KitchenKit's main objective was to run an unified digital channel strategy to deliver a cohesive narrative across the entire customer journey.
About KitchenKit
KitchenKit is a leading UK-based manufacturer and supplier of trade-focused kitchen solutions, owned by the industry giant BA Components. Established to streamline the kitchen installation process, the company specialises in high-quality, kitchen furniture such as flat-pack and rigid cupboards, doors and drawers, designed for speed, durability, and ease of assembly.
Recently, KitchenKit has pivoted from their “clic technology” to a more affordable “cam and dowel” technology, all manufactured on site.
They offer a free kitchen design service that is invaluable to many of their trade customers and are known for their outstanding customer service and quality.
The Situation
Launched in 2021 by manufacturing leader BA Components, KitchenKit entered the market as a digital disruptor, challenging traditional trade counters with tool-less “clic” technology and rapid-despatch logistics. Following three years of aggressive growth, the brand reached a critical milestone in July 2024 with the launch of a sophisticated new web platform designed to function as both a high-velocity lead generator and a robust order management system for trade professionals.
As KitchenKit’s marketing partner, we were tasked with synchronising the brand’s key digital channels, Meta, PPC, Email and SMS, to deliver a cohesive narrative across the entire customer journey. Because the brand’s “online-only” trade model was still innovative for the sector, our strategy required a dual-track approach: Broad Awareness to establish brand authority and Technical Education to prove the value of their unique services to a skeptical audience of UK-based trade business owners and installers.
While StudioForty9’s heritage is rooted in bespoke B2C e-commerce, we embraced the unique nuances of this B2B challenge. We successfully adapted our consumer-first expertise into a professional-grade strategy, utilising precision audience segmentation, trade-centric creative, and constant iterative optimisation.
The solution
Our approach when taking over the channels was to first look at technical fixes, focusing account structures, creating core content pillars, working closely with the client to refine the tone and copy and ensure all the tracking was accurate and firing.
From July 2024, we went live with a marketing retainer across Meta, Google and Email. The first phase focused solely on data collection, awareness and traffic.
Then, in September 2025, the company strategically pivoted to a new product offering. Our combined marketing efforts saw a big launch campaign across the various channels and exceptional results! With the historical data collected and new campaign messaging and visuals, along with clever audience segmentation, we were able to achieve outstanding results.
The Results
Email Marketing: Bridging the “Trade-First” Gap
The primary challenge was “cutting through the B2B boring” to reach busy installers. By overhauling the technical foundations and adopting a “Lad-to-Lad” tone of voice, email became a high-performance revenue driver.
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Infrastructure Fixes: Klaviyo account clean-up doubled open rates from ~20% to over 40%.
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Strategic Pivot: Replaced dry jargon with a “cheeky and punny” persona to build instant rapport with tradesmen.
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Results: In 6 months, we generated 811% increase in revenue, split between automated flows and ongoing campaigns.
Meta Ads: Efficiency and Quality at Scale
The Meta strategy focused on moving beyond raw traffic to focus on high-intent conversion and cost efficiency.
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Acquisition Efficiency: Achieved a 66% YoY decrease in Cost Per Purchase.
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Traffic Quality: While clicks remained stable (+1.16%), the conversion rate improved significantly, indicating better-qualified leads.
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Value Growth: Total purchase value rose by 243.26%, outpacing purchase volume growth and signalling a substantial increase in Average Order Value (AOV).
PPC & Search: Capturing High-Intent Demand
The search strategy was restructured to improve control across the full customer journey, utilising dedicated campaign themes for KitchenKit’s key styles.
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Theme Segmentation: Protected high-intent brand performance while maintaining visibility on style-level demand.
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Peak Scaling: Confidently scaled spend during Q4 as trade discounts increased to 40%, capturing higher volumes of brand demand.
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Bing Integration: Reintroduced as a controlled, “always-on” channel to capture incremental demand with a stable CPC.
Key Insights: What we’re doing now to scale success
The next phase focuses on deepening these integrations through advanced personalisation and support-led growth:
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Advanced Personalisation: Moving toward “Trade Assistant” automated flows based on specific installer categories.
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Real-Time Support: Integrating WhatsApp (HelloCharles) to provide on-site technical support for installers.
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Retention: Implementing a structured re-engagement strategy to recapture lapsed trade accounts.
Client Testimonial
Kitchen Kit have been working with the StudioForty9 team very successfully for almost 18 months. Taking the time to understand our brand drivers, our customer base and what makes us different as an on-line kitchen retailer, are just some of the key factors that has seen us combine our strengths to achieve excellent results. What sets the SF9 team apart is not only their expertise in their individual specialisms but how they work seamlessly with us to deliver on our business objectives. Always friendly , always accessible, we feel very valued as a client. Whilst other agencies are happy to take a large ad spend, the team at SF9 are always considered in their approach and incrementally increase spend to achieve results. What gets measured gets done! Our quarterly review meetings are instrumental in navigating next steps to take things to the next level, so we always have a clear strategy that stretches us to achieve. The world of kitchen e-commerce is challenging; a high-ticket item, a considered purchase with multiple decision makers and a traditional showroom purchase model, but the team at SF9 have helped us and our customers to demystify this on-line purchase and achieve outstanding results. Thank you. - Nuala Brady, Group Marketing Manager, BA Components