Having worked in sales for the likes of Visco Therapy, Kyoto, WorldStores and Silentnight since 2006, Nathan boasts a wealth of industry experience, principally focused on sourcing and sales. In 2018 he founded The Furniture Consultant, and now offers retailers, wholesalers and manufacturers tailored support around strategy, buying, marketing, account management, merchandising and training.
How might a child describe what you do?
I help people find the perfect furniture for their homes by working with shops and online stores. I also give advice to shops on how to sell more furniture and make their businesses better.
What’s the biggest long-term challenge you face?
The biggest long-term challenge I face is adapting to the rapid changes in consumer behaviour and technology. As ecommerce continues to evolve, staying ahead of trends and maintaining a seamless omnichannel experience for customers is critical. I personally like to ensure that the strategies I implement and suggest to my customers remain relevant and effective in this ever-changing landscape – this is a constant challenge.
If you had 10 x your working budget, what would you spend it on?
I would invest heavily in advanced analytics and AI-driven tools to better understand consumer behaviour and preferences. I would also expand our digital marketing efforts and develop more innovative online platforms to enhance the shopping experience. Additionally, I would allocate funds to training and development programmes for retailers, to help them adapt to the digital age and maximise their potential
What would be the title of your autobiography?
Building with Purpose: My Path from Intrapreneurship to Entrepreneurship.
What does ‘work/life balance’ mean to you?
Personal life can sometimes feel like work, and work can sometimes feel like escapism! Work can interfere with the personal, and, equally, the personal can interfere with work.
Mental and physical health are important aspects, and when I think of balance, it’s about making time within my days and week to invest time in myself to ensure I’m at my peak to do both work and personal life to the best of my ability. I create to-do lists (categorising tasks as urgent/important), daily walks, time away from all screens, I attend therapy 2-3 times a month to sustain my mental health, try to eat right, and take regular long weekend holidays.
Who’s been your most influential professional mentor?
My former MD Jahangir Khan. His insights on strategic thinking, customer focus and relationship building within the industry have profoundly shaped my business and leadership approach. Additionally, I owe a great deal of gratitude to Graham Carberry from Sealy, who offered me my initial opportunity in the furniture industry at Silentnight. His mentorship and guidance were instrumental in my rapid career progression, and I am deeply thankful for his support.
What advice would you give your younger self?
I would tell my younger self to embrace change and stay curious. The furniture industry is constantly evolving, and being adaptable and open to learning new things is key to long-term success. Also, never underestimate the power of networking and building strong relationships.
What’s been your best day in business to date?
When we secured a significant partnership with a major online retailer. This deal not only expanded our market reach, but also validated our approach to integrating traditional retail with ecommerce strategies. It was a testament to the hard work and dedication of my team.
What’s the biggest myth about our industry?
The biggest myth about our industry, in my opinion, is that brick-and-mortar stores are becoming obsolete. While ecommerce is certainly growing, physical stores still play a crucial role in the customer journey. Many customers prefer to see and feel the furniture before making a purchase, and a strong omnichannel strategy can leverage the strengths of both online and offline channels.
What should everyone in our industry either stop or start doing?
Everyone in our industry should start embracing data-driven decision-making. Understanding customer preferences through data can lead to more personalised and effective marketing strategies. Conversely, we should stop relying solely on traditional sales tactics, and be more open to innovative approaches and technologies.
Where do you see the industry going in the next 5-10 years?
I see the furniture industry becoming more integrated with technology. Augmented reality (AR) and virtual reality (VR) will likely become mainstream tools for customers to visualise furniture in their homes before purchasing. Additionally, sustainability will play a larger role, with more companies adopting eco-friendly practices and materials.
What question do you wish we’d asked? How would you have answered?
I wish you’d asked, ‘What role does sustainability play in your business strategy?’ My answer would be that sustainability is becoming increasingly important. We are focusing on sourcing eco-friendly materials and working with manufacturers who prioritise sustainable practices. This not only helps the environment, but also meets the growing demand from conscious consumers.
This interview featured in the July issue of Furniture News magazine.
Getting personal: Nathan Edwards, The Furniture Consultant
