Cwtch Haus
Industry
Luxury, Retail, Interiors, Home Renovation, Kitchen, Bathroom & Bedroom (KBB)
What We Did
Brand Strategy, Brand Identity, Film Production, Web Design, Media Buying, Advertising, Content Creation, Social Media Management, Showroom Design, Brand Awareness Campaigns, Lead Generation Campaigns
Visit
www.cwtchhaus.co.uk
Introduction
At the beginning of 2021, Cwtch Haus was a small, newly established kitchen and bathroom design studio based in West Wales. Its only clear differentiator was that it was the region’s sole supplier of German kitchens — a strong product advantage, but one easily replicated and poorly understood by the average customer.
The post-COVID climate brought both opportunity and uncertainty. Lockdowns had shifted homeowner priorities towards renovation and comfort, yet local independents faced heavy competition from national chains such as Howdens, Magnet, Wren, and Wickes — all armed with large advertising budgets and broad brand recognition.
As an independent, Cwtch Haus faced the usual misconceptions: smaller meant less trustworthy, less established, and potentially less safe to invest in for a high-ticket purchase like a kitchen.
Our challenge was clear: build a brand that could inspire confidence, convey expertise, and create connection — without relying solely on ‘German kitchens’ as the reason to buy.
Understanding the Audience
The first step was to understand not just what our audience wanted, but how they thought. Through research, customer interviews, and a full digital audit, we uncovered three major insights:
Low category education. Most people didn’t understand common kitchen terms — “shaker,” “in-frame,” and “handleless” — yet these terms dominated local websites due to outdated SEO tactics. It was language that spoke to algorithms, not people.
Trust was built through authenticity, not aesthetics. Our audience responded far better to real photography and video than to polished CGI imagery. We made the decision to exclusively use our own content — our work, our people, our clients.
Emotional drivers mattered more than technical ones. When asked why they wanted a new kitchen, few spoke about hinges or finishes — they talked about family, food, and togetherness.
This led us to a simple but powerful brand truth:
People don’t just want a new kitchen. They want a space that feels like home — somewhere to gather, connect, and create memories.
Introducing Brand-Led Initiatives
From that foundation, we built a brand strategy centred around belonging — giving meaning to the name Cwtch Haus (“Cwtch” meaning ‘hug’ or ‘safe place’ in Welsh). The new identity positioned the business not just as a kitchen retailer, but as a creator of spaces that bring people together.
Key Initiatives
Rebrand: A complete visual and verbal refresh — warmer, human-centred, confident.
Positioning: “Creating Your Home Together” A brand built on emotional connection rather than product type.
Marketing & Growth Strategy: A strategy roadmap balancing brand storytelling with commercial growth.
Content Framework: Clear direction for YouTube, short-form video, and social storytelling built around real people, local stories, and behind-the-scenes transparency.
Bringing The Brand to Life
The new direction reshaped every touchpoint of the business:
Showroom Design: The showroom was redesigned as a community space — less transactional, more experiential.
Community Area: A dedicated space for workshops, cooking demos, and local events, reinforcing the brand’s role in everyday life.
YouTube Series: A new content channel showcasing local collaborations and the stories behind each project — blending entertainment with education.
Brand Film: A cinematic film that articulated the new purpose: designing spaces for connection.
Aftercare System: A reimagined customer experience journey, connecting pre-sale storytelling with post-installation care — ensuring the brand promise extended long after the sale.
Short-Form Content Plan: A consistent social cadence built around authenticity, education, and community highlights.
This was outside-in thinking in practice — every internal decision and external message rooted in the customer’s perspective, not internal assumptions.
The Results
In just two years, Cwtch Haus more than doubled its turnover and nearly tripled its net profit. All while establishing a recognisable, trusted, and community-driven brand presence in West Wales.
Turnover Increased 162%
Net Profit Increased 187%
Annual Lead Generation Increased 88%
The business evolved from a local supplier to a regional leader with a strong emotional connection to its audience. A transformation grounded in deep audience understanding and authentic storytelling.
“After 20 years in the KBB industry, most of that with Wickes, I thought I understood marketing well enough. I knew how to sell, how to look after customers, and how to run a showroom, but building a brand as an independent is a completely different challenge. Most independents I know (including myself when we started Cwtch Haus) rely heavily on word of mouth, a nice showroom, and hoping the product speaks for itself. The problem is, that only gets you so far.”
“Working with Bold+Subtle was the first time I truly understood what proper, strategic marketing looked like for a business like ours. They showed us how to turn our story, our values, and our customer experience into a brand people actually connect with. The change in our visibility, our lead flow, and how confidently we now show up in the market has been huge. I genuinely believe most businesses underestimate how powerful good brand strategy can be — and I was one of them. Bold+Subtle changed that for us, and it’s been transformative.”
Martin Jones, Founder & Director
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