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OUR STORY

We believe that well-designed spaces empower better living

We also believe it should be easier to create well-designed spaces in our homes. That’s why we started FORM, to not only create spaces that transform, but to also transform the process of designing those spaces. It's also why we care so much about developing the most personalized and thoughtful approach to design, working with excellent materials, and building an innovative, all online design and order platform.

We know renovations are never easy. In fact starting can be the biggest hurdle. We’ve made it easier to get started and downright delightful to design and complete online.

February 2023

Best semi-custom kitchen cabinets

“FORM promises sleek, modern, European-style kitchens for a fraction of the cost of custom units”.

May 2023

A direct-to-seller approach to slash prices on customizable cabinet sets

“Aside from the stylish exterior, it’s the inside that counts with FORM....”

March 2021

High-End FORM Kitchens, No Showroom Markup

“...it’s a rock-solid concept born on the wings of an epiphany.”

There's gotta be a better way...

Like many ventures, FORM began with the personal experience & frustrations of CEO Danny Soos. It started when Danny decided to renovate his London kitchen. His quest? Find high-end, well-designed European style cabinetry.

“I must’ve gone to every showroom in London twice, and the places that were in my budget didn’t have what I was looking for, and the places that did were too expensive,” said Danny.

FORM’s manufacturing partnership and digital platform has created a way to get that beautiful, modern aesthetic and premium quality, for less.

Our team

We are an innovative team of designers, product managers, marketers and engineers reimagining the kitchen-buying experience.

Danny Soos

CEO & Co-Founder

Tom Sherman

Co-Founder

Brittani Conolty

Chief of Staff

Beth Brenner

Head of Business Development

Kristen Davis

Head of Research

Michael Quinn

Head of Brand & Marketing

Nicholette Chan

Head of Design Operations

Bianca Betancourt

Kitchen Design Lead

Debora Papa

Kitchen Design Lead

Crystal Clark

Kitchen Designer

David Shoemaker

Kitchen Designer

Dorothy Weise

Kitchen Designer

Eva Littlefield

Kitchen Designer

Hali Barthel

Kitchen Designer

Janel Laza

Kitchen Designer

Ladyline San Buenaventura

Kitchen Designer

Liana Gonzales

Kitchen Designer

Renesis Basilis

Kitchen Designer

Rosie Bartlik

Kitchen Designer

Sina Almassi

Kitchen Designer

Treyton Kubic

Kitchen Designer

Adrian Flores

Design Operations Lead

Dolimer Colina

Design Operations Lead

Adolfo Gonzales

Design Operations

Andres Zamorano

Design Operations

Daniel Pichardo

Design Operations

Daniela Ulloa

Design Operations

Enrique Glennie

Design Operations

Eugenia Perez

Design Operations

Jaqueline Torres

Design Operations

Karla Peña

Design Operations

Maria Jose Millan

Design Operations

Niels Bugge

Design Operations

Osvaldo Lopez

Design Operations

Pedro Bonifaz

Design Operations

Rafael Flores

Design Operations

Daniella SantosCoy

Design Coach

Alexandra Dockins

Design Team Lead

Marlon Morgan

Design Team

Charlie Ward

Customer Success Lead

Nicholas Hoolihan

Customer Support Associate

Rob Haneman

Customer Support Associate

Axel Rodriguez

Logistic Lead

Lilian Shaooli

Supply Chain Lead

Mary Easa

People Ops

Saul Garcia

BizOps Lead

Mariana Luna

Head of Product

Arturo Cuevas

Product Designer

Esteban Sanchez

Software Engineer

Itzel Mancilla

Staff Engineer

Lenin Silva

Software Engineer

Liz Mancilla

Software Engineer

Alejandro Granados

Software Engineer

Alejandro Macias

Motion Designer

Mauritania Gonzalez

Motion Designer

Natalia Garfias

Motion Designer

Nestor Lobato

Performance Marketing Associate

Our projects are always personal

Personalized

We go beyond measurements, materials, and colors to custom-design a kitchen for you. We take the time to learn what's important to you and create spaces that you’ll love to live in.

Performance-led

Performance refers to both the quality of the product we deliver and the experience our kitchens create, year after year.

Peace of Mind

Designing your dream kitchen can feel overwhelming. That’s why we’ve edited out the unnecessary and are by your side from inspiration to installation.

Book a free 1:1 consultation

Meet your designer and tell us more about your project, so we can give you a more accurate estimate.

See our customer stories

Find inspiration in our gallery

"We believe that good design improves people's lives. We focus on personalization, performance, and peace of mind."

Danny Soos & Tom Sherman

FORM Co-Founders