As Howdens celebrates 20 years in France and Belgium, the British kitchen and joinery supplier doubles down on its B2B strategy, strengthens its national presence, and sets its sights on a new depot opening in Reims in 2026.
This October, British kitchen and joinery giant Howdens marked a key milestone: 20 years of operations in France and Belgium. Founded in 1995 and now boasting more than 900 depots across the UK, Ireland, France and Belgium, the company has grown from two pilot depots in Wasquehal and Aubervilliers to a 64-location network serving over 20,000 trade partners.
The anniversary year was celebrated through “Tradefest”, a month-long initiative that ran from October 6 to November 1. Exclusive promotions, events, and professional networking opportunities aim to bring Howdens even closer to its core audience: trade professionals — the artisans, contractors, and installers who form the backbone of the brand’s business model.
As Sébastien Krysiak, Managing Director for France and Belgium, emphasized during the press conference:
“This is not just about celebrating 20 years of presence — it’s about strengthening the partnerships that made this growth possible.”
VIDEO: Spoken in French, but you can select subtitles and an automatic translation in your language of choice.
A Unique B2B Model Built on Proximity and Partnership
Howdens operates on a strictly B2B model. Unlike many kitchen retailers, the company does not sell directly to end consumers. Instead, artisans and professional installers act as the main commercial interface, maintaining pricing confidentiality and protecting their own margins. For professionals, this approach guarantees both commercial flexibility and logistical reliability.
At the heart of this model lies the “depot” concept. Each Howdens depot combines three key functions under one roof:
- A professional counter where trade partners are welcomed daily — often over coffee or breakfast.
- A showroom that allows artisans to present finishes, layouts, and design options to their clients.
- A stock warehouse where products are immediately available for pick-up or rapid delivery.
This logistical structure means that professionals can secure kitchens, worktops, and joinery products within 48 hours, a crucial advantage in projects where time and scheduling are non-negotiable. Beyond logistics, Howdens adds tangible service value: free on-site measurements, detailed quotes, and 3D kitchen design plans are part of its standard offer.
As Krysiak explained:
“Our role is to help professionals save time, money, and build their business. We don’t just provide products — we offer them the tools and services to deliver better experiences to their own clients.”
Community is also central to this approach. Depots frequently organize “Journées Pro” — informal gatherings around barbecues, coffee or breakfast — to foster relationships and strengthen trust. For many artisans, the local depot is more than a supply point; it is a hub for exchange and collaboration.
From Two Depots to a National Network
Howdens’ journey in France began in 2005 with two strategic depots — one in Wasquehal (Hauts-de-France) and the other in Aubervilliers (Greater Paris). Over two decades, the company has expanded to 64 depots across the country, supported by 670 employees and a steadily growing network of artisans.
A key factor in this expansion has been a localized strategy. Rather than focusing on centralized mega-stores, Howdens built a network of depots close to professional activity hubs. This enables the company to maintain short delivery times and provide personalized service — elements often lacking in larger, more impersonal distribution models.
The Paris region and northern France remain strategic strongholds, with more than 30 depots. In recent years, growth has accelerated in the western and southern regions, including Marseille, Rennes, Caen, Bordeaux and Mérignac. Each new depot follows a carefully defined model, replicating the successful Wasquehal blueprint: efficient stock availability, on-site expertise, and a welcoming environment.
“Our depots are designed to be close to professionals, both physically and relationally,” said Krysiak. “Being present in their daily environment allows us to react quickly to their needs and build long-term partnerships.”
This model has positioned Howdens as a trusted ally to the trade sector rather than a competitor. By maintaining professional pricing structures and focusing on service rather than direct-to-consumer retail, the company has carved out a distinctive role in the French kitchen and joinery landscape.
Looking Ahead: Expansion and Vision for 2026
While this year marks a celebration of the past, Howdens is firmly focused on the future. The company has announced its next strategic milestone: the opening of a new depot in Reims in 2026. This will mark the beginning of a renewed expansion phase, targeting major metropolitan areas where professional demand remains high but the Howdens presence is still limited.
This expansion is not about rapid volume growth but calibrated network development — reinforcing the company’s national coverage without losing the local proximity that defines its model. In addition to strengthening its footprint in the Paris region and Hauts-de-France, Howdens is eyeing new opportunities in underserved urban areas.
“We’re entering the next phase with a clear ambition,” Krysiak said. “We want to ensure that every professional, wherever they are in France, can access Howdens with the same level of service and immediacy.”
This vision aligns with broader shifts in the construction and renovation sectors. As project timelines become shorter and homeowners expect faster turnaround, professionals increasingly rely on suppliers who can deliver quality products and services quickly. Howdens’ “everything in stock” philosophy positions the company to respond effectively to these demands.
Looking ahead, the company aims to complete its national coverage, reinforce its logistics capabilities, and continue investing in professional support services. This approach will allow Howdens to grow its market share while maintaining the agility that has been key to its success.
A Partner, Not Just a Supplier
In celebrating 20 years in France and Belgium, Howdens is underscoring more than its longevity. It is highlighting a B2B strategy that has stood the test of time — built on trust, availability, and professional empowerment. For thousands of artisans and contractors, Howdens is not simply a place to buy kitchens; it’s a partner that helps them deliver better, faster, and more profitably.
As the company prepares for its next phase of expansion, it remains anchored in the values that made it successful: local proximity, reliable supply, and strong professional relationships.
In Krysiak’s words:
“Our ambition has always been the same — to support the professionals who build and transform homes. Their success is our success.”
With a clear vision for 2026 and beyond, Howdens is positioning itself not just as a leader in kitchen and joinery supply, but as an integral part of the professional construction ecosystem in France.
