The product of years of experience and lessons learned, interior design firm Den Living was opened by Danny Healey in 2005. Robyn Sirs-Davies speaks to Danny to explore his industry origins and the “organic” process that make Den Living what it is today ...
Manchester-based interiors firm Den Living may not be a household name just yet, but that’s the way Danny Healey likes it.
Celebrating over 10 years of successful business at Den, director Danny Healey and partners Paula Hopwood and Andrew Riley have struck a balance between profitability and individuality – something that many boutique businesses strive for. “We never want to get massive, which is something I realise now,” Danny states when asked about plans for his company.
However, the firm’s current activities are not exactly under the radar. Danny happily confesses to a glamorous client list and an impressive portfolio of commercial projects, including leading Manchester restaurant Chaophraya and a number of bars in the famous Northern Quarter.
Indeed, Danny has just returned from a trip to Italy where Den’s new partner, seating manufacturer Cubo Rosso, has agreed to produce a custom seating range, Den Italia. The sofas will be available in a vast range of fabrics from over 200 swatch books, allowing Den to retain its bespoke edge.
Growth is, of course, important, but Danny and his team are aware of the benefits of being a smaller company, and are keen to continue enjoying them. The firm’s hands-on approach to projects is one of these advantages – the Den team is invested in the client’s vision from start to finish. “Our brand is very much client-focused and client-led,” explains Danny.
“We very much believe that if you invest in clients, they will invest in you via recommendations”
“As a brand, we are over 10 years old now and we’ve learnt a lot in that time. We very much believe that if you invest in clients, they will invest in you via recommendations.”
This focus on individual client engagement is central to Den Living’s ethos. “We barely advertise. We have a good relationship with clients, and once they recommend you, you’re into a certain circle,” says Danny.
Although the firm embraces modernity in its design concepts, it is hesitant to move towards online sales. Danny defends Den Living’s preference for showroom business: “I’m old fashioned in my approach – I’m not a massive online seller. We care about our client, and if they want to come and see it and pick fabrics, they should be able to,” he states.
In this the company excels, offering a showroom with diverse design options. Forced out of the design stronghold in Manchester’s Northern Quarter by high rent rates, Den Living moved to larger premises near Bury, Greater Manchester and launched the showroom in 2014. Now based in the 30,000 sqft New Victoria Mill, the Den showroom is a wonderland of design concepts, tailored to inspire prospective clients.
“I think sometimes clients are prone to choosing something safe, so it’s nice for them to come to our showroom and think, ‘We can have all of this.’ It ups people’s game a little bit if they realise they can have something more creative. It’s an inspirational showroom without a doubt,” says Danny.
Interior designer Paula Hopwood also joined the group after the move to the Bury location. Danny enthuses: “She got on board about two years ago and she has basically transformed the showroom.”
Key to the creative direction of the business, Paula’s skillset has allowed Den to offer bespoke design consultation for domestic clients and a reliable pair of hands to guide commercial projects. Part of this bespoke experience involves the showroom’s Imaginarium – a specific consultation space in which clients can discuss design ideas and receive expert advice.
The focus on unique design at Den Living has been influenced heavily by Danny’s personal experience in the furniture industry. “I was born into a furniture family. We sold typical middle-of-the-road furniture – my dad had two shops. It was kind of standard household furniture, and it never really interested me that much, even though I learned a lot about it,” he explains.
“Den has been an organic process over the last 10 years”
Having decided that run-of-the-mill furniture was not his future, Danny went on to work in various fields, including sportswear. However, he eventually returned to furniture, setting up a small wholesale company.
“I liked trading – I liked the volume,” he says. “Within the family, I set up a little trading wholesale company and it was good, but it just ended up being boxes moving from A to B, and it got a bit boring.”
Looking to use his knowledge of the industry in a more creative project, Danny became a partner at design firm Pulse, joining colleagues Lorna and Lionel.
Though the venture was successful, Danny and Lorna sought something different and decided to set up the original Den venture in 2005.
Lorna left the project five years ago when Danny decided to take the business to the next level at that time.
“I wanted to grow it and she wanted to tinker. We built a good platform but then I wanted to build it up and she didn’t, so she bowed out,” he says.
This focus is symptomatic of the attitude that has allowed Den to transform from a small boutique interior firm to the aptly-sized business it is today. “Obviously, it has to be commercial, but you have to enjoy it as well because that enthusiasm comes across,” Danny explains.
“Big enough to cope, small enough to care. It’s a bit of a cliche but I think it works”
Danny is aware of Den Living’s position in the market, striking a harmonious balance between unusual design and commercial appeal. This combination is the result of Danny’s range of experiences in the furniture industry: “The best word to use for Den is organic because it has been an organic process over the last 10 years.”
Benefits of remaining a small business include the ability to make quick decisions about direction and carry them out instantly. “We’ll try it, and if it doesn’t work out – if we get let down in various areas – then we’ll drop it. We don’t have to go through a big committee, just the three of us – myself, Paula and Andrew – decide, and it happens,” Danny explains.
The company’s recent deal with Cubo Rosso serves as a perfect example of the boutique business’ capacity for new directions. To adapt to this venture, Danny intends to embrace the online world more. He comments: “We’ll be able to produce a lot more and we’ll need to sell a bit more to keep up. The online thing will probably come in then.”
However, this does not signal a move beyond Den’s comfortable mid-sized position, as Danny reiterates: “We want to just stay small, independent, and just keep getting rewarded by happy customers, I would say. Staying unique and niche. Big enough to cope, small enough to care. It’s a bit of a cliche but I think it works.”
This article was published in the November 2015 edition of Furniture News magazine.
