From the Pitch to the Studio: A Unique Heritage

Tony shares the remarkable origin story of the company, founded in 1963. His father, a professional footballer for Chelsea and England, recognised early on that the football world’s “maximum wage” era offered little long-term security. Encouraged by his club to pursue a trade, he undertook an apprenticeship as a cabinetmaker—laying the foundations for what would become a high-end interiors powerhouse. Reflecting on this journey, Tony notes that the interiors industry is one where “you never stop learning”.

Business, Design, and Discipline

The discussion spans strategic marketing, brand evolution, and the technical demands of high-end design. Tony is clear that longevity in a competitive luxury market depends on constant reinvention.

“Nicholas Anthony as a business has had to reinvent itself several times to stay relevant… it’s very much a fashion industry.”

Key Questions Asked — and the Answers Delivered

How should KBB (Kitchen, Bedroom, Bathroom) retailers handle a stagnant market?
Tony cautions against a common reaction during downturns: cutting marketing spend. He stresses that a brand must consistently communicate who it is and what it stands for.

“The time to market your business is always,”

he explains, adding that in challenging conditions, retailers must be visible online and active on social media to drive footfall into showrooms.

What is the core philosophy behind a Nicholas Anthony sale?
Rather than focusing solely on specifications or appliances, Tony frames the sale as an emotional and experiential process.

“We’re not selling products. We’re selling lifestyle… this is quite an emotional sale.”

He explains that the company’s mission is to elevate everyday living by blending master craftsmanship with cutting-edge technology—ensuring form and function work in perfect harmony.

How does the company maintain its award-winning standards?
The answer lies in a disciplined, almost military approach to professional development. Training isn’t optional—it’s embedded into the culture.

“Training is essential. We make it a contractual agreement between us and our staff… the staff that join Nicholas Anthony sign up to making themselves available for training.”

The Future of the Industry: Specialized Education

Tony is a strong advocate for the professionalisation of the KBB sector. He argues that kitchen design should be recognised as a specialist discipline, rather than being grouped under general construction. He envisions a future where dedicated degrees in kitchen design equip young professionals with the technical expertise required for complex, high-end projects.

Current Trends in Luxury Living

Discussing design trends, Tony highlights the continued popularity of neutral palettes and open-plan living. Walls are increasingly being removed—where structurally possible—to create defined “zones” for cooking, media, and relaxation. He also points to the rise of foodie culture, where professional-grade appliances are no longer a luxury add-on but an expectation.

A Final Thought on the “Savile Row” of Interiors

Closing the interview, Tony reflects on the significance of the studio’s location.

“Wigmore Street… I always maintain is the Savile Row of the kitchen industry,”

he says, crediting London’s density of talent, competition, and high design standards for continually pushing the industry forward.