Retailers Don’t Need Another Supplier, They Need a Partner: How Omega’s In Frame Success is Driving Further Investment
Omega Kitchens is strengthening its support for independent retailers following the success of its premium In Frame collection, which has already helped the business secure 90 retail partners of the range across the UK.
At a time when many businesses are responding cautiously to challenging market conditions, Omega has continued to invest across product development, stock, operational infrastructure, showroom environments and retailer support initiatives, with more than £3m invested across the business over the past two years.
The aim is simple: to help independent retailers compete confidently in the premium kitchen sector by combining British manufacturing with the expertise, systems and service needed to deliver projects successfully.
This continued evolution is being guided by strong leadership and investment, with Sir Bob Murray and James Murray supporting future growth and efficiency opportunities for Omega and its independent retail partners.
Sir Bob Murray said: “We’ve always believed that standing still isn’t an option. You can’t run a business in survival mode and expect to come out stronger. At Omega, we’ve continued to invest because we believe our retailers deserve a partner that is constantly improving, evolving and looking for ways to help them succeed.”
A key focus of Omega’s investment programme has been the continued development of its In Frame collection, designed to deliver exceptional British craftsmanship while providing retailers with a flexible proposition that works commercially in today’s market.
Manufactured in Yorkshire, Omega In Frame combines traditional glued and dowelled cabinetry with contemporary design flexibility. Available in 26 painted colours, the collection is suitable for both classic and modern interiors.
Unlike traditional In Frame propositions, Omega has combined hardwood craftsmanship with the operational support independent retailers need to succeed. With more than 700 stocked SKUs, five-week lead times, one-week painted accessories, own-brand flexibility and dedicated technical support, the range has been designed to help retailers offer a true premium proposition without many of the compromises traditionally associated with the category.
The success of the range has already attracted new retail partners seeking a proposition backed by dependable service and technical expertise.
Alongside continued investment in the collection, the business has strengthened the people, systems and support infrastructure that help retailers specify, sell and deliver In Frame projects with confidence.
Retail partners benefit from five-week lead times on complete In Frame kitchens, while painted accessories and extras can be supplied within one week, helping projects stay on track and enabling retailers to respond quickly to customer requirements.
Flexibility is also central to the Omega proposition. Retailers can choose to market the collection under the Omega In Frame brand or as their own self-branded offering, supported by editable marketing materials, brochure assets and professional artwork designed to create a seamless customer experience.
A key part of Omega’s support package is its partnership with TruBlue, Cyncly and ArtiCAD, providing retailers with access to a dedicated In Frame catalogue featuring live product specifications and up-to-date pricing.
The Cyncly Winner software also supports Omega’s technical service offering, led by Design Operations Manager Ashley Gerrard, with plan checking, quote checking and product guidance available directly from the business. This helps retailers reduce errors, shorten learning curves and gain confidence when designing and ordering In Frame kitchens.
Ashley Gerrard, Design Operations Manager at Omega Kitchens, said: “One of the biggest challenges retailers face when introducing a new furniture range is developing confidence in the specification and ordering process. Our plan checking and quote checking service is designed to remove that uncertainty.
We work closely with retailers to review designs, identify potential issues before orders are placed and help ensure projects run smoothly from order through to installation. It’s about providing an additional layer of technical expertise that reduces risk, avoids costly errors and gives retailers confidence.
And that support doesn’t stop once the initial training is complete. Through our Customer Service team and Area Managers, retailers have direct access to experienced people who are there to help whenever they need us.”
Omega In Frame partners work closely with experienced Business Development Managers, many of whom have first-hand kitchen retail and design experience. From onboarding and product training to design guidance and commercial advice, the team provides practical support designed to help retailers develop and grow their businesses.
That real-world experience enables Omega’s people to offer practical advice at every stage of the journey, helping retailers maximise opportunities while ensuring projects run smoothly from initial design through to installation.
That support is already making a difference for retailers introducing the range. Stephen Flower, Ashford Interiors, said: “What sets Omega apart for us isn’t just the quality of the kitchens or the reliability of the service – it’s the level of support from the team. Having direct access to experienced people who understand our business helps us deliver a better experience for our customers and strengthens our reputation.
Since introducing Omega In Frame, we’ve seen a real impact in how efficiently we can deliver more complex projects. The combination of product quality, technical support and the accurate Winner In Frame catalogue has given us the confidence to approach these installations with the same efficiency as our standard kitchen projects. Introducing In Frame with Omega has been another positive step forward for our business.
It feels less like dealing with a supplier and more like working with a partner who is invested in helping us win business and deliver projects successfully. That makes a real difference in a highly competitive market.”
Omega also provides retailers with a range of practical resources, including product manuals, directories, price lists and its newly developed website, all designed to support day-to-day operations and customer engagement.
Further investment has also been made at Omega’s headquarters, where more than £250k has been invested in a major showroom redevelopment. The enhanced lifestyle environment showcases the full breadth of the In Frame collection through a series of inspirational living spaces, including utility rooms, boot rooms, walk-in pantries and feature kitchen displays.
Designed to reflect the way people live today, the redevelopment provides retailers with an environment to explore the latest products, finishes and design possibilities while offering ideas and inspiration they can take back to their own customers.
Sir Bob Murray added: “Retailers don’t need another supplier; they need a partner they can rely on. That’s why our investment has gone far beyond the product itself. We’ve built a complete package of support around our In Frame collection – from specialist design expertise and technical guidance to training, marketing tools and dependable lead times.
Our aim is simple: to help independent retailers compete successfully in the premium kitchen market while giving them complete confidence in the team supporting them. When our retailers grow, we grow. That’s why everything we’re investing in today is focused on helping our partners succeed tomorrow.”
Supporting independent retailers remains central to Omega Kitchens’ long-term strategy. Continued investment in product innovation, operational infrastructure and retailer support is helping strengthen partnerships across the UK while providing retailers with greater confidence and opportunity for future growth.
Together, these initiatives reflect Omega’s long-term commitment to partnership, innovation and helping independent retailers succeed.
