In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with Daryl Drylie, who shares an insight into his role, overcoming challenges and why more support is needed for both manufacturers and retailers.
Meet Daryl
I’m currently an agent for SoftNord Upholstery, Sleepeezee and One Call Furniture. I have been an agent since 2004, so 22 years. I was previously a High School PE teacher.
What drew you into the life of an agent/rep and what’s the day-to-day like?
Not having to live like Pavlov’s dog every day! Maybe I felt too constrained by the teaching model. I liked the idea of having more than one workplace and being in differing environments and scenarios, as well as building different relationships with customers.
What is the best part of your role?
Definitely the relationships with the retailers. There is no doubt that over time many of those relationships become so much more relaxed and I now consider many retailers genuine friends. Every day is different and actually, every call is different because the people we come face-to-face with are very different from one store to the next and I love adapting to so many idiosyncrasies.
What is the most difficult?
Every year brings fresh and unique challenges and I suppose any manufacturer, agent/rep is judged on how they rise up to and deal with those challenges. This year has been crazy. With geo-political tension on the rise and conflict all around us, it has been difficult for factories to access many raw materials and consequently, prices have rocketed! The biggest challenge has been trying to keep any cost price increases to the retailer to the bare minimum.
Sadly, several big-name manufacturers here in the UK have unfortunately succumbed to the pressures and they will be sorely missed. I suppose all manufacturers are having to continually evolve and adapt to those challenges but it would be so nice to just get a sustained period of a settled business climate soon.
Do you have any particular highlights so far?
Recently at SoftNord, we partnered with a major UK retailer and that business is growing steadily with both parties delighted with both the relationship and the progress. We’re confident that it will grow further in the coming months. So, whilst our business with the independent retailers across the UK is still on an upward trajectory, this side of the business has also been a huge success for everyone at SoftNord.
What challenges do you think currently face agents/reps?
Staying relevant. We need to demonstrate that ‘boots on the ground’ and building those close relationships with retailers is vital to success. To retailers we need to show that we aren’t just order takers and that we provide sales advice, product knowledge, factory insights, background knowledge, service issue resolutions and so much more.
What would you like to see change?
Governmental support for UK manufacturing. Too many manufacturers across our industry have fallen by the wayside and we cannot have this continuing. Similarly, retailers also need support. We all read almost weekly of yet another retailer closing the doors and the public need to be able to see product in reality rather than only online. If our retailers go then our high streets crumble further.
What would help agents/reps more?
Superfast transport allowing us to get round more customers daily. Not in my lifetime though!
What would you say to someone considering becoming an agent/rep?
It can a great way of life and there can be fantastic successes, but also be prepared for the knockbacks and problems to solve. Make sure you keep pace with the ever-advancing technology.
What is the most important attribute to have as an agent/rep and why?
Resilience. There will always be challenges and obstacles in any industry but for an agent, especially in the beginning, no retailer knows who you are and you have to spend time gaining trust and proving yourself to everyone, whilst shrugging off the “no thanks”, “we’ve no space” and “see me next month” comments. We’ve all been there.
Can you share something that irritates you the most as an agent/rep?
Making an appointment to see a buyer, planning the day around that appointment and driving the 2-3 hours to get there and then discovering that, for whatever reason, the buyer is not there! Infuriating!
Can you share an insight into your plans for the year ahead?
Generally, and like most others, I’ll be trying to drive sales to get the best out of what we can all say has been a very tough year to date. Looking ahead, we have Telford’s NBF Bed Show and I’m excited to see the new models ready for launch from Sleepeezee. At SoftNord, we are busy finalising the new designs and new fabrics for launch at The January Furniture Show 2027.
What’s the next big thing you are seeing in the industry and why?
AI seems to be the next big thing everywhere. I’m sure it will prove to be of great benefit in all aspects of our own industry and right now we are all trying to learn as much as we can. Time will tell.
Final thought…
There will always be new challenges in this unique, ever-evolving industry of ours, which can only be expected and as agents and reps we will always rise to those challenges as best we can. Having some fun in doing all that should be an absolute necessity.
drylieagencies@btinternet.com / 07709 553737 / www.linkedin.com/in/daryl-drylie-bb15a945/
