South Wales firm Demada Custom Wine Cellars is reporting 50% year-on-year growth and a growing list of high-profile hospitality clients, as bespoke wine storage becomes the latest must-have in luxury interiors.
A once-niche request has grown into a booming business, thanks to the vision of three South Wales entrepreneurs and a leading interior designer. Demada Custom Wine Cellars, founded by Dale Leighfield, Marc Thorley, Deri Jeffery, and designer Sophie Pascoe, is carving out a new space in the UK’s luxury interiors market; one that blends traditional joinery with precision engineering and cutting-edge climate control.
The company, born from a one-off commission to design a residential wine cellar, has seen rapid growth over the past year, with overall enquiries up 25% and hospitality interest rising sharply. Its success comes amid a wider shift in the luxury sector: wine cellars are no longer purely functional but are more often seen as status symbols, design features, and even storytelling tools in both homes and restaurants alike.
“People aren’t just storing wine anymore,” says Pascoe. “They’re creating spaces that reflect their collections and their hobby – elegant, highly personalised environments that are as much about display and experience as preservation.”
Luxury Living’s Latest Obsession
From Georgian townhouses to contemporary London apartments, custom wine rooms are becoming a fixture in high-end interiors. Publications like House & Garden have called wine cellars a hallmark of ‘next-level’ living, and homeowners are responding, investing in bespoke builds that combine premium materials, tailored lighting, and climate-controlled precision.
Restaurants and hotels are following suit. Recent Demada projects include The Priory in Caerleon, with a restaurant set inside a 12th-century monastery, where the company’s team integrated bespoke wine storage into the restoration of its historic bar. The final installation acts as a centrepiece, showcasing the venue’s award-winning wine list through warm-lit joinery, metalwork, and glass.
Meanwhile at Eardisley Park, a private heritage estate in Herefordshire, Demada crafted a cellar within the building’s original brick alcoves, working around uneven walls and floors to deliver a seamless design that respects the historic structure while introducing state-of-the-art wine storage.
From Workshop to Wine Rooms Across the UK
Demada’s rise stems from its unique foundations; a collaboration between three specialist firms: Uskvale Joinery, Resitech, and Studio Severn. The result is a design-and-build powerhouse, offering clients a start-to-finish service that includes tailored CAD design, joinery, climate technology, and installation.
Its co-founders each bring decades of experience in their fields: Leighfield, a master joiner; Thorley, a seasoned installer; and Jeffery, a wine cooling and climate control expert. Together with Pascoe, they’ve positioned Demada as a serious player in the luxury interiors space, particularly among affluent homeowners and restaurateurs seeking standout, experience-led features.
“Our work often involves highly technical challenges,” says Leighfield. “But that’s where we thrive; preserving original architecture while introducing sophisticated, modern functionality.”
With year-on-year revenues up by nearly 50% and a growing presence in London and the South East, Demada is now targeting new high-end residential and hospitality clients across the UK. The company is also exploring select international opportunities and is developing a design-forward range of modular wine storage elements for boutique spaces.
“Every cellar we design is different,” says Pascoe. “But what unites them is craft and a genuine commitment to quality, materials, and the client’s story.”
