Shehryar Khan, MD of Twickenham-based kitchen specialist Sheraton Interiors, talks about the highs and lows of the past 8 years, and reveals how new markets and a possible second showroom are on the cards next.
Q: Tell us a bit about the company – how and when did you start out?
A: Sheraton Interiors was founded 8 years ago with a clear vision: to design and deliver exceptional, bespoke kitchens tailored to each client's lifestyle. My 20+ years' experience and expertise played a vital role in establishing a gap in the market, offering tailored solutions catering to a wide range of styles and budgets. What began as a passion project quickly grew into a well-respected name in the world of kitchens and interiors. From the outset, we've focused on combining intelligent design, great craftsmanship, and a highly personalised service from our operations team to bring dream kitchens to life.
Q: How has the company changed over the years?
A: Over the years, Sheraton Interiors has evolved significantly. We've expanded our design offerings, built a strong reputation through positive reviews, and adapted to the growing demand for multifunctional, open-plan living spaces. Our team has grown, our processes have refined, and our showroom has become a destination for clients all over the UK, not just locally. While the core values remain unchanged, our approach continues to innovate in line with trends, technologies, and client needs.
Q: How important is marketing for your business?
A: Marketing is so essential – it's how we tell our story, connect with our audience, and build lasting relationships. From social media and digital campaigns to features in print publications and word-of-mouth referrals, marketing plays a critical role in driving awareness and trust. Our strong online presence, including a following of over 30,000 on Instagram, has helped us showcase our work to a broader audience and attract design-savvy clients both locally and internationally.
Q: Do you think the kitchen industry itself has changed?
A: Absolutely. The kitchen is no longer just a functional room – it's the heart of the home. We've seen a huge shift toward open-plan living, integrated technology, sustainable materials, and customisation. Clients now want spaces that reflect their personality and support their lifestyle, whether that's through smart storage, statement islands, or multifunctional zones. The design conversation is much more collaborative and emotionally driven than ever before. We have also seen demand increase for bars, media units, customised laundry rooms and wardrobes.
Q: What would you say are the biggest challenges you have overcome as a business?
A: Like many businesses, navigating the uncertainty of Brexit and the pandemic posed significant challenges. Supply chain disruptions and shifting timelines tested our operations, but we focused on transparency, resilience, and client communication. Staying agile and solution-oriented helped us continue delivering high-quality projects under pressure.
Q: What have been the high points?
A: There have been many-from seeing our clients' reactions at project handovers to being featured in national publications and collaborating with high-end property developers. Our kitchen at home being featured on the front cover of a magazine, and also having our designs win awards, which recognised and put a stamp on my skills and creativity as a designer, and dedication to delivering truly bespoke kitchens that push the boundaries of innovation and functionality.
Q: What's next for Sheraton Interiors?
A: We're currently exploring expansion into new markets, including a potential second base for Sheraton Interiors. We're also investing more into digital content, innovative materials, and immersive design experiences for our clients. Our focus remains on delivering beautiful, functional, and timeless interiors – wherever our journey takes us next.
