Most kitchen shops don’t make kitchens. This includes the trade outlets, where we might assume we’re buying directly from the manufacturer.
Some brands are manufacturers. Some are created by manufacturers, who might produce several, and then sold “as-is” by the retailers: this is how the independent market often works. Some brands are created as names by the retailer, then bought in whole from one manufacturer (or supplier: see our Manufacturers page for more on how even a supplier might not be a manufacturer). Some brands are created as names by the retailer, then assembled by the retailer from components bought in from various suppliers. “Exclusive” brands are usually only exclusive names: the kitchens will be from existing brands.
Sometimes, even between the biggest retailers, two kitchens which seem very similar except for their names might actually be the same kitchen; or they might be significantly different, in ways which aren’t easy to see. Even the people selling them might not know the truth, or might not tell it if they do.