The names given for the MD, FD, and COO on the website seem to be fictitious. There is no record of people with these names holding directorships at any companies even closely resembling either kitchens direct or "Homeform Group" (look at the bottom of any page on the kitchens direct website).
In case anyone is interested, Homeform Group are heavily in debt and made a loss last year of over £26m. Christopher Bevan is the Company Secretary, his home number is 01704 571 309.
The other Two Directors are Timothy Kowalski (01625 585 563)
and Joaquim Vicente, a Portugese National (01625 522246 / 415224)
The Holding company, also in a very poor financial state, has an additional director - a German National called Frank Maassen (0208-341-9088
I suggest we see how they like multiple calls at all hours.