 million of stock spread across three warehouses in Bristol, Bolton and Milton Keynes, as well as a team of specialist drivers that make more than 5,000 deliveries every single month. The peace of mind that comes from knowing that Waterline can supply what they need, when they need it is invaluable to developers who are working to tight schedules and need reliable deliveries.  

Waterline is also able to supply specifiers with all the products they need to fit out the kitchens on their developments. Being able to order everything – from the furniture, appliances, sinks and taps to the worktops, flooring and accessories – from a single, British supplier, simplifies the ordering process and means developers don’t have to juggle multiple delivery schedules, which can often lead to lengthy delays.  

Customer service  

Developers are all too aware that accidents can happen on any project, at any time, and products can get broken. When items are coming from abroad, there’s a bigger risk that they might get damaged in transit and, in some cases, replacements may take weeks to arrive. 

Developers buying from British companies don’t have that problem as replacements can be with them in a matter of days, if not hours. At Waterline, for example, we make sure that developers who partner with us have the level of support and service that they need, and we will always go the extra mile to resolve after sales issues for customers to streamline the process.  

Rich history 

The Crown Imperial Group has a rich heritage and over 75 years’ experience in the manufacture of high-quality British furniture. The UK is our main market, and we understand the latest trends and what end-consumers really want, manufacturing our furniture accordingly. This is advantageous to developers who know that kitchens, which have become the heart of the home, can and often do, sell houses. 

Crown Imperial’s headquarters and factory is based in Herne Bay, Kent, enabling Waterline to offer shorter lead times than many European kitchen manufacturers. Customers are also welcome to visit either the factory, or the showroom in Daventry, to see the quality of the furniture first hand.  

Sourcing kitchens from British manufacturers is also helping developers to reduce their carbon footprint as the environmental impact of having products delivered from the UK is significantly less than having it imported from abroad. As well as helping to foster a most sustainable building industry, buying kitchens from British companies is also a good way for specifiers and developers to support the local economy.  

www.waterline.co.uk