Interview: Darren Taylor of Searle & Taylor – 'You have to be good to stand out'

Darren Taylor, MD of renowned retailer Searle & Taylor, recently unveiled a stunning refurbishment of the company’s Winchester showroom – he tells Gail Rees about the inspiration behind the new design and looks back on his successful career.
Photos by Paul Craig and Mike White.

Darren Taylor has been in the kitchen business since he was 18. Now, 33 years later, he runs the longest-standing independent kitchen showroom in Winchester – a fact he’s justifiably proud of. “When I first came to Winchester, we were one of 3. The other 2 are now gone. At one point since then there were 14 kitchen retailers here – now there are 12,” he says. “It’s highly competitive – which is wonderful for anyone who wants a kitchen – but you have to be good to stand out.”

One of Taylor’s many keys to success has been the ability to evolve, most recently evidenced through the completion of a 14-month showroom refurbishment. Initial impressions may have visitors believing they are visiting just a small showroom. “I think when anyone visits the shop, especially for the first time, they are surprised by how big it is, because it just keeps going and we’ve got the downstairs as well,” explains Taylor.

Set over 2 levels the showroom stretches from the high street through to the rear garden, which Taylor believes to be a rare gem in itself. Adjoining the garden is the newly built garden room, created through the demolition of a small workroom and the construction of a large single-storey extension. With extensive planning conditions due to Winchester’s historical significance – including the requirement for an archaeological dig – and no rear access to the site, the refurbishment presented significant logistical challenges. All materials and rubble had to be moved through the functioning showroom or via a small hallway window, all while remaining open to visitors and situated on a busy main road. It made the project considerably more complex than most.

The result though is a beautiful garden room with large sliding doors to the garden and a stunning contemporary display. “We were lacking in modern kitchens in the showroom. So the new garden room was always to be built so that we could showcase our modern kitchen offering,” explains Taylor. “It's a very contemporary feel. You come in, you've got a modern glass-fronted kitchen, a stone-clad island. You've got a starburst veneer gin cabinet, you've got a bar, you've got banquette seating. It's all done with a contemporary feel and finish to it.”

Another element added to the new extension was a presentation area, allowing Taylor and his team to present kitchen designs to their clients on a big screen. The comfortable seating area only adds to their customer-focused service. “We’re not salesy at all – it’s just not us,” he explains. “We take the time to understand what people actually want and whether we’re the right fit for them. Our approach is warm and friendly.” Alongside their inviting experience Taylor stresses the importance of an extremely detailed client questionnaire that ensures they don’t miss a thing when it comes to designing their client’s dream kitchen.

Taylor’s expert knowledge and pride in their work are further reasons for the showroom’s enduring success. “The word ‘bespoke’ gets thrown around but, for us, everything is genuinely made to order,” he says. “Height, width, depth, materials, finishes – we make everything from scratch. We’ll take on curved cabinets, pocket doors, liquid metal finishes, all the complicated stuff that other companies can’t or won’t do.”

It’s the attention to detail, beautiful designs and expert knowledge that mean Searle & Taylor has caught the attention of big industry names – most recently, Miele. “We kitted out their working kitchen in their new Wigmore Street showroom in London,” he says. “That was a really great moment for us.”

After 33 years in the kitchen business Taylor speaks fondly of his journey so far, “We’ve never changed our name, bounced a cheque, or not paid someone – which is something I’m proud of,” he says. “We might be a small independent, but we’ve built a name that’s known far beyond Winchester.”