Smile Kitchens vs Magnet

Magnet is a large, well-known kitchen provider with numerous UK showrooms, but the contrast with specialist competitors like Smile Kitchens comes down to how the design service is delivered, the quality of materials – and how closely homeowners want to work with a professional designer throughout the project.

It’s often difficult to decide whether to opt for a traditional showroom model, where customers can browse displays and finishes, or to hire an expert one-to-one designer, which is why this guide provides insights into where the biggest differences exist.

Both Smile Kitchens and Magnet offer adaptable kitchen designs, from modern kitchen layouts to cosy farmhouse-style kitchens, but understanding the customer journey can help homeowners determine which service is the right fit for their needs.

Smile Kitchens vs Magnet: Key Takeaways

• Magnet is a big-name retailer that offers a traditional design process with high-street showrooms, in-store & virtual design consultations, and optional add-ons such as a professional installation service.
• Smile Kitchens is a more boutique-style, personalised design service, offering cost-effective high-quality solid timbers, bespoke kitchen layouts and a design-led, remote consultation process.
• Both companies offer virtual online kitchen consultations, with Smile Kitchens offering a longer, more detailed consultation. 
• Smile Kitchens offer a longer guarantee for all frontals – 10 years rather than 5 years.
• For homeowners, Magnet can be ideal for the simplicity of seeing a fixed number of kitchens in-store.
• In contrast, Smile Kitchens is often preferred by customers looking for greater flexibility, bespoke design input, and competitive pricing.

Which Factors Will Impact Homeowner Choices Between Smile Kitchens and Magnet?

Every household might have its own priorities, so there isn’t a correct answer as such, but Magnet mainly offers in-store communications, with the option to pay more for a full service rather than hiring a kitchen installer of the customer’s choice. This might matter to those who want to outsource all aspects of their kitchen project.

Homeowners choosing between Smile Kitchens and Magnet Kitchens are likely to also base their decision on price, design flexibility, product quality, installation support and the buying experience. 

Magnet appeals to customers who value the reassurance of visiting a showroom while Smile Kitchens is likely to attract homeowners looking for a more personalised design service, competitive pricing and the convenience of an online-first experience.

Many consumers assume that a one-to-one service from a design specialist will be more expensive, but in reality, Smile Kitchens can compete with corporate brands by focusing on remote design collaborations. It also doesn’t have the overheads associated with physical showrooms in most major towns and cities.

How Does Creating a Kitchen With Magnet Work?

The design process is pretty hands-on, with most customers visiting a Magnet showroom to see cabinets and materials – though there is also an option to request a callback via the Magnet website. Customers can:

• Attend in-store consultations to speak with a designer, presuming there is a Magnet store nearby.
• Organise a technical survey of their kitchen and select from the available colours, styles and finishes.
• Opt to add the installation service already mentioned – although they can also hire an independent installer.

How Does Creating a Kitchen With Magnet Work?

The design process is pretty hands-on, with most customers visiting a Magnet showroom to see cabinets and materials – though there is also an option to request a callback via the Magnet website. Customers can:

• Attend in-store consultations to speak with a designer, presuming there is a Magnet store nearby.
• Organise a technical survey of their kitchen and select from the available colours, styles and finishes.
• Opt to add the installation service already mentioned – although they can also hire an independent installer.

How Does Smile Kitchens Design Service Differ From the Norm?

The Smile Kitchens service is online-only, offering competitively priced, custom-designed kitchens with samples sent to customers for a first-hand look, and design-led guidance throughout. Virtual design support comes with access to various tools and resources, such as:

• Digital consultations and discussions one-to-one with a designer who will manage the process throughout.
• 3D visualisations based on the customer’s measurements to see what different options would look like.
• Flexibility to pick colours, custom mixes, different worktops, splashbacks, cabinets and features.
• A handy (and free) online kitchen planning tool for visualisation 

Buying through Smile Kitchens also means customers can choose their own kitchen fitter, with many homeowners preferring to work with trusted local tradespeople rather than using a retailer-managed installation service.

Which Customers Are Magnet Kitchens and Smile Kitchens Best For?

Magnet are what we can an A-Z kitchen company. The designer will cover the whole project from start to finish, including the measure service, design, ordering and installation phases.

Magnet is potentially the supplier of choice for homeowners who want in-person support, someone else to take measurements of their kitchen, and guidance from a high-street business.

Smile Kitchens may be preferred by consumers who are comfortable communicating online, can manage their own measurements, and who want maximum customisation at a lower price point – but still want the expert guidance and service throughout. 

Comparing Key Points of the Smile Kitchens and Magnet Kitchens Design Service

What Do Verified Reviews Say About Smile Kitchens vs Magnet?

It’s always worth consulting reviews to see what other customers have felt about their experiences, and on Trustpilot, the largest independent review platform:

• Magnet is rated 4.5 – a score considered excellent. Of several thousand reviews, 86% are positive, but 13% are negative, and the remaining 1% are neutral. [1]
• Smile Kitchens is rated 4.8 – a higher rating that falls within the excellent category. While the company hasn’t amassed as many testimonials as Magnet, 98% of responses are positive, and less than 1% are rated neutral or below. [2]

Trustpilot notes that both Magnet and Smile Kitchens have ‘overwhelmingly’ great experiences, with a large proportion of customers submitting top-rated 5-star scores. 

However, some negative Magnet reviews cite issues with third-party measurements or installation coordination.

Frequently Asked Questions

Do I Have to Visit a Magnet Kitchen Showroom to Buy a New Kitchen?

Almost definitely yes. The service has adapted of late to include telephone callbacks and some online resources, but the bulk of the design process usually happens in-store.

What Makes the Smile Kitchens Online Design Service Different?

Smile Kitchens isn’t so much a retailer as a team of qualified design professionals. This means they can add valuable input on spacing, colourways, air and light flow, and on achieving an aesthetic or style that perfectly suits each customer’s home.

Related Reading

• Smile Kitchens vs Howdens
• Smile Kitchens vs DIY kitchens

References:

1. Trustpilot: Magnet Kitchens
2. Trustpilot: Smile Kitchens