Online Custom Kitchen Cabinet Brand Seeks to Upend Market

By Nigel F. Maynard

Cabinetry brand FORM Kitchens says its new online kitchen design studio offers made-to-order German cabinetry without the showroom markup and at 30 percent to 40 percent cost savings over other brands.

FORM says it offers the same high-end products and 1-1 design support as other European cabinet showrooms, but unlike other players, FORM’s design process centers around getting the client photo-realistic visuals as soon as possible and giving clients the most for their budget. Everything is managed through a dedicated web application that streamlines the process.

FORM Kitchens Dark Gray Project 2

“FORM Kitchens is part of a new movement of design companies employing a production custom business model, combining technology and direct sale pricing to disrupt the traditional interior design market,” says Danny Soos, co-founder, and CEO of FORM Kitchens. “Our clients work directly with experienced designers to create and order the kitchen of their dreams directly from their browser—at a fraction of the price offered by traditional retailers.”

FORM says the process if very straightforward. Working with an in-house designer, users can see kitchens brought to life with photorealistic rendering, which are created using photographs that the client uploads. Using Zoom, clients work with FORM’s designers who are specifically trained in modern design. The first video session is a free 30-minute consultation, where they learn all about the goals of your project, and then there is a $299 design deposit to kick off the project. FORM allows users to have the benefits of working with a kitchen studio, but for 30 percent to 40 percent less.

FORM Kitchens Project Drawer Accessories

The company says this is the ideal time for the launch. It has seen strong demand as the pandemic has caused a surge in both online services and kitchen remodeling. FORM cites National Kitchen & Bath Association forecasts calling for 2021 to be a strong year for the kitchen and bath industry: forecast calls for 17 percent overall growth, with 22 percent going to new construction and 10 percent to remodeling.

FORM has partnered with the most popular manufacturer in Germany to make high-end European aesthetic and functionality available to a much larger audience. Building on 75 years of experience, the company offers advanced design and storage features, usually only available on high-end custom cabinetry. The process is also environmentally conscious, everything is certified by the Programme for the Endorsement of Forest Certification and meets strong off-gassing standards.

FORM Kitchens Pop Up shop Door Samples

“It is partly about the product and partly about the process,” Soos explains. “Our service is for people who find their kitchen inspiration online, but are struggling to realize their vision. We offer the modern styles they want and certainty of being able to see how the end result will look. By streamlining the process, we make it more accessible.”

Here are some capabilities and benefits of FORM Kitchens:

Made-to-order German cabinetry at a price comparable to big box stores
Save 30-40% vs comparable brands bought locally
1,000s of design, customization, and storage options
Work 1-1 with highly experienced kitchen designer
Web-based design with an experienced professional
Easy-to-use app manages the project
Three full-sized samples shipped to client
$299 initial design cost
Photorealistic renderings using imagery uploaded by the user
Transparent pricing on everything down to individual drawer inserts
25-year manufacturing warranty on all cabinets
Pre-assembled units to make installation faster and easier
Clients work directly with their existing contractor (or the company can help find a vetted local contractor)
Priority installation support (in case a question comes up on the job)

Founded in 2018, FORM is an online kitchen design service with more than 95 live projects in New York, San Francisco, Los Angeles, Seattle, and Chicago, and can ship to anywhere in the US. The brand also has started to expand into other areas of the home—such as bathrooms, mudrooms, and family rooms—that need cabinetry.

FORM Kitchens kitchen Project Blue cabinets