For 15 years, xeno has represented a successful own brand concept from the MHK Group, firmly established in Europe’s kitchen retail sector. Since its UK launch in 2018, it has enabled many of MHK’s UK retail members to clearly differentiate themselves from the competition.
Gavin Pike from Solstice Kitchens, who has been selling xeno for many years in their showroom says: “xeno has played a key role in helping us stand out in the UK market. The brand gives us a clear point of difference: The balance between distinctive design, accessible pricing and professional marketing support makes it a powerful proposition – both for us as retailers and for our customers.”
The brand combines attractive price-performance positioning, targeted marketing support, exclusive elements and special promotions. It also offers retailers a 10-year functional guarantee, including contribution towards fitting costs. This means retailers can offer their customers a premium German made brand at price points that are win-win for both consumer and retailer. In this way, xeno secures explicit advantages for MHK partners in their day-to-day business and in 2026 this will be taken to the next level in the UK market.
“Feedback from all our retailer partners that stock xeno is that it is a truly “sellable” kitchen brand. It has a distinct look and feel, a simple yet premium proposition for the consumer, and excellent aftermarket care from MHK. In addition, market-leading rebates allow our members to be more profitable,” explains David Morris, Sales Director, MHK UK. “In 2026 we are investing to develop and strengthen the brand more in the UK, we encourage retailers who are serious about growing their businesses to get in touch and find out more.”
During xeno’s anniversary year, the MHK Group is underlining its consistent brand work with new promotional content that will reach consumers in a competitive market. The support goes beyond digital measures. Brochures, sales documents and advertising materials showcase the brand at the POS and strengthen the studios within local competition. For the UK market, this means a strong, clear brand profile, exclusive collections and continuous support in day-to-day business. The 15th anniversary of xeno is an impetus to further expand this successful strategy together with the partners.
Successful brand profile
Internationally, the MHK Group’s portfolio comprises five own brands: elementa, DESIGNO, neola, selektiv and xeno. Since the launch of the own-brand strategy in 1999, this has grown steadily and is a clear growth driver for the group: around 70 per cent of the turnover generated by the ‘kitchen’ product group is now accounted for by own brands, which are offered internationally in the studios of more than 800 MHK partners.
For more information visit: xeno kitchens: Feel-good kitchen and living worlds
