In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with Lewis Stockford, who shares an insight into his role, why time management is crucial and why continued investment is key to survival.
Meet Lewis
I’ve been in the furniture industry for three years. I currently represent Cattelan Italia, Porada, Flexform, Giorgio Collection, Giorgetti, Emu, Contardi, Montbel, Angelo Cappellini, Opera Contemporary and Millbrook Beds.
What drew you into the life of an agent/rep and what’s the day-to-day like?
I was very happy on the retail side of things with Vale Furnishers and didn’t foresee me moving to the ‘dark side’, however, the collection of brands offered to me and the opportunity was too good to let go.
What is the best part of your role?
It’s difficult to pin point one thing. I still love the shows, I love factory visits with the sales teams and I love planning new displays with stores and seeing success.
What is the most difficult?
Difficulty is always time and how you use it, there is so much opportunity out there. Retail, designers, contract dealers and yachts. Whilst ensuring current customers are getting the best service.
Do you have any particular highlights so far?
Milan Design Week when all the biggest and most prestigious brands from around the world exhibit, I love being a part of it.
What challenges do you think currently face agents/reps in the furnishing industry?
The market is tough, so some stores aren’t investing and projects for designers are being delayed. It will come back and the ones that invest will come through it stronger.
What would you like to see change?
Education in furniture. End consumers know high end wristwatch brands, they know car brands, but to them furniture brands are not as important. The UK needs educating.
What would help agents/reps more?
I would like to see owners and buyers be more open minded, and receptive to new agents and brands on the market.
What would you say to someone considering becoming an agent/rep?
Have a good car and be prepared to work late nights after a day travelling.
What is the most important attribute to have as an agent/rep and why?
Empathy, every store has different challenges. Work hard to find solutions for stores and results will follow.
Can you share something that irritates you the most as an agent/rep?
Traffic!
Can you share an insight into your plans for the year ahead?
We are planning an interior design trip to visit the factories and showrooms in Italy, which is planned for March and is quite exciting. I also want to continue the good work in expanding stores I am working with whilst ensuring there is area exclusivity.
What’s the next big thing you are seeing in the industry and why?
Millbrook mattresses, internally tufted mattresses and now delivery in three business days direct to the customer (white glove). This is proving a big success and it seems customers are becoming more demanding and wanting things quickly.
Final thought…
I would like to say a big thank you to all stores that are working with me and have supported me on this journey so far.
lewis.stockford@icloud.com / www.linkedin.com/in/lewis-stockford-0697b6279/
