It all starts in the kitchen
It all starts in the kitchen
DREAM DOORS KITCHENS
Dream Doors Kitchens are pioneers of the “kitchen facelift” – a way of delivering kitchen makeovers affordably by upgrading existing cabinets with new doors, drawers, benchtops, and splashbacks. Over the years, their expertise in that subject has supercharged their growth. Since starting overseas as a small brand, the company has expanded across the world and become the largest kitchen franchise in Australia. “We’re a strong, trusted brand and business model,” says Adin Elton, Business Development Manager. “Our system hits several boxes. It’s environmentally conscious, and our model is quick, easy, and cost-effective.” Dream Doors Kitchens has been revolutionising kitchen renovations for more than 25 years since they first entered the market in the UK in 1999. “One of the UK owners chose to take the business to New Zealand and became a master franchisor there,” says Adin. Since Master Franchisor Cam Hadlow launched the business in Australia, Dream Doors has grown to have over 44 local franchises established nationwide, all of which are family-owned and operated. “We’re a brand that started small and now is Australia’s largest kitchen franchise,” says Adin. “We’re sitting in that top tier of kitchen manufacturers nationally outside the model of facelifting as well.” With its head office situated in Sydney, Dream Doors Kitchens has franchises in all of Australia’s major cities. Dream Doors Kitchens’ clientele are homeowners who come to them. “It’s very simple,” says Adin. “You like how your kitchen sits and stands, but THE CONSTRUCTION SOURCE AUSTRALIA
you would like a different colour door, panel and benchtop. We come in and change those things over and leave the kitchen there. Two or three days later you have a brand-new-looking kitchen.” A Dream Doors Kitchen renovation depends entirely on what the client wants. “We do anything from a couple of doors to a full kitchen renovation where we pull everything out, remodel the layout, and put a whole new kitchen in,” says Adin. “We also do wardrobes, laundries, and vanities. One of our franchises is currently working on a whole house job worth $255,000. We do anything cabinetry, but it all starts with the kitchen.” The Dream Doors Kitchens brand has much to do with what sets us apart from the competition,” says Adin. “We’re predominantly a facelift, but we use the top-tier brands. You have a high-quality, affordable product, and we’re in and out with little mess.” Dream Doors Kitchens project manages all their jobs from start to finish. They organise all the trades like tilers, plumbers, and electricians, and they get in and out as quickly as possible. Most franchisees are not cabinetmakers, says Adin. “The Dream Doors Kitchens network comprises 24 owners; of these, 20 of them have not come from the trade. They’re accountants, logistics managers, salespeople, corporate, military, entrepreneurs, all sorts of people. The model is easy to take on because we provide all the tools to go with it.” With some Australian franchisees hitting their DREAM DOORS KITCHENS
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10-year mark, it’s looking like 50% of their work is referral and repeat work, says Adin. The other 50% consists of leads generated from their national and local area marketing campaigns. “The longer you’re in the better that becomes,” he says. “As an extension, let’s say you have a franchise, and another franchisee buys one in a neighboring territory. By brand recognition, you’ll be noticed, and you’ll get some work on the reputation of others.” Five people work at Dream Doors Kitchens’s head office, plus the Master Franchisor Cam Hadlow. “We are a small but perfectly formed team,” says Adin. “When you look outside that, we see our network as our staff and part of our business even though they operate their own company.” Each franchisee has a staff of five to ten or maybe more in sales, project management, administration, and other relevant jobs. “Our network and suppliers that support our network make us tick,” says Adin. “Without them doing what they do well, we wouldn’t be in the position we are today.” Dream Doors Kitchens outsources to a company that handles all its marketing. The franchisees outsource painters, tilers, plumbers – all trades. The head office sets up the supply chain. They deal with Australia’s largest door manufacturers, hardware suppliers, and stone benchtop suppliers. “We use the most recognised and trusted brands out there. We set them up from a national DREAM DOORS KITCHENS
perspective for consistency of supply, product and pricing,” says Adin. “Our franchises have accounts with them. They get the best support, pricing, and product.” Dream Doors Kitchens has used the same longstanding suppliers for the past 10 years, he says. “During COVID we introduced a couple of new ones to keep supplying product. It was our busiest time. People were working 16-hour days for the better part of two years. Otherwise, the main core of suppliers has been there and grown with us since day one. They give us great support and they are great allies.” Dream Doors Kitchens recognises the exemplary efforts of their franchisees, says Adin. The company has placed in the top ten for Australia’s top franchises for five of the past six years. Their highest achievement was in 2024 where they placed sixth overall, but in the top 10 for every category. “We pride ourselves on the top franchise awards,” he adds. The national award has several brands under it. Every year there’s a survey sent out to the networks within those respective brands, asking about marketing, support, and many other categories. Part of that form is about who the franchise is, and forms where they rank in things like brand, innovation and lifestyle, marketing, passion, and support. “Our franchisees individually put themselves in for awards in our industry and many have won awards,” says Adin. “We encourage all that 405 Victoria Street Wetherill Park, NSW, 2164, Australia PO Box 7054 Wetherill Park DC 1851 P 02 8787 0900 F 02 9604 5052 E sales@tesrol.com.au W www.tesrol.com.au For over 40 years, Tesrol is renowned for its wide range of high-quality products and exceptional service. Our product offerings include Vacuum Formed Doors, Polyurethane Doors, Routers Doors, and a diverse selection of accessories. We also provide a decorative board range such as Superclean and Likewood 2D+, ensuring that you have a plethora of options to choose from for any joinery project. For more information and to explore our range of products, we invite you to visit our website at www.tesrol.com.au THE CONSTRUCTION SOURCE AUSTRALIA
because it provides trust and leadership with the brand.” Dream Doors Kitchens installs about 2,500 kitchens a year across Australia. “One of the things we encourage from the franchisees is Kitchen of the Month and Kitchen of the Year. The head office does a blind vote,” says Adin. “The winners are portrayed on our website to acknowledge the franchisees’ and their customers’ work for all visitors to see.” “After 10 years in the marketplace we are now an established brand,” he says. “There are ways to build the brand internally and externally. Our goal at head office is to go from 24 owners to 36 nationally, and from 42 owned territories to around 60 which would essentially double the size of what we are now in three-to-five years.” The company will do that in multiple ways. For example, Adin says, “we are bringing in new products so the network can sell more ideas.” “We may formally bring in flooring so the franchisees can do kitchen floors during a renovation,” he adds. “It’s the tip of the iceberg. We want to be recognized as brand leaders and thought provokers in our industry, not just another kitchen manufacturer. When there’s a new trend, we want to be delivering that trend.” DREAM DOORS KITCHENS
For more about Dream Doors Australia, their locations, their services, and examples of their past projects – and to find your local Dream Doors, or to contact their head office – visit their website at https://dreamdoors.com.au THE CONSTRUCTION SOURCE AUSTRALIA
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