Managing director of home renovation company Adamsons Rachel Moors on bringing a “softer” edge to the recently rebranded business, which is celebrating its 40th anniversary

Starting out in 1984 as a modest home-based construction business, Adamsons’ journey is unlike the conventional path trod by kitchen and bathroom showrooms.

Its roots are deeply entrenched in architectural design, offering a unique perspective that has, and continues to, shape the company.

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Celebrating 40 years in business, Adamsons is now a second-generation enterprise led by managing director Rachel Moors.

Today, it boasts a team of 20 and operates from a custom-built headquarters with a 4,300-square-foot interiors showroom.

“My dad, Colin, started out as a building inspector before transitioning into direct sales, specialising in kitchens and porches,” Rachel shares, detailing the company’s origins.

“His clients included Mulberry Homes, but his growing involvement in home construction inspired him to launch his own architectural service.

“He even converted the space above the garage of our family home into his first office.”

With it being a family business, why has the company been called Adamsons? The reason is two-fold.

Because 40 years’ ago the main source of advertising was the Yellow Pages, and as ‘A’ is the first letter in the alphabet, it meant the company would be among the first  listed companies.

In biblical terms, Adam was also the first born son, and so was considered a strong name and someone who you could trust in, Rachel explained.

Making interior move

As the business flourished, it quickly outgrew its home setup, relocating to a warehouse before constructing its own headquarters in 1991—a space Adamsons still calls home.

Over time, these headquarters expanded to 24,000 square feet. “We grew quickly, so we not only built but later extended our premises,” Rachel explains.

This expansion also introduced a fitted kitchens and bathrooms showroom featuring 30 mid-to-high end displays, following consumer demand.

For kitchens, the company partners with renowned brands Beckermann and Masterclass, while its bathrooms feature luxury fixtures from Villeroy & Boch.

This carefully curated selection isn’t just about quality—it’s about trust.

“We stick with certain suppliers and build strong relationships,” Rachel explains. “They know they get the lion’s share of our construction orders, and in return, they’re reliable when we need them. It’s a partnership built on mutual commitment.”

Rebranding business

Using the opportunity of its anniversary, £3.5million turnover Adamsons recently rebranded and undertook a major refit of its showroom.

The ambitious overhaul came with a substantial pricetag, but for Rachel it was a strategic investment in both identity and vision. “We felt it was the right moment to look forward and embrace change.

“This rebrand wasn’t just about updating our image; it was about reaffirming our commitment to our customers.

”We believe in creativity, innovation and continuous improvement, and this new identity reflects our vision for the future.”

The timing of such a significant investment may raise eyebrows, given the challenging economic climate, rising costs, and cautious consumer spending. But Rachel insists on the importance of resilience.

“The economic backdrop is tough, and we’ve felt the pinch like everyone else,” she admits.

“But you’ve got to be brave, make your presence felt, and keep people aware of your business.”

Concept to completion

With a 20-strong team including skilled architectural designers, and up to 30 subcontracted tradespeople, Adamsons delivers an end-to-end service for conversions and extensions, through to fitting them out with bespoke kitchens and bathrooms.

Although Adamsons maintains its own warehousing, it has made a strategic shift in operations. “More distributors are now delivering directly to the site, so we’ve embraced that model,” she explains.

Discussing the diverse range of projects, Rachel comments: “Our work often involves building extensions and transforming them into functional, stylish kitchens, bathrooms, or bedrooms.

“About 50–60% of our projects combine extensions with interiors,” she adds.

Even with interior-only projects, construction often plays a role. “We rarely just replace a kitchen in its existing footprint,” Rachel notes.

“We’re often removing walls, installing bifold doors, or incorporating other structural changes to optimise the space and flow.”

On average, project values sit at around £55,000 but can reach up to £300,000, reflecting the breadth of their work.

Growing business

The introduction of premium interiors transformed Adamsons’ customer base, expanding its reach beyond its Thameside locality into affluent neighbouring South Manchester and Cheshire.

To connect with a broader audience, Adamsons focuses its marketing on educating potential clients about its comprehensive, hassle-free services.

Rachel says: “Our customers don’t want the stress of coordinating a builder, a kitchen fitter, and an electrician—they want one team to handle the entire project.

“We’re unique in the North-West for offering a truly end-to-end service. Our marketing, whether through blogs or leaflets, highlights what sets us apart.”

Girls on top

Even today, it’s still uncommon to see a woman at the helm of a construction and home renovation business. But for Rachel Moors this leadership role feels like a natural fit.

She grew up immersed in the company, starting as a “Saturday Girl” during her college years, welcoming customers at reception.

After university and building a career outside the family firm, she returned 19 years ago to take on a marketing role, eventually learning every facet of the business.

Five years ago, she stepped into her father’s shoes as managing director when he decided to scale back.

“It was a steep learning curve,” Rachel admits, reflecting on the dual challenges of family legacy and industry bias.

“Taking over from your dad, some people assume that’s the only reason you have the job,” she shares.

“And then there’s the fact that I’m a woman in a predominantly male industry. I still get reps asking, ‘Is the boss here?’ My response is simple: ‘That would be me.’

“The stereotype of a male-led home renovation company persists, but I hope more women will join the industry and change that perception.”

Under Rachel’s leadership, Adamsons has embraced a distinctive, customer-centric ethos, shaped by what she calls “softer touches.”

Whether born from her personality or her perspective as a woman, these thoughtful gestures set the company apart.

“When we’re fitting a kitchen and it’s been ripped out, we’ll send the family out for a meal—they’re probably tired of takeaways,” Rachel explains.

“And when clients sign a contract with us, I send them a handwritten card and chocolates to say thank you for choosing Adamsons.”

This attentiveness even extends to customers’ neighbours.

“We deliver a card and two slices of cake to neighbours when we start a job.

It says, ‘Hi, we’re starting work next door. Here’s the installation manager’s details in case you have any questions.’ It helps them feel prepared; vans parking on the street can be inconvenient, and we want to acknowledge that.

“It’s about those little niceties that aren’t written in the contract but make a big difference.”

And how will business be for next year? Despite the current economic challenges, Rachel is optimistic about the future. “Consumer confidence will bounce back,” she says.

“This year was about laying the groundwork with our rebrand and showroom refit. Next year, it’s all about building on that momentum and continuing to improve.”

By combining luxury products, exceptional en-to-end service, and a clear, customer-first vision, Adamsons is poised to thrive in the evolving home renovation market.