Adairs
At Adairs, I led the development of the Furniture, Rugs & Lighting categories during a pivotal phase of evolution, helping to shape a more elevated and design-led direction for the brand’s home offering.
Working across concept through to execution, I curated cohesive ranges that emphasised materiality, form, and a more refined aesthetic language. The focus was on creating pieces that felt considered and timeless—balancing softness, structure, and detail to align with a more premium, lifestyle-driven vision.
I worked closely with suppliers and cross-functional teams to introduce new design narratives across the categories, including updated fabrications, finishes, and silhouettes that brought greater depth and cohesion to the overall assortment.
This work contributed to repositioning the categories as more expressive, aspirational spaces within the brand—laying the foundation for a more elevated home identity and a stronger connection to how customers want to live.
For the living category, my focus was on creating a space that felt warm, layered and quietly elevated—shifting the offer towards a more textural, design-led aesthetic while maintaining broad customer appeal.
I curated a considered mix of upholstery, introducing depth through material contrast—from bouclé and linen blends to rich velvet finishes. Key pieces such as the Otis modular and River slipcover sofa delivered strong customer engagement, with modularity and removable covers resonating particularly well, contributing to increased sell-through in core upholstery lines.
The Morrison sofa elevated the range with a more premium feel, helping to strengthen the “Better” and “Best” tiers within the pricing architecture.
Across occasional furniture, I introduced sculptural forms and elevated materials such as marble, which enhanced perceived value and supported higher price point acceptance. These pieces played a key role in increasing attachment rates within the category.
Furniture - Living Room
Furniture - Bedroom
In the bedroom category, I focused on creating a calm, tactile and cohesive range that balanced softness with structure.
Through the introduction of curved silhouettes, textural fabrics and refined detailing, the bedhead collection brought a more elevated design language into the space. Styles such as the Nina Scallop and Kurva bouclé resonated strongly with customers, driving increased interest in statement bedheads and supporting growth in the category. The Jude bedhead provided a more tailored, versatile option, strengthening the core offer and appealing to a broader customer base.
Alongside this, I prioritised functionality through pieces like the Noa removable linen-blend bedcover, which responded directly to customer demand for practicality and ease of care—supporting repeat purchase behaviour and everyday usability.
This balance of design detail and function contributed to a more complete and commercially effective bedroom range, with improved depth across price tiers and stronger overall category engagement.
Rugs
Elevated the rug category through a focus on natural materials, texture and sustainability. Introduced 100% wool constructions alongside a recycled PET indoor-outdoor range, expanding the offer across both premium and practical use cases. Developed a layered, textural range using varied pile heights and artisanal techniques, improving quality perception, broadening customer appeal and supporting category growth. This refresh delivered a more contemporary, sustainable and commercially relevant range, strengthening both category performance and overall brand perception.
Lighting
Repositioned lighting from a functional category to a design-led, statement offering within the home. Introduced a more considered material palette—marble, travertine, ceramic and textured finishes—alongside sculptural forms and oversized proportions to elevate perceived value and visual impact. Delivered a cohesive range that enhanced styling opportunities, increased attachment across categories and strengthened overall brand aesthetic. This refresh delivered a more contemporary, sustainable and commercially relevant range, strengthening both category performance and overall brand perception.