If you're an experienced DIYer, it's possible to fit a kitchen yourself to save money, but for most, it's best to call in a pro: a pricey kitchen badly fitted can look cheap, while an affordable one that's well-fitted appears more premium.
However, there are tasks you can take on, such as designing the layout – although most kitchen companies will do this for free of charge, removing the old kitchen and managing the different trades needed, such as a plumber, fitter, electrician and, if applicable, a Gas Safe Register engineer.
Other ways to keep costs down are to consider purchasing a second-hand or an ex-display kitchen. Also, by getting several quotes on like-for-like designs from different retailers, you can often use these as bargaining tools to drive down prices on your most desired kitchen.