In recent Kbb news CDS Group — owners of The Range, Homebase, and Wilko — announced it is seeking partners to operate in-store franchise-style
Kitchens by Homebase showrooms.
Increasingly, major kbb retailers are turning to franchise-style models as their preferred route to market for big-ticket, long lead-time products such as fitted kitchens.
However, most existing franchise models require significant investment in standalone showrooms. The proposed Kitchens by Homebase model appears, at least on the surface, to take a different approach.
This isn’t entirely new. The market already includes several franchise offerings, most notably with Kutchenhaus by Nobilia.
Additionally, Nobilia and Homebase Kitchens isnt new either. Before the 2024 collapse of Homebase, which saw CDS Group acquire 70 Homebase stores, Homebase were selling re-branded Nobilia kitchens as their own offering, renamed Odina.
The problem with Odina/Nobilia/Homebase kitchens is that the buying public found out and decided that whilst the premium branded Nobilia kitchens was what they wanted, Homebase could never replicate the design, advice, customer service, product knowledge, fitting and after-sales that independents offered and when it came down to it, most independents could price match (or even beat) the exact same kitchen being quoted by Homebase Kitchens.
It was an experiment doomed to fail. Has CDS Group found the right model to sell big ticket items like fitted kitchens from a big DIY shed store such as The Range?
What’s Being Offered?
While details remain limited, the proposition is clearly aimed at experienced professionals — particularly kitchen designers and retail managers.
The appeal is straightforward (once you remove the line from Homebase that says "proven business model" as the past for 'kitchens and Homebase' is nothing of the sort :
- Low upfront costs
- Ready-made, in-store showroom locations
- Full training, marketing, and technical support
- Access to industry software
- Backing from a well-known retail brand
- High customer footfall from The Range stores
On paper, it’s an attractive package. But does it hold up under scrutiny?
Franchise or Something Else?
A closer look raises some important questions. Rather than using the term franchisee, CDS refers to partners as licensees. That distinction matters.
It suggests that operators may not truly “own” a business in the traditional sense, but instead hold limited rights to trade within a tightly controlled framework. In practice, this could feel less like entrepreneurship and more like management under another name — with all the responsibility of ownership, but limited autonomy.
Risk Transfer — or Risk Reduction?
From CDS Group’s perspective, the model appears to offer a low-risk way to remain active in the fitted kitchen sector — a category that has historically proven difficult for DIY retailers.
By shifting operational responsibility onto individual operators, CDS avoids the complexity of staffing and managing these departments directly. Instead, it relies on invested individuals to drive performance.
But this raises a critical issue: where does accountability sit?
The Operational Grey Areas
Several potential friction points stand out:
- Who is responsible for design or survey errors?
- Who handles delivery issues — delays, damages, or missing items?
- Who ultimately “owns” the customer relationship?
- Who manages payments and finance, a key driver in high-ticket sales?
In theory, head office should provide robust support. In reality, this kind of shared responsibility can easily lead to confusion, blame-shifting, and inconsistent customer service.
One of the biggest sources of complaints in the fitted kitchen, bedroom and bathroom sector is 'fitting'. Whilst Homebase thought they could offset this issue the first time round (with Odina aka Nobilia) is that their rebranded Nobilia kitchens come pre-assembled, which in theory reduces fitting errors.
But if the error is in the design or survey, no amount of fitting to a pre-assembled pre-made kitchen is going to offset that, without considerable project management and expense.
Maybe by appealing for kitchen professionals with direct experience in design and/or managing a kbb showroom is CDS way of mitigating some of that 'error' risk?
A Structural Improvement — With Caveats
One clear advantage of this model is the separation it creates between kitchen operations and the wider store environment. Historically, tensions have arisen in DIY retail when kitchen staff are pulled into general store duties.
In that sense, the Kitchens by Homebase concept addresses a genuine weakness in traditional formats.
However, this improvement may come at the cost of operational clarity — particularly when issues arise.
So, How “Low Risk” Is It?
Despite the marketing message, the risk may be higher than it first appears — especially for the individuals taking on these roles.
Without clear ownership, defined responsibilities, and strong central support, the model could prove challenging for all involved.
It’s an interesting proposition, but one that warrants careful scrutiny.
The Official Pitch
According to a LinkedIn post, The Range is actively seeking applicants to run kitchen showrooms under the Kitchens by Homebase brand within its stores.
The opportunity is positioned as a chance to operate a supported, licence-based showroom backed by a trusted name in UK kitchens and a rapidly growing retail group.
The company emphasises that this is not a side project or a high-risk startup, but a structured pathway for experienced professionals to build their own business, develop a team, and grow within an established framework.
Ideal candidates include:
- Kitchen Designers looking to step into business ownership
- Kitchen Retail Managers seeking to lead their own teams and benefit directly from their performance
Key selling points include:
- Low startup costs
- A recognised national brand
- Full training and operational support
- Established systems and software
- Immediate lead generation
- High-footfall retail locations nationwide
While no firm launch dates have been announced, applicants are asked to indicate how soon they would be ready to begin — with options ranging from immediate start to within six months.
Will the 'Kitchens by Homebase' new franchise/license model work?
Only time will tell but considering the stagnant economy, cost of living difficulties, the availability of kbb products amid a constantly changing and challenging global trade and tariff landscape, combined with the stagnant UK kbb industry as we come into 2026, the economic conditions are very very challenging.
Time has shown us again and again and again that high performing businesses that go into a franchise model as a means to expanded rapidly tend to perform much better than businesses whom are already struggling, whom are embarking upon a franchise model.
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