New dawn at DeeLine following NatWest and Finance Wales-funded MBO


New dawn at DeeLine following NatWest and Finance Wales-funded MBO

Flintshire kitchen design, manufacturing and installation business DeeLine Ltd is looking to the future with former sales director Peter Hughes now at the helm.

Having built up 20 years' experience with the company, Peter has bought the business backed by an undisclosed joint funding package from NatWest and Finance Wales. The business, which has two showrooms - one at Casino Works in Flint and another in Standard Road, Buckley - is looking to refresh its offering under new ownership.

DeeLine now has over 40 kitchen styles on display, including products by established brands including Miele, Neff, AEG, Zanussi, Electrolux and AGA Rangemaster. DeeLine is also one of the north West's largest stockists of granite and quartz.

The business plans, designs and installs kitchens for private customers, and also has commercial contracts in place with some of the major house builders, including Barratts and Wainhomes. The firm also holds contracts for housing associations including Pennaf Housing Group and Wales & West Housing Association. Peter has already increased the workforce from 13 to 20 including office, factory and fitting staff. Now the business is looking to diversify by breaking into the eco-friendly kitchen market.

Business owner Peter Hughes said: "After so long with the company, I had significant experience within the sector and it was time to strike out on my own. I was in the very fortunate position that the previous owners were keen to sell and it has been a very natural progression."

"I decided to switch banks and I'm very pleased to say that NatWest have so far proved really helpful in helping me map out the business' financial future. Now my focus is building on our existing customer base and ensuring that our two showrooms perform well. I'm very excited about the launch of our eco-friendly business and look forward to having the same successful relationship with NatWest for that business going forward as I have had with them since taking over the reins at DeeLine."

Malcolm Booker, senior relationship manager at NatWest, said: "Peter has some ambitious plans for the business. He knows the sector so well is already making his mark."

Commenting on the investment Heather Abrahams, investment executive at Finance Wales, said: "DeeLine is a well-established company with a strong brand and an experienced management team. This investment will enable the company to grow and build its customer base by targeting new markets."

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