Trade login- Company News
One Year of STORI: A Celebration Worth Sharing
May 2025 marks a significant milestone for Uform as it celebrates the first anniversary of its end consumer brand, STORI. Over the past year, STORI has made significant strides, expanding its product range across kitchens, bedrooms, and living spaces while strengthening support for retailers.
One year after its launch, STORI has exceeded expectations, strengthening brand awareness and supporting retailers’ businesses. Looking back over the past year, STORI has emerged as a standout success.
The Evolution of STORI
Established in 2007, Uform’s Kitchen Stori brand has long been synonymous with premium quality, design innovation, and a vast choice of products. However, the rebranding to STORI in May 2024 represented more than just a name change; it signified an evolution to meet the diverse needs of modern homeowners. The brand’s new tagline, “Spaces Worth Sharing,” encapsulates its mission to empower anyone to create the home they desire with world class furniture solutions, effortlessly.
Uform Group CEO Simon Oliphant with STORI Brand Manager Shaunagh Devlin
With over 30 years of industry expertise and a dedicated network of STORI-approved retailers, the brand offers a beautifully curated collection of furniture and accessories. This includes tailored solutions for bedrooms and living spaces, featuring everything from fitted wardrobes to boot rooms, home offices and media units, aimed at striking a balance between comfort, practicality, and style.
A New Chapter
In May 2024, Uform announced the rebrand, which included new consumer brochures, a new STORI website, and the relaunch of the Real Stories campaign with increased marketing exposure across multiple channels.
To help showcase STORI products and services, all STORI retailers were given access to a suite of premium consumer brochures focused on Kitchens & Living Spaces, Bedrooms and Handles, as well as marketing assets for both digital and print. The new STORI consumer website launch also showcased the full range of products for each space within the home as well as an option to Book A Design Appointment with a nearby STORI showroom, and access to a wealth of content designed to educate, excite, and inspire the homeowner on their buying journey.
STORI Partner Programme
In alignment with its rebranding, Uform introduced the STORI Partner Programme, which offers commercial and service led benefits to its retailers through a tiered loyalty system. The programme was officially launched and celebrated on May 15th, with numerous Uform retailers in attendance. The event featured an exclusive tour of Uform’s 225,000 sq ft state-of-the-art manufacturing and distribution facility, a visit to the newly revamped Design Centre, and a preview of unreleased products.
As the company approaches the first anniversary of the STORI Partner Programme, it has received outstanding feedback from its Approved and Premium retailers. Success stories include enhanced profit margins, lead time protection, qualified leads from the STORI Collection website, and access to exclusive marketing materials, reducing the time and effort required for overall marketing efforts.
Chloe Young, Showroom Manager at Hunter Hall Design, remarked on the STORI Partner Programme: “The STORI brand helps us stand out in the market. Partnering with a well-known, prestigious brand instils confidence in our clients, assuring them that they are working with a trusted brand and product. Joining the STORI Partner Programme was an obvious choice for us.”
STORI Learning Hub
Uform proudly announced the launch of the STORI Learning Hub, designed to offer exclusive expert-led training, support, and resources for retailers participating in the STORI Partner Programme.
The company was thrilled to launch this initiative through a collaboration with the design platform, ArtiCAD. STORI Programme Partners engaged in an in-depth session, gaining practical insights and advanced techniques to optimise their workflow when designing and pricing ranges from the STORI collection.
Uform encourages its retailers to stay tuned for more resources and support-led content that will be made available through the STORI Learning Hub. These upcoming materials are designed to further enhance its retailer’s experience and success with the STORI Partner Programme.
Commenting on the collaboration, Kitchen Flair UK Director Kristina Libertini said, “A fantastic webinar that provided immense value, especially as I am relatively new to the ArtiCAD system. It was incredibly helpful to have the opportunity to ask questions about specific design details and to receive a comprehensive ‘How To’ demonstration at the end of the session.”
Top Real Stories Campaign 2024
On 30th January 2025, Uform was thrilled to reveal the winners of its Top Real Stories 2024 campaign. The annual competition made its comeback under the new STORI consumer brand, exclusively available to independent STORI retailers participating in the STORI retailer partner programme.
Broomside Design’s Top Real Stories 2024 Winning Project | Mr & Mrs Simpson – Homeowners
Each of the winning Top Stories retailers (Broomside Design, Stag Kitchens, Kitchen Ergonomics, Ella Austin Kitchens and Family Kitchens) received a generous prize package, with Broomside Design from Yarm, proudly claiming the prestigious top-ranking position as the campaign’s overall winner for 2024.
Commenting on winning the Overall Winner title, Broomside Owner, Gary Short said, “Discovering that we were the overall winners for 2024 was an incredible surprise. I follow Uform and STORI on social media and admire the many beautifully designed kitchen projects that they share, so being recognised as the best this year is a huge compliment to the hard work our team puts in year-round.”
Left to right: Gary Short – Broomside Design Owner and Sam Scott – Installation Manager
The Next Chapter
As we move through 2025, Uform is excited about the future of STORI. With ongoing product innovations, enhanced training and support for retailers through the STORI Learning Hub and more exciting news to come, the company remains committed to delivering premium solutions via its network of experienced STORI retailers for homes across the UK and Ireland.
Commenting on the one year anniversary, STORI Brand Manager Shaunagh Devlin adds, “We’re incredibly proud to celebrate the outstanding success and growth of the STORI brand in its first year. Our retailers have shown tremendous enthusiasm for our innovative marketing materials and exclusive STORI Partner Programme. They have also experienced firsthand the powerful impact of lead-generated content through the STORI website. None of this would be possible without our experienced and dedicated team here at Uform. With such a solid foundation, the future of STORI shines even brighter.”
If you are an existing STORI retailer and would like to learn more about the Partner Programme, click here. Alternatively, if you are interested in becoming a STORI retailer, please visit the Uform website for more information.
